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Journal Cover Asia Pacific Public Relations Journal
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  This is an Open Access Journal Open Access journal
   ISSN (Online) 1839-8227
   Published by Newcastle University Homepage  [1 journal]
  • Editorial

    • Authors: Melanie James
      Pages: 1 - 3
      PubDate: 2017-08-30
      Issue No: Vol. 18 (2017)
       
  • The Australian Football League’s social agenda

    • Authors: Robert Gill
      Pages: 4 - 16
      Abstract: National sport codes are in the position of being leaders for upholding and promoting social responsibility values, due to their engagement with the public and media commentary.  Sport is ideally placed to be lead awareness for social issues, particularly around equality and inclusion. In Australia, the biggest national sport code is the Australian Football League (AFL) governed by its Commission.  The AFL Commission is very aware of its ability to lead social discussion and drive policy around many community issues and challenges.The code at its professional level has evolved from a localism culture to a ‘commodified sport’, characterised by high-level business objectives, technology and sport elitism.  The code has a strong emphasis on brand and reputation resulting in advanced professionalism and commercialisation.  The Commission endeavours to protect its brand, and appears well aware of the importance of ‘social responsibility positioning’ in order to manage and enhance its brand. This paper looks at the social agenda the AFL promotes and analyses its positions against Organisational – Public Relationship theory to understand if the AFL motive is for commercial branding or is for contributing to the greater good in the communities it AFL operates in.This case study reviews the social agendas the AFL promotes through its media and community presence. The case study approach of comparing the analysed media and policy output from the AFL against contemporary academic literature on social responsibility will aid sports organisations in developing their strategic communication.
      PubDate: 2017-08-30
      Issue No: Vol. 18 (2017)
       
  • Is it so hard to say sorry' Revisiting image restoration theory in the
           context of Australian supermarkets

    • Authors: Louise Grimmer
      Pages: 17 - 32
      Abstract: This study examines public apology in the context of the retail industry, specifically the Australian supermarket industry. The study revisits Benoit’s (1995) Image Restoration Theory in order to extend its application to Australian supermarkets. Image Restoration Theory provides a typology of five strategic responses for reparation of image following a crisis, controversy or challenge. Using a multiple case study approach, this study analyses the strategic responses provided by Australia’s two major supermarkets – Coles and Woolworths – to protect their image in the wake of a crisis. The severity level of each crisis is determined and the findings of this study reveal the act of apologising (the Mortification strategy in Image Restoration Theory) is only employed in the most serious of the four cases. The study’s findings are extended to discuss the reasons why Australia’s two major supermarket corporations do not apologise (say ‘sorry’) to their customers, shareholders, suppliers and stakeholders.
      PubDate: 2017-08-30
      Issue No: Vol. 18 (2017)
       
  • Media relations practices in Thailand: Expatriates’ views on
           differences from the West

    • Authors: Pavel Slutskiy
      Pages: 33 - 54
      Abstract: This paper examines the way media relations is practiced in Thailand, focusing on differences in how professionals work and how commonly held Thai practices deviate from the default standard of the West. The methodology involved a series of semi-structured in-depth expert interviews with expatriate professionals who work in PR in Thailand. They were asked to address the issues of media relations practices, media events management, online communication and social media, as well as relationships with clients.
      PubDate: 2017-09-04
      Issue No: Vol. 18 (2017)
       
  • How prior Corporate Social Responsibility (CSR) record influence the
           effectiveness of one single CSR initiative: Mediating role of motive
           attribution

    • Authors: Joanne Chen Lyu
      Pages: 55 - 72
      Abstract: The public does not take every corporate social responsibility (CSR) behavior as good, and reward the corporation. Instead, people make attribution of motive for the seemingly social responsible action and respond accordingly. Based on attribution theory and using experimental research method, this study tested how prior CSR record influenced the public’s attribution of altruistic motive for a corporation’s single CSR initiative, which further influenced the effectiveness of the CSR initiative in terms of attitude toward the corporation, reputation evaluation, word of mouth (WOM) communication, and purchase intention. Results showed that the public in general had a high level of suspicion about the corporate motive for launching a CSR initiative. However, in comparison to the corporations with negative prior CSR record, corporations with positive record were more likely to be attributed of altruistic motive, which tends to generate positive reaction from the public. Motive attribution was demonstrated as a robust mediator in the relationship between prior CSR record and the public’s reaction. Interestingly, it was found that the public’s reaction can be significantly improved by one single CSR initiative for corporations with negative prior CSR record, but not for those with positive record. More discussion on the implications of the findings was conducted.
      PubDate: 2017-10-09
      Issue No: Vol. 18 (2017)
       
  • Key roles played by PR/Communication departments: The perspective of
           senior communication practitioners from Aotearoa New Zealand

    • Authors: Georgeta Mimi Hodis
      Pages: 73 - 84
      Abstract: This study is part of a first time international collaboration surveying senior communication practitioners. This research concerns only the NZ sample (N=107). The work investigated the extent to which these practitioners perceived that six key roles should be played by the PR/Communication department and whether these roles have actually been adopted in their organizations. Results from this research indicate that the key role least supported, on average, by respondents pertained to communicating rather than formulating policy. In contrast, the highest rating was associated with defining the company’s identity and core value. Importantly, for the latter key role, ratings were not significantly different for participants working in organizations that adopted (vs. did not adopt) the practices comprising this key role. With one exception, average ratings of key roles did not differ significantly for respondents working in central marketing communication and central PR/Communication departments.
      PubDate: 2017-10-09
      Issue No: Vol. 18 (2017)
       
  • Engaged and/or enraged: The perils of ‘innovative’ digital engagement
           around health issues

    • Authors: Catherine Archer, Katharina Wolf, Kai-Ti Kao
      Pages: 85 - 101
      Abstract: On May 21, 2015, The Guardian newspaper reported that TEDxSydney had designed a new national campaign to change social attitudes towards people living with disabilities (Davey, 2015). The campaign, announced at the Sydney Opera House, was due to be launched in December 2015 to coincide with the United Nations International Day of People with Disability and was framed as being in memory of Stella Young, a writer, comedian and disability advocate, who died in December 2014. Arguably it was an innovative campaign, with the potential to put disabilities on the social media map. As with many social campaigns at the time, the initiative was primarily built around a hashtag (#StellasChallenge) and sought to engage with both the disabled and the non-disabled. While the objective of the exercise was framed as “changing social attitudes”, the subsequent engagement between the organisation, TEDxSydney, and representatives of the disabled community was arguably not what TEDxSydney had intended. Ironically, the campaign was said to be inspired by Stella, who had proclaimed that she despised “inspiration porn” related to those with disabilities (Davey, 2015).  Using a case study approach methodology, this paper provides an analysis of #StellasChallenge to develop an in-depth understanding of what innovative engagement does - and importantly does not - mean in the digital public sphere, through the broad lens of health at the community, organisational and individual levels of society. The paper highlights the challenges inherent in the digital world when attempting to innovatively engage with publics on sensitive, complex and deeply personal issues, such as disability and more broadly health. It draws on theory and practice in digital advocacy, public relations, web communication, health communication, issues management and stakeholder and community engagement. In the spirit of innovation (the theme of the 2016 PRIA national conference and research symposium where an early version of this paper was presented), this paper includes first-hand insights and critical reflections by one of the activists who campaigned against the #StellasChallenge initiative.
      PubDate: 2017-11-16
      Issue No: Vol. 18 (2017)
       
  • Beyond a “spectator sport”: Social media for university engagement and
           community building

    • Authors: Jenny Zhengye Hou, Jim Macnamara
      Pages: 102 - 119
      Abstract: Compared with the burgeoning literature on social media use in business organisations, few studies have investigated how social media can aid non-profit organisations such as universities to achieve engagement objectives. Engagement and community building are important for universities in the context of student recruitment, retention, and satisfaction, as well as staff relations and public relations. To advance understanding of this under-studied area, this research examined the use of social media in a New Zealand university. Based on in-depth interviews and content analysis, this study explored the reported tension between the interactive participatory culture of social media and the promotional use for one-way information transmission and persuasion – in short, the shift from passive spectatorship to active co-production. Given the young and social media-savvy nature of universities’ key audience – students – this analysis argues that social media can play a facilitative role in university engagement and community building, but that a participatory co-production approach must be used rather than running social media as a ‘spectator sport’ platform for all but professional content production. 
      PubDate: 2017-12-04
      Issue No: Vol. 18 (2017)
       
 
 
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