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Book cover for (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times, a book by Natalia RodriguezSalcedo, Ngeles Moreno, Sabine Einwiller, Monica Recalde Book cover for (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times, a book by Natalia RodriguezSalcedo, Ngeles Moreno, Sabine Einwiller, Monica Recalde

(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times

2023 ᛫


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Summary


We live in evolving societies that undergo profound and rapid transformations, and trust and reputation are at risk in a dynamic, disruptive, and uncertain world. How issues are approached in public relations and communication management will determine the future of the field and practice. In this complex scenario, going back to the basic elements of public relations – people and relationships – when managing communications is more important than ever before. (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable rethinks what it means to put the person at the center of the organization’s decisions.


The chapters explore different aspects of how public relations and communication management address the challenges of change in unpredictable times, while considering the human element and the people behind communication. The research was selected from a large number of peer-reviewed contributions to the 2021 Annual Congress of the European Public Relations Education and Research Association (EUPRERA), hosted by Universidad de Navarra in Spain.


Advances in Public Relations and Communication Management (APCRM) is a publication of the European Public Relations Education and Research Association (EUPRERA). Each volume includes contributions from EUPRERA’s annual congress and follow the theme of each event.

Table of contents

  • Introduction; Ángeles Moreno

  • CHALLENGES OF CHANGE IN UNPREDICTABLE TIMES
  • Chapter 1. Uncovering Design Criteria for a Digital Feedback Tool to Promote Energy Saving Behaviour; Pascal de Vries and Igor ter Halle
  • Chapter 2. Strategic Communication in Unpredictable Times: A Case Study of Croatian Universities; Mirela Holy
  • Chapter 3. Feminist Crisis Communication and Ethics of Care: An Analysis of Crisis Communication Messages from First Minister of Scotland, Nicola Sturgeon, During Covid-19 Pandemic; Aryna-Alexandra Creangă
  • Chapter 4. The Guiding Principles of the Profession. A Comparative Study; Susana Miquel Segarra, Gisela Gonçalves, and Isabel Ruiz-Mora
  • THE HUMAN ELEMENT IN EMPLOYEE COMMUNICATION
  • Chapter 5. Diversity, Inclusion, and Communication: The Role of Internal Communication in Creating an Inclusive Work Environment; Daniel Wolfgruber and Sabine Einwiller
  • Chapter 6. Strategic Internal Communication and Generational Change: Opportunities and Challenges for Segmentation and Customisation by Generation. A Study of Swiss Communication Managers; Albena Björck, Selina Guhl, and Robin Sticher
  • Chapter 7. The Effects of Social Exchange Quality Indicators on Employee Engagement through Internal Communication; Anja Špoljarić and Dejan Verčič
  • Chapter 8. Employee Activism: When Employees Speak out Publicly Against their Employer; Neda Ninova-Solovykh
  • THE PEOPLE BEHIND STRATEGIC COMMUNICATION
  • Chapter 9. Stigmatization of Spokespersons; Olaf Hoffjann, Julia Gürster, Lara Johanna Hackenbeck, Jakob Halm, and Lena Katharina Mirthes
  • Chapter 10. Regulated Lobbying in Scotland: A Typological Study of Public Affairs Practitioners; Neil James Freshwater
  • Chapter 11. The Elements of Advocacy: Finnish PR Consultants’ Media Strategies in Lobbying; Markus Mykkänen
  • Chapter 12. Discovering Digital Lobbying: How Digital Transformation and Social Media Affect Classic Lobbying Actors; Kathrin Stürmer, Lars Rademacher, Pio Fenton, and Gearoid O Suilleabhain

About the authors



Natalia Rodriguez-Salcedo is Associate Professor in the Marketing and Media Management Department, Universidad de Navarra, Spain.

Ángeles Moreno is Professor TU in the Department of Communication, Spain.

Sabine Einwiller is a Professor in the Department of Communication, University of Vienna, Austria.

Mónica Recalde is Associate Professor in the Marketing and Media Management Department, Universidad de Navarra, Spain.