3rd sector PR or when Community is our main stakeholder
Keywords:
Public Relations;, Third Sector;, Corporate Communications;, Nonprofit Organizations;, Communication in the Public Interest;, Public Communication Campaigns ;Abstract
Purpose of the paper: The main purpose of this article is to discuss the connection of two disciplines considered as different till now both in their theoretic principles as well as in their practices: Public Relations (PR), or if you prefer Corporate Communications, and Communication in the Public Interest.
Methodology: This is essentially a conceptual paper that applies a qualitative approach to the field in consideration. A review of the main literature is presented as well as the considerations gathered from empirical research during the last ten years among Portuguese nonprofit organizations and NGO.
Findings: We conclude that Third Sector Public Relations are marked by an ongoing commitment to society and to the community and, therefore, should always incorporate what is usually conceived as Communication in the Public Interest into its core strategy. In the context of Civil Society organizations, Public Relations must be seen as negotiation and commitment
Research limits: Its conceptual framework might need to be better developed
Practical implications: According to our arguments a redefinition of the scope of both the conceptual and empirical field of Public Relations is needed.
Originality of the study: It provides a new theoretical approach to Public Relations.
References
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PROUT C.H. (1997), “Organisation and Function of the Corporate Public Relations Department”, in Lesly P., Leslyʼs Handbook of Public Relations and Communications, 5th Edition, Contemporary Books, Chicago, pp. 685-695.
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RICE R., ATKIN C. (1989), Public Communication Campaigns, 3rd Edition, Sage Publications, Inc. London.
ROGERS E.M., STOREY J.D. (1987), “Communication campaigns”, in Berger C., Chaffee S. (Eds.), Handbook of communication science, Newbury Park, CA: Sage, pp. 817-846.
STEYN B., GUSTAV P. (2000), Corporate Communications Strategy, Sandown, South Africa, Heinemann.
TENCH R., YEOMANS L. (2006), Exploring Public Relations, Harlow, FT Prentice Hall, Pearson Education.
WHITE J., MAZUR L. (1995), Strategic Communications Management, Singapore, Addison-Wesley Publishing Company.
WILCOX D.L., CAMERON G.T., XIFRA J. (2006), Relaciones Públicas - Estrategias Y Tácticas, 8th Edition, Pearson Educación, Madrid.
ARGENTI P.A. (2007), Corporate Communications, 4th Edition, McGraw-Hill Education, N.Y., pp. 41-57.
ATKIN C.K. (2001), Theory and Principles of Media Health Campaigns, in Hornik R.C., Public Communication Campaigns, 3rd Edition, Thousand Oaks, California, Sage Publications, pp. 49-68.
BATES D. (1997), “Public Relations For Charities and Other Nonprofit Organizations”, in Lesly P. , Leslyʼs Handbook of Public Relations and Communications, 5th Edition, Chicago, Contemporary Books, pp. 569-590.
BOYER R. (1997), “Public Relations and Communications for Nonprofit Organizations”, in Caywood C.L., The Handbook of Strategic Public Relations & Integrated Communications, New York, McGraw-Hill Education, pp. 481-498.
COFFMAN J. (2002), “Public communication campaign evaluation, An environmental scan of challenges, criticisms, practice, and opportunities”, Harvard Family Research Project, [Internet], Available in, http//www.ncbi.nlm.nih.gov/pubmed/6387698 [Consulted 16 Janeiro 2011].
CONRAD C., POOLE M.S. (2002), Strategic Organizational Communication: in a Global Economy, 5th Edition, Wadsworth Publishing, Australia.
CUTLIP S., CENTER A.H., BROOM G.M. (1999), Effective Public Relations, 8th Edition, New Jersey, Prentice Hall.
DOZIER D.M., GRUNIG L.A., GRUNIG J.E. (2001), Public Relations as Communication Campaign, in Hornik R.C. Public Communication Campaigns. 3rd Edition, Thousand Oaks, California, Sage Publications.
DYER S., BUELL T., HARRISON M., WEBER S. (2002), “Managing Public Relations in Nonprofit Organizations”, Public Relations Quaterly, Winter.
EIRÓ-GOMES M., LOURENÇO S., (2009), “O papel e a responsabilidade das Relações Públicas na sustentabilidade de um mundo global”, Conferências Lusófona, 8º LUSOCOM, pp. 1488-1499.
EIRÓ-GOMES M. (2005), “Comunicação em Saúde”, Unpublished paper, Doctors of The World, Lisbon.
EIRÓ-GOMES M. (2006), Relações Públicas ou a Comunicação como Acção, Lesson for Professor Coordinator, presented in Lisbon on June 28, 2006.
EIRÓ-GOMES M. (2007), “NGOs in Portugal, Some Remarks Concerning Organizational/Corporate Identity”, EUPRERA Congress 2005. New Challenges for Public Relations 10-13 Nov - Lisbon, Proceedings, Lisboa, Editions Colibri / Instituto Politécnico de Lisboa, pp. 63-66.
EIRÓ-GOMES M., DUARTE J., (2004), “Que públicos para as Relações Públicas Actas do III SOPCOM, VI Lusocom e II Ibérico - Volume II, Braga, Universidade do Minho, pp. 613-623.
GRUNIG J.E. (2001), The Role of Public Relations in Management and Its Contribution to Organizational and Societal Effectiveness. Speech delivered in Taipei, Taiwan, May 12.
GRUNIG J.E., HUNT T. (1983), Managing Public Relations, Forth Worth, Harcout Brace Jovanovich.
GRUNIG J., REPPER F. (1992), “Strategic Management, Publics and Issues” in GRUNIG J. (Ed.), Excellence in Public Relations and Communications Management, Lawrence Erlbaum Associates, New Jersey.
HAYWOOD R. (1990), All About Public Relations, How to Build Business Success on Good Communications, 2nd Edition, McGraw-Hill, London.
HENSLOWE P. (1999), Public Relations - A Practical Guide to the Basics, The Institute of Public Relations, London.
HORNIK R.C. (2002), Public Health Communication - Evidence for Behavior Change, Lawrence Erlbaum, New Jersey.
JABLIN F.M., PUTNAM L. (2001), The New Handbook of Organizational Communication, Advances in Theory, Research, and Methods, Sage Publications, London.
LESLY P. (1997), “The Nature and Role of Public Relations”, in Lesly P., Leslyʼs Handbook of Public Relations and Communications, 5th Edition, Contemporary Books, Chicago, pp. 3-19.
LʼETANG J. (2009), Public Relations, concepts, practice and critique, Sage Publications, London.
LOURENÇO S. (2009), Relações Públicas e mudança social, a sua importância e o seu papel no desenvolvimento de projectos sustentáveis, Tese de Mestrado, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa.
NUNES T. (2011), Terceiro Sector - Relações Públicas como Negociação e Compromisso. Masther Thesis, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa.
O’SULLIVAN G.A., YONKLER J.A., MORGAN W., MERRITT A.P. (2003) A Field Guide to Designing a Health Communication Strategy, Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs, Baltimore.
PACE R.W., FAULES D.F. (1993), Organizational communication, 3rd Edition New Jersey, Prentice Hall.
PAISLEY W.J. (2001), “Public Communication Campaigns”, in Hornik Robert C., Public Communication Campaigns, 3rd Edition, Sage Publications, pp. 3-21, Thousand Oaks, California.
PROUT C.H. (1997), “Organisation and Function of the Corporate Public Relations Department”, in Lesly P., Leslyʼs Handbook of Public Relations and Communications, 5th Edition, Contemporary Books, Chicago, pp. 685-695.
PUBLIC RELATIONS SOCIETY OF AMERICA. (1982), Official Statement on Public Relations, Available in http://www.prsa.org/AboutPRSA/Documents/
Official Statement on Public Relations.pdf (Consulted 17 Fev. 2011).
RICE R., ATKIN C. (1989), Public Communication Campaigns, 3rd Edition, Sage Publications, Inc. London.
ROGERS E.M., STOREY J.D. (1987), “Communication campaigns”, in Berger C., Chaffee S. (Eds.), Handbook of communication science, Newbury Park, CA: Sage, pp. 817-846.
STEYN B., GUSTAV P. (2000), Corporate Communications Strategy, Sandown, South Africa, Heinemann.
TENCH R., YEOMANS L. (2006), Exploring Public Relations, Harlow, FT Prentice Hall, Pearson Education.
WHITE J., MAZUR L. (1995), Strategic Communications Management, Singapore, Addison-Wesley Publishing Company.
WILCOX D.L., CAMERON G.T., XIFRA J. (2006), Relaciones Públicas - Estrategias Y Tácticas, 8th Edition, Pearson Educación, Madrid.
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Published
2020-03-26
