Public Relations Review最新文献

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Communicating net-zero: A conceptual model for effective strategic communications 沟通净零：有效战略沟通的概念模型

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-09-01 Epub Date: 2025-04-29 DOI: 10.1016/j.pubrev.2025.102580

Nadine Strauß , Denis Šimunović

This paper introduces a conceptual model for effectively communicating net-zero strategies in response to the urgent challenges of climate change. By recognizing the historical influence of public relations in environmentalism, this study addresses a critical gap in research related to PR and strategic communication and its role in achieving carbon neutrality. The proposed model synthesizes current discussions on net-zero implementation (alignment, standard setting, actions, and advocacy) with complementary CSR and PR theories. The model thus offers a comprehensive approach outlining communicative challenges, theoretical foundations, and practical recommendations for effective net-zero communication. Furthermore, the paper identifies future research directions to deepen the understanding of PR's contribution to corporate net-zero initiatives. This approach thereby provides PR researchers and professionals with a theoretically informed foundation for employing PR and strategic communication to address the critical challenge of carbon neutrality effectively.

本文介绍了一个概念模型，用于有效沟通净零战略，以应对气候变化的紧迫挑战。通过认识到公共关系在环保主义中的历史影响，本研究填补了公共关系和战略传播及其在实现碳中和中的作用相关研究的一个关键空白。所提出的模型综合了当前关于净零实施的讨论（协调、标准制定、行动和倡导）以及互补的企业社会责任和公共关系理论。因此，该模型提供了一种全面的方法，概述了有效的净零沟通的沟通挑战、理论基础和实践建议。此外，本文确定了未来的研究方向，以加深对公关对企业零净倡议的贡献的理解。因此，这种方法为公关研究人员和专业人士提供了一个理论基础，可以有效地利用公关和战略沟通来应对碳中和的关键挑战。

引用次数: 0

Drivers of employee engagement with organizational diversity: The power of strategic internal communication 员工敬业度与组织多样性的驱动因素：战略内部沟通的力量

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-09-01 Epub Date: 2025-04-17 DOI: 10.1016/j.pubrev.2025.102583

Yeunjae Lee , Weiting Tao , Jo-Yun Li , Dalee Yoon

Although businesses are increasingly adopting diversity, equity, and inclusion initiatives, the role of employees’ proactive and voluntary actions that contribute to organizational diversity and justice remains unexplored. The current study aims to examine how employees’ engagement with diversity—their active behaviors in support of a diverse and inclusive work environment—can be encouraged by organizations’ strategic internal communication, both at a corporate level and a supervisory level. The results of an online survey with full-time employees in the United States suggested that diversity-oriented leadership and dialogic internal communication cultivate a quality employee–organization relationship and clarify employees’ role as workplace diversity contributors, which in turn increases their diversity engagement. The theoretical and practical implications of the findings for public relations and internal communication are discussed.

尽管企业越来越多地采取多元化、公平和包容的举措，但员工主动和自愿的行动在促进组织多样性和公正方面的作用仍未得到探索。当前的研究旨在研究如何通过企业层面和监管层面的战略内部沟通来鼓励员工对多样性的参与——他们支持多元化和包容性工作环境的积极行为。一项针对美国全职员工的在线调查结果表明，以多元化为导向的领导和对话式的内部沟通培养了高质量的员工-组织关系，明确了员工作为工作场所多样性贡献者的角色，从而提高了他们的多元化参与度。讨论了研究结果对公共关系和内部沟通的理论和实践意义。

引用次数: 0

Social media and citizen mobilization: How Chinese government agencies use Weibo to advance the 2030 agenda goals on sustainability 社交媒体与公民动员：中国政府机构如何利用微博推进2030年可持续发展议程目标

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-09-01 Epub Date: 2025-04-23 DOI: 10.1016/j.pubrev.2025.102579

Difan Guo , Runze Qu , Yijing Wang , Jinghong Xu

This study aims to analyse how Chinese government agencies utilize social media to advance the Sustainable Development Goals (SDGs). Guided by public communication concepts and framing theory, we distil the frames and frame functions from 31,453 Weibo posts published by Chinese government agencies through automated content analysis and employ statistical analysis to verify the relationships between the SDGs and frame functions, as well as between frame functions and audience interactions. The findings reveal that Chinese government agencies employ five distinct frame functions in descending order of usage, namely, mobilization, consequence, notification, solution, and attribution, to disseminate information related to the SDGs. Different frame functions for public communication are selected by the government on the basis of the content and focus of various SDGs. Weibo posts that utilize notification, consequence, and mobilization frame functions tend to garner more audience interactions effectively. These results demonstrate the feasibility of public sector mobilization through social media, offering valuable insights for global governments and public sectors on how to use social media to promote the SDGs.

本研究旨在分析中国政府机构如何利用社交媒体推进可持续发展目标（SDGs）。在公共传播概念和框架理论的指导下，我们通过自动内容分析，从中国政府机构发布的 31,453 条微博中提炼出框架和框架功能，并运用统计分析来验证可持续发展目标与框架功能之间的关系，以及框架功能与受众互动之间的关系。研究结果显示，中国政府机构在传播与可持续发展目标相关的信息时使用了五种不同的框架功能，使用率从高到低依次为动员、后果、通知、解决方案和归因。政府根据不同可持续发展目标的内容和重点选择不同的框架功能进行公共传播。利用通知、后果和动员框架功能的微博往往能有效地获得更多受众的互动。这些结果证明了公共部门通过社交媒体进行动员的可行性，为全球政府和公共部门如何利用社交媒体促进可持续发展目标提供了宝贵的见解。

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引用次数: 0

To hasten slowly: The prudence of slow AI implementation in public relations 缓慢加速：人工智能在公共关系中缓慢实施的谨慎

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-03-28 DOI: 10.1016/j.pubrev.2025.102557

Emma Christensen , Rickard Andersson

Public relations professionals’ use of generative artificial intelligence (GenAI) tripled during 2023. Despite this surge, there is a notable lack of in-field studies examining GenAI and other CommTech implementation in public relations. To address this research gap, we adopt the view of the digital transformation of public relations as a socio-technical change process and explore how a communication department in a large Danish municipality approached the implementation of AI, drawing upon the socio-technical system view of technology implementation (STS) as our analytic lens. Instead of hasty implementation, the department spent one year on a learning process, providing them with the knowledge and skills needed to secure a sound and sustainable implementation. We contribute to the emerging literature on CommTech, AI, and AI implementation in public relations by highlighting the importance of thoroughly exploring and evaluating GenAI prior to implementation and actively involving co-workers in organizing and executing such projects. To encapsulate our findings, we introduce the concept and practice of Slow Implementation, emphasizing the importance of dedicating time to the implementation phase.

2023年，公共关系专业人员对生成式人工智能（GenAI）的使用增加了两倍。尽管出现了这种激增，但对GenAI和其他CommTech在公共关系中的应用进行实地研究的情况明显不足。为了解决这一研究差距，我们采用公共关系数字化转型作为社会技术变革过程的观点，并探索丹麦一个大型市政当局的通信部门如何接近人工智能的实施，利用技术实施的社会技术系统观点（STS）作为我们的分析视角。该部门没有仓促实施，而是花了一年的时间进行学习，为他们提供了确保健全和可持续实施所需的知识和技能。我们通过强调在实施之前彻底探索和评估GenAI的重要性，并积极让同事参与组织和执行此类项目，为CommTech， AI和AI在公共关系中的实施的新兴文献做出贡献。为了概括我们的发现，我们引入了缓慢实现的概念和实践，强调了在实现阶段投入时间的重要性。

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引用次数: 0

Corporate support for the sustainable development goals: Effects of symbolic and substantive communication 企业对可持续发展目标的支持：象征性和实质性沟通的效果

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-02-25 DOI: 10.1016/j.pubrev.2025.102545

Cassandra L.C. Troy , Nicholas Eng , Holly Overton

The public increasingly expects companies to speak out and act in relation to serious societal issues and corporate involvement is necessary to accomplish the SDGs. At the same time, scholars have noted a tendency toward symbolic (i.e., not supported by evidence or organizational change) corporate support for the SDGs. Guided by legitimacy theory, we used an online experiment to understand how symbolic and substantive corporate social responsibility and corporate social advocacy messaging related to SDG 3 and SDG 13 affected consumer perceptions and behavior intentions. Altogether, participants reacted favorably and similarly to SDG messaging compared to a control message. However, substantive communication offered advantages in terms of higher ratings of company reputation and lower perceptions of hypocrisy. Meanwhile, CSR messages could be particularly helpful for reducing perceptions of hypocrisy alongside boycott intentions. Finally, perceptions of moral legitimacy, authenticity, and hypocrisy acted as mediators.

公众越来越希望企业就严重的社会问题发表意见并采取行动，企业参与是实现可持续发展目标的必要条件。与此同时，学者们注意到，企业对可持续发展目标的支持倾向于象征性（即没有证据或组织变革的支持）。在合法性理论的指导下，我们使用在线实验来了解与可持续发展目标3和可持续发展目标13相关的象征性和实质性企业社会责任以及企业社会倡导信息如何影响消费者的认知和行为意愿。总的来说，与控制信息相比，参与者对可持续发展目标信息的反应是积极和相似的。然而，实质性的沟通在提高公司声誉评级和降低对虚伪的感知方面具有优势。与此同时，企业社会责任信息可能特别有助于减少人们对虚伪和抵制意图的看法。最后，对道德合法性、真实性和伪善的认知起到了中介作用。

引用次数: 0

The complicity of corporate sustainability on social issues: Investigating the mediating roles of valence and perceived authenticity 企业可持续发展与社会问题的共谋：调查情感和感知真实性的中介作用

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-04-03 DOI: 10.1016/j.pubrev.2025.102564

Juan Liu, Lingling Zhang

As many corporations show an increasing commitment to a more sustainable behavior by involving in various sustainable issues, news media and public expectations about a corporation’s sustainable management and operation have also increased. Drawing on the concept of perceived authenticity and expectancy violation theory, we conducted two experiments to examine how positive and negative coverage of corporate sustainability in social issues influence attitude toward the company and word of mouth. The results indicate that exposure to positive coverage of corporate sustainability in controversial social issues resulted in a higher level of perceived authenticity through increased valence. The higher level of perceived authenticity then resulted in a favorable attitude and word of mouth. Moreover, this indirect effect varied by individuals’ expectedness. Theoretical and practical implications are discussed.

随着越来越多的企业通过参与各种可持续问题，表现出对更可持续行为的承诺，新闻媒体和公众对企业可持续管理和运营的期望也在增加。利用感知真实性和期望违背理论的概念，我们进行了两个实验来研究企业可持续发展在社会问题上的正面和负面报道如何影响对公司的态度和口碑。结果表明，在有争议的社会问题上，企业可持续发展的正面报道通过增加效价导致更高的感知真实性水平。较高水平的感知真实性导致了良好的态度和口碑。此外，这种间接效应因个体的期望值而异。讨论了理论和实践意义。

引用次数: 0

The National Association of Manufacturers World War II campaign: A historical case study on power, ideology, and discourse 全国制造商协会二战宣传活动：关于权力、意识形态和话语的历史案例研究

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-04-03 DOI: 10.1016/j.pubrev.2025.102560

Bill Anderson

This paper presents a historical case study of the National Association of Manufacturers’ (NAM) World War II public relations campaign, using the cultural-economic model of public relations (CEM) to structure the investigation. Through the CEM framework, the study investigates the socio-political and economic climate of the wartime era, the corporate ideology underlying the NAM’s messaging, the national identity it aimed to construct, and the values promoted in its discourse. Employing the discourse-historical approach, this research uncovers how the NAM strategically framed free enterprise as integral to individual liberties to position private business as the true defenders of American values and patriotism. This wartime campaign exemplifies how public relations can intertwine with power, ideology, and discourse, demonstrating the field’s capacity to embed specific values and identities within a broader cultural narrative.

本文以美国全国制造商协会（NAM）第二次世界大战公关活动的历史案例为研究对象，运用公共关系的文化经济模型（CEM）来组织调查。通过CEM框架，本研究调查了战争时期的社会政治和经济气候，不结盟运动信息背后的企业意识形态，其旨在构建的国家认同，以及其话语中所提倡的价值观。采用话语历史的方法，本研究揭示了不结盟运动如何在战略上将自由企业视为个人自由的组成部分，从而将私营企业定位为美国价值观和爱国主义的真正捍卫者。这场战时运动体现了公共关系如何与权力、意识形态和话语交织在一起，展示了该领域在更广泛的文化叙事中嵌入特定价值观和身份的能力。

引用次数: 0

Friend or faux: Testing the perceived authenticity of corporate socio-political activism messages on Instagram through the lens of Black Lives Matter 朋友还是假的：通过“黑人的命也是命”（Black Lives Matter）的镜头，测试Instagram上企业社会政治活动信息的感知真实性

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-03-18 DOI: 10.1016/j.pubrev.2025.102558

Shanetta M. Pendleton

Corporations frequently use social media platforms to vocalize their social stance as part of their corporate socio-political activism (CSA) initiatives (Parcha & Kingsley-Westerman, 2020). This study employed an electronic experiment using a between-subjects, posttest-only experimental design with a control group to examine the effects of Instagram posts on perceived authenticity of CSA activities. The findings of this study provide further evidence that corporations engaging in CSA can help build and maintain relationships with their external and internal publics (Park & Jiang, 2020). However, these results also provide evidence of how this form of signaling can pose a threat to authenticity, and damage relationships, due to it being seen as performative and inauthentic, especially among individuals who don’t have positive attitudes toward the issue, or CSA in general (Leong, 2021; Gaither, Austin, & Collins, 2018).

企业经常使用社交媒体平台来表达他们的社会立场，作为企业社会政治行动主义（CSA）计划的一部分。Kingsley-Westerman, 2020)。本研究采用电子实验，采用受试者之间、仅限后测的实验设计，与对照组一起检验Instagram帖子对CSA活动感知真实性的影响。本研究的结果进一步证明，企业参与CSA可以帮助建立和维持与外部和内部公众的关系(Park &；江,2020)。然而，这些结果也提供了证据，证明这种形式的信号如何对真实性构成威胁，并损害关系，因为它被视为表现性和不真实的，特别是在对这个问题没有积极态度的个人中，或者一般的CSA (Leong, 2021；奥斯汀·盖瑟；柯林斯,2018)。

引用次数: 0

Engaging in organizational advocacy to fulfill corporate responsibility to race: How passion drives activists’ behavior 参与组织倡导以履行企业对种族的责任：激情如何驱动活动家的行为

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-04-10 DOI: 10.1016/j.pubrev.2025.102569

Nicholas Browning , Sadia Ehsan Cheema

This study relies on corporate responsibility to race (CRR) as an overarching framework, arguing that organizations have a moral obligation to combat racial injustice. We further contend that organizational advocacy, when strategically managed, offers one means to fulfill this normative obligation, particularly when focusing on activist publics as an audience of primary interest. Relying on an experimental survey design, we investigate various message attributes (rhetoric- vs. action-oriented) and their impact on BLM activism trajectories (conventional vs. high-risk vs. social media activism). Findings indicate the importance of harmonious and obsessive passion among activists in bolstering conventional and high-risk activism, respectively. Moreover, social media activism is shown to influence offline activism, especially among harmoniously passionate activist publics.

这项研究将企业对种族的责任（CRR）作为一个总体框架，认为组织有打击种族不公正的道德义务。我们进一步认为，在战略管理下，组织倡导提供了一种履行这一规范性义务的手段，特别是当关注作为主要利益受众的激进公众时。依靠实验调查设计，我们调查了各种信息属性（修辞与行动导向）及其对土地管理行动轨迹（传统、高风险、社交媒体行动）的影响。研究结果表明，在积极分子中，和谐的激情和强迫性的激情在支持传统的和高风险的积极分子中分别是重要的。此外，社交媒体行动主义被证明会影响线下行动主义，特别是在和谐热情的活动家公众中。

引用次数: 0

Religion in crisis communication: Examining the impact of stakeholder religiosity and religious language in organizational crises 危机沟通中的宗教：检视利害关系人的宗教信仰与宗教语言在组织危机中的影响

IF 4.1 3区管理学 Q2 BUSINESS

Public Relations Review

Pub Date : 2025-06-01 Epub Date: 2025-04-10 DOI: 10.1016/j.pubrev.2025.102562

Jordan Morehouse , Lucinda L. Austin , Tyler G. Page

People turn to religion during times of crisis; however, our understanding of how religious organizations should respond to crises remains limited. To address gaps in the literature concerning religious crisis communication and advance theorizing on Situational Crisis Communication Theory, this study examined the impact of religious language in SCCT crisis response strategies as well as the influence of stakeholders’ religious identity on trust and support towards the offending organization. Results from an experiment with 660 respondents in the United States suggests that stakeholders’ religious identity, religious language in crisis messages, and utilizing the prescribed SCCT response strategy predicts trust in the offending organization for preventable crises. Additionally, trust acts as a mediator between religious language, religiosity, and message strategy in supportive intentions towards the offending organization. Findings advance crisis communication theorizing regarding the use of identity-activating language in post-crisis responses and its influence on positive outcomes for the organization, and results of this study provide guidance for religious organizations embroiled in preventable crises.

人们在危机时期求助于宗教；然而，我们对宗教组织如何应对危机的理解仍然有限。为填补宗教危机传播相关文献的空白，进一步深化情境危机传播理论，本研究考察了宗教语言对SCCT危机应对策略的影响，以及利益相关者宗教认同对冒犯组织信任和支持的影响。一项针对660名美国受访者的实验结果表明，利益相关者的宗教身份、危机信息中的宗教语言以及使用规定的SCCT应对策略可以预测对违规组织的信任。此外，信任在宗教语言、宗教虔诚和信息策略对冒犯组织的支持意图之间起中介作用。研究结果促进了危机沟通理论的发展，探讨了危机后应对中身份激活语言的使用及其对组织积极结果的影响，并为卷入可预防危机的宗教组织提供了指导。

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