Show Less
Restricted access

Public Relations, Values and Cultural Identity

Enric Ordeix, Valérie Carayol and Ralph Tench

As organisations seek legitimacy in a fast-moving, interconnected and changing world, how do public relations help them to manage their identity, responsibilities and impact on society? In a more interactive society, organisations need to align their actions with social demands and values. If the main role of public relations is to build trust and influence opinionmakers, media, the public and the political agenda, what are the constraints and limitations at play here, and what is the impact on ethical principles?
The published research shows the profession is facing crucial changes: the existence of new organisational structures better aligned with social demands; the emergence of new techniques for interacting with organisations in a more trustworthy manner; and growing pressure by social groups acting both for and against particular social values, ideas and identities.
Show Summary Details
Restricted access

Strategic Public Relations versus Public Values? The ‘Swarming’ of German Defense Minister Zu Guttenberg


Strategic Public Relations versus Public Values?

The ‘Swarming’ of German Defense Minister Zu Guttenberg


Campus Helsingborg, Lund University Sweden

The following article presents a case study of a prominent communicative conflict. We take a look at the two-week-period that led to former German defense minister Karl-Theodor Zu Guttenberg’s resignation on March 01, 2011. The first part of the study is dedicated to an account of the case, paying attention to Guttenberg’s attempts at handling it. Second, we present an explanation why Guttenberg’s attempts failed. On the face of it, the reason was unprecedented ‘swarm activism’, a ‘killer swarm’. We want to clarify what the metaphor captures. We argue that a) the speed and thoroughness with which the swarm worked, b) the indisputability of its results due to impartiality and transparency and c) the anonymity of the swarm members undercut ‘traditional’ strategies such as ‘accusing the accuser’ or ‘playing for time’. We conclude, thirdly, with a theorization of the clash of strategic Public Relations and public values illustrated by the affair.

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.