SAGE Journal Articles

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Journal Article 1.1: Aronczyk, M., Edwards, L., & Kantola, A. (2017). Apprehending public relations as a promotional industry. Public Relations Inquiry, 6(2), 139-155.

Abstract: Public relations is an essential tool in the promotional mix and is increasingly a stand-alone strategy for organizations of all kinds to manage their visibility, legitimacy and relationships with stakeholders. However, its influence and power in the context of an increasingly promotional culture are under-researched. In this introduction, we set out the landscape of promotional culture in which public relations activity takes place and consider how existing research on promotional work may illuminate our knowledge of contemporary public relations work.

Journal Article 1.2: Logan, N. (2016). The Starbucks Race Together Initiative: Analyzing a public relations campaign with critical race theory. Public Relations Inquiry, 5(1), 93-113. Article first published online: March 10, 2016; Issue published: January 1, 2016.

Abstract: In response to a series of race-related incidents in the United States in 2014, Starbucks launched the Race Together Initiative, a multifaceted public relations campaign designed to spark a national dialogue on race. The campaign generated a great deal of discussion in the public sphere including some praise and much criticism. This article uses critical race theory as a theoretical lens to analyze the Race Together campaign as well as reactions to it in the news media and on Twitter. The purpose of this article is to use critical race theory to enrich understandings of the Race Together campaign as well as to explore the implications of corporate public relations campaigns that attempt to address sensitive social issues such as race.

Journal Article 1.3: Hasenmeyer, V., & Topić, M. (2017). The impact of public relations on the pharmaceutical industry: A case study of living like you campaign. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 15(3-4), 58-68..

Abstract: This study investigated the impact of public relations on the pharmaceutical industry by analyzing Living Like You campaign by Novartis. In addition, interviews with public relations professionals working in healthcare have been conducted to investigate how they understand public relations and how public relations can be utilized for further improvement of the healthcare practice. The results show that Living Like You was a successful public relations campaign and that there is a need for more use of public relations in healthcare, and pharmaceutical industry in general.