American Journal of Public Relations

The Evolving Role of Social Media in Public Relations in East African Countries

Dr. Park Jimin — Tue, 10 Oct 2023 00:00:00 +0300

Purpose: The aim of this paper was to explore how social media platforms have transformed the landscape of public relations, examining best practices, challenges, and case studies.

Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low-cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the evolving role of social media in public relations in east African countries. Preliminary empirical review revealed that organizations utilize social media for crisis communication in the digital age. Organizations increasingly use social media platforms during crises to provide real-time updates, address concerns, and engage with stakeholders. However, challenges arise in managing misinformation and maintaining consistent messaging across platforms.

Recommendations: Social Identity Theory, Uses and Gratifications Theory, Dialogic Communication Theory may be used to anchor future studies on the evolving role of social media in public relations. PR practitioners should stay updated with the latest trends and technologies in the ever-changing landscape of social media. This includes familiarizing themselves with emerging platforms and understanding their unique functionalities. Maintaining a consistent brand voice and messaging across various social media channels is highlighted as essential for building a coherent and recognizable brand image. Thirdly, the study suggests harnessing the power of data analytics to monitor and measure the impact of social media campaigns, enabling PR professionals to make informed decisions and refine their strategies. Furthermore, cultivating authentic and transparent interactions with the audience and addressing negative sentiment are all deemed vital for maintaining credibility and trust in the digital realm

Advocacy and Fundraising through Strategic Communication: A Critical Literature Review in China

Wang Yibo — Thu, 09 Nov 2023 00:00:00 +0300

Purpose: The aim of this study was to explore on the advocacy and fundraising through strategic communication in China.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the on the advocacy and fundraising through strategic communication in China. The findings from the empirical studies on reveal several key trends and insights. First, digital communication channels have emerged as pivotal tools for nonprofits. Personalized and emotionally resonant content, coupled with consistent engagement strategies, significantly increase donor participation and donation rates. Second, storytelling is a universally powerful tool in advocacy and fundraising efforts. Whether through written narratives or video content, storytelling has consistently proven its ability to engage donors on a personal and emotional level. Sharing authentic and compelling stories about the impact of donations not only deepens donor relationships but also motivates ongoing support.

Recommendations: Storytelling emerged as a powerful communication tool across various studies. To effectively convey their mission and engage supporters, nonprofits should prioritize the art of storytelling. This involves sharing authentic, relatable, and emotionally resonant narratives that connect donors to the cause on a personal level. Providing real-life examples of how donations make a difference can strengthen donor relationships and encourage ongoing support. Nonprofits should train their communication teams in storytelling techniques and consistently incorporate compelling narratives into their advocacy and fundraising campaigns. Furthermore, the studies emphasize the significance of transparency and building trust with donors. Nonprofits should be open and honest about their goals, progress, and the impact of their work. Clear communication about how donations are utilized can enhance donor trust and confidence. Organizations should consider creating impact reports and sharing success stories regularly to keep supporters informed about the outcomes of their contributions.

Managing Reputation in a Crisis: How Communication Channels Impact Trust

Dr. Harrison Matole — Tue, 10 Oct 2023 00:00:00 +0300

Purpose: The aim of this study was to explore on how to manage a reputation in a crisis and how communication channels impact trust.

Findings: The findings revealed that there exists a contextual and methodological gap relating to managing reputation in a crisis and how communication channels impact trust. Preliminary empirical review revealed that the effectiveness of using multimedia channels, such as video and infographics, in crisis communication and had enormous impact on trust. Multimedia formats were found to enhance comprehension and trust in crisis messages.

Recommendations: Situational Crisis Communication Theory (SCCT), Communication Accommodation Theory (CAT) and Information-Motivation-Behavioral Skills Model (IMB Model) may be used to anchor future studies on how to manage a reputation in a crisis using communication channels to impact trust. The integration of multimedia elements, such as videos, infographics, and visual aids, into crisis communication strategies should be considered. Visual content enhances stakeholder comprehension and fosters trust in the information conveyed. Internal communication channels should not be underestimated, particularly in maintaining trust among employees. In times of crisis, employees can serve as powerful advocates or detractors based on their perception of the organization's actions and transparency.

Internal Communication and Employee Engagement Strategies in Finnish Public Relations

Joyce Lejo Lauren — Thu, 09 Nov 2023 00:00:00 +0300

Purpose: The aim of this study was to explore internal communication and employee engagement strategies in Finnish public relations.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the internal communication and employee engagement strategies in Finnish public relations. preliminary empirical review revealed that transparent internal communication emerged as a pivotal factor influencing employee engagement, with organizations emphasizing open, honest, and frequent communication witnessing higher engagement levels. Cultural factors play a significant role, emphasizing the need for tailored strategies that align with cultural nuances. Leadership communication proves instrumental in driving engagement, highlighting the importance of leadership development programs focused on communication skills and fostering trust.

Recommendations: Improving internal communication and employee engagement strategies in public relations requires a multifaceted approach that considers transparency, cultural nuances, leadership communication, sustainability initiatives, and cross-functional collaboration. Organizations that heed these recommendations are more likely to foster a culture of engagement, leading to higher productivity, employee satisfaction, and overall business success.

Cultural Sensitivity in Global Public Relations Campaigns

Carol K. Joseph — Sat, 28 Oct 2023 00:00:00 +0300

Purpose: The aim of this study was to explore the cultural sensitivity in global public relations campaigns.

Findings: The findings revealed that there exists a contextual and methodological gap relating to the cultural sensitivity in global public relations campaigns. Preliminary empirical review revealed that cultural sensitivity influences crisis communication strategies and outcomes. Many multinational corporations still struggle with culturally insensitive messaging, leading to misalignment with local values and sentiments

Unique Contribution to Theory, Practice and Policy: Hofstede's Cultural Dimensions Theory, Communication Accommodation Theory and Cultural Intelligence (CQ) Theory may be used to anchor future studies on the cultural sensitivity in global public relations campaigns. Cultural sensitivity should be considered a key performance indicator (KPI) for global PR campaigns. By integrating cultural sensitivity into campaign goals and measurement criteria, organizations can ensure it remains a top priority. The government needs to develop standardized metrics and assessment tools for evaluating cultural sensitivity in PR campaigns.