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Journal Article 8.1: Archer, C., & Harrigan, P. (2016). Show me the money: How bloggers as stakeholders are challenging theories of relationship building in public relations. Media International Australia, 160(1), 67-77.

Abstract: Conventional ‘normative’ theories of public relations have often centered on relationship building, dialogic theory, and two-way communication. Despite these theories dominating much of the academic literature, practitioners continue to seek control in relationships to produce “value outcomes” and meet measurable objectives for the organizations they work for. Public relations workers’ ability to influence the influencers has been framed as relationship development, and payment for editorial content or other influence has been seen as unethical. With the rise of social media, the so-called “new” influencers are now bloggers and Instagrammers. Given that most social media influencers now wish to be compensated with payment or in-kind for any work related to brands, this article discusses the implications for ethical practice and public relations theory. The mask of relationship building in the social media age needs to be removed and the importance of payment to bloggers needs to be acknowledged for the theories of public relations to develop.

Journal Article 8.2: Ginesta, X., Ordeix, E., & Rom, J. (2017). Managing content in cross-cultural public relations campaigns: A case study of the paris terrorist attacks. American Behavioral Scientist, 61(6), 624-632.

Abstract: This article studies how traditional media functions have changed due the new media growth in terms of consumption and influence and how this has affected the public relations (PR) campaigns in terms of storytelling and managing content. The starting point of this article is the media coverage of the Paris attacks on the 13th November, as well as the institutional ceremonies that the French government organized as a tribute to 120 victims. The methodology of this article is based in a sample of the mainstream media in French and English language published in Europe. The analysis indicators are the following: (a) the “message,” as the story based on organizational essentials, values, and identity; (b) the publics in a media relations campaign: opinion leaders and opinion makers; (c) the social dimension and the agenda setting; (d) effectiveness versus excellence and vice versa; (e) role of the media: traditional media (or mainstream media) and new media; (f) trends and challenges for professionals. As we will see, new trends of communication are redirecting the media strategy in PR campaigns in terms of influencing other key publics that generates major engagement in institutional reputation. Hence, traditional media functions (setting agenda, transmitting values, and creating opinion) operate in a new digital context of mashup journalism where cross-cultural PR seeks to better align media agenda’s with public and political agenda’s in order to set frames of sociability and community engagement.

Journal Article 8.3: Sundstrom, B. (2012). Integrating public relations and social marketing: A case study of planned parenthood. Social Marketing Quarterly, 18(2), 135-151.

Abstract: This study examined the relationship between public relations and social marketing in a nonprofit health organization. A case study was conducted, in which internal and external organizational documents, archival records, and artifacts were analyzed and four in-depth interviews were completed. Evidence showed that public relations and social marketing were integrated into the organization’s communication function. Findings provided evidence for a tactical paradigm of public relations, which emphasizes publicity and promotion, as well as a situational approach to messaging and communication functions. The organization engaged the new two-way model of symmetry through cultivating relationships and two-way dialogue. These findings suggest the importance of social marketing approaches to behavior change and relationship cultivation strategies. This case study highlights the success of social marketing initiatives, and the opportunity for social marketing and public relations to evolve together in a new media context.