Public Relations and Human Well-being Proceedings of the 31st International Public Relations Research Symposium BledCom EDITORS: Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh BledCom 2024 31st International Public Relations Research Symposium July 5 - July 6, 2024 Organized by: Public Relations and Human Well-being Proceedings of the 31st International Public Relations Research Symposium BledCom July 5 - July 6, 2024 EDITORS: Dejan Verčič Ana Tkalac Verčič Krishnamurthy Sriramesh PUBLISHED BY: University of Ljubljana Faculty of Social Sciences Kardeljeva ploščad 5 1000 Ljubljana Slovenia COPYRIGHT: University of Ljubljana, Faculty of Social Sciences AVAILABLE AT: https://www.bledcom.com/ Ljubljana, 2024 Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID 219942147 ISBN 978-961-295-105-4 (PDF) Photo by Ansgar Scheffold on Unsplash C 3 ontents 1. Editors 13 2. Authors 14 3. Paper Abstracts 34 4. Papers 148 PaPer abstracts 34 In a crisis situation, which public communication message strategies are best deployed using short-form social media? Alotaibi, Mutaz, Cardiff University and King Abdulaziz University (UK and Saudi Arabia) Kinnear, Susan, Cardiff University (UK) 37 Double tap to heart: Portuguese National Health Service (SNS) message on Instagram about cardiovascular health and its perception Baptista, Raphaël, CAPP/ISCSP-Ulisboa (Portugal) Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) 40 Feeling good, living well, and making nice. Aspiring PR people on well-being and work-life balance Barlik, Jacek, University of Warsaw (Poland) C 4 ontents 42 Communicating health and well-being policies: The Portuguese Prime Minister’s message on the X platform between 2016 and 2023 and its reception Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) Baptista, Raphaël, CAPP/ISCSP-Ulisboa (Portugal) Cunha, Maria João, CIEG/ISCSP-Ulisboa (Portugal) Cruz, Carla, CIEG/ISCSP-Ulisboa (Portugal) Firmino, Sandra, CIEG/ISCSP-Ulisboa (Portugal) Ruel, Teresa, CIEG/ISCSP-Ulisboa (Portugal) Woss, Joana, CIEG/ISCSP-Ulisboa (Portugal) Vaz de Almeida, Cristina, CIEG/ISCSP-Ulisboa (Portugal) 45 The Utilisation of Engaged Research Towards the Well-Being of Internal Stakeholders: A Case Study Bezuidenhout, Louise, North-West University (South Africa) Sutton, Lucinda, North-West University (South Africa) 47 Employee Well-being, Internal Communication and Listening: Insights from an Explorative Study Among Italian Companies Butera, Alfonsa, Università IULM (Italy) Mazzei, Alessandra, Università IULM (Italy) Ravazzani, Silvia, Università IULM (Italy) Quaratino, Luca, Università IULM (Italy) Leonzio, Marco, Università IULM (Italy) Castelli, Nicola, Università IULM (Italy) 50 Grounded optimism as an approach to organisational change Charlton, Dan, SPFT (UK) 52 Gen Zs Seeking Companionship. Loneliness, Individual and Collective Narcissism as Predictors of Sharing Fake News Chmiel, Michal, Royal Holloway, University of London (UK) Thompson, Gareth, London College of Communication, UAL (UK) C 5 ontents 54 Positive Communication and resilience: Explicating how positive communication can enhance crisis response effectiveness in moral outrage inducing crises Coombs, W. Timothy, Centre for Crisis and Risk Communications (USA) Tachkova, Elina R., Hong Kong Baptist University (Hong Kong) 56 Empowering voices, enabling change: exploring the relationship between wellbeing and gender equality for public relations Portuguese practitioners Cunha, Maria João, CIEG/ISCSP-Ulisboa (Portugal) Cruz, Carla, CIEG/ISCSP-Ulisboa (Portugal) Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) 58 Harnessing the Power of Online Support Communities in Times of Crisis: Implications for Public Relations Doherty, Maggie, St Mary’s University (UK) 60 Profound Changes Mobile Devices. Potential Consequences. And the Lives of Today’s Public Relations Professionals Downes, Edward J., Boston University (USA) 62 Community Engagement and CSR in Times of Crisis: Corporate Efforts for Enhancing Local Well-being after the 6th February, 2023 Earthquake in Turkiye Engin, Elif, Bahçeşehir University (Turkey) Eker Akgöz, Burcu, Bahçeşehir University (Turkey) 65 Authentic Inside-Out CSR: Employees as Partners in Advancing Social Goals Fitzpatrick, Kathy R., University of South Florida (USA) 67 Whose Wellbeing Matters Most for Gen Z? A Comparative Analysis of the Effects of Climate Messages Geysi, Nilüfer, Bahçeşehir University (Turkey) C 6 ontents 70 Understanding Reputation-Building and its Importance to Young Entrepreneurs in Singapore Goh, Jonathan, Singapore Management University (Singapore) Zhang, Evonne, Singapore Management University (Singapore) Ong, William, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) 73 „Share the nicotine with your friends“: Ethical flaws of promoting tobacco and nicotine products using digital nanoinfluencers“ Hejlová, Denisa, Charles University (Czech Republic) Ortová, Nina, Charles University (Czech Republic) 75 Leading the way: The impact of leadership communication on employees’ AI anxiety, well-being, and relationships with their organizations Huang, Vincent, Hong Kong Baptist University (Hong Kong) 77 Organisational shared-purpose, Communication, Good Health and Wellbeing: A Case Study from Australia and New Zealand Hung-Baesecke, Chun-Ju Flora, University of Technology Sydney (Australia) Chen, Yi-Ru Regina, Hong Kong Baptist University (Hong Kong) Taylor, Maureen, University of Technology Sydney (Australia) 79 Empowering Trust and Well-Being: An Analysis of Nonprofit Communication. Strategies on X Kushniryk, Alla, Mount Saint Vincent University (Canada) Orlov, Stanislav, Mount Saint Vincent University (Canada) 82 Ordinary workplace digital violence. The process of banalization and the role of communication Laborde, Aurélie, Bordeaux Montaigne University (France) 84 How CEOs’ Conversational Communication on Social Media Enhances Internal Relationships and Employees’ Social Media Engagement Lee, Yeunjae, Colorado State University (USA) Yoon, Dalee, University of Hawaii (USA) Yue, Cen April, Boston University (USA) C 7 ontents 86 Well-being at digitalized workplaces: An interdisciplinary perspective on technology design and the role of internal communication management Malczok, Melanie, University of Applied Sciences Osnabrück (Germany) Altendorf, Antonia, Sociological Research Institute Göttingen (Germany) Illing, Jannike, OFFIS Oldenburg (Germany) 88 Well-being. A regenerative and structured approach to corporate welfare: engagement, inclusion, sustainability and communication Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Martello, Stefano, Comm to Action (Italy) Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) 90 Individual-level Antecedents in Care-Based Relationship Management: Assessing Factors to Ethical Public Relations in the Government Sector Morehouse, Jordan, University of Colorado Boulder (USA) Dong, Chuqing, Michigan State University (USA) Zheng, Qi, Michigan State University (USA) 93 Exploring organizational commitment to human well-being: A management logic perspective driven by the sacred-profane dichotomy. Oliveira, Evandro, Universidade Autónoma de Lisboa (Portugal) 95 How Supervisors’ Use of Motivating Language Influences Employee Attitudes and Supportive Behaviors: Exploring the Moderating Effects of Remote Work Qin, Yufan Sunny, James Madison University (USA) Men, Linjuan Rita, University of Florida (USA) Akanbi, Francis, University of Florida (USA) He, Hanzi, University of Florida (USA) 97 Public Healthcare Delivery Eco-system in India: Role for Public Relations Qureshi, Noumaan, University of Mumbai (India) C 8 ontents 99 Between BurnOut and BoreOut. Stress perceptions in the professional environment of corporate communications Rademacher, Lars, Hochschule Darmstadt - University of Applied Sciences (Germany) Stork, Werner, Hochschule Darmstadt - University of Applied Sciences (Germany) Seidenglanz, René, Quadriga University of Applied Sciences, Berlin (Germany) 101 An exploratory study among Generation Z UK PR professionals and their employers examining their subjective attitudes toward work-placed well-being Read, Kevin, University of Greenwich (UK) Ambarchian, Nyree, Jack & Grace (UK) Chmiel, Michal, Royal Holloway, University of London (UK) 103 Contributions to Societal Well-Being by the Higher Educational Institutions in Türkiye: The Analysis of Student-initiated Social Responsibility Projects in Public Relations Programs Saran, Mine, Ege University (Turkey) Görpe, T. Serra, University of Sharjah (U.A.E.) 106 Ukraine’s Use of Nation Branding Amidst Russia’s Full-Scale Invasion Savchuk, Viktoriia, University of Maryland (USA) 108 Let’s Tango with the Wind. Disinformation and Onshore Wind Turbines Scott, Anthony, Hanze UAS (The Netherlands) Adema, Niels, Hanze UAS (The Netherlands) Elving, W.J.L., Hanze UAS (The Netherlands) Schepers, Gerard, Hanze UAS (The Netherlands) 110 External Communications of Employee Well-being and Care: Contexts and Discrepancies Selakovic, Marko, S P Jain School of Global Management (U.A.E.) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Krkic, Marijana, University of Belgrade (Serbia) C 9 ontents 112 News Agencies as a Blind Sport in PR Research. Results of Qualitative Interviews in the New Media Landscape of the Early 21st Century Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Inderhees, Marco, Macromedia University of Applied Sciences Cologne (Germany) 114 Crisis Communication Scholarship: The Dire Need for a Socio-cultural Perspective Sriramesh, Krishnamurthy, University of Colorado (USA) 117 Navigating Informed Health Choices: Sociocultural Factors and Information Channels in the Context of Chiropractic Services in Croatia Takahashi, Marta, Catholic University of Croatia (Croatia) 119 Communication Competence and Challenges of Family Caregivers in Navigating End-of-Life Conversations Tan, Rachel, Singapore Management University (Singapore) Ho, Kelvin, Singapore Management University (Singapore) Deng, Olivia, Singapore Management University (Singapore) Chia, Glen, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) 122 Impact of CSR and Corporate Sustainability Communication on the Rising Green Generation in Singapore Teo, Justin, Singapore Management University (Singapore) Gan, Jane, Singapore Management University (Singapore) Foo, Kai Yen, Singapore Management University (Singapore) Sim, Lincoln, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) 125 “Buying mercy” Effective altruism, philanthropy and social purpose as public relations Thompson, Gareth, University of the Arts London (UK) C 10 ontents 127 How digitalization of internal communication affects internal communication satisfaction, employee engagement and consequently perceived life satisfaction Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljtubljana and Herman & partnerji (Slovenia) Anja Špoljarić, University of Zagreb (Croatia) 130 Navigating Purpose-Oriented Communication: Insights from Dutch Public Relations Professionals van der Zeeuw, Jeroen, Ede Christian University (The Netherlands) 132 CBO (community-based organisation) communication strategies to facilitate long-term relationships towards sustainability: A case study of iDUC van Zyl, Marné, North-West University (South Africa) Kloppers, Elbé, North-West University (South Africa) Bezuidenhout, Louise, North-West University (South Africa) 134 Communication and War: Hate Speech, Propaganda War and Denial of Facts in the Tigray Ethiopia War of 2020-2023 Veen, Ton, Mekelle University (Ethiopia) Weleslase, Brhane, Mekelle University (Ethiopia) 136 A smile is worth a thousand words: The role of internal communications in nurturing an emotional culture of joy at work Willemse, Michelle, Erasmus University (The Netherlands) Men, Linjuan Rita, University of Florida (USA) 138 Get Closer: How Personality Tests Enhance Brand Awareness, Attitudes, and Engagement? Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong) C 11 ontents 141 The Effects of Digital Activism on Social Wellness of Digital Natives in Singapore Xu, Zhiying Daphne, Singapore Management University (Singapore) Loi, Hui Ling Fiona, Singapore Management University (Singapore) Loi, Ai Ling Stephanie, Singapore Management University (Singapore) Yeow, Zheng Hoe Vernon, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) 144 Fostering Diversity, Equity, and Inclusion in Organizations: Perspectives from Public Relations Leaders Yue, Cen April, Boston University (USA) Bradshaw, Amanda S., University of Mississippi (USA) Tao, Weiting, University of Miami (USA) Moon, Britt, University of Mississippi (USA) 146 Public Relations Meets Artificial Intelligence: Assessing Utilization and Outcomes Yue, Cen April, Boston University (USA) Men, Linjuan Rita, University of Florida (USA) Davis, Donna Z., University of Oregon (USA) Mitson, Renee, University of Florida (USA) Zhou, Alvin, University of Minnesota (USA) Al Rawi, Ahmed Ibraheem, University of Virginia (USA) C 12 ontents PaPers 148 In a crisis situation, which public communication message strategies are best deployed using short-form social media? Alotaibi, Mutaz, Cardiff University and King Abdulaziz University (UK and Saudi Arabia) Kinnear, Susan, Cardiff University (UK) 152 Well-being. A regenerative and structured approach to corporate welfare: engagement, inclusion, sustainability and communication Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Martello, Stefano, Comm to Action (Italy) Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) 158 News Agencies as a Blind Spot in PR Research. Results of Qualitative Interviews in the New Media Landscape of the Early 21st Century Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Inderhees, Marco, Macromedia University of Applied Sciences Cologne (Germany) 170 Navigating Informed Health Choices: Sociocultural Factors and Information Channels in the Context of Chiropractic Services in Croatia Takahashi, Marta, Catholic University of Croatia (Croatia) 1 E 13 ditors Dejan Verčič University of Ljubljana and Herman & partnerji (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Rela-tions at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academ- ic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Dis-tinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Ana Tkalac Verčič University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evalu- ation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is currently the president of the Croatian Public Relations Association. Krishnamurthy Sriramesh University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado. His rich teaching profile includes teaching a range of courses in 10 universi-ties in the North America, Asia, Australasia, and Europe while also deliver-ing seminars/talks in over 40 countries. He is recognized for his scholarship on global public relations, culture and public relations, corporate social re- sponsibility (CSR), and public relations for development. His program of research has resulted in 8 edited or co-edited books (one currently in print and another in preparation on crisis communication cases), over 120 articles and book chapters, and over 150 conference papers and other presentations around the world. A recent bibliometric analysis published in Public Relations Review placed him among the top five cited global public relations scholars. In 2004, the Institute of Public Relations (USA) recognized his scholarship by honoring him with the prestigious Pathfinder Award for “original scholarly research contributing to the public rela-tions body of knowledge.” 2 A 14 uthors Adema, Niels, Hanze UAS (The Netherlands) AI Rawi, Ahmed Ibraheem, University of Virginia (USA) • Ahmed Al Rawi is an incoming postdoctoral fellow at the Karsh Institute for Democracy at the University of Virginia. He is a social scientist and media and com-munication policy researcher who utilizes both quantitative and qualitative research methods to study critical issues related to information communication technologies (ICTs) and platform infrastructures, which influ-ence individuals’ communication activities, data exchange, and digital innovation on a global scale, including the United States. Alrawi’s research are twofold: (1) Surveillance, Privacy, & the Implications of ICTs and (2) Broadband Platform Policy and Deployment. Akanbi, Francis, University of Florida (USA) • Francis Akanbi is a third-year doctoral stu- dent in the Department of Public Relations at the University of Florida. His research inter- ests include Public Relations Ethics, Corporate Purpose, and Corporate Social Responsi- bility. He also studies the intersection between language use and strategic communication. Alotaibi, Mutaz, Cardiff University and King Abdulaziz University (UK & Saudi Arabia) • Mutaz Alotaibi is a lecturer at the Faculty of Media and Communication College, King Abdulaziz University, Kingdom of Saudi Arabia. He is a PhD candidate researcher at Car- diff University, United Kingdom. He has a Bachelor’s degree in Public Relations and Media from King Saud University and a Master’s degree in Public Relations and Communication from Seton Hall University, New Jersey, United States. Moreover, he is a PhD researcher at Cardiff University in the field of Public Relations and Strategic Communication. Mutaz has had great working experiences since 2009. During his Bachelor’s and master’s studies, he trained at the Saudi Ministry of Interior, United Nations Organization in New York City, Light of Gold PR Consultation LTD in New Jersey and Saudi Energy Efficiency Centre in Riyadh, Saudi Arabia. In 2019, he became an academic lecturer. Altendorf, Antonia, Sociological Research Institute Göttingen (Germany) • Antonia Al- tendorf is a researcher at the Sociological Research Institute Göttingen (SOFI), Germany. She is currently researching issues relating to the design of digitalization in the world of work as part of the interdisciplinary Future Lab Society and Work at the Centre for Digital Innovation in Lower Saxony (ZDIN). Her focus is on the opportunities, challenges, poten- tials and necessities of digitalization processes in public administration. Ambarchian, Nyree, Jack & Grace (UK) • Nyree Ambarchian is a Co-Founder of Jack & Grace, a purpose-driven communications agency. On a mission to use comms as a force for good, Jack & Grace is a B Corp and only works with organisations that value people, planet, and profit equally. Nyree has twenty years’ experience in communications, special- ising in behaviour change campaigns. Her career began in the marketing team of a sus- tainability charity, before working on community engagement programmes to support the development of large-scale renewables. For the last ten years she’s worked in PR & communications agencies, leading campaigns for a wide range of clients. She is a strategic communicator skilled at helping organisations communicate in the most compelling way to reach key audiences. She works on award-winning campaigns for government, not-for-profits, and brands that engage consumers and create positive change. Over the years, that’s included campaigns for the likes of Riverford, Karma Drinks, and Defra. 2 A 15 uthors Baptista, Raphaël, CAPP/ISCSP-Ulisboa (Portugal) • Raphaël Marques Baptista is a Visit-ing Assistant Professor at the Instituto Superior de Ciências Sociais e Políticas (ISCSP) and the University of Beira Interior (UBI). In 2022, he completed his PhD in Communication Sciences, with the classification Unanimously Approved with Distinction and Praise, pre-senting a research that deals with health online communication. He is also a collaborating researcher at CAPP and LabCom. In 2018, he received the ISCSP award for scientific merit and advanced research. He is currently working on two scientific projects: HealMe: What health managers in Portugal think about digital health and Communication of Public Health Policies in Portugal – ComHealthPPP. Barlik, Jacek, University of Warsaw (Poland) • He is an assistant professor at the Faculty of Journalism, Information and Book Studies, the University of Warsaw, Poland (full-time since 2014, previously straddled business career and part-time teaching). He is also a sea-soned public relations practitioner, with vast experience as an advisor to major Polish and international corporations, public institutions and NGOs. He has authored articles, chap-ters and a book on public relations, communication strategies, awareness campaigns, crisis communication, social media, PR theory, sales and persuasion (in Polish and English), and was a Fulbright scholar at the University of Maryland, College Park (USA). Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) • Célia Belim is an Assistant Professor in Communication Sciences (CC) at the Institute of Social and Political Sciences, University of Lisbon (ISCSP, ULisboa), teaching since 2000. She has a PhD in Communication Sci-ences, a master’s degree in Political Science, and a postgraduate degree in Islamic Studies. Currently, she is executive coordinator of the CC first study cycle and teaches in the three CC study cycles. She coordinates the funded project Communication of Health Public Policies in Portugal – ComHealthPPP, associated with the Center for Public Administration and Public Policies (CAPP, ISCSP), in which she is an integrated researcher. She is director and scientific coordinator of the Revis-ta Portuguesa de Literacia em Saúde and vice-president of the Scientific Council of the Portuguese Society of Health Literacy. Bezuidenhout, Louise, North-West University (South Africa) • Louise Bezuidenhout is a senior lecturer at the School of Communication at the North-West University (NWU), South Africa. She holds a master’s degree in communication management from the Uni-versity of Pretoria (UP) and obtained her PhD in Communication on Corporate Social Responsibility (CRS) communication, from the NWU. She lectures at undergraduate and postgraduate levels and supervises master’s and PhD students. Her research and publica- tions include sustainability communication, strategic communication, development communication and stake-holder management. She is also involved in community engagement projects that focus on service learning and engaged research. Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) • A psychologist, specialized in Work and Organizational Psychology, she has worked for over fifteen years in the field of human resources, in recruitment and organisational development projects in Italy and France. Since 2016, she has been working with ICDLAB Sostenibilità e Comu-nicazione, extending her expertise to the field of sustainability and communication. She currently supports the analysis and definition of sustainability strategies, with particular reference to the social sphere, the drafting of sustainability reports and the design of training interventions. 2 A 16 uthors Bradshaw, Amanda S., University of Mississippi (USA) • Amanda S. Bradshaw, Ph.D., is an assistant professor of integrated marketing communications in the School of Journal- ism and New Media at the University of Mississippi. She primarily teaches in the public relations specialization. Her research interests are threefold: the nexus of health communi- cation and social networking interactions, Inclusivity and identity formation, and strategic communications pedagogy. Dr. Bradshaw earned her Ph.D. in mass communication from the University of Florida, her M.S. in integrated marketing communications from West Virginia University, and her B.A. in journalism from the University of Alabama. Butera, Alfonsa, Università IULM (Italy) • Alfonsa Butera is Adjunct Professor of Cor- porate Communication at Università IULM, Italy. She is a freelance consultant in the field of corporate communication, dealing with the strategic planning and operational man- agement of the communication activities of B2B and B2C customers operating in various industrial sectors. Her main research interests are employee communication and engage- ment, internal crisis communication, employee voice and silence, media relations. She is Head of Coordination and Researcher of the Centre for Employee Relations and Communication at Università IULM. Castelli, Nicola, Università IULM (Italy) • Nicola Castelli is a lecturer for the course of Organization Theory & HR Management at Università IULM, Italy. He is a senior trainer in organizational field, author and co-author of articles published in journals such as Har- vard Business Review Italia and books dedicated to the evolution of the healthcare system published by Il Sole 24 Ore. He is co-founder of MensCorpore, a consultancy and training company focused on personal and organizational well-being and development. He collab-orates as a researcher with the Centre for Employee Relations and Communication at Università IULM. Charlton, Dan, SPFT (UK) • Dan Charlton a Board level Chief Communications Officer in the National Health Service (NHS) in England and Deputy Director at the Centre for Health Communications Research, Buckinghamshire New University, U.K. He is current- ly undertaking at PhD at Bournemouth University, U.K on leadership, communication and organisational change in the NHS. This research involves the first study of its kind to explore the phenomenon of organisational change from the perspective of NHS Chief Executive Officers. Chen, Yi-Ru Regina, Hong Kong Baptist University (Hong Kong) • Yi-Ru Regina Chen, Ph.D., is a Professor and Department Chair of the Department of Communication Stud- ies at Hong Kong Baptist University. Dr Chen’s research focuses on how public relations can bring mutual values to various organizations and stakeholders via strategic commu- nication, especially in the context of greater China. Her research areas include strategic communication, social media behaviors and gamification, CSR, creating shared value and purpose-driven organizations. She has published in leading communication and new media journals, such as Public Relations Review, Journal of Public Relations Research, Telematics and Informatics, Computers in Hu-man Behavior, American Behavioral Scientist, and Journalism and Mass Communication Quarterly. Dr. Chen’s research was funded by several institutes, including the Hong Kong Research Grants Council and the Arthur W. Page Center of Penn State University. 2 A 17 uthors Chia, Glen, Singapore Management University (Singapore) • Glen Chia is a skilled com-municator and currently heads the Category Management team at Swee Lee Holdings, a music company based in Singapore that specialises in both retail and distribution of musi-cal products across South East Asia. Glen has a decade of experience with managing brand communications and have worked with more than 100 global musical brands, to expand and grow their presence in the region. Glen holds a Bachelor of Arts in Communications from the University at Buffalo, and a Master of Science in Communication Management from the Singapore Management University. Chmiel, Michal, Royal Holloway, University of London (UK) • Michal Chmiel (PhD) is a Senior Lecturer (Associate Professor) in Psychology. He is a former Public Relations practitioner, and now researcher and educator. Currently he is the Director of External Engagement and Partnerships of the School of Life Sciences & Environment (Royal Hol-loway, University of London). Michal’s research interests revolve around the role of the impact of Brand PR on attitudes and well-being of audiences. He has also researched into the mechanism of sharing fake news and PR education in the UK. Michal is a Senior Fellow of the Higher Edu-cation Academy, and a member of the European Public Relations Education and Research Association and the Chartered Institute of Public Relations. Coombs, W. Timothy, Centre for Crisis and Risk Communications (USA) • W. Timothy Coombs (PhD Purdue University, USA) is an advisor for the Centre for Crisis and Risk Communications. His primary area of research and consulting is crisis communication. His works include the award-winning book Ongoing Crisis Communication, coediting the Handbook of Crisis Communication, and co-writing Strategic Sport Communication: Traditional and Transmedia Strategies for a Global Sport Market. His crisis communica- tion research has won multiple awards from professional organizations including the Jackson, Jackson & Wag-ner Behavioral Science Prize. He is a Fellow in the International Communication Association. Cruz, Carla, CIEG/ISCSP-Ulisboa (Portugal) • Carla Cruz has a PhD in Communication Sciences (specialization in Sociology of Communication), a Master’s degree in Sociology and a degree in Social Communication. She is an Assistant Professor at the Institute of Social and Political Sciences, at the Universidade de Lisboa, teaching within the scientific fields of Communication Sciences (1st, 2nd and 3rd Cycles) and Sociology (1st and 2nd Cycles). She is an integrated researcher at the Centre for Public Administration and Public Policies (CAPP) and a collaborating researcher at the Interdisciplinary Centre for Gender Studies (CIEG). In-ternationally she is also a member of the Portuguese team of a EUPRERA project. She is Vice-President of the Observatório da Criança – Associação ‘100 Violência’ and member of the advisory board of the Observatório do Mundo Islâmico. She also researches on digital media and social change, whether in personal, educational, family or organizational contexts. Cunha, Maria João, CIEG/ISCSP-Ulisboa (Portugal) • Maria João Cunha is Associate pro-fessor in Communication Sciences at Institute of Social and Political Sciences (ISCSP), University of Lisbon. Co-founding member and integrated researcher of Interdisciplin-ary Centre for Gender Studies (CIEG), in matters related to gender and communication. PhD in Communication Sciences, specialized in Sociology of Communication with a the-sis about media representations and impacts on young women. Master in Sociology and graduated in Social Communication in ISCSP, University of Lisbon. She is CIEG’s subdirector. She is reviewer for scientific journals in gender studies and communication, and apart from scientific papers, is the author of several books on communication, sociology and image (A Imagem Corporal [Body Image] (2004), Sociologia 2 A 18 uthors da Comunicação [Sociology of Communication] (2011), Corpo e Imagem na Sociedade de Consumo [Body and Image in consumption societies] (2014) e Estudos de Imagem [Visual Studies] (2021). Main research areas focus on gender and communication/media, and the body. Davis, Donna Z., University of Oregon (USA) • Donna Davis is an expert in virtual reality (VR), digital embodiment, and tech equity. She is director of the Oregon Reality Lab and the Immersive Media Communication master’s program at the University of Oregon. Her research focuses on the potential uses of social virtual worlds, and other emerging im- mersive media, with a special interest in marginalized and vulnerable communities. Her research on embodied experience and identity among people with disabilities was funded by the National Science Foundation. She has also extensively studied people with Parkinson’s disease who find and build support in the virtual world. Deng, Olivia, Singapore Management University (Singapore) • Olivia Deng is a dynamic marketing and communications strategist with a rich background in Real Estate and Hos- pitality and an entrepreneurial stint catering to clients across Europe, China, and the US. Her career has flourished in diverse cultural settings, having worked and studied in France, the US, China, and Singapore. Olivia holds a Bachelor of Science from the University of Southern California and a Master’s from Singapore Management University. She is fluent in English, Chinese, and French, enabling her to adeptly navigate multinational marketing strategies. Beyond her corporate endeavours, Olivia explores her passions as a researcher, yoga instructor, street photographer, and painter. Doherty, Margaret, St. Mary’s University (UK) • Margaret Doherty MCIPR, FRSA is the Director of the Centre for the Art of Dying Well at St Mary’s University, London. A com- munications and engagement specialist with extensive experience at home and interna- tionally. She is highly skilled in stakeholder relations, public affairs, and reputational man- agement – and has led on major change and development programmes. Her focus at St Mary’s is on living and dying well and the role that digital health can play in end of life and bereavement care. She is a trustee of St Joseph’s Hospice in London and also has experience in the governance of primary schools. Dong, Chuqing, Michigan State University (USA) • Chuqing Dong (Ph.D.) is an Assistant Professor of Advertising and Public Relations. Her research focuses on public relations, corporate social responsibility, strategic communication in the nonprofit/government sec- tors, and digital media. Downes, Edward J., Boston University (USA) • Edward J. Downes, Ph.D., M.P.A., is an as- sociate professor of public relations at Boston University’s College of Communication. Pri- or to joining academic full-time he worked, for 10 years, throughout metropolitan Wash- ington, D.C., as a communications professional. He was employed by public, private, and nonprofit organizations, among them the U.S. Congress. His research has been published in six academic journals and he has presented at numerous at academic conferences. 2 A 19 uthors Eker Akgöz, Burcu, Bahcesehir University (Turkey) • Burcu Eker Akgöz is professor in Public Relations and Publicity at Bahçeşehir University, İstanbul. She earned her Ph.D. in Public Relations from Marmara University. She started working as a research assistant at the Faculty of Communication in Bahçeşehir University in 2005. She is currently teach-ing several classes on Public Relations and Publicity. Her areas of interest include event management, corporate culture, organizational commitment, crisis communication and corporate responsibility. Elving, W. J. L., Hanze University of Applied Sciences (The Netherlands) • Wim Elving is professor Sustainable Communication at the Hanze University of Applied Sciences, Gron-ingen, the Netherlands. He is part of EnTranCe, Centre of Expertise Energy, that focuses on the energy transition and the Sustainable Society. Elving received the distinguished scholar award in September 2022 from Euprera. His current research is involved with communi-cative and behavioural interventions to create this sustainable future. He has contributed to more than 150 articles, book chapters, books, editorials, blogs. His research expertise is besides sustainable communications, corporate communication, internal and change communication, CSR communication and branding. He is a member of the A.W. Page Society, and member of the board of directors of Euprera. Engin, Elif, Bahçeşehir University (Turkey) • Elif Engin is professor in Public Relations at Bahçeşehir University, İstanbul. She earned her Ph.D. in Public Relations from Marmara University. She started working as a research assistant at the Faculty of Communication in Bahçeşehir University in 2001. She is currently teaching several classes on Public Rela-tions. Her areas of interest include corporate storytelling and narrative, social responsibil-ity, corporate culture, and strategic public relations management. Firmino, Sandra, CIEG/ISCSP-Ulisboa (Portugal) • Sandra Firmino has a PhD in Ad-ministration Sciences from the School of Economics and Management of the University of Minho (EEG-UMinho) and a degree and master’s degree in Management and Public Administration from the Institute of Social and Political Sciences of the University of Lis-bon (ISCSP, ULisboa). Assistant Professor at ISCSP, ULisboa, teaching subjects related to Research Methods, Strategic Management and the theory of Public Administration and Public Policies at undergraduate, master’s and doctoral levels of the Public Administration Coordination Unit courses. Executive Coordinator of the PhD in Public Administration. Integrated researcher at the Center for Public Administration and Public Policies (CAPP), ISCSP, where she was responsible for the research project “Assessment of the Public Policy for Restorative Justice in Portugal” (CAPP). She currently coordinates the research project “GOVAPP – Governance, Innovation and Institutional Arrangements in Portuguese Public Administration”, and collaborates in the projects “Widegama – Worldwide Government Accountability Map” and “ComHealthPPP – Communication of Health Public Policies in Portugal”. Fitzpatrick, Kathy R., University of South Florida (USA) • Kathy R. Fitzpatrick is profes-sor and director of the Zimmerman School of Advertising & Mass Communications at the University of South Florida (USF). She is an internationally recognized scholar in public relations and public diplomacy, an attorney and a senior public relations advisor. She is also a faculty fellow and former research fellow in the Center on Public Diplomacy in the Annenberg School at the University of Southern California. Fitzpatrick moved to USF from American University (AU), where she served as professor and senior associate dean for academic affairs in the School of Communication. Prior to joining AU, Fitzpatrick was associate dean of graduate programs and research in the School of Journalism and Mass Communication at Florida International University. She previ-ously directed graduate programs in public relations at Quinnipiac University and DePaul University and the 2 A 20 uthors undergraduate program in public relations at Southern Methodist University. Fitzpatrick’s research has been published in leading communication and diplomacy journals and she is the author of The Future of U.S. Public Diplomacy: An Uncertain Fate and co-editor of Ethics in Public Relations: Responsible Advocacy. Foo, Kai Yen, Singapore Management University (Singapore) • Results-driven leader in Product and Project Management, offering wealth of experience in driving strategic growth and fostering cross-functional collaborations between external and internal stakeholders. Proven track record in delivering and achieving multi-million dollar business goals. She is a Senior Manager (Product & Project Management) of EXCELITAS TECHNOLOGIES PTE LTD from Apr 2023 – Present. She worked as Product Manager III from Apr 2021 – Mar 2023. Education: Executive Education in Advance Negotiations (INSEAD, Apr 2022 – Jun 2023), Master of Science in Communication Management (Singapore Management University, Jan 2019 – May 2020), Bachelor of Engineering in Electrical & Electronics (Nanyang Technological University, Aug 1997 – Feb 2003). Gan, Jane, Singapore Management University (Singapore) Geysi, Nilüfer, Bahçeşehir University (Turkey) • Nilüfer Geysi is an Assistant Professor who received a Ph.D. in Advertising and Public Relations from Bahçeşehir University and has been actively involved in research and academia for over 7 years. Geysi’s doctoral thesis, which focused on climate change communication, specifically on communicative action, activism, and pro-environmental behavior, was awarded the Best Doctoral Thesis Award at Bahçeşehir University. Her research interests include sustainability, culture, digital media, and crisis communication. She has lectured on climate change communication and strategic communication for sustainability, among other relevant courses. Geysi is a member of EUNES and is committed to advancing research and education in the field of public relations. Goh, Jonathan, Singapore Management University (Singapore) • Jonathan Goh Kok Chye is the Director for External Relations at the Energy Market Authority of Singapore (EMA), a statutory board under the Ministry of Trade and Industry. He is the Singapore Senior Official on Energy at ASEAN, APEC and G20 meetings and is a member of the ASEAN Centre for Energy Governing Council. Jonathan oversees the organisation of the annu- al Singapore International Energy Week (SIEW), a premier global energy event. Prior to joining the EMA, Jonathan took on various roles at the Public Service Division of the Prime Minister’s Office, Ministry of Foreign Affairs and Civil Service College. He also served as First Secretary (Political) in Tokyo, Consul (Political) in Hong Kong and Macao Special Administrative Regions (SAR) and Assistant Director in Jakarta. Jonathan read economics at Hitotsubashi University in Tokyo, and has a Master of Science in Com-munication Management at Singapore Management University. He was conferred the Public Administration Medal (Bronze) (2016) and the Long Service Medal (2023). Görpe, T. Serra, University of Sharjah (U. A. E.) • T. Serra Gorpe is a professor of com- munication at the University of Sharjah (UAE). She received her Ph.D. in Public Relations and Advertising from Istanbul University. She holds a master’s degree in Public Relations from Boston University, USA, and a master’s degree in Social Psychology from Bosphorus University, Turkey. She was a professor in the Faculty of Communications at Istanbul Uni- versity from 2000 to 2016. Before joining the University of Sharjah, she was a professor at Zayed University College of Communication and Media Sciences (UAE). She has extensive industry experience working both for corporations and a public relations agency. Her current research interests are CSR/sustain-ability, international public relations, and crisis management. 2 A 21 uthors He, Hanzi, University of Florida (USA) • PhD student of Mass Communication at College of Journalism and Communications at University of Florida. In 2023, she finished the Mas-ter in Mass Communication at University of Florida (Graduation with Honor). She uses quantitative method (survey), qualitative method (interview) and computational methods (i.e., automated text analysis, sentiment analysis) to study audience comments of media products (i.e., movies, TV shows) and health messages on social media. Her study aims to explore 1) how online comments affect media consumers’ behaviours and 2) how health messages can affect media agenda and public health policies. Hejlová, Denisa, Charles University (Czech Republic) • Assoc. Prof. Denisa Hejlova, Ph.D. is a leading Czech scholar and communication consultant. She focuses on research, teaching and practice in strategic communication, public relations, public affairs or politi-cal communication. From 2011-23, Denisa Hejlova headed the Department of Marketing Communication and PR at Charles University in Prague, one of the most sought-after study programmes in the Czech Republic. Prior to that, she worked as a vice-dean for PR and PR manager at the Czech Ministry of Foreign Affairs. Denisa was a Fulbright Visiting Scholar at Columbia University in New York in 2014 and studied intercultural communication at the Tokyo University of Foreign Studies in 2005-06. Denisa has published comprehensive books on public relations (Grada, 2015) and strategic communication (Karolinum, 2024) for the Czech audience. She regularly publishes in academic journals and has been a guest lecturer at universities in Germany, Spain, the Netherlands, Japan, etc. In 2020 she started the first Czech MA programme in Strategic Communication at Charles University in Prague. Since 2023 she’s the director of the Research Centre for Strategic Communication and the Charles University in Prague. Ho, Kelvin, Singapore Management University (Singapore) • Kelvin Ho is an experienced leader currently serving as the General Manager of Mechanical Services at Inchcape Sin-gapore. With 18 years of professional experience, Kelvin spent 14 years in the aerospace industry before transitioning to the automotive sector, driven by his passion for people management. He is committed to self-improvement and knowledge sharing, holding a Master in Business Administration from the University of Nottingham (2014) and a Mas- ter of Science in Communication Management from Singapore Management University. Recently, Kelvin has begun an Executive Masters Business Administration course at the National University of Singapore, furthering his commitment to continuous learning. Huang, Vincent, Hong Kong Baptist University (Hong Kong) • Dr. Vincent Huang is a research assistant professor of communication and the Director of the MA in Commu-nication program at Hong Kong Baptist University. His research lies at the intersection of information and communication technology (ICT) and organizing. He is particularly interested in studying how social technology platforms structure, alter, and extend orga-nizational communication processes. He is also interested in studying the user experience of ICTs in organizational and social contexts. In exploring these topics, he also examines the broader impact of ICT-driven organizing on emerging labor processes, public relations, and social culture. Hung-Baesecke, Chun-Ju Flora, University of Technology Sydney (Australia) • Flora Hung-Baesecke, Ph.D., teaches at University of Technology Sydney in Australia. Her re-search interests include CSR, stakeholder engagement, sustainability, creating shared value, purpose-driven organizations, social media, and internal communication. She publishes her research in Public Relations Review, Journal of Public Relations Research, Comput-ers in Human Behavior, American Behavioral Scientist, International Journal of Strategic Communication, Journal of Public Relations Research, Journalism and Mass Communication Quarterly, etc. 2 A 22 uthors She is on the editorial boards of Journal of Public Relations Research, International Journal of Strategic Com-munication, and Communication Research Reports. She is the Chair of the Applied/Public Policy Research Award in the International Communication Association, a member of the Arthur W. Page Society, Secretary General for International Affairs in Public Relations Society of China, and a member of the advisory board of International Public Relations Research Conference. Illing, Jannike, OFFIS Oldenburg (Germany) • Jannike Illing is a researcher at the OFFIS Institute for Information Technology and deals with the support of the constellation of time-critical, parallel and spatially distributed work tasks in different work scenarios by Augmented Reality. She investigates how this technology can be used to reduce the com- plexity of this task constellation for people in real work scenarios. In doing so, she follows the Human-Centered Design (HCD) approach, in which the potential users become the starting point and benchmark for the design in both development and evaluation. Inderhees, Marco, Macromedia University of Applied Sciences Cologne (Germany) • Prof. Dr. Marco Inderhees teaches media management at Macromedia University in Frankfurt. He initially completed his B.A. in Brand Communication and Advertising at Macromedia University in Cologne. He then decided to do an M.A. in Media & Communication Man- agement, also at Macromedia in Cologne, and was one of the first Master’s graduates at this location. He then moved to the University of Leipzig, where he completed his doctorate in the Department of Communication and Social Sciences. His dissertation deals with the topic of co-creation in social networks. During his studies, he and a business partner founded the student consultancy Roots-Campus in 2016, which is still active in the field of management consulting today and also offers agency services. Kinnear, Susan, Cardiff University (UK) Kloppers, Elbé, North-West University (South Africa) • Elbé Kloppers is a senior lecturer at the School of Communication at the North-West University (NWU), South Africa. The obtained both her MA (in corporate communication), as well as her PhD on Corporate Social Responsibility (CSR) communication from the NWU. Her research focuses on de- velopment communication, sustainability communication, CSR communication and rela- tionship management. She lectures modules in development communication and research methodology at undergraduate and Honours level. She supervises Master’s and Doctoral candidates in all her research focus areas. Krkić, Marijana, University of Belgrade (Serbia) • Mrs. Marijana Krkić is a skilled com- munication professional who is currently a PhD candidate at the University of Belgrade Faculty of Political Sciences. Krkić worked in the public and private sectors in a variety of roles for nearly 20 years, specializing in marketing communications, strategic commu- nications, and media relations. In addition to the academic research commitments, he is currently working as a Special Media Advisor for the Republic of Serbia’s Ministry of Environmental Protection and is serving as a communication consultant for non-governmental organizations and businesses. 2 A 23 uthors Kushniryk, Alla, Mount Saint Vincent University (Canada) • Kushniryk, Alla, Mount Saint Vicent University, Canada. Alla Kushniryk, PhD, is an associate professor in the Depart-ment of Communication Studies at Mount Saint Vincent University in Atlantic Canada. The department, which recently celebrated its 40th anniversary, is renowned for its Public Relations undergraduate and graduate programs at MSVU, recognized as the flagship PR programs in Canada. Alla was one of the investigators in a research partnership with the Canadian Public Relations Society titled the GAP (Generally Accepted Practices) VIII Canadian study. Her research focuses on social media, organizational trust, and quantitative research methods. Laborde, Aurélie, Bordeaux Montaigne University (France) • Aurélie Laborde is senior lecturer in information and communication sciences in France. She is a specialist in organ-isational communication. She is editorial director of the French-language journal Com-munication & organisation and coordinator of the COS (Communication, organisation, and society) section of the MICA research laboratory (UR Médiation, information, com-munication et arts). She runs the Master’s degree in Organisational Communication at the University of Bordeaux Montaigne. She is interested in hidden, invisible and forgotten communication phe-nomena in organisations. Her most recent research programme, CIVILINUM (2018-2022), dealt with digital incivilities at work, and her latest book is entitled “Violences numériques et résistances au travail” (De Boeck, 2023). Lee, Yeunjae, Colorado State University (USA) Leonzio, Marco, Università IULM (Italy) • Marco Leonzio is Adjunct Professor of Orga-nization Theory & HR Management at Università IULM, Italy. He has been working as trainer, coach, facilitator and organizational development consultant for over 20 years. He has designed and led projects about organizational change, HR processes and leadership development. In 2015 he became Gestalt counselor at the CSTG - Gestalt school in Mi-lan. He is co-founder of MensCorpore, a consultancy and training company focused on personal and organizational well-being and development. He collaborates as a researcher with the Centre for Employee Relations and Communication at Università IULM. Lincoln, Sim, Singapore Management University (Singapore) Ljepava, Nikolina, American University in the Emirates (U.A.E.) • Dr Nikolina Ljepava is Department Chair of Marketing and Management at American University in the Emirates College of Business Administration. She is a practice-oriented academic with extensive in-dustry experience in areas of marketing research, marketing communications, e-business, and evaluation and assessment from America, Europe and Asia. She holds a PhD with spe-cialization in Marketing Research from University of Belgrade, and two master’s degrees in data analysis and e-business following a degree in Psychology from University of Windsor, Canada. Her research interests include online consumer behavior, psychology of social media, application of artificial intel-ligence, digital marketing, neuromarketing, survey methodology and online panel research. She is an author of numerous conference papers and articles and had successful media appearances on the above-mentioned topics. In 2024, she was awarded as the most influential women in education in the Middle East and recognized by Higher Education Digest as one of the leaders of the future in higher education. In addition to teaching, research and business experience, Dr. Nikolina is also dedicated to community development and engagement especially in the area of youth Internet safety education. 2 A 24 uthors Loi, Hui Ling Fiona, Singapore Management University (Singapore) • Hui Ling Fiona Loi is an assistant director in the information plans branch in the Singapore Armed Forces where she leads a team to develop, drive and oversee information policies, strategies, and campaign plans for the Digital Intelligence Service. Having spent 14 years in the govern- ment sector working on various portfolios, she was responsible for communication and information policy, media relations, and new media strategy and planning. Malczok, Melanie, University of Applied Sciences Osnabrück (Germany) • Dr. Melanie Malczok is a research assistant in the Future Lab Society and Work at the Centre for Dig- ital Innovation Lower Saxony (ZDIN, Osnabrück University of Applied Sciences). She completed her doctorate at the Otto-Friedrichs-University Bamberg on the constitution of relevance in organizations. Her current research focuses on internal organizational com- munication, human-technology interaction in organizations and strategic communication of social movements. Martello, Stefano, Comm to Action (Italy) • Journalist, communicator and author, is in- volved in integrated communication, with a focus on communication issues for the third sector and crisis management. Member of PA Social working group on environmental communication, he is senior mentor of the Comm To Action communication lab in Bo- logna, coordinator of Eco Media Academy and co-director of Pacini Editore’s New Fabric Series. Mazzei, Alessandra, Università IULM (Italy) • Alessandra Mazzei is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciardi”, Università IULM, Italy. Her main research interests are: corporate communication; employee communica- tion and engagement; organizational voice, silence and dissent; whistleblowing; diversity & inclusion, internal crisis communication. Her work has been published in journals such as Business Ethics Quarterly and Journal of Business Research. She is Coordinator of the bachelor programme in Corporate Communication and Public Relations and Director of the Centre for Em-ployee Relations and Communication at Università IULM. Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) • Flo- rian Meissner is Professor for Media Management and Journalism at Macromedia Uni- versity of Applied Sciences. He serves as Chair of the Crisis Communication Section of ECREA and is Principal Investigator at the research project DigiFit, which focuses on risk communication in the context of cybersecurity and is funded by the German Federal Min- istry of Education and Research. Further interests in research and teaching include corpo-rate communication, international journalism and political communication. He has also worked as a journalist for public broadcasters in Germany. Men, Linjuan Rita, University of Florida (USA) • Linjuan Rita Men, Ph.D, APR, is a Profes- sor of Public Relations and Director of Internal Communication Research in the College of Journalism and Communications at the University of Florida. She founded and directs the Internal Communication Research Hub, a virtual space dedicated to fostering innovative research, education, and best practices in internal communication. With a background in corporate communication research and consulting, Men’s research interests include inter-nal communication, leadership communication, emerging technologies, and entrepreneurial communications. 2 A 25 uthors Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) • A professional commu-nicator with 25 years of national and international experience in various fields of commu-nication, she has worked with various companies and organisations over the years. She was a lecturer in Social Communication at the University of Padua. In 2013 she founded ICDLAB Sostenibilità e Comunicazione, with which she now advises and trains companies and institutions on sustainability strategies and their communication. She is a member of FERPI (Italian Federation of Public Relations), a GRI (Global Reporting Initiative) professional for sustainabil-ity reporting and a sustainability specialist at Fòrema, a training and consultancy company of Confindustria Veneto Est. She is the author of several articles on sustainability and SMEs. Mitson, Renee, University of Florida (USA) • Renee Mitson is a Ph.D. candidate at the University of Florida College of Journalism and Communications. Her work explores in-ternal public relations with an emphasis on leadership communication. She is particularly interested in female leadership communication, differing perceptions of diverse leaders among followers, and psychological outcomes as a result of leaders’ communication. Mit-son has over a decade of professional experience as public relations counsel and corporate strategy at brands such as Virgin, Burger King, Schneider Electric, and Electrolux. Moon, Britt, University of Mississippi (USA) • Bitt (Britt) Moon, Ph.D., is a visiting profes-sor of integrated marketing communications at the School of Journalism and New Media, University of Mississippi. She obtained her Ph.D. in Media Arts and Sciences from the Me-dia School at Indiana University. Dr. Moon’s research investigates different stakeholders’ information behavior, particularly in areas such as issue/crisis management, reputation management, and relationship management. Currently, her research explores the associa- tions between internal communication strategies and employee silence. Additionally, she teaches undergradu-ate and graduate courses in public relations, corporate reputation, and integrated marketing communications. Morehouse, Jordan, University of Colorado Boulder (USA) • Jordan Morehouse (Ph.D.) is an Assistant Professor of Public Relations at the University of Colorado Boulder. Her research examines the impact of identity as well as moral and ethical orientations on pub-lic relations strategies and outcomes. Jordan is a mixed-method scholar and has recently published research in Journal of Public Relations Research, Public Relations Review, and Journal of Contingencies and Crisis Management. Ng, Ai Ling Stephanie, Singapore Management University (Singapore) Oliveira, Evandro, Universidade Autónoma de Lisboa (Portugal) Ong, William, Singapore Management University (Singapore) Orlov, Stanislav, Mount Saint Vincent University (Canada) Ortová, Nina, Charles University (Czech Republic) 2 A 26 uthors Pavlović Bujas, Nataša, IPRA, President • Nataša Pavlović Bujas is curious explorer and inexhaustible performer, passionate about behavioral sciences and behavioral economics. She graduated chemistry at University of Belgrade in 1990, but soon after she founded Blumen group, an agency for integrated communications and business development. She stands for female touch in business - so she became the first elected women in Serbian Association of Employers Presidency, and still holds this position. With her team - and as an communication expert and business coach - she was awarded with 25+ national and international awards – among them are IPRA Golden World Awards and IPRA GWA Grand Prix, as well as Public Relations Society of Serbia Special Award for personal achievements in public relations, UEPS – Gold Prize (Serbian Advertising Practitioners Association) for representing Serbian marketing and PR practice worldwide, and many others. She has more than 25 years of experience in strategic communications, brand development and market posi-tioning. In the last ten years Nataša has worked as a business coach, and gives guest courses and lectures in Eu-rope and the US. Nataša is International Public Relations Association President 2024 and proud alumna of the Fortune Most Powerful Women - U.S. Department of State Global Women’s Mentoring Partnership Program. She describes herself as: Creative thinker. Problem solver. Business coach. Mentor. Entrepreneur. Communi-cation Expert. Internet fun. Mom non-stop. Gallup says about her: Futurist. Strategist. Learner. Individualist. Connected. Qin, Yufan “Sunny”, James Madison University (USA) • Yufan “Sunny” Qin, Ph.D. (Uni- versity of Florida) is an Assistant Professor of Public Relations in the School of Commu- nication Studies at James Madison University. Her background is primarily in internal communication, leadership communication, employee engagement, corporate social ad- vocacy, and relationship management. She has published articles in prestigious peer-re- viewed journals, such as the Journal of Public Relations Research, Public Relations Review, Journalism and Mass Communication Quarterly, and International Journal of Business Communications. She received the Cision Insights Fellowship from the Institute of Public Relations in 2022. She also won multiple research paper awards from major communication and public relations conferences, such as PRSA Educators Academy Summit, International Public Relations Research Conference (IPRRC), Annual Conference of the Association for Education in Journalism and Mass Communication (AEJMC). She primarily teaches courses in the public relations concentration, including public relations campaigns and advanced research methods, as well as general communication course. Quarantino, Luca, Università IULM (Italy) • Luca Quaratino is Assistant Professor in Organization Theory & HR Management at the Department of Business LECB “Carlo A. Ricciardi”, Università IULM, Italy. His main research interests are: organisational culture; employee engagement and service culture; alignment and cooperation between education and labour market; generation mix; psychological contract between organizations and in- dividuals. He is a member of the Editorial Board of the scientific journal Industrial and Commercial Training and is Senior Project Leader of the Centre for Employee Relations and Communication at Università IULM. Qureshi, Noumaan, University of Mumbai (India) • Balancing practice & philosophy, Noumaan is currently pursuing his PhD from the University of Mumbai (India), under the Department of Communication & Journalism. The topic of his research is oriented towards crisis preparedness for private businesses in India. He is passionate about health- care: a sector that impacts every citizen. His earlier research in healthcare has focused on 1) ‘Reputation risks for private hospitals in Mumbai’ – 2011; 2) ‘Treating a fracture with bandage’ (focusing on violence against Doctors) – 2019; 3) Media coverage on Covid-19 – 2021. For over 25 years, he has been associated with the healthcare sector, focusing on healthcare communications. A significant 2 A 27 uthors part of his career has been in public relations consulting. Rademacher, Lars, Hochschule Darmstadt - University of Applied Sciences (Germany) • Lars Rademacher, MA, PhD, is a professor for Corporate and Sustainability Communica-tion at Darmstadt University of Applied Sciences, Germany. He serves as director at the Institute of Communication and Media and heads the universities PhD School on Sustain-ability Sciences. Before joining academia, Lars spent more than 15 years as communication consultant, account executive, media relations manager and executive coach working for a number of national and multinational companies including BASF and Volkswagen. His research interests cover public legitimacy, PR ethics, Mindfulness in the Communication Industry, executive communication, CSR and compliance communication. Ravazzani, Silvia, Università IULM (Italy) • Silvia Ravazzani (PhD) is Associate Profes-sor in Management at the Department of Business LECB “Carlo A. Ricciardi”, Universi-tà IULM, Italy, since 2019. Previously she held the same position at the Department of Management at Aarhus University, Denmark. Her research interests include risk and cri-sis communication, employee communication, diversity and inclusion, and social media. Her work has been published in journals such as Group & Organization Management and Business Ethics Quarterly. She serves in the editorial boards of Journal of International Crisis and Risk Com-munication Research and European Journal of Cross-Cultural Competence and Management and is Senior Project Leader of the Centre for Employee Relations and Communication at Università IULM. Read, Kevin, University of Greenwich (UK) • Kevin is CEO, and founding director, of strategic PR consultancy, Pembroke and Rye. Based in London, he has worked with global market leaders and challengers in financial and professional services, technology, aviation, retail, and energy for the last three decades. He specialises in strategic planning, thought leadership and board level coaching. He is a visiting fellow in the business school at the University of Greenwich, a fellow of the CIPR and the RSA, and a MA supervisor for Car- diff University’s International PR and Global Communications programme. Academic interests include AI, creativity, business pitching, leadership, and workplace wellbeing. Ruel, Teresa, CIEG/ISCSP-Ulisboa (Portugal) • Teresa Ruel is a Political Scientist. Since September 2020, she is Assistant Professor (non-tenure) and Researcher at the University of Lisbon (ISCSP-ULisboa). She coordinates undergraduate and graduate subjects within the Political Science degrees and teaches at the different academic degrees (undergraduate, M.A. and PhD). She received a PhD in Political Science (2015) from ICS-ULisbon, a MA (2009) and BA (2005) degrees in Political Science from the Technical University of Lisbon (ISCSP-UTL). She also had an Advanced Diploma on Communication and Political Marketing (2006) from the same institution. Currently, she is member of DECIDE project-Decentralized Territorial Governance: coordi-nation, capacity and accountability in local governance arrangements in complex regional settings (University of Aveiro). She took part of international projects (PARTIREP, Regional Manifesto Project); she did some ad-ditional training (funded) in Portugal and abroad, focused essentially on methods and techniques for social sciences. She was visiting scholar in University of Salamanca (Spain) and La Laguna (Canary Islands, Spain). In the recognition of her work as a national reference on regional politics, she's frequently invited to the programmes on national TV and radio. She had coordinated the Portuguese Municipal Transparency Index (2016). 2 A 28 uthors Saran, Mine, Ege University (Turkey) • Mine Saran is a professor of communication at the Ege University, Izmir/Turkiye. She received her Ph.D. in Public Relations and Pub- licity from Ege University. She has five years of experience in the private sector (perfume manufacturing and insurance industry) from 1989 to 1994 in Izmir. She has been an aca- demic staff in Ege University, Faculty of Communications at Izmir since 1994. Her current research interests are social marketing, intercultural communication, international public relations, service learning. Savchuk, Viktoriia, University of Maryland (USA) • Viktoriia is a Ph.D. candidate and instructor in the Department of Communication at the University of Maryland, College Park. Her research interests include public relations, strategic communication, public di- plomacy, and nation branding. She is currently working on her dissertation, with a focus on Ukraine’s nation branding efforts during wartime. She holds a master’s degree in Me- dia Arts and Studies from Ohio University, where she was awarded a Fulbright grant. In addition to her academic pursuits, Viktoriia boasts over 8 years of experience collaborating with non-profit organizations and the Ukrainian government. Schepers, Gerard, Hanze UAS (The Netherlands) Scott, Anthony, Hanze UAS (The Netherlands) Seidenglanz, René, Quadriga University of Applied Sciences, Berlin (Germany) • René Seidenglanz is Professor of Communication Science, in particular Communication Man- agement, at Quadriga University Berlin and is currently President of the university. The graduate and doctor of communication science taught and researched in the field of PR/ communication management at the University of Leipzig between 2003 and 2008 and then moved to Berlin. His research focuses on trust and credibility in the context of commu-nication management as well as the professional field of communication with its structures and organisation, developments, history and ethics. He has also been advising companies and institutions on communication strategy and the organisation and management of PR units for over 20 years. Selakovic, Marko, S P Jain School of Global Management (U.A.E.) • Dr Marko Selaković is manager, researcher and scholarly academic who is occupying various senior roles at SP Jain School of Global Management (currently Deputy Director and Assistant Professor). He is a strategic management and communications professional with more than 20 years of high-level experience in Europe and the Gulf countries. Selaković is specialized in stra- tegic and international communications and development, stakeholder relations and crisis management. In addition to the academic positions, he is currently Chairman of Serbian Business Council in Dubai. Previously he was Head of Chamber of Commerce and Industry of Serbia Office to the UAE, Business Director of Expo 2020 Serbia, and Vice-president of the International Association of Business Communicators (IABC) Gulf Chapter. His research interests include strategic, crisis, investor, and internal communications. Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) • Prof. Dr. Holger Sievert is full professor for Communication Management at Macromedia Uni- versity of Applied Sciences. He also heads the Cologne Media Faculty as well as the nation- al Research Committee of his institution. In addition to teaching, he has always been active in communication management functions including Roland Berger Strategy Consultants, the Bertelsmann Foundation and the large German communication agency komm.pas-sion. In research, he focuses on interactive, international and internal communication. His recent studies at 2 A 29 uthors the Macromedia University were conducted for partners such as the German Foreign Office, The Federal Press Office, the Council of Europe, Payback, TUI or Vodafone. Sriramesh, Krishnamurthy, University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado. His rich teaching profile includes teaching a range of courses in 10 universities in the North America, Asia, Aus-tralasia, and Europe while also delivering seminars/talks in over 40 countries. He is recog-nized for his scholarship on global public relations, culture and public relations, corporate social responsibility (CSR), and public relations for development. His program of research has resulted in 8 edited or co-edited books (one currently in print and another in preparation on crisis commu-nication cases), over 120 articles and book chapters, and over 150 conference papers and other presentations around the world. A recent bibliometric analysis published in Public Relations Review placed him among the top five cited global public relations scholars. In 2004, the Institute of Public Relations (USA) recognized his scholarship by honoring him with the prestigious Pathfinder Award for “original scholarly research contribut-ing to the public relations body of knowledge.” Stork, Werner, Hochschule Darmstadt - University of Applied Sciences (Germany) Sutton, Lucinda, North-West University (South Africa) • Lucinda Sutton is a senior lec-turer and teaches various corporate communication and public relations modules at un-dergraduate and postgraduate level at the North-West University, South Africa. She ob-tained her PhD in Communication on the topic of Internal Communication Trends in South Africa. Furthermore, she holds a MA degree in Communication Studies and a BA Hons degree in Corporate Communication Management which she both received cum laude. Her research interests and publications stem from her experience in practice as a communication profes-sional, which involves strategic communication with a specific focus on managing relationships with internal and external stakeholders. Tackhova, Elina R., Hong Kong Baptist University (Hong Kong, S.A.R. China) • Elina R. Tachkova (PhD Texas A&M University) is an Assistant Professor at the Department of Communication Studies at Hong Kong Baptist University. Her research examines the intersection between organizational crises and scandals as well as incorporating emotion into crisis communication research. Elina has co-authored Communicating in Extreme Crises Lessons from the Edge, a book examining extreme crises and the practical implica- tions these pose for crisis managers. Her work has also been published in peer-reviewed journals such as Jour-nal of Contingencies and Crisis Management, Journal of Public Relations Research, Public Relations Review and Management Communication Quarterly. Takahashi, Marta, Catholic University of Croatia (Croatia) • Marta Takahashi has a mas-ter’s degree in public relations, and is a doctoral candidate in communication science at the Josip Juraj Strossmayer University in Osijek. She is employed at the public relations agency Narativ komunikacije and has lectured at the Edward Bernays University of Applied Sci-ence in Zagreb, and the Catholic University of Croatia. Her scientific work includes public relations, in particular media credibility and approach to health issues. She has participat- ed in numerous congresses and symposia, is the author of multiple scientific papers, co-author of an interna-tional atlas and editor of two monographs. She has been a Caritas volunteer for many years in the Home for the children without proper parental care, and the Caritas Archdiocese of Zagreb named her volunteer of the year in 2012. 2 A 30 uthors Tan, Rachel, Singapore Management University (Singapore) • Rachel Tan is a dynamic communications leader, currently heading Branding and Communications at IPOS In- ternational, the technical expertise arm of the Intellectual Property Office of Singapore. Leveraging her strategic communications expertise, she champions its mission to drive enterprise growth through effectively using intangible assets and intellectual property. Ra- chel’s diverse career includes serving as Regional Director for Marketing in Southeast Asia at The Ascott Limited, focusing on hospitality marketing communications. She has also led impactful initiatives in separate roles across healthcare, media, market research, and retail. Rachel holds a Master of Science in Com-munication Management (Dean’s List) from Singapore Management University. Tao, Weiting, University of Miami (USA) • Dr. Weiting Tao is an associate professor in strategic communication. Her primary research area is corporate public relations, which includes corporate social responsibility, corporate ability, crisis communication and man- agement, cross cultural strategic communication, corporate reputation and relationship management, and social media strategies. Dr. Tao has published in scholarly journals such as Communication Research, Public Relations Review, Journal of Communication Man-agement, and International Journal of Strategic Communication. She also has won numerous top paper and re-search awards at international and national communication conferences such as the Association for Education in Journalism and Mass Communication and International Public Relations Research Conference. Taylor, Maureen, University of Technology Sydney (Australia) Teo, Justin, Singapore Management University (Singapore) • Justin brings a decade of expertise in strategic and operational planning, complemented by eight years of experi- ence in strategic communications and public relations. His adeptness at collaborating with leadership stakeholders ensures the delivery of exceptional results and the facilitation of impactful communication both internally and externally. Driven by a fervent passion for strategic communications and public relations, Justin is distinguished by his robust work ethic, sharp analytical abilities, and proficient project management skills. His capacity to swiftly adapt, innovate with creativity, and perform with equal vigor whether independently or as part of a team, makes him an in-valuable asset to any organisation. Justin is Head, Digital and Intelligence Information Centre, The Digital and Intelligence Service, Singapore. From Jan 2023 - Jan 2024 he was Head Digital and Intelligence Service Media Operations Branch, Singapore Armed Forces, Singapore. He has a Master of Science in Communications Man-agement from Management University, Singapore (2020) Capstone Project on Corporate Social Responsibility. Thompson, Gareth, University of the Arts London (UK) • Gareth Thompson is a Senior Lecturer at London College of Communication, University of the Arts London. He worked in public relations in the corporate, finance and technology sectors for over 20 years in Eu- rope and the USA. He founded the PR firm, Hunt Thompson, which was acquired by Citi- gate Dewe Rogerson, with whom he then worked in London. He later served as director of marketing at the pan-European fund services and software business, JPMorgan FundsHub. He has taught public relations and communications in London and at the French Grand Ecole business school, ESCEM, in Poitiers. He has degrees from University College London and University of Cambridge (Trinity Hall). He researches historical aspects of media and public relations, including government communications, war time propaganda and terrorism. Other research interests include the application of economic theory to public relations. His research has been published in Public Relations Review, Journal of Communications Man-agement, Journal of Public Relations Research and Corporate Communications: An International Journal. His first book, Post-Truth Public Relations: Communication in an Era of Disinformation, was published by Rout-ledge in 2020. 2 A 31 uthors Tkalac Verčič, Ana, University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Econom-ics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is currently the president of the Croatian Public Relations Association. van der Zeeuw, Jeroen, Ede Christian University (The Netherlands) van Zyl, Marné, North-West University (South Africa) • Marné van Zyl is a Marketing Coordinator at Hinterland Holdings - the retail department of the Senwes Group in South Africa. She holds an honours degree in Development Communication and obtained her master’s degree in Corporate Communication from North-West University (NWU) in South Africa. Her research focuses on strategic communication and stakeholder relation-ship management. She started as a Liaison Official for two non-profit organisations. Later, she worked as an Account Manager at a media and communication agency that involved graphic design and copywriting for six companies, laying the basis for her current coordinating job. Vaz de Almeida, Cristina, CIEG/ISCSP-Ulisboa (Portugal) • Cristina Vaz de Almeida has a PhD in Communication Sciences - Health Literacy from the Higher Institute of Social and Political Sciences, University of Lisbon. She is President of the Portuguese Society for Health Literacy (SPLS), Director of the Postgraduate Program in Health Literacy (Insti-tute of Applied Psychology – ISPA), Founding Member of the Portuguese Laboratory for Healthy Work Environments (LABPATS). She is also Chief-Editor of the Medical Research Journal (JIM), Peer Reviewer of the Portuguese Journal of Public Health, Researcher at the Centre for Public Administration and Public Policies (CAPP, ISCSP), Member of the Advisory Board of the BUMPER project, Member of the National Cancer Hub (NCH) – Portugal, Member of the Portuguese Council for Health and Environment, Member of the Scientific Council of the Journal of Psychology and Neuroscience, Member of the Academic Network of Health Sciences of Lusophone (RACS). She is the coordinator and author of the Manual de Literacia em Saúde – Princípios e Práticas [Health Literacy Handbook – Principles and Practices] (PACTOR). Veen, Ton, Mekelle University (Ethiopia) Verčič, Dejan, University of Ljubljana and Herman & partners (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Relations at the University of Ljublja-na, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. 2 A 32 uthors Weleslase, Brhane, Mekelle University (Ethiopia) Willemse, Michelle, Erasmus University (Netherlands) • Michelle Willemse is a com- munications professional located in Munich, Germany. Originally from Australia, Wil- lemse started her career in Australia’s largest local government, where she gained almost a decade’s worth of experience in multi-disciplinary stakeholder engagement, community consultation, and strategic advice to facilitate optimal land-use outcomes for the city of Brisbane. Since 2017, following her relocation to Europe, Willemse has been a communi-cations manager active in the areas of employee engagement, leadership communication, strategy communi-cation, change communication, and social media. She is particularly interested in internal communication and organisational culture. Woss, Joana, CIEG/ISCSP-Ulisboa (Portugal) • Joana Woss completed her degree in Audiovisual and Multimedia at the School of Communication and Media Studies of the Lisbon Polytechnic Institute in 2013. At the same institution, she completed her master’s degree in Multimedia in 2015, with the project: Proposal for standardizing claims man- agement in the relationship between hospitals and health insurance providers. In 2021 she completed a postgraduate degree in Information Management and Business Intelligence applied to the health sector, at the Information Management School of Nova University Lisbon. In the same year, she began her path towards obtaining a doctorate at the Institute of Social and Political Sciences, in Com-munication Sciences, in the area of Health Communication, which is still in progress. Since 2014, she has been working as Administrative Services Manager at Hospital da Luz Lisboa and, since 2023, she has been involved in training hospital sector professionals in the area of communication excellence and conflict management at Hospital da Luz Learning Health. Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) • Prof. Wu Shih-Chia is the Deputy Program Director of M.S.Sc. in Corporate Communication from the School of Journalism and Communication, the Chinese University of Hong Kong (CUHK). Her recent research on social media usage behavior, sustainability & CSR Com- munication in Greater China has received attention from academia, industry, and media. She also accelerates the learning of sustainability communication studies in Hong Kong and Taiwan’s universities via organizing forums, producing case studies and serving as USR consultant. Her book, “Style Marketing” in Chinese, has been adopted by many education institutions. She is the columnist for several media platforms. Prior to CUHK, as an accredited professional with rich industry experience and cross-culture practice, Prof. Wu specializes in global brand management, corporate & crisis communication, and strategic planning. She used to work at Chanel, P&G, and DaimlerChrysler as executive management team member and served as the corporate spokesperson. Xu, Zhiying Daphne, Singapore Management University (Singapore) • She is the dep- uty director of the information policy and plans department in the Information Policy and Strategy Office at Singapore’s Ministry of Defence Communications Organization. She leads a communication team that provides centralized guidance and oversight of the strategic communications policies, in addition to strategizing plans across a spectrum of issues. She has been in the government service for 15 years and her work experience spanned from managing strategic communications, national education and policy communication, and lead-ership development. 2 A 33 uthors Yeo, Su Lin, Singapore Management University (Singapore) • Dr Su Lin YEO is Associate Professor of Communication Management (Practice) at the Lee Kong Chian School of Business in Singapore Management University (SMU). She serves on the SMU Faculty Senate Committee and is an appointed Board Trustee at the Institute of Public Relations (USA) and Director for the SMU-IPR USA Alliance (Southeast Asia). She teaches a range of full credit communication modules from undergraduate to MBA, EMBA and executive seminar programmes in the business school. Her primary research interests include Corporate Reputation, Cri-sis Communication, and Public Policy Communication. She publishes in top communication journals which include Communication Research and Public Relations Review; and sits on national boards that drive stake-holder engagement on health communication and public policy campaigns in Singapore. Prior to pursing an academic career, Su Lin spent 12 years managing corporate communication and investor relations for several conglomerates in the banking and financial services sectors in Asia. Yeow, Zheng Hoe Vernon, Singapore Management University (Singapore) Yoon, Dalee, University of Hawaii (USA) Yue, Cen April, Boston University (USA) • Her research interests focus on internal public relations, leadership communication, organizational change management, and relation-ship management. She has published in scholarly journals such as Public Relations Review, Journalism & Mass Communication Quarterly, International Journal of Communication, and International Journal of Business Communication, among others. She has received over 10 top paper and research awards and recognitions from national and international communication associations and conferences. She is also a Research Editor at the Institute for Public Relations’ Organizational Communication Research Center. Zhang, Evonne, Singapore Management University (Singapore) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) • Nanxiao Zheng (MSc, The Chinese University of Hong Kong) is currently a M.Phil. student at the School of Journalism and Communication, the Chinese University of Hong Kong. His research interests lie in the intersection of visual communication, computer-mediated communication, and political communication, with a special focus on the visual role of technologies, online multimodalities, and nationalism. Zheng, Qi, Michigan State University (USA) • Qi Zheng is a doctoral student in the De-partment of Advertising and Public Relations at Michigan State University. Her research interests rely on persuasion and public relations. Currently, her research concentrates on governmental communication by utilizing quantitative and computational methods. Zhou, Alvin, University of Minnesota (USA) • Alvin Zhou is an Assistant Professor at the Hubbard School of Journalism and Mass Communication. His research centers around computational social science and strategic communication. Specifically, he studies adver-tising, public relations, audience analytics, and the various ways digital technologies (e.g., artificial intelligence, platform design, mobile access, behavioral trace) are changing their industry practices and social implications. 3 A 34 bstrActs In a crisis situation, which public communication message strategies are best deployed using short-form social media? Alotaibi, Mutaz, Cardiff University and King Abdulaziz University (UK and Saudi Arabia) Kinnear, Susan, Cardiff University (UK) Introduction works such as Stakeholder Engagement (Nie This paper investigates the role and effectiveness et al., 2019), Strategic Communication (Soffer, 2019), Gatekeeping (Kyprianos et al., 2020), Per- of short form social media as a tool for public suasion (Geers et al., 2018), Key Opinion (Wang communication during a crisis. It will present et al., 2020), and Grunig’s Public Information an analysis of public communication strategies Model (Hung-Baesecke et al., 2021) are all ex- employed by Saudi governmental organizations plored. The literature review highlights the sig- during the COVID-19 pandemic, specifically nificant impact of the COVID-19 pandemic on focusing on X/Twitter utilization. The study is crisis communication, emphasizing the use of grounded in the context of a transformational social media for engaging stakeholders and dis- period in the Kingdom of Saudi Arabia where seminating information. significant change can be observed in the Pub- lic Relations and communication strategies de- ployed. It contributes to a larger study which Methodology considers the effectiveness of social media as a The study adopts a qualitative approach, com- platform for different types of public communi- prising content analysis of Twitter posts in order cation message in a crisis scenario. to identify message types which attract effective public engagement. Content analysis focuses on The research seeks to answer a central question: account. It examines a dataset of 1,469 tweets posted from 5 March to 5 October 2020. The Purpose of the Study the Saudi Ministry of Health’s official Twitter It addresses this question by carefully analyzing dimensions: Awareness, Warning, Risk Informa- tion, Efficiency Messages, and Providing Reas- Twitter data, offering a comprehensive evalua- surance. tion of Public Relations roles and communica- munication tool for creating public engagement? analysis categorizes the tweets into five thematic How effective is social media as a strategic com- tion strategies during a global health crisis. Literature Review and a Theoretical Framework: Results of Social Media Data In order to build a theoretical framework to in- The Saudi Ministry of Health’s messages are ex- terrogate the data, key approaches and frame- tensively analyzed based on engagement metrics 3 A 35 bstrActs such as likes, retweets, replies, and quotes. Anal- ment, which the researcher is now progressing as ysis of this data utilizes thematic categorization a series of semi-structured interviews with Pub- to better understand the communication efforts lic Relations and communication professionals of the Saudi government as follows: from the Saudi Ministry of Health. This further • Awareness: This theme captures the Saudi analysis supports and extends the content anal- Ministry of Health’s activities to educate the ysis, offering deeper insights into the strategic public about COVID-19, including disease use of social media communication during the information and preventive recommenda- COVID-19 pandemic crisis. tions. The theme reflects the importance of public education and awareness in crisis Conclusion: • Efficiency: Public responses and informa-messages by offering details on responsibil- tion during a crisis. The findings provide insight into how governmental organizations can effec- ities and prevention measures. tively use social media platforms during a pub- lic crisis, emphasizing the importance of varied tion sources are highlighted in the Efficiency content and engagement strategies to effectively Messages theme, showcasing the role social respond to different public needs and concerns. media plays in providing timely and accurate The insights developed from this study are not information. limited to the specific context of the COVID-19 • Reassurance: Finally, the Providing Reassur- pandemic but offer broader implications for the ance theme, through government roles, ap- • Risk: Risk Information provides credible mediate public alerts and responses by con- knowledge and practice by examining the role that short form social media plays as an effec- veying symptoms and case reports. tive and interactive tool for public communica- • Warning: The Warning theme provides im- This study contributes to Public Relations communication. preciations, and calming measures, aims to use of social media in various crisis communica- tion scenarios. mitigate public anxiety and foster a sense of security during the crisis. tweets, retweets, replies) and media types (pho- ment with Saudi governmental use of X/Twitter tos, videos, animated GIFs) used in the commu- during a pivotal time, but also provides a foun- nication strategy. It finds that through enhanc- dation for future research and practice in crisis The study examines the types of tweets (original ents a comprehensive analysis of public engage- In conclusion, this research study not only pres- ing message dissemination and engagement, communication. It illustrates the importance of original tweets and visual content (photos and a multifaceted communication approach, incor- videos) predominate. porating various themes, media types, and en- Analyzing tweet distribution over the study pe- of audiences in times of crisis. gagement strategies to effectively reach a range riod provides further insights into communica- how social media can foster two-way commu-tion strategy changes. The results demonstrate References nication between governments and the public Geers, A. L., Briñol, P., Vogel, E. A., Aspiras, O., through its interactive nature. Caplandies, F. C., & Petty, R. E. (2018). The application of persuasion theory to placebo ef- The paper also indicates the need for further fects. International review of neurobiology, 138, investigation into the outcomes of this engage- 113-136. 3 A 36 bstrActs Hung-Baesecke, C. J. F., Chen, Y. R. R., & Ni, L. (2021). 16 The Excellence Theory–origins, contribution and critique. In Public Rela- tions (pp. 313-334). De Gruyter Mouton. Kyprianos, K., Sifaki, E., & Bantimaroudis, P. (2020). Digital gatekeepers and website visitors of the Acropolis Museum: revisiting gatekeep- ing theory in the cultural domain. Museum Management and Curatorship, 35(4), 409-423. Nie, K. S., Ibrahim, F., Mustapha, S. M., & Mokhtar, A. H. A. (2019). A reflection on the stakeholder theory: Impact of government policies. Search J. Media Commun. Res, 11(3), 111-126. Soffer, O. (2019). Algorithmic personalization and the two-step flow of communication. Communication Theory. Wang, J., & Wang, Z. (2020). Strengths, weak- nesses, opportunities, and threats (SWOT) analysis of China’s prevention and control strategy for the COVID-19 epidemic. Interna- tional Journal of Environmental Research and Public Health, 17(7), 2235. 3 A 37 bstrActs Double tap to heart: Portuguese National Health Service (SNS) message on Instagram about cardiovascular health and its perception Baptista, Raphaël, CAPP/ISCSP-Ulisboa (Portugal) Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) Introduction and purpose of the study eases (e.g. Eshah, 2018). Thus, professionals in In Portugal, cardiovascular diseases kill around this scientific field, that includes public relations professionals, have identified an opportunity in 80 people a day (Mendes, 2023), accounting online social networks for health promotion, for a third of all deaths each year. The average such as social mobilization and advancing re- amount of time spent on the internet each day by search (Chen & Wang, 2021), anchored in the the Portuguese is over seven hours, higher than commitment to ehealth communication, in the world average of six hours and 40 minutes which health information operates on new dis- (We are Social, 2024). Instagram is the preferred semination channels, specifically online ones. online social network, on which the Portuguese For example, Cardoso and others (2021) carried spend around 17 hours a month, also above the out a content analysis of 12 manuals of conduct world average of less than 16 hours (We are So- from Portuguese and international organiza- cial, 2024). This data can be exploited by the tions for the management of online social net- Portuguese government to reach audiences in works, in the context of the Covid-19 pandemic the online environment. Therefore, this research crisis. The aim of the research was to identify aims to understand the publications of the Na- and systematize the main strategies included in tional Health Service (SNS) on cardiovascular these manuals and then assess their convergence issues (e.g. diseases, health, ephemeris) shared with scientific theories on online social media on its official Instagram page and their percep- management. The authors concluded that the tion. potential of online social networks should be Literature review recognized, as they are successful in promoting health. In addition, the researchers highlight the With the continuous growth and adoption of work that needs to be done together between online social networks, several scientific contri- online social networks and health professionals butions highlight their importance and success as promising. In this way, it will be possible to in promoting cardiovascular health and well-be- disseminate scientifically correct information on ing, as well as in preventing cardiovascular dis- a mass scale from these online media (Cardoso 3 A 38 bstrActs et al., 2021). Practical and social implications In the light of strategic and rhetorical commu- Methodology nication studies, the theory of uses and gratifi- The research has three specific objectives: (1) to cations and the encoding-decoding approach, understand the strategy and specificities (tex- it is understood that the results of this research tual, iconic, plastic and symbolic elements) of will be useful in different parameters: (1) pro- the government message on SNS Instagram for fessional-practical, given that the results will cardiovascular health during 2020 and 2024; (2) provide recommendations on how to commu- to understand the rhetorical potential of online nicate public policies and cardiovascular health communication on Instagram for cardiovascu- messages online, with specific indications that lar health in the SNS during 2020 and 2024; and facilitate the process, the coding and the expect- (3) to ascertain the perception of Instagram us- ed decoding; and (2) social, given that they may ers regarding the effectiveness of SNS Instagram provide knowledge on how to construct a com- communication for cardiovascular health. To petent governmental (and also organizational) this end, we chose to carry out a semiological message with persuasive potential on a widely analysis to achieve the first specific objective, a used online social network, in order to promote rhetorical analysis for the second objective, and cardiovascular health and the well-being of tar- a focus group to achieve the third objective. The get audiences. corpus for the first two objectives will be 81 pub- between 2020 and the end of the current gov- Cardoso, P., Jólluskin, G., & Silva, I. (2021). ernment’s mandate, in March 2024. The focus lications related to cardiovascular health, shared References group, in turn, will be made up of individuals an analysis of good practices. Health promotion through social media: between the ages of 18 and 34, since these are the Comunicação adult ages that are most present on Instagram cp.12268 Pública, 16(30), 1-19. https://doi.org/10.4000/ and given that the prevention of cardiovascular diseases and the adoption of behaviors that con- Chen, J., & Wang Y. (2021). Social media use for tribute to well-being should be started as early health purposes: Systematic review. Journal of as possible. Future studies could focus on other Medic Internet Research, 23(5), 1-16. https:// online social networks used by governments to doi.org/http://dx.doi.org/10.2196/17917 communicate health and well-being. Eshah, N. (2018). Investigating cardiovascular patients’ preferences and expectations regard- Results and conclusions ing the use of social media in health education. The results indicate which coding options for Contemporary Nurse, 1, 52-63. https://doi.org/ SNS publications generate the most interactivi- 10.1080/10376178.2018.1444497. ty and the most perceived effectiveness. Strate- Mendes, T. (May 4, 2023). Cardiovascu- gically formulated government communication lar diseases kill 80 people a day. Jornal de can increase perceived effectiveness. Negócios. https://www.jornaldenegocios.pt/ negocios-iniciativas/portugal-health-sum- mit/detalhe/doencas-cardiovasculares-mat- am-80-pessoas-por-dia 3 A 39 bstrActs We are Social (2024). Digital 2024 Global Over- view Report. We are Social. https://weareso- cial.com/uk/blog/2024/01/digital-2024/ Keywords Online communication; Public policies; Cardio- vascular health; Health policy; Portuguese gov- ernment 3 A 40 bstrActs Feeling good, living well, and making nice. Aspiring PR people on well-being and work-life balance Barlik, Jacek, University of Warsaw (Poland) Both the public relations industry and academ- been growing fast recently (Rando-Queto et al., 2022). As it was found out, overall well-being and Introduction and purpose of the study happiness of employees and stakeholders has perceived by PR professionals globally. Not sur- three areas: subjective satisfaction with the job, the possibility to grow one’s potential and devel- prisingly, the biggest challenge facing British PR op as a human being (also called psychological practitioners (and not just them) was mental and work-life balance among major challenges happiness at work and in personal life consist of ics have stressed the growing role of well-being health, ahead of such factors as fake news and well-being), and positive and enriching relation- disinformation, fear of job losses, lack of influ- ships that a job brings (that may be described ence on management, or long working hours as social well-being) (Muñiz-Velázquez et al, (CIPR, 2022). At the same time, PR experts have 2022). Simultaneously, four out of ten commu- increasingly become responsible for handling – nication professionals feel stressed out or tense on top of the communication management func- during their working hours (with females being tion and maintaining relationships with various more affected than men), and a quarter of all publics – the CSR and ESG issues, including communicators do not know how to manage the social accord, individual fulfillment, and the daily stress caused by the need to be constantly well-being of many organizational stakeholders. available, enormous workload, lack of prospects, Such ambiguity PR practitioners may feel (i.e., and blurring work and personal life boundaries, taking care of the external publics and neglecting which have become even more important due to themselves) can lead to even greater frustration remote or hybrid work models launched during and failure to address the most daunting chal- the pandemic (Zerfass et al., 2023, 38). lenge to the entire PR profession. Aspiring PR insufficient education and training on subjects questions concerning well-being and work-life balance among aspiring PR practitioners and such as well-being, mental health, or work-life full-time PR students. balance. • RQ1 – Are future PR practitioners aware of emotional costs, extreme workload, distress, exposed to these problems and – in most cases Thus, it might be worthwhile to pose several – are not ready to handle them properly due to practitioners (including PR students) are also Research questions Literature review and mental health issues associated with The literature on the relationship between public their trade? relations and the well-being, mental health, and • RQ2 – Have PR students and young pro-3 A 41 bstrActs well-being, work-life balance, and mental Chartered Institute of Public Relations (CIPR) health during their studies, internships, and fessionals been taught and trained about Literature • RQ3 – How do PR students and young prac- CIPR, n.p. titioners assess the PR academia’s and indus-Muñiz-Velázquez, J.A.; Tapia Frade, A.J.; Loza-try’s efforts to address well-being, mental no Delmar, J.; Alcaide-Pulido, P.; & del Toro, at the early stages of their careers? relations: A growing industry, standing still. (2022). State of the Profession 2022. Public health, and work-life balance issues trou- bling PR people (regardless of their tenure)? A. (2022). Happiness at Work among Public Methodology Journal of Environmental Research and Public Health Relations Practitioners in Spain. International , 19, 3987, 1-11. professionals and PR students in a European brino-Maldonado, C., Iglesias-Sánchez, P., & De Las Heras-Pedrosa, C. (2022). Bibliometric country. Respondents will be recruited via pro- analysis and network mapping of the scientific fessional organizations, PR forums and discus- methods, namely online surveys among young Rando-Cueto, D., Nuñez-Sánchez, J. M., Jam- The planned research will employ quantitative sion groups, and at several universities that run literature on the influence of public relations on well-being and happiness. Anàlisi: Quad- full-time PR sequences in the country. The as- erns de Comunicació i Cultura , 67, 65-86. piring practitioners’ and PR students’ opinions will be measured using Likert-type scales, when Zerfass, A., Tench, R., Verčič, D., Moreno, A., applicable, making it possible to find a general Buhmann, A., & Hagelstein, J. (2023). Euro- mood about well-being among aspiring PR peo- pean Communication Monitor 2023. Looking ple. back and ahead: 15 years of research on strate- gic communication. EUPRERA/EACD, Brus- Results and conclusions sels. The research will show the level of preparedness of young practitioners and PR students to cope Keywords with the stress at work, balance duties, and per- mental health, public relations education, well-be- sonal life, handle responsibilities toward stake- ing, work-life balance holders’ well-being, and take care of their mental and emotional challenges. The conclusions from this study could help PR academics, associations, and industry leaders to come up with necessary adjustments about mental health and well-being in PR curricula, onboarding, training and de- velopment programs for students, interns, and junior staff. 3 A 42 bstrActs Communicating health and well- being policies: The Portuguese Prime Minister’s message on the X platform between 2016 and 2023 and its reception Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) Baptista, Raphaël, CAPP/ISCSP-Ulisboa (Portugal) Cunha, Maria João, CIEG/ISCSP-Ulisboa (Portugal) Cruz, Carla, CIEG/ISCSP-Ulisboa (Portugal) Firmino, Sandra, CIEG/ISCSP-Ulisboa (Portugal) Ruel, Teresa, CIEG/ISCSP-Ulisboa (Portugal) Woss, Joana, CIEG/ISCSP-Ulisboa (Portugal) Vaz de Almeida, Cristina, CIEG/ISCSP-Ulisboa (Portugal) Introduction and purpose of the study vital messages, and appropriate tailoring of mes- Social media have increasingly been used by po- sages for different audiences (Hyland-Wood et al., 2021), and b) it is one of the main platforms litical bodies and experts to disseminate health used by political parties and candidates (Alon- information to the public. Several authors rec- so-Muñoz et al., 2016, p. 72). The proposed ommend that the governments should assume a study aims to: 1. characterize the health-related more active role in the meaning making of the message published on the X platform account of policy. Knowing how to communicate policies the Portuguese Prime Minister, António Costa, is essential because citizens need to understand during his administration; 2. explore the persua- decision-making – the pillar of democracy – sive potential of the health message published by and to access, understand, and use health con- the Portuguese Prime Minister António Costa tent for their benefit. Portugal was selected as a on his X platform account during his adminis- case study as: a) the World Health Organization’s tration; 3. perceive the discursive enunciation 2019 World Health Report placed Portugal’s present in the health message published by the health system 12 th in its ranking; b) it held the Portuguese Prime Minister António Costa on rotating European Union Council presidency his X platform account during his administra- from January to June 2021, while c) in January tion; 4. ascertain the reception of these messages of the same year, the country was dealing with by António Costa’s followers. the world’s highest Covid-19 rate. The option for X (ex-Twitter) is based on two considerations: a) the opportunities provided for effective com- munication, fast and efficient dissemination of 3 A 43 bstrActs Literature review ly positive emotional responses-such as the im- There are few studies on the communication of pulse to action, feelings of support, desire for unity, and confidence, optimism, or calm-but public health and well-being policies, either in also negative emotional responses, such as anx- Portugal or in other countries. However, it is iety, apprehension, or concern and disappoint- noted that the Covid-19 pandemic has also had ment. Outside the pandemic period, the focus an echo in research, finding a vast literature on on health and well-being is less. As future stud- governmental health communication, especial- ies, we suggest focusing on other forms of com- ly in the context of the Covid-19 pandemic. As munication about health and well-being from an example, Belim’s study focuses on Covid-19 the Portuguese government and even a compar- communication on Twitter by the Portuguese ative study between countries. prime minister, during significant synchronous periods, managing to extract some recommen- dations at the level of government communica- Practical and social implications tion, such as striving for transparency, truth, and At a practical level, this study provides plural proximity to citizens, seeking to inform, clarify knowledge (e.g., rhetorical potential, specifici- and convince them. The studies found on Por- ties of the message in a pandemic crisis context tuguese government communication during the and outside of that context, discursive specifici- pandemic focused on media communication, ties, reactions of recipients according to the type highlighting for example official sources, in par- of message and social context) about the govern- ticular the Portuguese prime minister (Lopes ment message in an online context, bringing to- et al., 2021), and communication strategies in gether recommendations for political actors and prime time television news (Cunha et al., 2021). communication professionals, such as public re- lations. On a social level, this study provides in- The method to be used is mixed, consisting of on the X platform of a government actor with public responsibility and the reception of indi- Methodology sight into the link between the communication tives), rhetorical analysis (2nd viduals, and which messages get the most posi- content analysis (to fulfill the 1st and 4th objec- course analysis (to fulfill the 1st and 4th tive reactions and comments, and even feelings objective), dis- compensates for the disadvantages of the quali- ents. In a public relations context, some lessons can be learned about how to build a positive tative and quantitative methods, offering a more government image in the online environment in complete and plural version of the results. The tives). The mixed method is used because it of well-being (or not) on the part of the recipi- objec- corpus consists of all the publications made by different social contexts linked to health (with and without a pandemic). the Portuguese Prime Minister on his X account in the period from April 2016 to November 7, 2023, which is almost eight years. References Alonso-Muñoz, L., Marcos-García, S., & Case- Results and conclusions ro-Ripollés, A. (2016). Political leaders in (in- The results show that, during the Covid-19 pan- ter)action: Twitter as a strategic communica- tion tool in electoral campaigns. Trípodos, 39, demic, there was an intense focus on the sub- 71-90. ject, noting the Prime Minister’s concern for the well-being of the Portuguese and the focus on Belim, C. (2022). Communicating COVID-19 responsibility. Pathos was used to inspire main- on Twitter at supranational and national lev- 3 A 44 bstrActs els: The European Union and Portugal with “the ball in their court”. Kome− An Interna- tional Journal of Pure Communication Inqui- ry. https://doi.org/10.17646/KOME.75672.89 Hyland-Wood, B., Gardner, J., Leask, J., & Ecker, U. (2021). Toward effective government com- munication strategies in the era of COVID-19. Humanities and Social Sciences Communi- cations, 8(30) 1-11. https://doi.org/10.1057/ s41599-020-00701-w Lopes, F., Araújo, R. & Magalhães, O. (2021). Covid-19: Uma pandemia gerida pelas fontes oficiais através de uma comunicação políti- ca [A pandemic managed by official sources through political communication]. Comuni- cação e Sociedade, 40, 17–32. Cunha, I. F., Martins, C., & Cabrera, A. (2021). Informação televisiva de prime time e estraté- gias de comunicação em tempo de pandemia [Prime time television information and com- munication strategies in times of pandemic]. Comunicação e Sociedade, 40, 33–52. Keywords health communication, well-being, health policy, Portuguese prime-minister, X 3 A 45 bstrActs The Utilisation of Engaged Research Towards the Well-Being of Internal Stakeholders: A Case Study Bezuidenhout, Louise, North-West University (South Africa) Sutton, Lucinda, North-West University (South Africa) Introduction and purpose of the study search could be found where engaged research The well-being of internal stakeholders lately was used to address internal communication is- sues in an organisational context. Therefore, we received increased attention. It is argued that ask the question: How could engaged research organisations should prioritise well-being by be used to identify and address internal commu- creating an environment of cooperation and col- nication issues in an organisational case study to laboration through participation in bottom-up promote the well-being of internal stakeholders? communication, rather than the top-down man- agement of communication. Such an environ- ment of participation and dialogue is important Literature review for the well-being of internal stakeholders be- Engaged research is an ongoing and reflective cause it creates a sense of community. process of collaboration, inclusivity, and a shared sense of purpose between researchers and com- nication, research should take place to identify real-life issues are addressed through the co-cre- issues within specific stakeholder groups to in- As part of the strategic role of corporate commu- munity stakeholders. Within engaged research, form strategies and policies to be able to address change. This is done within cooperative partner- ation of knowledge to bring about meaningful them strategically. Within internal communica- ships to empower partners towards the sustain- tion, such research should take place to establish ability and well-being of all. the issues that might influence the well-being of the internal stakeholders. The case study We argue that engaged research could be utilised The researchers were approached by members to identify internal communication issues re- of a communication advisory committee of a re- garding the well-being of the internal stakehold- tirement village in South Africa with the request ers. Engaged research contributes to creating for assistance with their internal communica- an environment of participation and dialogue tion. These committee members argued that in- where collaboratively, issues can be identified to ternal communication issues are influencing the inform strategies to address those issues. How- well-being of the residents, but they were unclear ever, engaged research is usually applied in a on the extent of these issues and how to address community context to address mostly health, them. The researchers and these advisory com- social and environmental issues. No prior re- mittee members formed a partnership where 3 A 46 bstrActs there was active participation by all partners in lenges. These conversations also resulted in the the research process. This included the research identification of communication principles that design, measuring instruments, data collection, the participants felt were necessary to be put in data analysis, writing the research report and the place to further contribute to the well-being of implementation of the findings. the residents. Strategy and policy changes were suggested to address the challenges and princi- Methodology ples. As part of phase 1, the partners decided on a To evaluate the use of engaged research in identi- qualitative research approach that included six fying and addressing these challenges and prin- semi-structured interviews with management ciples, the process of critical reflection (phase and six focus groups with residents, to ensure 2) will take place in March 2024 to determine that participants had the opportunity to address how this engaged research project addressed the themes they deemed necessary. This was done well-being of the retirement village’s internal by creating an environment where conversation stakeholders. and reflection took place on internal communi- cation issues. The data was collected in January Practical and social implications ysis. Discussions took place between the part- After the critical reflection, a framework will 2023 and analysed through qualitative data anal- ners on the findings and possible recommenda- be developed that could extend to other inter- nal communication contexts and environments tions before the research report was finalised. facing similar well-being issues. Furthermore, To evaluate the utilisation of engaged research to engaged research could prove to be a valuable strategic method for communication managers address internal communication issues toward to use toward the well-being of internal stake- the well-being of the internal stakeholders, crit- holders. Future studies could investigate this ical reflection will be done in phase 2 of the re- research method and the framework within the search. First, we will reflect through self-inspec- wider well-being discussion in the internal com- tion on how our worldviews, prior experiences, munication discipline. assumptions, and beliefs influence the research will be held with all the members of the partner-and results. Secondly, a reflective group session Keywords ship. A discussion guide will be developed, with Engaged research, internal communication, inter- input from the partners, to guide the reflection. nal stakeholders, well-being The partners will reflect on the partnership, the research process, and the outcomes of the re- search. Results and conclusion Through the interviews and focus groups, var- ious internal communication challenges were identified and their influence on the well-being of the residents was deliberated. Within these discussions, the participants themselves came up with possible solutions to address these chal- 3 A 47 bstrActs Employee Well-being, Internal Communication and Listening: Insights from an Explorative Study Among Italian Companies Butera, Alfonsa, Università IULM (Italy) Mazzei, Alessandra, Università IULM (Italy) Ravazzani, Silvia, Università IULM (Italy) Quaratino, Luca, Università IULM (Italy) Leonzio, Marco, Università IULM (Italy) Castelli, Nicola, Università IULM (Italy) Introduction and purpose Organizational listening should be grounded in Public relations and corporate communication, a culture that is open to employee voice and rely on dedicated policies, systems, technologies, and conceived as two-way communication and re- resources, including staff (Macnamara, 2016). lationship management between organizations This applies to the listening of both internal and and their publics, are best performed through external stakeholders. Supervisory listening is listening in order to align the organization- a form of dyadic listening, since it involves a al purpose and behaviour with the interests of manager and her subordinates, and is associat- stakeholders. This paper specifically addresses ed with several organizational outcomes, such as the topic of listening as a component of inter- job performance, leadership, quality of relation- nal communication that is critical to sustain em- ships, job knowledge, job attitudes, and employ- ployee well-being, considering employees as a ee well-being (Kluger & Itzchakov, 2022). key group of stakeholders. When employees and managers are geograph- Literature review ically distant, managers need to demonstrate a Employee well-being cannot simply be viewed range of skills to ensure employee well-being and organizational performance, namely the as job satisfaction or the overall quality of an ability to listen, create and show trust, and give employee’s experience and functioning in the authority to employees (Poulsen & Ipsen, 2017). workplace. Rather, it is a broader concept that encompasses three dimensions: psychological, physical and social (Grant et al., 2007). Looking Methodology specifically at how to sustain employee psycho- The empirical study is based on the accounts logical well-being, internal listening is crucial in of managers from 10 Italian companies. Qual- its two components: organizational and supervi- itative data were collected from 10 interviews sory listening (Qin & Men, 2022). carried out between July and October 2023. The 3 A 48 bstrActs sample of interviewees included board members information that they can use to guide their dia- and managers responsible for internal commu- logue with subordinates. nication, employee well-being, sustainability, and HR management. Practical implications Results and conclusions This study offers reflections and insights into tools and methods that organizations can use to Findings show that companies understand the sustain internal listening as a lever for employee relevance of structured forms of organizational well-being. While the literature underlines the listening to better understand the needs of their value of listening at both the organizational and employees in terms of well-being, also with the supervisory level to promote employee psycho- aim of implementing effective programs in this logical well-being, listening to them to specifi- area. In addition to climate and engagement cally identify their needs for a more sustainable surveys, companies also use other methods to work environment is also crucial to developing listen. For instance, one company put together effective employee well-being initiatives. a listening team of around 40 employees who extensively interviewed the organizational pop- References and assessed needs. Companies have also cited H. (2007). Happiness, health, or relationships? Managerial practices and employee well-being the monitoring of internal communities as a tradeoffs, Academy of Management Perspec- powerful listening tool as they act as excellent ployee well-being plan based on their specific Grant, A. M., Christianson, M. K., & Price, R. ulation in several forms to create a 4-year em- collectors of employee needs in specific areas. tives, 21(3), pp. 51-63. https://doi.org/10.5465/ For example, after listening to the community of amp.2007.26421238 pet-owning employees, one company decided to Kluger, A. N., & Itzchakov, G. (2022). The implement a policy regulating the possibility of power of listening at work. Annual Review employees to bring their pets into the office. of Organizational Psychology and Organiza- tional Behavior, 9, pp. 121-146. https://www. In recent years, companies’ focus on internal lis- annualreviews.org/doi/10.1146/annurev-org- tening has also been reinforced by the increase psych-012420-091013 in remote working, which has made supervi- Macnamara, J. (2016). Organizational listening: sory listening a necessary measure to monitor Addressing a major gap in public relations employee well-being, recognizing that the in- theory and practice. Journal of Public Relations creased distance between a supervisor and their Research, 28 (34), 146–169. https://doi.org/10.1 employees could worsen their relationship. In 080/1062726X.2016.1228064 this sense, some companies strived to intro- Poulsen, S., & Ipsen, C. (2017). In times of duce forms of structured supervisory listening change: How distance managers can ensure through technologies that complement supervi- employees’ wellbeing and organizational sory listening in face-to-face interactions, which performance. Safety Science, 100 , pp. 37-45. are thinned out in hybrid work contexts. Spe- https://doi.org/10.1016/j.ssci.2017.05.002 cifically, managers were provided with specific monitoring tools to collect frequent employee feedback, typically on a weekly basis. These tools have been used by supervisors to learn more about how their employees feel and to gather 3 A 49 bstrActs Qin, Y. S., & Men, L. R. (2022). Why does listen- ing matter inside the organization? The impact of internal listening on employee-organization relationships. Journal of Public Relations Re- search, 33(5), 365-386. https://doi.org/10.1080 /1062726X.2022.2034631 Keywords employee well-being, organizational listening, su- pervisory listening, internal communication 3 A 50 bstrActs Grounded optimism as an approach to organisational change Charlton, Dan, SPFT (UK) Introduction and purpose with regards to both leadership communication This doctoral study utilises psychanalytic schol- and behaviour. Whilst recognising the transfor- mative attributes of an uplifting vision for the arship to explore the deep currents which drive future which inspires, empowers and reassures, the tides of human behaviour during organi- Collinson (2012) highlights how employees can sational change - the ‘emotional undertow’ de- become sceptical and mistrustful when they re- scribed by Krantz and Trainor (2019, p.205). ceive overly optimistic messages from leaders The basis for this thesis is that contemplating which feel divorced from their own economic the unconscious, emotional dynamics which and social reality. are psychoanalytically conceptualised as sitting beneath the surface of organisational behaviour provides a means to understand, anticipate and Exploring excess positivity in relation to leader- potentially mitigate the risk of change being im- ship behaviour, Collinson (2012) defines ‘Prozac peded by leadership disconnect from the wider leadership’ as the way in which senior organ- workforce. isational members can become seduced by an unrealistic, personal narrative that everything is of navigating the turbulent waters of change. address problems or give due consideration to organisational risks (Collinson 2012). The “falla- Grounded optimism builds on existing theory cies of optimism and invulnerability” (Ford and in conceptualising the value of a positive, plau- Ford 2009, p.5) are identified as causal factors in sible leadership vision for the future which is leaders neglecting to seek input, feedback and rooted in reality through democratic dialogue, challenge from staff about their plans, thereby The literature review lays the foundation for the responsible for managing. Consequentially, such leaders become unwilling to hear difficult news, development of ‘grounded optimism’ as a way Literature review well within the workforce environment they are and enriched by a sophisticated appreciation of the emotional impact of change. This requires potentially missing opportunities to identify leaders to reframe resistance to change as an problems. In this vein, the dark side of optimism opportunity to identify potential problems and is defined by Gibbons (2019) as a form of hubris explore solutions, rather than simply character- and self-delusion which renders organisational ising it as irrational and oppositional. leaders “confident without competence” (Gib- bons 2019, p.174) by impairing their ability to The concept of grounded optimism is proposed analyse risk, assess probability and proceed with in mitigation to the risk of excess leadership prudent caution when contemplating a new positivity. The downside of too much positivi- strategy or change programme. ty is examined within organisational literature 3 A 51 bstrActs This study explores organisational change lead- edge regarding leadership of large, complex pub- lic sector organisations (Janke et al. 2021). Methodology search responds to the purported gap in knowl- ership within the United Kingdom’s National Health Service (NHS), The NHS is the world’s largest publicly-funded health system and fifth References largest employer, with 1.5 million staff. Collinson, D.L., 2012. Prozac leadership and the limits of positive thinking. Leadership. 8 (2), The study is the first of its kind to explore or- 87-107. (CEOs). NHS CEOs are simultaneously respon- change: a reexamination and extension. Re- search in organizational change and develop- sible for focusing on immediate operational pres- ment. 17, 211-239. from the perspective of Chief Executive Officers Ford, J.D. and Ford, L.W., 2009. Resistance to ganisational change and leadership in the NHS sures whilst having a long-term vision for their organisation; able to delegate whilst maintaining Gibbons, P., 2019. The science of organization- a detailed knowledge of what is going on within al change. How leaders set strategy, change the walls of the institution they are responsible behaviour and create and agile culture. U.S. : for leading; accountable for maintaining stabili- Phronesis Media. ty whilst acting as agents for change (Chambers Janke, K., Propper, C. and Sadun, R., 2020. The and Exworthy 2021). impact of CEOs in the public sector: evidence from the English NHS [online]. Harvard Busi- ing leadership behaviour during organisational Krantz, J. and Trainor, K., 2019. The myth of ra- tionality. Why change efforts so often fail. In: change (Krantz and Trainor 2019; Jarrett and A. Obholzer and V. Zagier Roberts (Eds). The Vince 2023). Phenomenology is utilised as the unconscious at work: a Tavistock approach to methodological means of immersion in study making sense of organizational life. London, participants’ experience of leading change. It in- the unconscious, emotional dynamics which are able from: www.hbs.edu psychoanalytically conceptualised as influenc-This study is interested in a deep exploration of ness School [viewed 17 December 2022] Avail- volves one-to-one interviews with 20 individu- U.K. : Taylor & Francis Group, 11-18. als who hold the position of NHS CEO. Tingle, J., 2022. Failures in NHS lesson learning. British Journal of Nursing. 31 (8), 459-460. Practical and social implications The basis for the research is threefold. Firstly, the NHS is an instructive environment in which to study organisational change because of the sheer amount that takes place within it. Secondly, there is an imperative to explore and understand how NHS leaders motivate, engage and enable their workforce to deliver the continuous change needed to meet the multifactorial healthcare needs of the U.K population. This imperative is particularly pertinent in light of evidence which suggests the NHS is historically and systemically poor at changing (Tingle 2022). Thirdly, the re- 3 A 52 bstrActs Gen Zs Seeking Companionship. Loneliness, Individual and Collective Narcissism as Predictors of Sharing Fake News Chmiel, Michal, Royal Holloway, University of London (UK) Thompson, Gareth, London College of Communication, UAL (UK) Introduction and purpose of the study acterisations of Gen Zs for organisations and Although wellbeing of external audiences has professional communicators. partly contributed to reenergising the interest in cant effort to understand the impact of Public Relations on audiences (e.g. Rudock, 2001), and publics and their characteristics (Botan, 2023). It suggested the need to recognize PR’s role on the seems that especially Gen Z audiences are better scholarship, the recent COVID-19 pandemic has Although several scholars have made signifi- not been the primary focus of Public Relations informed, more motivated and active than pre- marketplace of ideas (Fitzpatrick & Bronstein, 2006), a necessity to develop more responsible vious generations but – worryingly – they also practices of online communication seems even appear to be more vulnerable. more pronounced in today’s communication This transdisciplinary project seeks to identify environment (Hallahan, 2006). Additional ra- tionale for investigating vulnerable audiences factors negatively affecting the wellbeing of Gen and their role in shaping communication-based Z audiences that also create conditions for shar- relationships with organizations and society ing fake news online. comes with the limitation found in the tradi- Literature review tional model of stakeholder identification (Free- man, 1984), which suggested power as one of the Gen Zs can be characterised as the loneliest and main characteristics of stakeholders that organi- most narcissistic of all generations (e.g. Caciop- sations should engage with. po & Patrick, 2016; Twenge, 2023). At the same time, they have been also identified as being In the present project, it was hypothesized that more prone to engage in sharing fake informa- although audiences experience feelings of lone- tion (van den Linden, 2023). Public Relations liness and powerlessness, they would be inclined professionals have indirectly contributed to the to share information low in facticity. Individu- problem by supporting and communicating var- al narcissism will be a moderator of this rela- ious isolation measured introduced during the tionship. Additionally, it was hypothesized that pandemic. It would now appear timely to inves- collective narcissism would positively moder- tigate the consequences of the two major char- ate the relationship between political attitudes 3 A 53 bstrActs and sharing fake content online, but only if fake their findings against the assumptions of the news stimuli is aligned with their political stance Situational Theory of Publics (as reviewed in and is assessed as political and newsworthy. Grunig, 1997) and concentrate on the dimen- sion of public’s involvement and its antecedents. Methodology An online study was carried out using the uni- Limitations versity experiment management system and The sample consisting of Gen Z members living Qualtrics platform. Gen Z participants were re- in the UK appears as the main drawback of the cruited, and course credit was offered as com- study, which partly limits the interpretation of pensation for their participation. As sample size the findings to the western European communi- of 279 participants was determined by calculat- cation environment. ing the expected power of the study (effect size = .25). References Botan, C. H. (2023). In the Age of Publics: Evolv- Independent variables included political atti- ing Understandings of Theory and Publics. In tudes, loneliness (Russel et al, 1980) individu- C. H. Botan & E. J. Sommerfeldt (Eds.), Public al narcissism (Ames et al., 2006) and collective Relations Theory III (pp. 11-22). Routledge. narcissism (Golec de Zavala et al., 2009). Fitzpatrick, K., & Bronstein, C. (Eds.) (2006). In the next step, participants were randomly as- Ethics in public relations: Responsible advo- signed to one of two experimental conditions cacy. SAGE Publications, Inc., https://doi. (political vs. not political fake news). org/10.4135/9781452204208 Freeman, R. E. (1984). Strategic Management: Next, participants were asked to rate their will- A Stakeholder Approach. Boston: Pitman Pub-ingness to share the news online, assess its news- lishing. worthiness, credibility, and the extent to which Grunig, J. E. (1997). A situational theory of pub- the post appeared as political (manipulation lics: Conceptual history, recent challenges and control). new research. In D. Moss, T. MacManus, & D. Vercic (Eds.), Public relations research: An in- In the last step, participants were debriefed and ternational perspective (pp. 3–48). London: In- study was provided along with links to govern- Ruddock, A. (2001). Understanding Audiences. mental websites offering credible information thorough information about the purpose of the ternational Thomson Business Press. Theory and method. London: Sage. about the topics of the news used in the manip- ulation stage. Keywords Results and conclusions fake news, loneliness, narcissism, political atti- It is expected that this transdisciplinary project, tudes, newsworthiness which looks into PR, media and psychological factors explaining behaviour of audiences will more comprehensively explain why vulnerable and young audiences share fake content in the online environment. Authors hope to discuss 3 A 54 bstrActs Positive Communication and resilience: Explicating how positive communication can enhance crisis response effectiveness in moral outrage inducing crises Coombs, W. Timothy, Centre for Crisis and Risk Communications (USA) Tachkova, Elina R., Hong Kong Baptist University (Hong Kong) Introduction Crisis is a very broad term, we focus on crisis Crisis communication is one context where context characterized by organizational behav- ior that violates stakeholder expectations and communication and human-wellbeing intersect. places stakeholders and the organization at risk. Organizational crises damage relationships and The harm inflicted by a crisis can be physical, place people at risk physically, emotionally, and/ psychological, environmental, and/or financial. or financially. By properly managing a crisis, the Crisis victims at risk for physical and psycholog- organization can facilitate stakeholder resilience ical harm include employees, community mem- and wellbeing. The focus on trying to lessen the bers, and customers (Coombs, 2023). damage a crisis inflicts upon others is the start- on “organizational outcomes” in PR and crisis link to resilience illustrates its positive commu- nication aspect. Resilience is an adaptive-trans- communication has overshadowed its attention formative process evoked by disruption or loss to human wellbeing. This is a theoretical piece context with human wellbeing. The emphasis We first identify how crisis communication’s ing point for linking the crisis communication which incorporates, positive communication, (Buzzanell, 2010) and promotes wellbeing. Hence, many aspects of crisis communication resilience, crisis communication and rhetoric seek to facilitate resilience, promote wellbeing, theories to help improve communicative efforts and improve social interactions. There are mul- and encourage human wellbeing. tiple levels of resilience during an organizational Literature Review crisis including individual, relational, and orga- nizational. The manuscript examines individual Positive communication scholarship seeks to and relational levels because the organizational promote human flourishing across a variety of level is widely viewed as built upon employee contexts. Within the organization context, crisis (individual) resilience and the resilience of rela- communication is one area where concern for tionships with various stakeholders (relational). human flourishing is salient. The explication of resilience provides a founda- tion for examining how crisis communication 3 A 55 bstrActs acts as a form of positive communication. Implications Secondly, we draw upon positive communica- We articulate the need for a new crisis response tion to help understand how communication which more accurately captures the communi- can be used to promote human flourishing cative demands of moral outrage inducing crises during moral outrage inducing crises. Moreover, and addresses the needs of stakeholders. Rooted we explore crisis communication more broadly in the rhetoric of atonement, we propose that or- by establishing how existing elements of crisis ganizations should communicate clearly about communication are related to individual and re- what curative actions have been taken to help lational resilience. We explicate the ethical base both victims and non-victims manage the neg- response in crisis communication (instructing ative consequences of the crisis and encourage and adjusting information) and reputation man- wellbeing. The manuscript has both theoretical agement. The ethical base response is a form of and practical implications. From a theoretical psychological first aid (PFA). PFA is composed standpoint, this is the first paper to propose a of creating a safe environment (free from harm) crisis response strategy aiming to improve stake- coupled with communicating concern and com- holder wellbeing following moral outrage induc- passion to reduce stress. ing crises. From a practical standpoint, this will munication is still in its infancy. Moral outrage ter of the crisis communication effort. creates a boundary condition for crisis commu-nication theory (Coombs & Tachkova, 2023). In References Finally, emotion-driven research in crisis com- crisis managers by putting the victims at the cen- enhance the repertoire of strategies available to other words, it hinders promoting relational re- silience because it negates the effects of the crisis Coombs, W. T. (2023). Ongoing crisis communi-response, including apologies. Since resilience is cation: planning, managing, and responding. 6th essential part of crisis recovery, there is a need Buzzanell, P. M. (2010). Resilience: Talking, re- to articulate a crisis response strategy specifi- crucial for the wellbeing of stakeholders and an Edition. SAGE Publications. cally for extreme moral crises which promotes being. sisting, and imagining new normalcies into resilience and human wellbeing. We propose 1-14. Journal of Communication, 60(1), incorporating elements of positive communica- 2466.2009.01469.x https://doi.org/10.1111/j.1460-tion into the crisis response is the key to com- municating effectively. The suggested curative Coombs, W. T., & Tachkova, E. R. (2023). How action response has several unique characteris- emotions can enhance crisis communication: tics which make it an effective response for ex- Theorizing around moral outrage. Journal of treme moral outrage crises: (1) provides steps to Public Relations Research, 1–17. https://doi.or facilitate recovery from the crisis, (2) seeks for- g/10.1080/1062726X.2023.2244615 giveness through accountability, and (3) demon- strates the organization is accepting the negative Keywords consequences of its own actions. Moreover, cura- tive action is a form of positive communication crisis communication, resilience, positive commu- because it enables the organization-stakeholder nication, curative action relationship to flourish by facilitating individual and relational resilience. 3 A 56 bstrActs Empowering voices, enabling change: exploring the relationship between wellbeing and gender equality for public relations Portuguese practitioners Cunha, Maria João, CIEG/ISCSP-Ulisboa (Portugal) Cruz, Carla, CIEG/ISCSP-Ulisboa (Portugal) Belim, Célia, CAPP/ISCSP-Ulisboa (Portugal) Introduction and purpose of the study ty perceptions. As noted by Connerly and Wu This communication aims to explore the rela- (2016), despite over 50 years of research on the quality of working life and diversity, there has tionship between wellbeing and gender equal- been a notable gap in the examination of wom- ity for Portuguese PR practitioners. It derives en’s wellbeing in the workplace. This oversight from the project Well-being in comms industries is becoming increasingly concerning as wom- from EUPRERA Project network Women in PR . en’s participation in the workforce continues to Though studies have shown that wellbeing is a grow, accompanied by distinct challenges they gendered construct, little work has focused on encounter both professionally and domestical- the relationship between SWB and gender equal- ly, which differ from those experienced by men. ity policies and experiences, especially in PR in And PR is a predominantly feminized profes- Portugal. Therefore, the research question for sion around the world since the 1970’s (Tench this study is: RQ1. How does the SWB of Portu- et al 2017; Topić et al 2020), which is also the guese PR practitioners relate to gender equality case for Portugal. With the increasing influx of policies and experiences in the workplace? women into the field of public relations, notable Literature review advancements have been achieved, with wom- en now occupying prominent leadership roles We refer to the concept of subjective well-being within communication agencies. However, de- (SWB) in the assertion of measuring happiness spite these strides, systemic gender disparities or satisfaction with life, combining the dimen- persist, as evidenced by significant gender pay sions mentioned by Diener (2009) of thinking gaps (Moreno et al 2021), the prevalence of glass - the evaluative/cognitive dimension and feel- ceilings, and the overburdening of women with ing - the emotional/affective dimension. In this work and family tasks. Although gender equality study we specifically focus on the relationship is one of the millennium goals and it is in or- between wellbeing, considering job satisfac- ganizations’ agendas, monitoring mechanisms tion and work-life balance, and gender equali- are rare and it is important to understand how 3 A 57 bstrActs it impacts SWB. Limitations of the study Main limitation of the study is the panel of inter- Methodology viewees that is limited to 17 participants, though The study used a qualitative method with they are all PR practitioners. semi-structured interviews. The interviews were conducted with the aim of exploring the expe- Practical and social implications riences and practices of Portuguese PR practi- This study contributes to shed light on the rela- tioners. This study comprised two distinct groups tionship between subjective wellbeing in PR and of participants: the first group with contracted gender equality experiences and perceptions, workers in the comms industries (n=11) and contributing to the development of more effec- the second one with active freelancers (n=6). In tive policies in a rather feminized industry. terms of sociodemographic characterization, the first group was composed of six women and five References men, aged between 24 and 53, and the second had four women and two men, aged between 22 Connerley, M. L., & Wu, J. (Eds.). (2016). Hand- and 51. book on well-being of working women (p. 1). Dordrecht: Springer. Given that this study derives from the project Diener, E. (2009). The science of well-being: The Well-being in comms industries within EUPRE- collected works of Ed Diener (Vol. 37, pp. 11-RA’s Project network Women in PR, the inter- 58). New York: Springer. view guidelines were previously approved, ful- Moreno, Á., Khalil, N., & Tench, R. (2021). Ene- filling ethical requirements. A platform was used my at the (house) gates: permanence of gender to allocate all interviews, and data was processed discrimination in public relations career pro- using MAXQDA software. Framework analysis motion in Latin America. Communication & was chosen as the basis for data analysis, going Society , 34 (3), 169-183. through stages of familiarization, coding, frame- Tench, R., Topić, M., & Moreno, A. (2017). Male work development, and interpretation. and female communication, leadership styles and the position of women in public rela- Results and conclusions tions. Interactions: Studies in Communication & Culture Data shows that male practitioners reveal higher , 8 (2-3), 231-248. levels of SWB, especially related to job satisfac- Topić, M., Cunha, M. J., Reigstad, A., Jelen-San- tion and work-life balance but are more unaware chez, A., & Moreno, Á. (2020). Women in pub- of gender equality issues. In general, gender lic relations (1982-2019). Journal of Commu- equality policies were hardly reported. Though nication Management , 24 (4), 391-407. https:// gender inequalities are not directly mentioned, doi.org/10.1108/JCOM-11-2019-0143 they are reported for other cases, using a third person. Some differences were found between contracted and freelance workers from the in- Keywords dustry. We also found evidence to concur with Wellbeing, Gender equality, Work-life balance; the idea of a gender subtext that reinforces the Job satisfaction; Portuguese PR practitioners relationship between wellbeing and gender equality, indirectly revealed in work-life unbal- ances and in gendered perceptions. 3 A 58 bstrActs Harnessing the Power of Online Support Communities in Times of Crisis: Implications for Public Relations Doherty, Maggie, St Mary’s University (UK) Introduction and Purpose riences, analysing usage patterns, and perceived This mixed-methods study by Demos and the St benefits versus systemic barriers raised by ex- perts. Mary’s Centre for the Art of Dying Well analy- to 2003-2020, using natural language processing September 2020, and before the data was analy- sed, it was anonymised as much as possible by and qualitative analysis of data from specialised removing metadata that could potentially iden- forums and social media with expert workshops. around terminal illness and bereavement from The data collection spanned from May 2003 to sed 110,000 online peer support conversations It explores how rapidly expanding digital su- tify the authors, including social and site user- names, images, and originating IP addresses. pport networks provide emotional support du- The volume of posts increased over time, with ring crises, with implications for public relations a general upward trend, likely due to the incre- crisis management and collective well-being. asing use of online platforms. Additionally, the Literature Review volume of posts increased significantly in 2020, which may be attributed to the Covid-19 pande- Prior research establishes the rising role of on- mic, which has led to a greater number of peo- line communities in easing isolation, enabling ple experiencing serious illness and loss, as well advocacy amid unfamiliar systems, allowing as disrupted access to support and information, authentic expressions unsuitable offline, and which has moved online. providing an immediate response as in-person services halt during disasters, epidemics, con- Results and Conclusions flicts, and cause-specific crises. Findings strongly indicate online networks‘ ro- Methodology well as resources which can supplement traditio- les as real-time barometers of social strains, as Natural language processing systematically nal crisis infrastructure. Users describe forums identified prevalent forum conversations around as providing essential emotional support by grief, caregiving burdens, existential beliefs, and validating otherwise dismissed common expe- pets during loss. Researchers have collaborati- riences, aggregating insider knowledge for navi- vely developed ethical classification frameworks gating complex care systems, and sustaining em- to explore discussions involving personal expe- pathetic communities that offer support all year 3 A 59 bstrActs means of maintaining collective continuity and Digital inequality barriers around income, lite- resilience when disasters threaten individual round. Together, these findings demonstrate the Limitations and Future Research and societal well-being. cess, cultural preferences, and language fluency racy levels, inconsistent device/broadband ac- must be continually addressed to fulfil support Practical and Social Implications potential. Private forums and non-English con- The practical and social implications of public tent should also be explored for completeness as relations strategies must be considered in light of online well-being dependencies widen. the growing influence of online support networ- ks on collective well-being during times of cri- Keywords sis. Practitioners have an ethical responsibility Online networks, peer support, natural language to actively engage with and respond to online processing, bereavement, death discourse, rather than relying solely on traditio- nal methods of monitoring. By closely monito- ring online communities, valuable insights can be gained into the social strain experienced by individuals. The strategic incorporation of digi- tal self-advocacy circles as resources for valida- tion, navigation, and resilience can enhance an organisation‘s communication infrastructure, particularly when individuals seek transparency, advocacy, and care in times of instability. 3 A 60 bstrActs Profound Changes Mobile Devices. Potential Consequences. And the Lives of Today’s Public Relations Professionals Downes, Edward J., Boston University (USA) Introduction and Purpose of the Study Results and Conclusions This study addresses how dependency on the use of mobile devices by today’s public relations The common theme through all of the literature professionals globally has deeply, decisively, de- is not surprising, but worth reflecting on--care- finitively--profoundly--influenced their “work- fully: that is, that the changes social media and life balance.” In turn, it asks whether these com- mobile devices offered to public relations pro- munication managers control these devices--or fessionals have been dramatic, unprecedented, if the devices control them? sometimes misguided, and occasionally unex- pected. They have significant consequences--so- Literature and Methodology cially, politically, economically, culturally--and fully selected studies. Collectively these offered a never appeared in any of the historical records, wide, kaleidoscopic, long-term view of the meta- chronicles, biographies, or documentations that morphosis of social media’s influence on public speak to the deeper history that has informed The analysis draws its conclusions from 35 care- ical perspective notes: the term “social media” historically. As one illustration from an histor- relations/communication management, rather what today we call “public relations.” Roughly 30 than a stagnant discovery at a certain point in the years ago, for PR managers, there was no blog- evolution of social media’s influence on the field. ging, no Tweeting, no Google, no Internet, no They were chosen from literature dating back tablets--or mobile phones. a quarter century to 1997--i.e., about the time when the rapid adoption and diffusion of social Redefining “Time,” “Space” and “Availability” media began to redefine the opportunities--and Over roughly the last three decades, social me- challenges--offered to PR professionals. Roughly dia generally (and eventually mobile devices) fifty percent of the analyses were from the social have redefined the PR professionals’ concepts of sciences (primarily from the mass communica- “time,” “space” and “availability.” Re. “time”--be- tion/public relations literature); a quarter from cause of social media, the eight, ten, 12 (or lon- the natural sciences (primarily from the medical ger) hour workday is fading as PR practitioners literature); and a quarter from the humanities are increasingly “on call” all day (and night?). (primarily from the humanities literature). Thus, the concept of “time”--specifically “work/ office time”--has changed. Re. “space”--because 3 A 61 bstrActs of social media, distance is increasingly an irrel- their phones. This is followed by a summary of evant consideration when working with clients/ supportive also supporting this assertion--while publics in different time zones--since today’s incorporating more public relations foci--from PR professionals can connect within seconds- a presentation at the 2021 International Confer- -across the world. Thus, the concept of geo- ence on Communication & Media Studies titled, graphic distance’s limitations has been refined. “What’s Going on with that Device Attached to Re. “availability”-- because mobile devices allow Your Hip? -- The Downfalls of Mobile Device some PR practitioners to be available 24/7, in- Dependency.” creasing numbers are “never unavailable.” Never Before The paper recognizes the unprecedented advan- Practical and Social Implications lives, personal and professional, directed at sionals to use mobile devices. It cites, for example, how these devices have dramatically enhanced, them through their mobile devices’ callings. A and are now integral to, the field’s seminal re- summary of much of the literature’s assertions, practitioners dealt with the demands on their tages--and unquestionable need for--PR profes- Never in human history, prior to now, have PR and data to back them up, is illustrated through search-planning-implementation-evaluation processes. It also, however, asks PR practitioners this rich quote: “Increasingly PR profession- to consider carefully how the devices’ requests als choose first to look at their mobile devices’ brought to them from clients, bosses, publics screens prior to getting out of bed in the morn- who want their immediate attention stifle posi- ing; they keep their devices on their person all tive, empirically supported correlations between day; they place them on a table, an arm’s length wellness and uninterrupted “quality,” “family,” away, as they go to bed; and they grab them again “personal,” times. as soon as they are awake….” A perplexing question arises, still without a de- finitive answer (such as those provide by long- Keywords term, longitudinal inquiries). That is, “What are Mobile Devices/Mobile Phones, Psychological/So- mobile devices “doing” to PR practitioners--par- cial Effects, Wellness ticularly when it comes to ‘workplace demands’ conflicting with ‘free time’?” Mobile Device Addiction The paper shares two simultaneous addictions, largely unrealized as PR practitioners are using their mobile devices--which allow them to “feel good” as they use the device. Namely: (1) “dopa- mine rushes” (encouraging their physical addic- tion) and (2) “intermittent reinforcement” (en- couraging psychological their addiction). The paper provides a series of citations from peer-re- viewed analyses, primarily from the medical and behavioral psychology fields, supporting this “addiction assertion” suggesting why users are often physically and emotionally addicted to 3 A 62 bstrActs Community Engagement and CSR in Times of Crisis: Corporate Efforts for Enhancing Local Well-being after the 6th February, 2023 Earthquake in Turkiye Engin, Elif, Bahçeşehir University (Turkey) Eker Akgöz, Burcu, Bahçeşehir University (Turkey) Introduction and purpose of the study country. While search and rescue efforts contin- On the 6th ued, non-governmental organizations as well as February, 2023, a major earthquake volunteers began working day and night to meet hit southern side of the Turkiye. The first earth- the urgent needs of the local people. quake with a magnitude of 7.8 which seriously shook 11 cities hundreds of kilometers away for Turkey is very familiar to the social, economic, approximately 86 seconds, caused the death of and environmental changes that can result from tens of thousands of people and the collapse of earthquakes. Because our country has a long his- tens of thousands of buildings. Following this tory of seismic activities. However, the wounds earthquake, approximately 9 hours later on left by this earthquake on the Turkish nation the same day, a second large earthquake of 7.6 are deeper than all of them. During post-disas- magnitude occurred in Kahramanmaraş. The ter recovery periods, companies’ social respon- greatest humanitarian crisis to ever affect Tur- sibilities and efforts become more prominent. key resulted as thousands of homes and busi- Interactions and communication with local peo- nesses collapsed, crumbling historic citadels ple affected by disasters and the effectiveness of and leveling bustling cities. It killed more than corporate strategies within this framework gain fifty thousand people. Millions more people are importance. Therefore, the aim of this study is homeless, and over hundreds of thousands peo- to examine the social responsibility and com- ple have been injured. It caused emotional and munity engagement efforts of companies after psychological devastation and more than 100 this major earthquake disaster in Turkey and to billion dollars in material damage. In the wake investigate their effects on the well-being of so- of natural disasters, communities must work ciety. In order to analyze the efforts, these are the together to overcome a variety of obstacles in research questions of this study. order to recover and become more resilient. Following both the emotional and material dev- • RQ1: What community engagement strate- astation caused by the earthquake, the Turkish gies did corporations employ to address the nation showed a positive reflex in a very short well-being of local people after the earth- time and started to collect aid from all over the quake? 3 A 63 bstrActs • RQ2: What role did Corporate Social Re- in-depth insights. The major data collection ap- sponsibility (CSR) initiatives play in contrib- proach will be the researcher interviewing each uting to the well-being of the affected com- participant in a semi-structured in-depth inter- munities after the earthquake? view. In-depth interview is a data collection tech- nique that covers all dimensions of the subject (CSR) pertains to a management approach that face-to-face, one-on-one interviews. The oth- is characterized by the company’s ethical con- er person’s feelings, knowledge, experience and duct, openness, and communication with all observations are reached through conversation stakeholders. It also involves establishing corpo- (Tekin, 2006). While interviewing, which is the rate objectives that align with the principles of data collection technique widely used in quali- The concept of corporate social responsibility tions and allows detailed answers to be obtained, and allows information to be collected through Literature Review being researched, asks mostly open-ended ques- sustainable development, conservation of natu- tative research, gives the interviewees the ability ral and cultural resources for future generations, to express themselves first-hand, the research diversity appreciation, and the mitigation of so- also provides the meaning of the interviewees cial issues (Filho et al., 2010). CSR contributes to in their worlds, their lives, their lives, and their the ethical and responsible protection of stake- lives. It offers the opportunity to understand in holders in order to accomplish two objectives: to depth the feelings, thoughts and experiences of maintain the advantages of bettering stakehold- the special situations they are in, with the help of ers’ lives both inside and outside of the govern- their expressions (McCracken, 1988). ment. A well-implemented CSR is expected to community development and engagement. CSR sentatives, community leaders, local govern- ment officials and NGO’s will be conducted. In initiatives have an impact on community devel- order to analyze the interviews, the thematic ing (Kotler and Lee, 2005). And also CSR affects In this study, interviews with corporate repre- create a positive impact on community well-be- transformation and social change. This also fo- qualitative data involves looking for, interpret- ing, and reporting recurring patterns through- cuses on community engagement and enhanc- out a data collection (Braun and Clarke, 2006). It ing well-being of local people. empowerment and fosters positive community analysis will be used. It is a method for studying opment, which in turn influences community is a technique for characterizing data, but in the Methodology process of choosing codes and creating themes, interpretation is also involved. This study will utilize qualitative research meth- ods to collect additional data and characterize References Because it provides a comprehensive under- Braun, V., & Clarke, V. (2006). “Using Thematic the circumstances surrounding the procedure. standing for this study, the case study will be Analysis in Psychology”, Qualitative Research in Psychology, 3(2), 77-101. used as the research technique. Furthermore, rather of measuring the phenomena, this study Filho J.M., Wanderley L.S.Q., Gómez C.P. & attempts to explain them. In order to investigate Farache F. (2010). “Strategic Corporate Social the social responsibility and community engage- Responsibility Management for Competitive ment efforts of companies and their effects on Advantage”, Brazilian Administration Review, the well-being of society, first, we need to gain 7(3), 294-309. 3 A 64 bstrActs Kotler, P.; Lee, N. 2005. “Best of Breed: When it comes to gaining a market edge while support- ing a social cause,“corporate social marketing” leads the pack”, Social Marketing Quarterly 11(3-4): 91-103. McCracken, G. (1988). The Long Interview, Sage Publications, London. Tekin, H. H. (2006). Nitel Araştırma Yönteminin Bir Veri Toplama Tekniği Olarak Derinleme- sine Görüşme. İstanbul University Journal of Sociology, 3(13), 101-116. Keywords CSR, community engagement, community well-being 3 A 65 bstrActs Authentic Inside-Out CSR: Employees as Partners in Advancing Social Goals Fitzpatrick, Kathy R., University of South Florida (USA) Anita Roddick took on the titans of business in extends and refines understanding of how “in- side-out” approaches to CSR can be used to ac- Introduction and purpose CEO on CSR practices. As such, the research idea that a business could make money and also The work also illuminates distinctions between reactive CSR activities and CSR communication be a force for good in the world was the guid- with strategic stakeholders (including employ- ing principle behind the growth of the company seaside town of Brighton, England. Her “quaint” complish dual purposes in business and society. 1976 with the launch of The Body Shop in the into a billion-dollar enterprise. A big part of that ees) that are motivated by internal and external pressures and proactive CSR activities and CSR growth can be attributed to Roddick’s view that communication that are intrinsic to a company’s employees were the heart and soul of a company purpose, mission and values. and, therefore, should be viewed and treated as partners in the company’s corporate social re- Research questions sponsibility (CSR) efforts. This paper presents a historical case study focused on Roddick’s “in- • RQ1: What philosophies, principles and side out” approach to CSR in practice. The work practices define an authentic inside-out CSR provides theoretical insights for scholars study- model? ing the business philosophies and practices of • RQ2: How can an authentic inside-out CSR socially responsible companies and practical model be operationalized in practice? insights for entrepreneurial business leaders and • RQ3 What is the role and impact of a social- communication professionals leading and com- ly activist CEO in advancing authentic in- municating about CSR initiatives. side-out CSR? Literature review Method The research distinguishes existing “internal The paper presents a historical case study docu- CSR” and “inside-out CSR” approaches that view menting CSR philosophies, principles and prac- employees as publics or targets of CSR commu- tices implemented by Anita Roddick in launch- nication aimed at garnering employee support ing and leading The Body Shop, an exemplar for CSR initiatives from an “authentic inside-out among socially responsible businesses that is CSR” approach that views employees as partners widely recognized for both its commitment to in CSR efforts. The study identifies key elements social causes and its charismatic, social activist of an authentic inside-out CSR model, illustrat- founder. A case study method is appropriate for ing the role and impact of employees as partners research designed to test theories and concepts in defining and advancing mission- driven CSR and to answer “how” questions – in this case, goals, as well as the influence of a socially active 3 A 66 bstrActs how an authentic inside-out approach to CSR Keywords can be successfully operationalized in practice Corporate social responsibility (CSR), employee to accomplish mission-driven CSR goals. The relations, CEO activism, leadership case study is historical in the sense that the fo- cus is on Roddick and the decisions she made and how they were implemented to what effect. The study is based on a comprehensive review of available works both by and about Roddick and her leadership of The Body Shop. Although her premature death in 2007 does not allow for a personal interview, Roddick was a prolific writer who shared her views in multiples books and interviews, providing a rich trove of mate- rials for review, along with the works of other scholars who have written about Roddick’s con- tributions to the CSR movement. Results and conclusions The study shows that for companies authenti- cally pursuing social goals that are built into a company’s DNA, employees are key partners in a company’s ability to successfully balance the pursuit of profits with the advancement of so- cial goals. The research offers a new CSR prac- tice model for entrepreneurial business leaders and communication professionals in compa- nies committed to both maximizing profits and making the world better. Limitations and future research In documenting key elements of authentic in- side-out CSR, and the influence of a socially minded, activist business leader on CSR prac- tices, the work provides scholars a range of topics to explore in future research on CSR. Although the results of the study help to ad- vance theoretical aspects of CSR, case studies are not generalizable to other populations. Fu- ture research should test the elements of an au- thentic inside-out model of CSR in empirical studies involving different types of companies operating in various contexts and cultures. 3 A 67 bstrActs Whose Wellbeing Matters Most for Gen Z? A Comparative Analysis of the Effects of Climate Messages Geysi, Nilüfer, Bahçeşehir University (Turkey) Climate change stands as one of the most im- questions: • RQ1. How, if at all, does participants’ activ-Introduction and purpose of the study This study aims to answer the following research global climate change, governmental bodies, message framing (nature-related vs. self-re- lated vs. community-related)? intergovernmental organizations, and business- • RQ2. How, if at all, does participants’ at- es have strategically approached various aspects munity. In addressing the extensive impacts of ist behavior intention differ as a function of minent challenges confronting the global com- on diverse scales. This engagement requires dis- titudes toward the organization differ as a function of message framing? seminating climate messages that are crafted for • RQ3. How, if at all, does participants’ inten- various stakeholder groups. tion to support the organization differ as a Generation Z has multiple connections to cli- function of message framing? • RQ4. How, if at all, do participants’ activist mate change, serving as the prospective future behavior intentions differ according to the leaders, investors, and decision-makers. An-source of the organization (company vs. other pivotal aspect of this generation is their NPO)? crucial role in driving social change and trans-• RQ5. How, if at all, do participants’ intention formation, with assigned characteristics such as to support the organization differ according being socially conscious and self-oriented influ-to the source of the organization? encing their dynamic impact on shaping a sus-• RQ6. How, if at all, do participants’ attitude tainable future. toward the organization differ according to This study aims to investigate the impact of var- the source of the organization? ious message frames that highlight the well-be- ing of distinct elements (nature, community, Literature review and self) in predicting the intention to engage in Contemporary organizations address environ- low-risk activist behaviors, attitudes toward the mental issues for the wellbeing of society, nature, organization, and the intention to support the the sector, or the organizations themselves. “The organization. Additionally, it aims to compare concept of wellbeing can be applied to any liv- the diverse responses generated by for-profit and ing system, namely, Earth as a whole, the global non-profit organizations. economy, social communities, individual bio- logical creatures (plants, animals, etc.) and nat- ural ecosystems” (Shrivastava and Zsolnai, 2021, 3 A 68 bstrActs p. 386). survey method. The research aims to include 450 participants, with an inclusion criterion of When framing climate change, adherence to the being born between 1997 and 2006. The survey underlying scientific facts is crucial. This ensures form will be distributed to individuals studying that messages are tailored to align with diverse or graduated at various levels (high school, un- audiences. The presentation of climate change dergraduate, and graduate) in Turkey through messages as either gain or loss, and the focus on the researcher’s networks using the convenience who or what is at the center of these positive or sampling method. Participants will be randomly negative contents, are crucial considerations. assigned to six groups. The demographic group born in 1997 or later, namely Gen Z, is closely interested in the topic The stimulus materials will include two fictitious of climate change, showing more concern for the organizations, one company and one NPO, will future compared to other generations and being be used to minimize possible effects of the pre- more optimistic (Deloitte, 2023). Examining the existing company perceptions. The six fictitious cation regarding sustainability issues, along with climate change problem for wellbeing of the an emphasis on consumption and behaviors literature reveals a focus on more effective edu- posts will invite the readers to stand against the three different elements. within this group. However, studies on messages that would motivate this generation to take ac- Dependent variables include low-risk activist tion on transformative societal issues are limit- behavior intention (three-item Likert scale), ed. attitudes toward the organization (three sev- en-point semantic differential items adopted Methodology from MacKenzie and Lutz, 1989), and intention In this study, a 3 (message framing: nature-re- to support the organization (three seven-point lated vs. self-related vs. community-related) semantic differential items adopted from Kim x 2 (message source: company vs. NPO) be- and Lee, 2015). In addition, the study will in- tween-subjects experimental design will be em- clude control variables, specifically gauging is- ployed. Data will be collected through an online sue involvement through a two-item Likert scale Table 1: Experimental design Nature- Message framing oriented Self-oriented Community-oriented Group 1 Group 2 Group 3 Company Group 4 Group 5 Group 6 Type of organization NPO 3 A 69 bstrActs and assessing beliefs about climate change using control variables, such as values and political a five-item Likert scale adopted from McCright identity, which may influence the prediction of et al. (2015). dependent variables. Additionally, a manipulation check will be con- Gen Z & Millennial survey: Waves of change: acknowledging progress, confront- ducted to ensure the successful manipulation of ing setbacks. https://www.deloitte.com/ the message. The findings will be analyzed using content/dam/assets-shared/legacy/docs/de- SPSS. loitte-2023-genz-millennial-survey.pdf?dl=1 ethical approval will be sought from the univer- Deloitte. (2023). The Deloitte Global 2023 sity’s ethics committee to proceed with the study. Before commencing the data collection process, References Results and conclusions Shrivastava, P., & Zsolnai, L. (2022). Wellbeing‐ oriented organizations: Connecting human The results are anticipated to make contribu- flourishing with ecological regeneration. Busi- tions to the literature on corporate activism, ness Ethics, The Environment & Responsibili- youth activism, environmental communication, ty , 31 (2), 386-397. and NPO communication. This research is novel in its exploration of the impact of message focus on mobilizing Gen Z. The study further enriches Keywords the literature by specifically analyzing a develop- social media, youth activism, climate change com- ing country. Despite the considerable momen- munication, NPO communication, corporate ac- tum gained by climate activism and youth move- tivism ments in recent years in Turkey, the number of studies in the field of strategic communication on this matter is almost negligible. This research aims to present novel practical in- sights, shedding light on companies engaging in activism. Currently, no company in Turkey can be distinctly identified as an activist. Attitudes toward the company and the intention to sup- port it may serve as guiding factors for compa- nies interested in activism. The study’s results will furnish valuable information for NPOs about message frames capable of mobilizing Generation Z as activists. This study has several limitations. It relies on a convenience sample of students limiting the generalizability of the findings. The second lim- itation is associated with the nature of the mes- sage and exposure to it. Different topics and lon- gitudinal experiments may yield diverse results. The final limitation pertains to the number of 3 A 70 bstrActs Understanding Reputation-Building and its Importance to Young Entrepreneurs in Singapore Goh, Jonathan, Singapore Management University (Singapore) Zhang, Evonne, Singapore Management University (Singapore) Ong, William, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) Corporate reputation is becoming increasingly nations for doing business by the World Bank. important to companies hoping to survive in Following its rapid growth as a regional hub, the globalized digital economy characterized by Singapore ranks at the top in Asia, and sev- an ongoing and omnipresent environment for enth globally (Crunchbase, 2021). According social advocacy. Considering that reputation is to KPMG, Singapore is the top destination in positively associated with business performance Southeast Asia for startup investment, and Sin- (Yeo, 2020), damage to reputation is the num- gapore-based enterprises are attracting more ber one business risk particularly for compa- funding than ever. In 2021 alone, startups in nies operating in the Asia Pacific region (AON, Singapore raised over S$11.2 billion (US$8.02 2019). Since the Covid-19 pandemic, building billion) which doubled the amount obtained in reputation from inside out and internal com- 2020 (KPMG, 2022). munication have also been shown to critically drive organizational identity and trust among Considering that top business priorities for employees. Further, in an age of digitalization young entrepreneurs and the young companies where members of society are actively engaged are to ensure adequate funding, profitability, and in some forms of advocacy, having high reputa- revenue growth, this study seeks to gain insights tion capital is necessary as companies are 24/7 into the extent start-ups in Singapore value and scrutinized by an integrated media ecosystem allocate resources to building their corporate and a highly polarized global audience that do reputation. It is guided by the RepTrak TM Rep- not hesitate to throw unfair accuses and attacks utation Model (Fombrun et al., 2000) which is to ruin reputation (Winters, 2022). While many an established standard measurement used to established companies may be cognizant that a measure the views of multi-stakeholders on the corporate reputation that takes 20 years to build reputation of corporate reputation. Comprising can be destroyed in 5 minutes, can this be said seven attributes or dimensions, i.e., 1) financial of the same for young entrepreneurs and their performance, 2) products and services, 3) in- start-up companies or are they too focused on novation, 4) workplace, 5) governance, 6) citi- making profits? zenship, and 7) leadership, the model captures the perceptions of different stakeholder groups A business-friendly city-state, Singapore has and their collective judgements of the company consistently been ranked among the top three based on the evaluation of each of the attribute 3 A 71 bstrActs over time (Chan et. al., 2018). Through the theo- ported that they lead reputation building them- retical lens of this model, we asked two research selves (RQ2). questions: 1) Do young entrepreneurs in Singa- pore value and prioritize reputation building in Our study essentially found that reputation is their business operations and strategies? Among only as important as business needs and prof- the seven reputational attributes suggested by itability is sole motivation for young entrepre- RepTrak, which of the attributes are prioritized neurs in Singapore. We further uncovered that and how are these attributes built into their two of the attributes, specifically citizenship and corporate business strategies to enhance repu- workplace, which are key in driving reputation tation? (RQ1); and 2) Do they view the efforts today ranked lowly, suggesting that despite the and resources in corporate reputation building global push for companies to embrace sustain- and profitability of their business as a zero-sum ability practices and diversity, equity and inclu- game? Who drives the reputation efforts in these sion in workplace, profitability matters more for young startups, and how do they go about doing startups whose corporate purpose is to survive that? (RQ2). and grow their businesses. The study employed semi-structured in-depth References interviews as the primary method and data was collected from inputs shared by 22 young entre- AON. (2019). Managing Risk: How To Maxi- preneurs of business startups in Singapore whose mize Performance In Volatile Times. Retrieved ages ranged from 18 to 40 years old. Interviews from https://www.aon.com/2019-top-glob- were carried out either via face-to-face or online al-risks-management-economics-geopolitics- (zoom). Additionally, we ensured participants brand-damage-insights/index.html hail from different industries and included rep- Chan, T. J., Sathasevam, T., Noor, P. N. M., Kh- resentations from audit, automobile, biotech, iruddin, A. M., & Hasan, N. A. M. (2018). e-commerce, education, energy, entertainment, Application of Selected Facets of RepTrak™ fashion, food and beverage, media, public rela- Reputation Model on Carlsberg Malaysia as tions, real estate, training and development, and One of the Companies in Tobacco, Gambling, health. Alcohol and Pornography (TGAP) Industry. Our finding revealed that despite 77 percent of International Journal of Academic Research in Business and Social Sciences, 8(1). the interviewees indicating that reputation was very important to their growing business, all Crunchbase News (2021). Global Venture Fund- of them appeared to have a lack of conceptual ing and Unicorn Creation In 2021 Shattered understanding of reputation building. Further- All Records. Retrieved from https://news. more, they did not appear to spend much time crunchbase.com/business/global-vc-funding- to rank the importance of the seven attributes, (2000). The Reputation Quotient SM: A multi- stakeholder measure of corporate reputation. Products and Services (30%) was the most im- Journal of Brand Management, 7, 241-255. portant, followed by Leadership (26%), Innova- Winters, C. (2022, February). 2022 Look Ahead: tion (20%), Financial Performance (8%), Citi- zenship (6%), Governance (6%) and Workplace what matters most to their companies to build Fombrun, C. J., Gardberg, N. A., & Sever, J. M. a strong reputation (RQ1). Further, when asked thinking about the drivers of reputation and unicorns-2021-monthly-recap/ How Corporate Reputation Has Become Cur- (4%). All the startup founders additionally re- rency for Companies to Succeed. LinkedIn. 3 A 72 bstrActs https://www.linkedin.com/pulse/2022- look- ahead-how-corporate-reputation-has-be- come-currency-winters. Yeo, S. L. (2021). Reputation matters: Build- ing internal trust and resilience with effective communication. Institutional Knowledge at Singapore Management University Keywords Corporate reputation; starts-ups; reputation attri- butes; Singapore 3 A 73 bstrActs „Share the nicotine with your friends“: Ethical flaws of promoting tobacco and nicotine products using digital nanoinfluencers“ Hejlová, Denisa, Charles University (Czech Republic) Ortová, Nina, Charles University (Czech Republic) While public relations (PR) and strategic com- This creates a complex dynamic where the com- munication is often portrayed as a champion of munication professional’s role in advocating for Environmental, Social, and Governance (ESG) potentially harmful products is at odds with the initiatives, promoting human well-being and foundational goal of enhancing human well-be- sustainable practices, its actual contribution to ing. The balance between these opposing forces these areas remains a subject of critical scruti- is delicate and necessitates a nuanced under- ny. The effectiveness and sincerity of PR efforts standing of ethical practice in digital commu- in genuinely advancing ESG values, rather than nication. We will thus delve into the content of merely enhancing corporate images, are essen- briefings provided by PR professionals to indi- tial for fostering true societal progress and the vidual influencers, aiming to promote tobacco well-being of both groups: PR professionals and nicotine products through their own social themselves and their publics. Among industries media channels. often labeled as vices—such as tobacco, alcohol, and gambling—communication professionals Our research design employs Critical Discourse face a unique ethical dichotomy. Analysis (CDA) as proposed by van Dijk (1993) to scrutinize the promotional strategies utilized On one hand, they must reconcile their promo- in digital marketing of tobacco and nicotine tional activities, which are increasingly targeted products through nanoinfluencers. CDA allows and data-driven due to digital advancements, as us to deeply analyze the language and commu- noted by Hagelstein et al. (2024), with their per- nication tactics employed, revealing the under- sonal moral compass and the societal impact of lying power dynamics, ideologies, and ethical their work. On the other hand, the target audi- implications. This methodology is particularly ence’s well-being is at stake, as they are subjected suited for examining how digital marketing nar- to sophisticated marketing campaigns that may ratives may influence consumer behavior and influence their lifestyle choices. For example, societal norms around tobacco use. new tobacco devices are promoted as technolog- ical devices and trendy gadgets, undermining This research aims to bridge the knowledge their negative health effects and addiction (He- gap of tobacco influencers and their threat to jlová et al., 2019). the well-being of other stakeholders (especial- 3 A 74 bstrActs ly non-smokers) and PR or communication professionals, who balance on the edge of eth- ics and/or legislative norms (Nguyen & Zarndt, 2023). It helps to understand the tobacco control and its ethical challenges, especially with regard to underage online publics, which report an in- crease in intake of novel tobacco products, such as vapes, nicotine pouches, or e-cigarettes, even without smoking cigarettes before (so-called ini- tiation theory) (Venrick et al., 2023). References: Hagelstein, J., Volk, S., Zerfass, A., Athaydes, A., Macnamara, J., Meng, J., & Hung-Baesecke, C. (2024). Ethical Challenges of Digital Com- munication: A Comparative Study of Public Relations Practitioners in 52 Countries. Inter- national Journal Of Communication, 18, 22. Retrieved from https://ijoc.org/index.php/ ijoc/article/view/20636 van Dijk, T. A. (1993). Principles of critical dis- course analysis. Discourse & Society, 4(2), 249- 283. Hejlová, D., Schneiderová, S., Klabíková Rábová, T., & Kulhánek, A. (2019). Analysis of presumed IQOS influencer marketing on Instagram in the Czech Republic in 2018– 2019. Adiktologie, 19(1), 7-15. Nguyen Zarndt, A., Guo, M., & Benoza, G. (2023). The role of social media influencers as trusted messengers in tobacco control mass media campaigns. Journal of Communication in Healthcare, 16(4), 344-346. Venrick, S. J., Kelley, D. E., O’Brien, E., Margo- lis, K. A., Navarro, M. A., Alexander, J. P., & O’Donnell, A. N. (2023). US digital tobacco marketing and youth: A narrative review. Pre- ventive medicine reports, 31, 102094. Keywords public relations; strategic communication; ethics; influencer marketing; tobacco control 3 A 75 bstrActs Leading the way: The impact of leadership communication on employees’ AI anxiety, well-being, and relationships with their organizations Huang, Vincent, Hong Kong Baptist University (Hong Kong) The advent of artificial intelligence (AI) is rapid- and expectations. Meaning-making language ly transforming the workplace, automating tasks, acknowledges followers’ contributions and pro- optimizing workflows, and providing data-driv- vides cultural guidance. Empathetic language en insights that were previously unattainable. As creates emotional bonds and shows care and AI systems become more capable and accessible, compassion. Research has indicated that lead- they are reshaping the job landscape. However, ers’ motivating language has a positive impact many leaders find themselves on the back foot, on employee outcomes, such as job satisfaction, grappling with the pace of change. They are often performance, and organizational identification unprepared for the intricate challenges that AI (Madlock & Sexton, 2015; Mayfield & Mayfield, integration poses, from ethical considerations 2007; Wang et al., 2009). and potential biases in AI decision-making to the need for significant investment in upskilling A survey of 505 employees across various inter- employees. This study explores the role of lead- net companies in China revealed that a leader’s ership communication in AI uses in the work- ability to provide clear direction, demonstrate place and its impact on employees’ well-being empathy, and imbue meaningful workplace and their perception of employee-organization changes is inversely correlated with AI anxiety relationships. among employees. These linguistic strategies appear to reduce fears related to AI, such as job This study draws on the motivating language displacement and skill redundancy, thereby en- theory (MLT; J. Mayfield & M. Mayfield, 2018) hancing overall well-being. Moreover, the study to explore the impact of three types of leader- finds that when leaders employ motivating lan- ship communication in mitigating employees’ guage effectively, it fosters a more positive per- AI anxiety and enhancing employee well-being ception of the employee-organization relation- and their perception of relationships with their ship. organizations. Informed by the MLT (J. May- field & M. Mayfield, 2018), leader-to-follower Theoretically, this study extends the concept of communication is conceptualized into three leaders’ motivating language by applying it to types: direction-giving language, meaning-mak- the context of AI-infused workplace. It under- ing language, and empathetic language. Direc- scores the significance of leadership communi- tion-giving language provides clear instructions cation as a tool for socialization and resocializa- 3 A 76 bstrActs disruption. By interpreting and framing the AI Mayfield, J., & Mayfield, M. (2018). Motivating integration process, leaders can shape employee tion in environments undergoing technological References attitudes and ease the transition into new work- workplace. Palgrave Macmillan. https://doi. ing paradigms. org/10.1007/978-3-319-66930-4 language theory: Effective leader talk in the The research highlights the importance of lead- Madlock, P. E., & Sexton, S. (2015). An applica- ers as both navigators and translators of AI-driv- tion of motivating language theory in Mexican en change. Effective communication by leaders organizations. International Journal of Business helps employees understand and align with the Communication, 52(3), 255-272. https://doi. evolving technological landscape, ensuring that org/10.1177/2329488415572783 the human workforce is not only retained but is Wang C., Chang-Tseh H., Kai-Tang F., Menefee also prepared to collaborate with AI tools and M. L. (2009). Impact of motivating language systems. on team creative performance. Journal of Com- puter Information Systems, 50, 133-140. Furthermore, the study accentuates the necessi- ty for targeted leader training programs focusing on enhancing communication skills in the con- Keywords text of the AI-infused workplace. It suggests that leadership communication, AI anxiety, employee leaders must be educated not only in the func- well-being, employee-organization relationships tional aspects of AI but also in the psychological and social dimensions of its workplace integra- tion. Such training should aim to equip leaders with the skills needed to articulate a compelling vision of the future, address employee concerns with empathy, and foster a shared understand- ing of the evolving role of AI in enhancing job performance and organizational outcomes. In conclusion, this study contributes to the body of knowledge on leadership communication by demonstrating the potential of leaders’ motivat- ing language to act as a buffer against AI anxiety. It provides empirical evidence for the critical role leaders play in resocializing the workforce during periods of technological upheaval. As AI continues to reshape the workplace, the ability of leaders to effectively communicate becomes piv- otal in ensuring a smooth transition, maintain- ing employee satisfaction, and strengthening the bond between the employee and the organiza- tion. 3 A 77 bstrActs Organisational shared-purpose, Communication, Good Health and Wellbeing: A Case Study from Australia and New Zealand Hung-Baesecke, Chun-Ju Flora, University of Technology Sydney (Australia) Chen, Yi-Ru Regina, Hong Kong Baptist University (Hong Kong) Taylor, Maureen, University of Technology Sydney (Australia) The development of Sustainable Development with the organisation’s vision, and who’s expec- tations on organisations’ social role are aligned Introduction be shared with the stakeholders who also agree agreed to adopt Agenda 21. This global partner- lieve that it should be joint effort for organisa- tions and the society to work together in achiev- ship aimed to improve human living quality and ing the 2030 Agenda. Therefore, the focus of this protect the environment (United Nations, n.d.). Brazil in 1992, where the participating countries with organisational purpose. In addition, we be- Goals (SDGs) started at the Earth Summit in In September 2015, at the UN Sustainable Devel- research is on how an organisation incorporates SDGs as its purpose foundation and collaborates opment Summit, the adoption of the 2030 Agen- and communicates with the stakeholders that da for Sustainable Development, with 17 SDGs, share the same visions and values in the sustain- was agreed upon (United Nations, n.d.). Nowa- able issues. days, it is very common to see organisations in different industries, government departments, educational institutes, and NGOs adopt some of Literature Review these SDGs in their pursuit of sustainability. When an organisation shares its purpose with Meanwhile, the research agenda in public re- stakeholders (i.e., shared purpose) by co-cre- lations has expanded beyond organization- ation or buy-in, it can unify them (Jindal, 2022), al boundaries, focusing on how organisations and achieve both economic and social objectives, can make a positive impact on society (Hurst leading to more effectiveness than an organisa- & Johnston, 2020). Such trend also challenges tion without purpose (Hung-Baesecke, Chen, organisations to reflect on their own purpose in & Taylor, 2023). On the other hand, an evolv- the society (Carroll, 2021). A clear purpose pro- ing message is becoming clearer to all kinds of vides a reason for being of an organisation (Gar- organisations: stakeholders have high expecta- tenberg, et al., 2019) and allows the organisation tions for business to contribute to resolving so- to make informed decisions about what actions cietal and environmental issues (Braig & Eding- to take and what to avoid, such as its sustainabil- er-Schons, 2020). For an organisation’s purpose ity initiatives (Jindal, 2022). To achieve this, or- to have its maximum effectiveness and impact ganisations need to develop a purpose that can on society, it must be shared with the organi- 3 A 78 bstrActs sation’s key stakeholders (Lleo et al., 2021). We ment home operator, having the SDG of good believe that the construct of “shared purpose” health and wellbeing as one of the organisational explains the importance of alliance building purposes help empower the senior citizens in re- goals for achieving the 2030 agenda. Through defining the meaning of retirement. communication, engaging in dialogues, and lis- establish and maintain relationships with stake- This research echoes Hurst and Johnston’s (2021) holders sharing the same purpose and the goals tening to stakeholders, organisations are able to Practical and Social Implications for improving the society and resolving social impact to the society. In the specific context of view on the role of public relations in bringing and economic issues. this study, we identified how public relations could utilise communication and listening in Methodology understanding stakeholders’ expectations on an In this research, we are studying Ryman Health- organisation’s social role and incorporate these care (Ryman hereinafter), a New Zealand based expectations in the shared-purpose develop- how the SDGs the company adopted serve as one of the SDGs, good health and wellbeing, it not only addresses the wellbeing issue of the cus- retirement village and rest home operator, and ment. In addition, when an organisation follows on how the SDG of good health and wellbeing also employees’ welfare and wellbeing, which in turn, motivates the employees to care more on serves as the purpose foundation for guiding the senior citizens in the retirement villages. Ryman’s operation and communication with and business operations. In this paper, we focus tomers (in this research, the senior citizens), but the foundation for their purpose development the internal and external stakeholders. We have conducted in-depth interviews with Ryman, in- Keywords cluding the organisation’s senior executives, the Organisational shared purpose, wellbeing, sus- public relations and communication staff, the tainable development goals, dialogic communica- employees, and the government sector for this tion, listening research. Findings The initial findings show that: 1) Having the SDGs as an organisation’s purpose foundation provides the directions on an organisation’s stra- tegic planning and affect how an organisation develops its purpose; 2) A shared purpose can be developed by involving and consulting dif- ferent stakeholders on their visions and expec- tations towards the society and the organisation; 3) Having wellbeing incorporated into an organ- isation’s purpose allows organisations to have a broader scope in caring not only for the custom- ers, but also other stakeholders, such as employ- ees, the marginalised publics, the minorities in the society, etc.; and 4) for Ryman as an retire- 3 A 79 bstrActs Empowering Trust and Well-Being: An Analysis of Nonprofit Communication. Strategies on X Kushniryk, Alla, Mount Saint Vincent University (Canada) Orlov, Stanislav, Mount Saint Vincent University (Canada) Introduction public relations efforts. Social media emerges High levels of trust are fundamental for strong as an important tool for nonprofits, offering a cost-effective means of two-way communica- and united communities, fostering a sense of be- tion. According to Carim and Warwick (2013), longing and support among members, ultimate- nonprofit organizations primarily use social me- ly contributing to enhanced overall community dia for general promotion, creating a dialogue or well-being. Nonprofit organizations play a sig- sense of community, and reaching a larger audi- nificant role in contributing to the well-being of ence. Nonprofit organizations use social media individuals and communities, and trust forms to leverage public support of their causes. the solid foundation that fosters relationships between nonprofits and their publics. This study Numerous nonprofit organizations utilize X to examines how nonprofit organizations use X engage with their audiences. This platform fa- (formerly known as Twitter) to foster and sus- cilitates the rapid dissemination of information, tain trust-based organization-public relation- provides immediate feedback, and offers an in- ships. teractive environment that can foster positive, long-term relationships between nonprofits and Literature review their publics. According to Guidry et al. (2014, Effective communication practices within non- p.278) the immediacy of X can be a “double-edge profit organizations play a pivotal role in both sword” for the nonprofit organizations. X has a establishing and sustaining organization-public capability to instantly engage with both estab- relationships founded on trust. Trust, defined as lished and new audiences. However, the neces- “one party’s level of confidence in and willing- sity for instant feedback also presents challeng- ness to open oneself to the other party” (Childers es. Authors (e.g., Guidry et al., 2014; Hougaard, Hon & Grunig, 1999, p. 19), is a significant out- 2017) examined how nonprofit organizations come of successful relationships. can use X for communication to achieve their goals. Nevertheless, there is limited research on Nonprofit organizations build and sustain rela- how nonprofit organizations utilize X to build tionships with their publics using approaches and sustain organization-public relationships that differ from corporate practices. Addressing based on trust. The purpose of this exploratory societal challenges like poverty, crisis relief, care study is to fill this gap. for animals, and health research, nonprofits of- ten operate on limited resources, impacting their 3 A 80 bstrActs The study distinguishes two nonprofit types: that your own welfare or something important to you will be protected and not endangered Research Question Benevolence, defined as having the assurance health foundations,’ focusing on health research nent dimension of trust (Schoorman et al., 2007; Tschannen-Moran & Hoy, 2000). and supporting patients. The following main research question ing lives and aiding in crises, and ‘charitable by the trusted organization, is the most promi- ‘community well-being’ organizations, improv- of trust-building communication messages do was proposed: What types In the nonprofit sector, showcasing genuine concern for beneficiaries and the community ‘community well-being’ nonprofits and ‘charitable fosters positive relationships, enhances the orga- health foundations’ employ on X to build and sus- nization’s reputation, and advances its mission. tain organization-public relationships based on To strengthen trust, nonprofits should commu- trust? nicate benevolent actions, such as aiding com- Methodology munities, assisting individuals in distress, edu- cating, supporting the sick, feeding the needy, The study employed content analysis, examining sheltering the homeless, and providing various tweets posted by fifteen Canadian nonprofits on forms of assistance, emphasizing their commit- their official X accounts. The dataset included ment to enhancing the well-being of communi- 1,955 messages, analytics, and 612 public replies. ties, individuals, and animals. ‘Community well-being’ nonprofits contributed 50.5%, and ‘charitable health foundations’ con- It was also found that ‘confidence’ messages tributed 49.5% of the tweets. showcasing heartwarming stories of devoted volunteers and donors, supporting the nonprof- Coding categories for analyzing nonprofit tweets it’s initiatives because of their unwavering trust were established based on Schoorman et al.’s in its ethical conduct and dedication to its mis- (2007) organizational trust model and Tschan- sion, received the highest audience engagement. nen-Moran and Hoy’s (2000) multi-dimensional trust approach. Six trust dimensions—benevo- Limitations and Practical and Social Im- lence, competence, integrity, openness, reliabil- plications. ditional ‘other’ category reflecting organizations’ The study’s limitations stem from its exclusive fo- ity, and confidence—were utilized, with an ad- efforts to convey these positive qualities through cus on fifteen Canadian nonprofit organizations on X, rendering the findings non-generalizable communication. to all nonprofits. Future research should encom- Results and Conclusion pass nonprofits of all types and sizes across dif- ferent locations. The findings have the potential The findings revealed that ‘community well-be- to significantly impact both practice and society ing’ nonprofits excelled in sending trust-building by aiding nonprofit organizations in effectively messages, particularly showcasing benevolence, engaging with their audiences on X, fostering integrity, and reliability. In contrast, ‘charitable trust, and ultimately contributing to the im- health foundations’ sent more confidence-build- provement of overall community well-being. ing messages and messages with useful informa- tion. 3 A 81 bstrActs References Carim, L, & Warwick, C. (2013). Use of social media for corporate communications by re- search-funding organisations in the UK. Pub- lic Relations Review, 39(5), 521–525. https:// doi.org/10.1016/j.pubrev.2013.08.006 Guidry, J.D., Messner, M., & Saxton, G. D. (2014). Tweeting charities: Perceptions, resources, and effective Twitter practices for the nonprofit sector. In R. D. Waters (Ed.), Public relations theory and practice in the nonprofit sector (pp 267-280). Routledge. Hougaard, S.A. (2017). Tweeting for a cause: A content analysis of successful charitable non- profits’ publishing strategies on Twitter (Pub- lication No.6274) [Master’s thesis, Brigham Young University]. BYU Scholars Archive Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An integrative model of organization- al trust: Past, present, and future. Academy of Management Review, 32(2), 344–354. Tschannen-Moran, M., Hoy, W. (2000). A mul- tidisciplinary analysis of the nature, meaning, and measurement of trust. Review of Educa- tional Research, 70(4), 547-593. Keywords trust, nonprofit, organization-public relationships 3 A 82 bstrActs Ordinary workplace digital violence. The process of banalization and the role of communication Laborde, Aurélie, Bordeaux Montaigne University (France) This proposal is based on five years of field re- ing digital violence in the workplace. However, search on digital incivility and ordinary digital it is based on several years of quantitative and violence in companies, to show how the banal- qualitative research in and with companies. This ization in the workplace occurs, and what role mainly consists of: participative research con- the corporate communication can play in this ducted with occupational health and workplace process. well-being practitioners over 3 years from 2016 to 2018, 6 focus groups that brought together 30 This research is in line with the field of “critical researchers and practitioners in 2019, a qualita- dark side studies” (Linstead et al., 2014), which tive interview survey conducted with 8 occupa- looks at issues that are generally neglected or tional doctors in 2020 and finally a quantitative ignored in organisations and proposes to take survey on communication practices in telework- shadow or dark practices seriously. These ap- ing situations conducted with 1087 French tele- proaches permit a renewal of critical perspec- workers in 2021. These data collection methods tives in the field of organisational communica- will be described in detail. tion and a different way of thinking about issues of vulnerability and suffering at work (Dejours, Ordinary digital violence reflect a range of phe- 2007; Lhuilier et al., 2013; Laborde, 2021). nomena observed in these different areas. They reflect profound changes in forms of communi- The forms of professional digital violence dis- cation and cooperation at work, against a back- cussed here are part of the ‘dark side’ of organ- drop of crisis in managerial models and the isations. They are commonly seen as negative dilution of power in organisations. These are or unethical, but they are also invisible, hidden, relational and symbolic forms of violence, me- passed over in silence or denied in organisa- diated by our digital devices, that are part of the tions, by both management and employees. The ‘ordinary’ of work, no longer ‘events’, but invisi- aim is to highlight these practices, not to correct ble and widely tolerated in organisations. or adapt them, but to observe what they tell us This ordinary violence is based both on organi- about representations and transformations of sational and social contexts that euphemize such work, about power struggles in post-disciplinary practices and make them acceptable and com- organisations, about the place of PR in this con- monplace, and on the potential of digital tech- text, and about possible alternatives. nologies to facilitate ambiguity, dilute intention- ality and accentuate suffering. This proposal is above all a theoretical discus- sion of the role of PR in the process of trivialis- 3 A 83 bstrActs complex process of banalization that helps to Carayol, V., & Laborde, A. (2021). Incivilités produce a ‘black box’ that is no longer ques- The invisibility of such violence is based on a References derpinned by a series of social and organisation- De Boeck Université. al phenomena that help to move from silence to Dejours, C. (2007). Vulnérabilité psycho-indifference and then to oblivion. Individuals pathologique et nouvelles formes d’organisa-tioned and taken for granted. This process is un- reconfigurent les formes de civilité au travail. numériques : Quand les pratiques numériques and groups actively participate in this process through self-censorship and denial, but also tion du travail. L’information psychiatrique, through the production of new damaging rules Volume 83(4), 269-275. of communication that act like routines and are Laborde, A. (2023). Violences numériques et ré- constantly reinforced in exchange. sistances au travail. De Boeck Université. In this context, corporate communication prac- Laborde, A. (2021). Cyber Incivilities and the Creation of Vulnerabilities at Work. Journal of tices enable, reinforce and legitimise triviali- Leadership, Accountability and Ethics, 18(5). sation. They produce a symbolic context that mostly masks, euphemizes and disqualifies the Laborde, A. (2019). Le numérique : Nouvelles sources d’incivilités au travail. MSHA edition. words of denunciation and deflects attention by emphasising the autonomy and responsibility of Lhuilier, D., Sarfati, F., & Waser, A.-M. (2013). those involved. However, they could also high- La fabrication des « vulnérables » au travail. light, transform and change representations. Sociologies pratiques, n° 26(1), 11-18. The aim of this research is to deconstruct the Linstead, S., Maréchal, G., & Griffin, R. W. process of banalisation and to show the role of (2014). Theorizing and Researching the Dark PR in this process. De-banalising digital vio- Side of Organization. Organization Studies, lence, making the ordinary ‘un-quiet’, necessari- 35(2), 165-188. ly involves deconstructing the process of trivial- isation, which would make it possible to restore Keywords organisational reflexivity by playing on both the agency of actors and the empowering and eman- Workplace digital violence, ordinary digital vio- cipatory dimension of communication. lence, banalization, critical dark side studies 3 A 84 bstrActs How CEOs’ Conversational Communication on Social Media Enhances Internal Relationships and Employees’ Social Media Engagement Lee, Yeunjae, Colorado State University (USA) Yoon, Dalee, University of Hawaii (USA) Yue, Cen April, Boston University (USA) As an increasing number of CEOs embrace so- (CHV), identified by Kelleher (2009) as a crucial strategic communication approach in the digi- Introduction and Purpose the concept of Conversational Human Voice of CEOs’ social media engagement on public of CEOs’ use of a conversational human voice on social media—how it influences employees’ perception has garnered significant attention in perceptions of the CEO, the quality of their rela- research (Kim & Sung, 2020; Tsai & Men, 2017). engage with a tech-savvy audience, the impact tal realm. Our objective is to explore the impact cial media to forge a more relatable presence and Yet, the effect of CEOs’ social media presence on tionship with the CEO, and their level of engage- ment on social media. internal stakeholders, particularly employees, has not been extensively explored. Employees increasingly rely on social media not just for Literature Review advocating on behalf of their organizations but CEOs are crucial in shaping the way companies also for interacting with their organizations and communicate internally, playing a key role in leaders (Lee & Kim, 2021). Employees, in fact, developing the organization’s culture and con- have specific expectations from their CEOs on necting with employees. Research indicates social media, anticipating them to be accessible, that when CEOs communicate strategically, it engaging, and emotionally connected (Yue et al., boosts employee engagement, strengthens the 2021). Despite the recognized strategic signifi- relationship between employees and the orga- cance and practical benefits, the internal ram- nization, and encourages actions that benefit ifications of CEOs’ use of social media remain the company (Men, 2021). Additionally, it has underexamined. been highlighted that CEOs should use various communication channels, including social me- This study seeks to bridge this gap by investigat- dia, to effectively reach their employees (Lee, ing how the interpersonal communication style 2018). Social media, in particular, is valuable for of CEOs on social media serves as an effective helping employees feel connected, network with tool for fostering high-quality relationships with colleagues, take pride in their company, and feel employees and boosting employees’ engagement satisfied and competent in their roles (Huang & on these platforms. We specifically zero in on Liu, 2017). However, the question of how CEOs 3 A 85 bstrActs can best use social media to interact with em- Practical and Social Implications ployees remains open. Our study stands as one of the initial empirical how a CEO’s conversational style on social me- utes to leadership communication and relation- dia can improve their relationship with employ- ship management literature by delineating how ees and increase employee engagement on these effective use of social media by senior leaders This study uses social presence theory to explore social media communication style. It contrib- analyses to explore the internal impact of CEOs’ platforms. To better understand how CEOs’ can bolster internal relationship management. communication on social media increases pos- Practically, it offers valuable insights for CEOs itive employee outcomes, we further explored and communication practitioners on crafting the mediating role of perceived CEOs’ attributes, an image of approachability, interactivity, and namely, their approachability and interactivity . friendliness on social media. This strategy not only strengthens relationships with employees Methodology but also boosts their engagement on these plat- An online survey was administered to a sample forms. of 404 full-time employees across various indus- tries within the United States, utilizing Qualtrics Keywords panels for participant recruitment. The criteria CEO, leadership communication, conversational for participation were specifically designed to human voice, employee-organization relation- include only those employees whose CEOs ac- ships, employee engagement tively use social media platforms. The conceptu- al model was analyzed using structural equation modeling (SEM) with the Mplus software pro- gram. Results and Conclusion The study’s results indicate that a conversational tone used by CEOs on social media significantly enhanced employees’ perceptions of their lead- ers as approachable and interactive. This shift in perception directly improved the quality of the relationship between CEOs and employees. However, while perceived CEO interactivity was positively associated with employee social me- dia engagement, perceived CEO approachability was not significantly associated with employee social media engagement. In essence, by com- municating in a more relatable and engaging manner, CEOs can foster stronger connections with their employees and encourage a more ac- tive and engaged online employee community. 3 A 86 bstrActs Well-being at digitalized workplaces: An interdisciplinary perspective on technology design and the role of internal communication management Malczok, Melanie, University of Applied Sciences Osnabrück (Germany) Altendorf, Antonia, Sociological Research Institute Göttingen (Germany) Illing, Jannike, OFFIS Oldenburg (Germany) In this interdisciplinary article, we want to ex- well-being, • discuss the (future) role of internal commu-Introduction and purpose of the study cesses and employees and contribute to their munication can enable, organize and shape the nication management, seen as an enabling plore the extent to which strategic internal com- dialogues surrounding the development and de- function, in this process. sign of technology in order to foster well-being at digitalized workplaces. Digitalization process- Literature Review es can be understood as complex socio-technical Well-being at work is of great social and eco- design processes (Wuersch et al. 2023). In this nomic importance and subject of public and sci- respect, we see a stronger role for internal com- entific debates for decades. In the management munication management in the future. By using context, research to promote well-being has be- the term well-being we refer to the definition come even more important in the 2000s (Walden of the WHO as ”complete subjective well-being 2021). Not least since the Covid-19 pandemic, and not merely as the absence of illness”. it also plays a central role in thinking about the design of (digitalized) internal communication From an interdisciplinary perspective – consist- processes (Quin & Men 2023; Walden 2021). ing of communication management, sociology of work, and computer science – we will: Since then, workplaces and related communi- • present findings on the impact of digital cation structures have become even more digi- technologies on work and well-being, talized. Hopes and expectations around digital • present findings and conclusions from our technologies are high, but facing occupational research project on how employees perceive, practice shows that digitalization does not al- experience and assess the realities of dig- ways make work easier, in many cases is also as- italized work in specific areas of public ad- sociated with additional strains. What are these ministration, strains and where do they come from? While de- • discuss requirements that a technology de- bates on digitalization often assume that strains velopment and design process must meet in are inherent in the technology (Ter Hoeven et order to fulfill the demands of working pro- al. 2016) and that there is a shift towards men- 3 A 87 bstrActs tal stress, studies have concluded that – besides processes are important in order to meet the the fact that strains caused by ergonomics and demands of employees when designing dig- the environment continue to play a major role – ital systems. strains are also caused by the way the design and 3. Inadequate technology design and a lack of implementation process is carried out (Carls et opportunities for participation has negative al. 2021). Inadequate technology design leads to impact on employees’ well-being at work. ambivalence that must be regulated by employ- 4. Internal communication management ees and causes additional stress (e. g. Demerouti, should play a stronger role here and put de- 2020). For research on internal communication, sign processes relating to new technologies a strong focus of investigation has so far been in the workplace on its agenda. on the use of different technologies and com- munication channels (Verčič & Špoljarić 2020), Practical and social implications nologies in the workplace. We therefore want to Based on the impact that inappropriate tech- and less on the design and development of tech- identify the potential for strategic communica- nology design has on well-being, it cannot be emphasized enough how crucial participation tion in this area. in occupational technology design is. Internal Methodology communication management plays an import- ant role in organizing and shaping these partic- Our interdisciplinary discussion is based on five ipation processes: the understanding of its tasks case studies we conducted in public administra- and role should not only include an information tions in Germany from 2020 until 2023 – mainly function, but rather an organizing, shaping and in employment agencies “job centers” but also enabling function for participation. In this role, in one local administration and business pro- they are also an important partner for managers motion service (“Wirtschaftsförderung”). Our in enabling participation processes. approach included workplace observations as well as interviews with experts and employees. Keywords number of case studies. Future research should The limitation of this approach lies in the limited Internal Communication, Digitalization, Partici- investigate our findings in further cases – in pation, Workplace, Job Design public administration, other sectors and differ- ent task areas. Results and Conclusion Some of our main conclusions are: 1. Deficits in the use of digital applications are omnipresent in our research cases. They lead to extra work, waiting times, interruptions and necessary workarounds. They are there- fore associated with additional stress for em- ployees. 2. Deficits arise in particular when digital sys- tems are designed distant from the work pro- cess and are thus impractical. Participation 3 A 88 bstrActs Well-being. A regenerative and structured approach to corporate welfare: engagement, inclusion, sustainability and communication Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Martello, Stefano, Comm to Action (Italy) Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) The theme of ‘organisational well-being’, un- consist of two levels of analysis. The first level will include an analysis of the variables taken into ac- Introduction and purpose of the study located in the North East of Italy. The work will physical, psychological and social well-being of and the benefits for the organisations involved, for the employees and for the territory. The sec- workers in all types of employment’ (Avallone, ond level will analyse the activities undertaken Bonaretti, 2003) is today a central topic in the promote and maintain the highest degree of count by the certification, the proposed actions derstood as the ‘capacity of an organisation to moting and maintaining the well-being of peo- aim of the study is to analyse the correlation be- ple within an organisation is fundamental not tween measures to improve employee well-being only for corporate growth and competitiveness, and activities related to communication, partic- general debate. Many studies highlight how pro- well-being, both internally and externally. The by organisations to achieve increasing levels of but also and above all for the achievement of ularly in terms of brand reputation, stakeholder certain Sustainable Development Goals (Agenda engagement and local and community relations. 2030, Goals 3, 5, 8 and 10), for the reputation of organisations and for stakeholder engagement Results and conclusions activities. Understand the state of the art of well-being Methodology within organisations through the use of an inno- vative tool and identify useful actions to foster Among the various tools aimed at first measur- the improvement of well-being. Furthermore, ing and then improving the well-being of the understand how and to what extent communi- people working within an organisation (institu- cation is a strategic lever to foster this process. tions, companies, associations), the Family Au- Potential implications for practice and society dit certification will be analysed. Family Audit is Demonstrate how a climate of an organisation a certification process, set up in 2010 by the Au- oriented towards the well-being of its employ- tonomous Province of Trento, focused on the is- ees, based on the values of equity, inclusion and sues of work-life balance, inclusion, social equity social justice, can contribute to their direct in- and adopted by numerous organisations, mostly volvement in the construction of a convergent 3 A 89 bstrActs language and objectives, helping to consolidate Keywords the organisational culture. Welfare, Social inclusion, Ethics and social equity, Audiences, Reputation In all of this, communication, both internal and external, becomes an effective tool for improv- ing and building a good corporate reputation, while at the same time conveying the values of corporate culture externally, setting in motion virtuous circles of social and economic develop- ment in the territory. Literature Review F. Avallone, M. Bonaretti, Benessere organizza- tivo. Per migliorare la qualità del lavoro nelle amministrazioni pubbliche, Rubettino Edi- tore, 2003 S. Martello, S. Vazzoler (a cura di) L’ anello man- cante. La comunicazione ambientale alla pro- va della transizione ecologica, Pacini Editore 2022 E.H. Schein, Organizational culture and leader- ship, John Wiley and Sons Inc. 2017 R. Sobrero, Comunicazione e sostenibilità, EGEA, 2016 V. Volpe, Quale consulenza per lo sviluppo parte- cipativo, in Carcano, M., Ferrari, R., Volpe, V. (a cura di). La partecipazione dei lavoratori alla gestione dell’impresa. Un progetto possi- bile, Guerini Next., 2017 3 A 90 bstrActs Individual-level Antecedents in Care- Based Relationship Management: Assessing Factors to Ethical Public Relations in the Government Sector Morehouse, Jordan, University of Colorado Boulder (USA) Dong, Chuqing, Michigan State University (USA) Zheng, Qi, Michigan State University (USA) Introduction pact on two care-based relationship cultivation Public relations scholarship focuses on how strategies. Specifically, this study asked: • RQ1: To what extent does political ideology, strategic messages and relationships contrib-intrinsic religiosity, and care-giver identity ute to desired public relations outcomes (Yang • influence government employees’ adoption & Saffer, 2019). While this research is import-of care-based relationship maintenance ant, it removes the power and influence of in-• strategies of empathy and humanization. dividual level factors—like identities, values, and morals—on public relations outcomes and organizational effectiveness. Accounting for in- Literature Review dividual-level factors is pertinent in all sectors, Ethics of care is a feminist approach to nor- but is particularly necessary in sectors where the mative moral theory and prioritizes relational practice of public relations directly influences reciprocity between one-caring and cared-for the lives, health, and wellbeing of stakeholders. (Noddings, 2013). Care ethics recognizes the This includes government organizations. context in which relationships occur, as well as ing practitioners’ ability to engage in ethics of orientation emphasizing humanity, context, and care in their strategic communication efforts, interdependence in building relationships, which provides more context concerning prac- making it a natural ethical fit for a relation- Some scholars have addressed this gap by study- relationships. Thus, ethics of care is an ethical the human attachment habits as a result of those titioners’ ethical orientations; however, our un- ship-centric public relations practice where care derstanding of why and how some practitioners is a fundamental component of the organiza- adopt care ethics is still unclear. As a result, limit- tion-stakeholder interaction (e.g., government ed research exists addressing the individual-lev- sector). el factors that influence a practitioners’ adoption examined the influence of religious, political, of care ethics. To account for this gap, this study Method and caregiving identities with government em- This study conducted a survey of 316 govern- ployees on public service motivation, and its im- ment employees in the U.S. A survey is the most 3 A 91 bstrActs appropriate method because it allows research- Findings from this study provide key insights for ers to measure respondent’s self-reported opin- academics studying the adoption of ethical pub- ions, judgments, and attitudes. Study partici- lic relations approaches, as well as practitioners pants had to be current employees within local working in the government sector. This study government entities whose jobs involve commu- confirms previous research suggesting that re- nicating with residents. The questionnaire used ligious identity is an influential factor in how in this study combined previously validated public relations strategies are selected by practi- scales from public relations, religion, sociology, tioners (Morehouse, 2020, 2023). Furthermore, and psychology (Appendix available). Structural this study advances theorizing by incorporating equation modeling via R Studio’s lavaan package care-giver identity and political identity as de- was used. pendent variables for relationship maintenance strategies, suggesting that more defined identi- Results and Conclusion ties—beyond age, education, and gender—in- performed (Table 1), which yielded acceptable without limitations. Respondents were local model indices, χ2(416) = 807.50, p < 0.001, government employees in the United States. In- SRMR = 0.06, NNFI = 0.92, TLI = 0.92, CFI = cluding respondents outside of the U.S. who are A confirmatory factor analysis (CFA) was first (Medallo & Hanusch, 2011). This study is not fluence the ethical orientation of practitioners 0.93 and RMSEA = 0.06 < 0.08 (MacCallum et practitioners at a national level would provide a al., 1996, 90% CI [ 0.049, 0.060]). Construct re- more comprehensive understanding of the topic. liability, convergent validity, and discriminant validity were also satisfactory (Cheung et al., Practical and Social Implications 2023). SEM model shows an acceptable model fit (χ2(473) =949.98, p < 0.001, SRMR=0.06 < This study has several practical and social impli- 0.08, CFI=0.92, TLI = 0.91, NNFI = 0.91, RM- cations. Ethical norms and principles of public SEA=0.06 < 0.08, 90% CI= [.051, .063]). relations have largely been discussed in corpo- rate and nonprofit settings, creating a vacuum of Findings from this study suggest individu- knowledge concerning how government prac- al-level factors influence public relations prac- titioners ethically communicate, why they ethi- titioners’ adoption of care-based relationship cally communicate, and the implications of their maintenance strategies, namely empathy and ethical orientation. This study provides govern- humanization (see Figure 1). Intrinsic religiosity ments with a more robust method to recruit and (B= -0.08, β= -0.12, p = 0.048) has a significant train ethical government communicators, and negative relationship with public service moti- understand the characteristics that create an vation, but a positive relationship (B= 0.12, β= ethical care-based governmetn public relations 0.19, p = 0.001) with humanization. Political practitioner. ideology does not have any significant associa- tion. Caregiver identity is positively associated Keywords with public service motivation (B= 0.75, β= 0.70, p <0.001). Public service motivation has signif- Ethics of care, government, identity icant effects on empathy (B= 0. 51, β= 0.71, p <0.001) and humanization (B= 0.73, β= 0.77, p <0.001). 3 A 92 bstrActs Figure 1 3 A 93 bstrActs Exploring organizational commitment to human well-being: A management logic perspective driven by the sacred- profane dichotomy. Oliveira, Evandro, Universidade Autónoma de Lisboa (Portugal) While some organizations are making a deep phenomena in an organizational context. We commitment to human well-being, or at least then present an empirical application through taking steps toward becoming a B Company, a series of case studies with maximum differen- others are staying on the surface by developing tiation from Portugal. The approach is herme- strategies that address people in a partial way. neutic and through document analysis on the Some are driven by the idea that by improving one hand and in-depth interviews on the oth- employee well-being, they will have a more pro- er, it seeks a deep understanding of the process ductive workforce. Others try to make a state- within the organization that brought them to the ment about societal demands to justify the legit- stage they are and the management logic next to imacy of their operations by introducing societal these decisions. We also investigate if there is issues such as diversity, inclusion, or corporate the introduction of the sacred in organizations, volunteerism. Still others rely on corporate hy- motivated by a humanistic or idealistic view of pocrisy, using narratives and rhetoric that may management and contrasted with the profane of be useful but lack deep commitment. This paper profit maximization. A case in point is the mul- explores the idea that the organization’s manage- tinational Ageas Group, which, in order to pro- ment logic is the basis for an organization that mote a culture of physical and mental well-be- is deeply committed to the human factor and ing, has created a complete health program, with approaches it in a holistic way, and that public activities ranging from workshops to improve relations drives this process. After looking at the mental and emotional well-being, to Pilates and concept of management logic (Oliveira, 2019), Power Combat, to a program to help employ- driven by Prahalad and Bettis’ (1986) concept of ees realize their entrepreneurial dreams. Ageas dominant logic, within the characteristics of the has also launched the “Getting well” program, definition of public relations and communica- which nudges content to encourage constant tion management from the European approach reflection and appeals to employees on different as managerial (1) operational (2) reflective (3) topics. The second is a company that decided and educational (4) (Ruler & Verčič, 2012), we to go down this path long before the question additionally propose to apply Émile Durkheim’s was raised in society. Delta Cafes is a Portuguese sacred-profane dichotomy (1947 [1915]) in or- company whose founder was a unique person, der to have a theoretical framework that could who always cared about his employees and the provide a way to understand and analyze the city in which it was located, and who fought 3 A 94 bstrActs not to sell the company, to prevent a monopoly Durkheim, É. 1947 [1915]. The Elementary and to impose his own vision of entrepreneur-many battles with giants such as Nestle in order References Forms of Religious Life., IL: Free Press. ship. On the other hand, a medium-sized family company in the north of the country, called BC Oliveira, E. (2019). The instigatory theory of Security, has created a happiness department NGO communication: Strategic communication that, in addition to vacations to an international in civil society organisations. Springer VS. destination, allows employees to enjoy a mini- Prahalad, C. K., & Bettis, R. A. (1986). The dom- spa at the company, with the right to massages, inant logic: A new linkage between diversity manicures, pedicures or waxing twice a week, as and performance. Strategic Management Jour- well as an entertainment room, laundry, take- nal, 7(6), 485–501. and annual bonuses. What these examples have and communication management in Europe: challenges and opportunities. Comunicação in common is strong leadership that has taken e Sociedade. 8:179. DOI: 10.17231/com- risks with a management logic driven by a insurance, time off on their birthday, monthly Ruler, B. & Verčič, D. (2012). Public relations home meals at reduced prices, life and health management approach and the full application sacred soc.8(2005).1189 of the four components of a public relations defi- nition from a European perspective. Keywords public relations, management logic, organization- al commitment, well-being, sacred-profane 3 A 95 bstrActs How Supervisors’ Use of Motivating Language Influences Employee Attitudes and Supportive Behaviors: Exploring the Moderating Effects of Remote Work Qin, Yufan Sunny, James Madison University (USA) Men, Linjuan Rita, University of Florida (USA) Akanbi, Francis, University of Florida (USA) He, Hanzi, University of Florida (USA) Introduction and Purpose of This Study work environments. The rise of remote and hybrid work, accelerated by the COVID-19 pandemic, has brought new Literature Review challenges for organizations’ internal communi- This study uses the Motivating Language Theo- cation. The increasing complexity of the modern ry (MLT) to examine the impact of supervisory work environment calls for effective leadership leadership communication on employee trust, communication to keep employees engaged engagement, and supportive behaviors in dif- (Sull et al., 2020). Despite the extensive research ferent work settings. MLT is a robust leadership on the effectiveness of leadership communi- communication theory that underscores the sig- cation (e.g., Men, 2014; Qin et al., 2023), there nificance of the type of language used by leaders, remains a significant gap in understanding the categorized into direction-giving, empathetic, role of leadership communication across differ- and meaning-making language (Mayfield et al., ent work modes. This study aims to address this 1995). Employee organizational trust is defined gap by examining how supervisory leadership as employees’ level of confidence in and will- communication, specifically supervisors’ use of ingness to open themselves to the organization, motivating language, influences employee trust, based on their perceptions of the organization’s engagement, and supportive behaviors toward integrity, competence, and dependability (cf. the organization (e.g., advocacy, mentoring, de- Hon & J. Grunig, 1999). Engagement is concep- fending, walking extra miles, etc.), focusing on tualized as employees’ psychologically motivat- the contrasting impacts in remote versus onsite ed state characterized by vigor, absorption, and settings. The goal is to offer insights into opti- dedication (Welch, 2011). mizing leadership communication for positive employee attitudes and behaviors in both work contexts, thereby contributing to the literature on leadership communication’s role in modern 3 A 96 bstrActs Methodology p<.001), c2 diff (1) = 5.04, p =.025. recruited via the Harris Poll. The average age motivating language showed a more pronounced effect on employee organizational trust among of the respondents was 43 years (SD = 12.67). onsite employees than on remote workers. This Among the respondents, 53.4% were male and time employees across 18 industries in the U.S. The findings indicate that supervisors’ use of An online survey was conducted with 2,004 full- 45.6% were female. As for the work modes, difference can be attributed to the fact that on- site employees often have more direct and per- 30.5% (n = 612) of them indicated they mostly sonal interactions with their supervisors, which worked remotely (at home or hybrid), and 64.7% enhances the effect of high-quality leadership (n = 1,296) mostly worked onsite. communication. Such interactions foster a deeper sense of trust in the organization among Results and Conclusions onsite employees. In contrast, trust and engage- Second-order structural equation modeling ment play different roles in influencing support- (SEM) analysis was used to test the hypothe- ive behaviors among employees in onsite and sized model in AMOS 29.0. The results showed remote settings. Onsite employees’ trust, which that supervisors’ use of motivating language is more tangible due to their environment, di- enhanced employee trust in the organization rectly translates into positive organizational be- (β=.70, p<.001), engagement at work (β=.43, haviors. Remote employees, however, rely more p<.001), and supportive behaviors toward the or- on self-motivation and independence due to less ganization (β=.22, p<.001). Also, both trust and frequent direct interactions. As a result, their engagement were positively related to employee personal engagement at work becomes a key supportive behaviors (trust: β=.30, p<.001; en- driver of their behavior. gagement: β=.34, p<.001). Higher trust also led work mode as the grouping variable. Model edge on leadership communication by providing empirical evidence on the impact of supervisors’ comparison showed a significant difference, c 2 use of motivating language in different work diff (30) = 47.16, p =.02. Specifically, work mode modes. In addition, the results provide strategic significantly moderated the effect of supervisors’ insights for organizational leaders and internal use of motivating language on trust. For employ- To test the moderating effect of work mode, This study expanded the existing body of knowl- multi-group SEM analysis was conducted with to higher engagement at work (β=.42, p<.001). Practical and Social Implications ees who mainly work on-site (β=.73, communication practitioners regarding how p <.001), to develop effective leadership communication supervisors’ use of motivating language showed strategies tailored to the needs of employees a stronger effect on trust than employees who working onsite or remotely to bolster their trust, work remotely (β=.67, p <.001), c 2 diff (1) = 7.89, engagement, and supportive behaviors at work. p =.005. Similarly, trust showed a stronger effect on employee supportive behavior for employees Keywords who mainly work on-site (β=.34, p <.001) than employees who work remotely (β=.16, p <.001), leadership communication, employee supportive c 2 diff (1) = 3.66, p =.05. However, regarding the behaviors, trust, employee engagement, remote effect of employee engagement on supportive work behaviors, this effect was stronger for employees who work remotely (β=.49, p <.001) than their counterparts who mainly work on-site (β=.30, 3 A 97 bstrActs Public Healthcare Delivery Eco-system in India: Role for Public Relations Qureshi, Noumaan, University of Mumbai (India) Introduction In the past few years, the central government The healthcare industry has three major seg- through policy interventions, aims to enhance both healthcare infrastructure and universal ments: healthcare delivery (hospitals and patient health coverage through insurance. To cater to touch points), pharmaceuticals and vaccines, a population of 1.4 billion, the country has over and medical technology (devices, equipment, 1 million allopathy doctors. To meet the doctor etc.). Healthcare delivery is further divided be- shortfall and reach the desired 1:1000 ratio of tween private and public healthcare systems. WHO, the government has increased the num- Healthcare delivery systems across nations dif- ber of medical seats in the past few years. As per fer; from heavily private-dominated like the the budget announcement of 2024-25. the num- USA to government-supported public health- ber of medical colleges is set to be increased. care systems like the NHS of the UK. India has tem and a growing private sector. NMC, the governing body for medical educa- a mix of a strong public healthcare delivery sys- tion in the country, has introduced ‘communi- The Public Healthcare delivery segment in India cation’ as a subject at the undergraduate MBBS level. Violence against doctors is a key risk fac- is the true representation of the federal nature of tor, and time and again, lack of communication the country. Health is a state subject (there are by doctors is attributed as one of the reasons for 28 states in India), with a Ministry of Health and violence. Most times this violence happens in Family Welfare at the central government level. public hospitals, and the doctors at the receiving Through its various arms – Directorate General end are medical students on duty in the hospital. of Health Services (DGHS), under the Depart- ment of Health & Family Welfare, Department of AYUSH, Department of Health Research, etc, Methodology- the ministry serves the healthcare eco-system This researcher has previously conducted two of the country. At the state level, there is a minis- researches on healthcare in India: 1) Reputation try of health in each of the states which primari- risks for private hospitals in Mumbai (2011); 2) ly takes care of the healthcare delivery to citizens Treating a fracture with a bandage (2019). For through a network of primary, secondary, and the current study, to get a pan-India perspective tertiary care. Post 2014, the newly constitut- of communications at government-run tertia- ed National Institution for Transforming India ry care hospitals, this researcher visited 8 cities (NITI Ayog) is playing a catalyst role for health- in India – Delhi, Mumbai, Chennai, Kolkata, care-related improvements in the country. Bengaluru, Hyderabad, Pune, and Lucknow. Ac- cording to reports, the first seven cities house over 80% of super specialists in the country. 3 A 98 bstrActs the most populous state of North India - Uttar Deriving from the Systems Theory, considering Pradesh. East region – Kolkata (city), West Ben- Lucknow was included in the study to represent Significance of the study gal (state); West region – Mumbai (city), Maha- agencies and departments, this study will posit healthcare delivery as a system, with various rashtra (state); South region – Chennai (city), some communication best practices to enhance Tamil Nadu (state), represented the most popu- the public relations effort for public hospitals. lous states of the other three zones. In these eight cities, 29 public hospitals attached to a medical The public hospitals cater to half of the beds for college were visited as part of the study between tertiary care in the country (the other half are in July 2022 to December 2023. Senior administra- private). The findings of this study will enhance tion officials were met at these hospitals/ med- the efforts of public hospitals that provide free or ical colleges to understand the communication subsidized healthcare services to a large popula- approach. The research methodology was qual- tion, and improve the experience of beneficia- itative. ries – patients and caretakers – who access and The study aims to find answers to three research needs. utilise the public hospitals for their healthcare questions, as follows: • RQ 1) What are the current communication Keywords methods adopted by public hospitals in In- dia? india, public health, healthcare delivery, health- • RQ 2) How is the communication approach care PR, healthcare communications at public hospitals vis-à-vis private hospitals in the country? • RQ 3) Are there communication gaps in the communication approach of public hospi- tals? 3 A 99 bstrActs Between BurnOut and BoreOut. Stress perceptions in the professional environment of corporate communications Rademacher, Lars, Hochschule Darmstadt - University of Applied Sciences (Germany) Stork, Werner, Hochschule Darmstadt - University of Applied Sciences (Germany) Seidenglanz, René, Quadriga University of Applied Sciences, Berlin (Germany) Introduction Literature Review “Stress is a state of alertness of the organism, In recent years, resilience has increasingly been which adjusts itself to an increased willingness to seen as a key ability to reduce stress. Resilient perform,” said the zoologist Hans Seyle in 1936, people are resistant to stress and crises; they who, together with the American physiologist have skills that enable them to deal better with Walter Cannon, is considered the father of stress stress triggers and high levels of stress. Thanks research and the “inventor” of the word stress. to an impartial attitude, they can recognize risk The two authors thus gave science a term that is factors at an early stage, assess them correct- of the world, that is written and pronounced al- people accept the given situation and, despite most everywhere in the same way and that has immediately understood in almost all languages ly and overcome them (persistence). Resilient eryday lives like no other. Stress as an emotion- in order to implement them in a focused man- al reaction pattern is not a clearly undesirable ner. This promotes their individual competence behavioral trait, but rather serves as an original in dealing with stressful and crisis situations as found its way into and meaning in people’s ev- tention on the tasks that are currently important adverse circumstances, are able to focus their at- flight or fight response with heightened percep- well as with changes in general (adaptability). tion of self- preservation and can also lead to In addition, resilient people are able to devel- short-term increased performance in working op new ideas and behavioral approaches even life. Chronic stress, however, is considered a se- in difficult situations, as well as recognize new rious health risk and can lead to typical diseases opportunities for themselves and develop them- of civilization such as cardiovascular diseases, selves accordingly or literally “reinvent” them- high blood pressure or even cancer or promote selves (Transformality) (Heller, 2019; Stork & the development of corresponding clinical pic- Grund, 2021). tures. Methodology In this study, we present for the first-time data from an industry survey of almost 1,000 man- 3 A 100 bstrActs agers at different hierarchical levels in the field However, 47% of respondents are sufficiently re- of corporate communications in Germany, who silient to deal with this stress, and age also plays a were interviewed in May and June 2023. This is role here. Men experience themselves as signifi- the first survey on stress and resilience in the cantly more resilient than women and people field of PR and corporate communications in with higher resilience have a significantly lower Germany to focus primarily on the resilience of stress level. The fact that the resilience quotient German communications managers. The survey is unexpectedly high may well be due to the fre- focused primarily on the individual stress ex- quent use of mindfulness training and medita- perience and coping strategies of PR managers: tion offers: 28% state that their employers offer What are the main stress triggers, what role do mindfulness courses, a further 11% specifically superiors and team constellations play, are there mention meditation offers and a further 22% in- resilience-promoting offers such as mindfulness clude yoga offers in their repertoire. Here, too, courses, yoga or meditation in their companies? there are significant correlations: those who reg- The impact model was based on the assumption ularly take advantage of such offers are signifi- that existing coping strategies have a stress-re- cantly less stressed, and stress levels are signifi- ducing effect. cantly higher where companies do not offer such resilience-promoting offers. In the previous surveys, it was primarily the gen- eral stress level that was surveyed. The most re- Keywords cent European Communication Monitor (ECM Stress – Resilience – Communication Managers 2023), for example, shows a stress level of 40 percent across all respondents, with the main stress factors being constant availability and a high workload. A lack of opportunities for ad- vancement in their organizations or disrupted free time are also a burden for communication managers across Europe. According to an indus- try survey by Civey & News Aktuell (2020), un- reliable colleagues and inaccurate work assign- ments are also among the most significant stress factors. Findings This is where our own survey comes in, focus- ing primarily on the role of team structures and superiors. Overall, German PR managers have a medium level of stress compared to other sec- tors: only 26% of respondents in Germany feel stressed, with women being significantly more stressed than men. Respondents over the age of 60 experience themselves as significantly less stressed than younger respondents, as do mem- bers of companies with fewer than 100 employ- ees compared to larger companies. 3 A 101 bstrActs An exploratory study among Generation Z UK PR professionals and their employers examining their subjective attitudes toward work- placed well-being Read, Kevin, University of Greenwich (UK) Ambarchian, Nyree, Jack & Grace (UK) Chmiel, Michal, Royal Holloway, University of London (UK) Introduction purpose and PR (Verwey et al., 2017). Yet, to date Employers of PR professionals seek to under- the only major study looking at the connection (in the PR world) between general wellbeing and stand the attitudes of Generation Z. This is driv- purpose is Euprera’s Wellbeing in the Workplace en by the need to recruit, train and motivate research, led by Martina Topić. new industry entrants. But research focused too heavily on entrants’ performance outcomes can This proposed study examines the attitudes and diverge from how employees evaluate and feel outcomes associated with workplace wellbeing about their roles. Both dimensions are critical to among employers and Generation Z PR profes- gain a deeper understanding of workplace well- sionals. It assesses dimensions associated with being and overall job satisfaction. well-being and explores how important it is for employers and employees to be clear about the Literature review meaning and purpose of their PR and commu- Many studies have considered general wellbe- nications work. ing. Recent studies provide a focus on subjective workplace wellbeing (De Neve and Ward, 2023), Methodology and home in on how employers and employees This multi-stage study initially uses grounded self-define their own wellbeing. Such studies theory to establish a framework to explain the have not had the PR industry as their focal point. PR professions’ attitudes toward wellbeing and Other studies suggest that PR can have a pos- purpose. itive influence on social change (Fehrer et al., 2022) and that it can address the importance of Then, it utilises NVivo 14 to assess 20 PR em- ethics to job satisfaction (Kang, 2010). Neither ployer interviews from the commercial, not for consider the connections between purpose and profit and consultancy sectors. Their opinions workplace wellbeing. Wider communications and attitudes toward well-being drivers at work research does look at the connection between and what they feel their Generation Z employees 3 A 102 bstrActs expect are explored. Practical and social assumptions eration Z PR professionals from the UK will be professional bodies to secure a contemporary invited to complete a detailed questionnaire ask- understanding of expectations from employees ing them to state what they understand it means and employers about workplace well-being, in- Thereafter, a representative sample of 370 Gen- recruiters, new entrants to the profession and The findings from the study will aid employers, to be part of Generation Z. The questionnaire cluding the need to address purpose and mean- draws upon the Short Warwick-Edinburgh Men- ing. tal Well-being Scale (SWEMWBS), a 7-question framework for defining wellbeing. Specifically, References participants will be asked about their attitudes and feelings prior to securing employment in De Neve, J.E. and Ward, G., 2023. Measuring the industry, how they feel in their current role workplace wellbeing. and what they may be considering when making Fehrer, J.A., Baker, J.J. and Carroll, C.E., 2022. future applications. Finally, they will be asked to The role of public relations in shaping service indicate how important they feel that purpose ecosystems for social change. Journal of Ser- and meaning in their roles is to their individual vice Management, 33(4/5), pp.614-633. their personal values align with those of their Kang, J.A., 2010. Ethical conflict and job satis- sense of workplace well-being and how closely employer. faction of public relations practitioners. Public Relations Review, 36(2), pp.152-156. The findings will be used to develop an explor- Shah, N., Cader, M., Andrews, B. et al. (2021). atory framework for understanding the work- Short Warwick-Edinburgh Mental Well-being place wellbeing concerns of young PR profes- Scale (SWEMWBS): performance in a clin- sionals and their employers. Specifically, the ical sample in relation to PHQ-9 and GAD- importance of purpose and meaning to wellbe- 7. Health Qual Life Outcomes 19, 260 ing will be assessed. Initial interviews and ques- Verwey, S., Benecke, D.R. and Muir, C., 2017. tionnaire sampling will take place between Feb- Purpose and practice: Educating PR profes- ruary and June 2024. sionals for the future. Communicare: Journal for Communication Sciences in Southern Af- Results and Conclusions rica, 36(1), pp.67-78. Test sampling suggests that employer prioritisa- tion of wellbeing is increasing, although there is Keywords expectations. Furthermore, young PR profes-a mismatch between employer and employees’ PR, Purpose, Wellbeing, Recruitment, Retention sionals emerge as strong advocates of transpar- ent and comprehensive approaches to workplace wellbeing. Differences exist between those em- ployed in consultancy environments as opposed to those working in-house. Employees are also very keen to understand both the purpose and meaning of the work that they are undertaking, but also have wider expectations for the PR in- dustry to champion both purpose and meaning. 3 A 103 bstrActs Contributions to Societal Well-Being by the Higher Educational Institutions in Türkiye: The Analysis of Student- initiated Social Responsibility Projects in Public Relations Programs Saran, Mine, Ege University (Turkey) Görpe, T. Serra, University of Sharjah (U.A.E.) Social responsibility is an individual and or- be on several dimensions such as the topic of the project, target audience, collaborations/allianc- Introduction and Purpose of the Study has a public relations program. The analysis will in Türkiye. Izmir city of Türkiye which has a Public Rela- Community service and social re- tions Program. Consciousness of social respon- sponsibility projects initiated and implemented sibility and community service cannot be nar- by higher educational institutions gained more rowly limited to public relations students, and importance when the Council of Higher Educa- viewed from the implementation, and activity tion (YOK) assigned criteria to measure the uni- lens for the sake of doing, but goes beyond it and versity and the faculty member’s contribution to expands to being a responsible citizen and wel- the community. This initiative started in 2011 fare of the society. Therefore, this descriptive re- and has become an important part of research search with public relations students is expected universities and each university is handling the in leading, planning, and implementing it for frame, budget, and sustainability. The period of analysis will cover three years (2021-2022-2023). the welfare of society. This understanding is This analysis will include all the universities in transferred to higher educational institutions relations professionals have an important role es with non-governmental organizations, time- ganizational-related responsibility and public social responsibility projects in an established to guide us in the strategy and implementation of the social responsibility projects of higher ed- structure within their context. The aim behind ucational institutions. The second purpose of service to the community is to create awareness the research is to understand the shortcomings of social responsibility among students, faculty, and advantages of student social responsibility and administrators, make them work together, projects from the perspective of “public relations and evaluate this as a university KPI. academics.” Within this contextual background, the purpose of the study is to understand the process of stu- Literature Review dent-initiated/implemented social responsibility Social responsibility is becoming a philosophy projects in higher educational institutions which for organizations. This understanding is being 3 A 104 bstrActs transferred to individuals through education This is a work in progress, at the stage of litera- programs. In Türkiye, social responsibility and ture review. Data gathering will start in mid-Feb-community service practices have been consid- ruary. ered more and put into the education plans. (Sa- ran et al, 2011) The University Monitoring and Practical and Social Implications performance criteria are research capacity, re- relations academics’ perspective on the initiative of YOK will also guide the structure of commu- search quality, and interaction and collabora- nity service and the social responsibility efforts tion. According to the recent data of Council of of the whole university. This inventory and in- Higher Education, at Turkish universities, dif- sights of public relations program faculty will ferent social responsibility projects such as en- propose solutions on how to improve the cur- vironment, education, disadvantaged environ- rent practice. The frame of social responsibility ments, culture animals rights, sports are carried goes beyond the projects. Through this study, the out. Of these projects, 3,431 are carried out by contribution of the public relations programs the public (government) and 1,237 are by foun- development, projects, and publications; 3)in- bility projects of public relations programs by drawing a comprehensive picture of what has ternalization, and 4)service to the community, been done and what could be done. The public and social responsibility. Research universities’ dimensions which are 1)education; 2)research The study will guide the future social responsi- Evaluation Criteria take into consideration four dation universities. (faculty and students) to the welfare of society will be discussed as well. Methodology Universities have education, research, and train- The study will cover an analysis of the last three ing activities as part of their core tasks. In addi- years (2021-2023). The classification of students’ tion to this, they carry out social responsibility social responsibility projects in Public Relations projects with their students and on an institu- programs will be made based on numerical data tional basis. The aim is to sensitize future gen- and will be related to content- including the fo- erations to the issues of society while they are cus of the social responsibility project, target au- still studying and higher educational institutions diences, partnerships, budget, and sustainability have an important role in the well-being of soci- of the project. The data for analysis will consist of eties. This is the integration of universities with documents. In Izmir city, there are four univer- society through thinking for the well-being and sities which have public relations programs. The doing good. researchers will have access to the student social responsibility projects. In addition to document References these programs to understand the contribution Z (2011). Universitelerde Sosyal Sorumlu- luk Bilincinin Gelistirilmesi: Ege Universites of this initiative by YOK, its shortcomings, and Topluma Hizmet Uygulamalari Dersi Uzerine how to improve this initiative. These four pub- ducted with public relations academics from Saran M, Coskun G, Zoren Inal, F and Aksoy, analysis, semi-structured interviews will be con- lic relations programs are from two foundations bir Arastirma {Improving the consciousness of social responsibility at universities: A research (private) and two public (state) universities. on lesson of social responsibility practice ate Ege University} Journal of Yasar University, Results and Conclusion 22(6) 3732-374.7 3 A 105 bstrActs https://sosyalsorumluluk.ege.edu.tr/ https://www.aa.com.tr/tr/egitim/yokun-ara- stirma-universiteleri-performans-siralama- si-aciklandi/3062706 https://www.yok.gov.tr/Sayfalar/Universiteler/ arastirma-universiteleri.aspx https://www.yok.gov.tr/Sayfalar/Haberler/2024/ universiteler-binlerce-sosyal-sorumlu- luk-projesiyle-topluma-hizmet-sunuyor.aspx Keywords Higher educational institutions, public relations programs, social responsibility projects of stu- dents, society, well-being 3 A 106 bstrActs Ukraine’s Use of Nation Branding Amidst Russia’s Full-Scale Invasion Savchuk, Viktoriia, University of Maryland (USA) What does well-being entail in times of war? Strategic communication involves purposeful How do you support people when their homes communication aligned with an entity’s strate- face daily missile attacks, and their children have gic objectives, with its origins rooted in mili- to study in bomb shelters? Public relations and tary theory. Ironically, it is often overlooked by strategic communication can become crucial communication science, possibly because of the to a country’s defense, securing the safety and negative associations with information warfare well-being of its citizens. For example, in 2022, (Zerfass et al., 2018). This highlights the necessi- Ukraine became the first country to launch a na- ty for further exploration of strategic communi- tion branding campaign during an ongoing war. cation during wartime. Challenging times demand the use of new tools to defend your country and its citizens. Ukrai- Russia’s war on Ukraine has fundamentally shift- nians had to tell the world about themselves to ed the global perception of the nations involved seek help to stop Russia’s war, which started in (Chaban & Elgström, 2023) and introduced na- 2014 and escalated in 2022. tion branding as a crucial tool in warfare (Kane- va, 2023), emphasizing the changing objectives This research project focuses on Ukraine’s use of and potential impacts of such practices and re- nation branding amidst Russia’s full-scale inva- search. sion. It conducts a systematic content analysis of nation branding through a relationship-building Nation branding has evolved as a multidimen- paradigm of public relations to decipher their sional effort involving a diverse range of ac- impacts on strategic communication during tivities, aiming to shape a nation’s perceptions How does Ukraine’s President’s Telegram chan- goals. Conventionally, it is conceived as nation- al image management (Surowiec, 2016; Szondi, wartime by addressing the following questions: on the international stage and achieve specific ways are relationships manifested in nation 2010), denoting the organized framework de- nel construct Ukraine’s nation brand? In what branding? signed to influence and uphold the reputation of a state or nation. Literature review Szondi (2010) presented an alternative concep- tualization of nation branding by examining the Sometimes strategic communication and pub- role of public relations within it. The scholar lic relations are used synonymously. Yet, I align proposed relationship building as a new frame- with Yuskiv et al. (2022) and Khorishko (2022), work, asserting that both domestic and foreign viewing public relations as a primary compo- publics should have ownership over a dynamic nent of strategic communication. brand, enabling collaborative creation of identi- ty and meanings. 3 A 107 bstrActs Applying the relationship-building framework unity, heroism, strength, and gratitude as the of public relations to nation branding in stra- fundamental components shaping the nation’s tegic communication during wartime can offer brand. valuable implications across theoretical, practi- cal, and policy perspectives. The research findings echo Yuskiv et al.’s (2022) study, indicating that Ukraine’s strategic com- Methodology munication prioritizes themes related to gar- matic analysis (Braun et al., 2019) to examine line with Yuskiv et al.’s (2022) and Chaban and posts from Ukraine’s President’s official Tele- Elgström (2023)’s studies, emphasizing Ukraine’s gram channel posted during the first year after protagonist identity. This project applies a reflexive qualitative the- state authorities. Additionally, the results are in nering international support and engaging with extracting content from Volodymyr Zelenskyy’s To further enhance this project, it would be ben- official Telegram channel, totaling 546 posts, Russia’s full-scale invasion. I gathered data by Since 2022, Telegram has transformed into a more nuanced comprehension of nation brand- pivotal platform for Ukrainians seeking in- ing. Including timeframes before and after one formation about the war (Yuskiv et al., 2022), year from the full-scale invasion through a lon- and randomly examined 10% of these posts. to encompass a variety of platforms and offer a eficial to extend the analysis beyond Telegram and emerged as the primary platform for the gitudinal analysis can uncover shifts in strategic Ukrainian President to connect with his constit- communication. Expanding the scope to involve uents. Given Zelenskyy’s impact on the country’s other key actors in Ukraine’s strategic communi- internal and external agenda, analyzing his com- cation, not just the President, will further enrich munication platforms is crucial. the examination of dynamics. Results and conclusions Keywords This project reveals that nation branding tran- strategic communication, nation branding, public scends traditional communication campaigns relations, social media, warfare and is strategically harnessed in the online do- main. Zelenskyy’s Telegram channel prioritizes themes related to garnering international sup- port and cultivating relationships with diverse strategic publics. Mentioning various individu- als and showcasing their roles in Ukraine, along with sharing their pictures, has contributed to the co-creation of Ukraine’s brand identity, aligning with Szondi’s (2010) relationship-build- ing approach to nation branding. Ukraine’s identity is portrayed as a protagonist opposing Russia and the Soviet Union, align- ing itself with the European Union and the free world. Furthermore, Zelenskyy’s Telegram channel defines Ukraine’s resistance, identifying 3 A 108 bstrActs Let’s Tango with the Wind. Disinformation and Onshore Wind Turbines Scott, Anthony, Hanze UAS (The Netherlands) Adema, Niels, Hanze UAS (The Netherlands) Elving, W.J.L., Hanze UAS (The Netherlands) Schepers, Gerard, Hanze UAS (The Netherlands) In the need to increase the amount of renewable developing and implementing standards. Fueled energy, wind energy both on- and offshore are a by misleading information, localized opposition necessity. Though there is not always wind (like often gains traction, posing challenges to the there is not always sun) wind energy became consistent growth of onshore wind energy. remarkably cheap and produces no greenhouse gasses. However, onshore wind turbines are con- Additionally, the regulatory landscape govern- fronted with a lot of resistance from local resi- ing onshore wind energy projects illustrates a dents because of hindrance regarding noise and multifaceted environment with complicated disturbance of their landscape view. permitting and planning processes. The com- plexity of navigating these processes introduces The Netherlands currently boasts over 2,144 on- vulnerabilities that disinformation campaigns shore wind turbines, demonstrating the coun- exploit. Anti-wind groups have been leveraging try’s commitment to meeting the national elec- regulatory intricacies to propagate misleading tricity demand through renewable sources (CBS, narratives about wind turbine noise’s health and 2022). These targets underscore the nation’s environmental impacts, contributing to public commitment to achieving a more sustainable skepticism. Despite claims of health risks, the energy environment through a mix of renew- organization of health care research (NIVEL, ables, including wind power. However, planning 2023) did not find any significant indications barriers, inconsistent noise regulations, and in- of health risks of people living close (less than creasing public resistance threaten the pace of 5km) to wind turbines compared to those not progress (Breukers & Wolsink, 2007). This is es- about wind turbines. pecially impacts Dutch households as research shows 70% of Dutch municipalities will have We applied the Issue Arena Conceptual Frame- households within a 2.5km radius of an onshore work Vos (2017) to systematically analyze the wind turbine (TNO, 2022). public debate and disinformation around wind turbine noise annoyance in the Netherlands. The At the provincial and municipal levels, noise and Issue Arena model consists of four key compo- spatial consideration regulations introduce ad- nents: ditional layers of complexity. A lack of national and local policy frames has led to bottlenecks in 3 A 109 bstrActs 1. Issue-related aspects - the substantive themes Despite limitations, the study provides founda- and claims being debated. tional insights for ongoing research and inter- 2. Actors - the stakeholders involved and their ventions in the field of renewable energy com- interests. munication, emphasizing the importance of 3. Places of interaction - the contexts and chan- adaptive strategies to foster an informed public nels where debates emerge. discourse. 4. Courses of debate - how the debates and claims evolve. References This framework positions complex issues as Breukers, S., & Wolsink, M. (2007). Wind pow- er implementation in changing institution- co-creations of various stakeholders interacting al landscapes: An international comparison. in an ecosystem of debates across media, online Energy Policy, 35(5), 2737–2750. https://doi. spaces, and communities (Luoma-aho & Vos, org/10.1016/j.enpol.2006.12.004 2010). It provides a structured approach to map all facets of the wind turbine noise annoyance Baliatsas, C., IJzermans, J., Hooiveld, M., Ken- ens, R., Dückers, M. (2023). Gezondhe- issue arena. idsverkenning windturbines: bevindingen op populatieniveau van een landelijke studie geb- We aim to investigate disinformation surround- aseerd op gegevens van huisartsregistraties, ing wind turbines and their associated noise an- noyance among residents of the Netherlands us- over een tienjaarsperiode (2012-2021) [Health exploration wind turbines: findings at popula- ing the Issue Arena Model. We seek to elucidate how disinformation fuels ongoing debate and tion level from a national study based on data from GP registrations, over a ten-year period] opposition around this issue. (2012-2021) We interviewed 6 experts, coming from ener- Luoma‐aho, V., & Vos, M. (2010). Towards a more gy companies involved in developing on shore dynamic stakeholder model: Acknowledging wind turbines, including two managers who are multiple issue arenas. Corporate Communica- working on a local wind park. They all have ex- tions: An International Journal, 15(3), 315–331. periences in dealing with disinformation and https://doi.org/10.1108/13563281011068159 resistance. Mulder, P., Boonman, H, & Sterkenburg R. (2022) De verwachte impact van windturbines Key findings include the identification of a op huizenprijzen in Nederland. Een ruimteli- dynamic landscape influenced by decentral- jke analyse voor de periode 2020-2030. [The ized governance, conflicting national and local expected impact of wind turbines on prop- goals, and the rise of political disinformation. erty prices. A spatial analysis for 2020-2030] Stakeholder mapping reveals a complex web of Available: https://repository.tno.nl/islandora/ actors with varying positions. The research as- object/uuid%3Affd85718-341f-4de4-b1cd- sesses digital and traditional platforms, cultur- 9c5ff1259ead al resistance, and political skepticism. Practical recommendations are proposed, focusing on a Vos, M. (2017). Communication in turbulent two-way symmetric communication strategy to times: Exploring issue arenas and crisis com- connect with local communities and dispel mis- munication to enhance organisational resil- conceptions about wind turbine noise. ience. University of Jyväskylä. 3 A 110 bstrActs External Communications of Employee Well-being and Care: Contexts and Discrepancies Selakovic, Marko, S P Jain School of Global Management (U.A.E.) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Krkic, Marijana, University of Belgrade (Serbia) Introduction and purpose of the study bayashi, Eweye & Tappin, 2018). well-being to external audiences. The study aims challenges for employee well-being: Juchnowicz and Kinowska (2021) argued that the digitaliza- to identify what are the main terminologies used tion of work that occurred during the pandemic in communication of the employee well-being the corporate sector communicates employee The COVID-19 pandemic introduced a set of new The purpose of the study is to examine how programs and activities toward external stake- transformed the relationship between employ- ees and employers and impacted the perception holders. Additionally, the study aims to add to of quality of life and well-being. Post-pandemic the understanding of whether communications expectations of the employees have changed: ac- of the companies related to well-being are con- cording to an Infostud (2022) survey, companies gruent with the expectations of the employees are not fully following the needs of employees related to their well-being. in terms of psychological support - this growing Literature review need of employees is significantly underestimat- ed by decision-makers in companies. According Employee well-being is a complex construct, to the survey, the gap between the needs of em- consisting of three core components: subjec- ployees and what companies offer is significant: tive well-being; workplace well-being, and psy- for example, while 81% of employees included chological well-being (Page & Vella-Brodrick, in the survey reported disturbances such as in- 2009). Companies are taking a myriad of initia- creased concerns, stress, or low mood during tives to contribute to employee well-being. At the pandemic, only 18% of companies provided the same time, care about employee well-being their employees with psychological counseling. is an important pillar of the communications of Thus, the research aimed to understand how the the corporate sector towards external stakehold- corporate sector perceives employee well-being, ers. Evidence about care for employee well-be- how it communicates well-being to external au- ing is found in numerous literature sources diences, and to compare communications of the analyzing organizational behavior and human corporate sector with the priorities and needs resources. Despite all efforts, large corporations expressed by the employees. find it difficult to improve employee well-being and human sustainability in areas such as work- life balance, flexibility, and gender diversity (Ko- 3 A 111 bstrActs A document analysis has been deployed to iden- ployees. Moreover, the study offers a review of communications efforts to promote employee Methodology ing policies with needs expressed by the em- related to employee well-being. Companies` well-being and suggests the directions for future tify external communications of the companies websites have been searched for the terms “em- development of employee well-being communi- cations and policies. ployee well-being” or “care for employees” in En- glish and Serbian language. A total of 73 exam- ples of corporate communications that include References phrases followed by more detailed descriptions Infostud (2022). Research results: What do em- of concrete measures have been identified, and ployees in Serbia want?. Infostud. Retrieved consequently included in the research. from https://www.hrlab.rs/hr-blog/novosti/re- Each case has been analyzed from the semanti- Juchnowicz, M., & Kinowska, H. (2021). Em- cal perspective and associated with the termi- zultati-istrazivanja-sta-zele-zaposleni-u-srbiji nology used to describe what companies are do- the COVID-19 pandemic. ployee well-being and digital work during ing within their employee well-being programs. 293-305. Information, 12(8), Word clusters have been identified, and findings have been compared with the priorities of the Kobayashi, K., Eweje, G., & Tappin, D. (2018). employees described in the Infostud (2022) sur- Employee wellbeing and human sustainabili- vey. ty: Perspectives of managers in large Japanese corporations. Business Strategy and the Envi- The document analysis of content published on Koskela, M. (2014). Occupational health and safety in corporate social responsibility re- corporate websites indicates that companies are ports. Results and conclusions ronment, 27(7), 801-810. emphasizing occupational health and safety as Safety science, 68(1), 294-308. the core of their employee well-being programs Page, K. M., & Vella-Brodrick, D. A. (2009). The (53 examples), followed by work flexibility (50 ‘what’, ‘why’ and ‘how’ of employee well-being: examples) and events for employees (26 exam- A new model. Social indicators research, 90(1), ples). These elements contribute to the percep- 441-458. tion of companies as responsible corporate cit- izens (Koskela, 2014). However, these findings Keywords are only partly in line with the expectations of the employees expressed in the Infostud (2022) employee well-being, corporate communication, survey: although both companies and employees digital communication, corporate social responsi- highlighted stress, communication, and busi- bility, occupational health and safety ness skills as the most relevant topics, external communications related to well-being highlight different topics. Practical and social implications The study provides guidelines to both commu- nications and human resources practitioners about possible alignments of company well-be- 3 A 112 bstrActs News Agencies as a Blind Sport in PR Research. Results of Qualitative Interviews in the New Media Landscape of the Early 21st Century Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Inderhees, Marco, Macromedia University of Applied Sciences Cologne (Germany) According to the Call for Papers, BledCom 2024 1988, but also more recently e. g. Macnamara, 2019, Hoffjann, 2022, Weder et al., 2023). Most Introduction and purpose of the study 1979 and 1991, Turk, 1986, Ryan & Martinson, and not just papers that discuss the conference ship between PR professionals and journalists (or PR and journalism more general), but also, theme”. This paper is one of those general pa- that there are significant differences in the per- pers. It deals with a central blind spot - namely lic relations and communication management of these studies have shown a very close relation- welcomes “ALL papers that are relevant to pub- ception of the impact of these relationships. an area that continues to be of great importance, especially for media work within public rela- News agencies, however, and their significance tions, but which has received and continues to for the field of public relations is only mentioned receive very little attention in research and liter- as a marginal aspect. As Nelissen & Hendrickx ature. This is the interplay between media releas- (2023) state: “News agencies are regularly men- es as a product of public relations and the actual tioned in scholarly works among the principal work of news agencies in the further use of these sources of information [...]. However, little is media releases. In particular, there are no cur- known about how these agencies themselves rent studies on how this area presents itself un- source news.” While it is commonly assumed der the changing media conditions of the early that, at least in democratic countries, news agen- 21st century. The aim of this paper is therefore cies follow high journalistic standards and strive to shed some light on this under-researched area to maintain neutrality (Vyslozil & Surm, 2019), by means of qualitative interviews. it is important to take a more specific look at this type of communicator towards social order. Literature Review The general relationship between public rela- Methodology tions and journalism, as well as differences and This research paper aims to make a small ex- similarities between the two fields (including ploratory contribution in this strand of research, training), has long been extensively studied in which has received far too little attention. It is our academic field (e. g. Cutlip, 1961, Baerns, based on so far 11semi-structured interviews. 3 A 113 bstrActs Nine of them were conducted with represen- Practical and social implications tatives of different functional areas at agencies For the field of Public Relations and Corporate (managing level as well editior-in-chief and Communications, these results show that news “normal” journalismt) as well as newsrooms of agencies should be considered more as import- various media outlets (newspaper, tv, radio and ant and highly trusted intermediaries in external pure online channels. In addition, three aca- communication. Overall, however, this inter- demic experts in the field of media economics play, and especially its critical aspect, has not yet and media law were interviewed. The interviews been sufficiently explored in the academic and were conducted in the federal state of a large EU applied literature. Much more research would member country and intensively analysed using be interesting – to help PR professionals in their MAXQDA. daily work, but also to critically discuss the im- plications of these findings for democratic soci- Selected Results and conclusions eties as a whole. The qualitative interviews analysed for this re- search paper show very clearly the difficult rela- Keywords tionship between public relations organisations Public Relations, Press Releases, News Agencies, and news agencies. In summary, it can be said Newsrooms, Media Transformation that agencies offer a very differentiated picture in their handling of press releases: They are important to all interviewees, although to varying degrees. The smaller the agency and the more relevant the information is to a certain topical field, the greater the chance of triggering coverage with a press release as the person re- sponsible for PR. Press releases in direct use (without using a news agencies as intermediary) also continue to be of great importance for media representatives, but that they are also overwhelmed by an abundance of press releases and other communication. In the end, the actual use depends strongly on the type of media and the specific department. Additionally, it remains to be noted that it is very likely that media will generally take over press releases that are disseminated within agency re- ports unchecked due to the so-called “agency principle”. For PR professionals that might make the job easier at a first glance, but, however, sometimes a higher level of reflection would also give the opportunity to communicate the own position deeper. 3 A 114 bstrActs Crisis Communication Scholarship: The Dire Need for a Socio-cultural Perspective Sriramesh, Krishnamurthy, University of Colorado (USA) Crises are ubiquitous in modern times and their liberal media environment. On the other hand, a more liberal and federal political system such Introduction and Purpose of the Study in a more pluralistic political system with a more media. Despite its global nature, crisis commu- risk mitigation measures such as masking, shut- downs, etc. Ironically, the Chief Executive of the nication scholarship has almost entirely neglect- country himself led the charge against a Federal ed the role of socio-cultural variables in crisis agency – tthe CDC – by refusing to wear a mask communication. To reduce this ethnocentricity, in public and offering many confusing public this study proposes an approach where the term statements on the potency of the virus or ways culture is defined broadly to include political of preventing it from spreading. He was aided systems, level of economic development, media in such ‘activism’ by his many Republican sup- culture, societal culture, and activist culture - a porters in Congress. Inter-Governmental Orga- framework presented by Sriramesh & Verčič, the emergence of digital and social media that ious actors from the very outset. More conser- vative state administrations such as Florida re- have circumvented traditional “gatekeeping” sisted even the CDC’s directions with regard to functions by traditional print and broadcast and global. Among the many reasons for this is as the US saw acrimony and division among var- consequences are becoming ever more serious, (2020). The proposed study addresses the over- nizations (IGOs) such as NATO and WHO were also affected by stark differences in the political all research question: What role do socio-cultural ideologies of member-states. Activist groups variables play in the crisis communication? – civil society – played a key role also on both Literature Review sides of the socio-cultural divide. The Covid-19 pandemic thus helps illustrate that the pandem- The Covid-19 pandemic is a crisis case that ic was perceived, and responded to, differently helps illustrate the rationale for studying the role by nations based on their socio-political factors. of culture in crisis communication. By all ac- counts, the SARS-Cov2 that caused the Covid- Yet, crisis communication scholarship has large- 19 pandemic, originated in China (Ye, Z, et. Al. ly been silent on the critical role of socio- cultur- 2020) in late 2019. Yet, the world only heard al variables in crisis communication. As a result, about it months later in early March 2020 be- E. T. Hall’s (1959) insightful comment: “culture is cause Chinese authorities chose to not disclose communication and communication is culture” it to the public for several months. One can only (p. 186) has mostly been ignored by most cri- wonder how the course of the global pandemic sis communication literature. Two theories have might have been altered had the virus originated dominated research in crisis communication 3 A 115 bstrActs over the past thirty years: Image Restoration The- pansive definition of the term culture as being ory (Image Repair Theory) proposed by William proposed in this study. Benoit (1995, 1997) and Situational Crisis Com- munication Theory offered by Timothy Coombs Methodology evident when one reviews scholarly books on method, which has multiple benefits. Cutler (2004) concluded that “if thoughtfully conceived crisis communication going as far back as 1997. and well executed, [case studies] are a research Of the 15 scholarly books on crisis communica- tool well suited to study [communication]” (p. tion (see enclosed bibliography) only two offer 365). Harvard Business School pioneered the crisis case studies and only three address culture case study method to study organizational com- as a variable influencing crisis communication. munication102 years ago. Former Harvard Busi- Of the other books, only a few make occasion- ness School Dean Nitin Nohria articulated the al references to culture or may even devote one benefit of the case study method: “Cases expose chapter to the topic (eg. Frandsen and Johansen, scholar recognizes even in passing, the role of al approach to crisis communication, the case study method seems quite appropriate. This culture in crisis communication. Further, there project proposes to primarily use the case study is also a paucity of crisis case studies, which is book starting in 2007 (Coombs, 2022). Neither Given the relative novelty of this socio-cultur- (2004, 2007) and in six different editions of his 2017) but they do not accord culture the prima- students to real business dilemmas and deci- cy it deserves in crisis communication. Of the sions. Cases teach students to size up business three books that do address culture/internation- problems quickly while considering the broader al perspectives, one was published 11 years ago organizational, industry, and societal context... and did not use the same conceptual framework Cases teach students how to apply theory in to analyze crisis cases (George and Pratt, 2012). practice and how to induce theory from practice. The world and its cultures have changed a lot The case method cultivates the capacity for crit- since then. The second book (Bernhardsdottir, ical analysis, judgment, decision-making, and 2015) used Grid Group Cultural Theory (GGCT) action” (Nohria, 2021). Gillham (2010) provides to analyze crisis communication. GGCT focuses an extensive discussion of the case study method on four dimensions of societal culture: hierar- as do Tsang (2013) and Welch, et. al. (2011). chy, egalitarianism, individualism, and fatalism. Although any analysis that gives credence to cul- Crisis communication being an applied science, ture is a step forward, there are many more di- the case study method seems most appropriate mensions to societal culture than the ones used wherein a specific crisis faced by an organiza- by Bernhardsdottir. The third book (George and tion (eg. for-profit corporation, government Kwansah-Aidoo, 2017) offers case studies from agency, or not-for-profit organization) is chosen several non-Western countries. As heartening for analysis. The analysis will have two broad as- George and Kwansah-Aidoo’s approach is, once pects. First, a thorough description of the crisis: again the focus is only on societal culture and the origin/source of a crisis, its expansion, and in a “transboundary context” and other socio- ultimately resolution and damage caused espe- political variables are not at all addressed. Thus, cially to organizational stability and reputation. one can reasonably contend that a cultural per- Second, an analysis of crisis communication vis- spective of crisis communicattion is long over- a-vis the role that the five socio- cultural vari- due. Further, one can also contend that there is ables mentioned above played in the develop- a dire need for cases that address the impact of ment and resolution of the crisis. culture on crisis communication with a more ex- 3 A 116 bstrActs Results and Conclusions References This approach has already been used under the Sriramesh, K., & Vercic, D. (2020). The Handbook leadership of the author to analyze a sample of of Global Public Relations: Theory, Research, crises in Asia. The primary findings of those will and Practice (Revised and Expanded Edition). presentation will also discuss how the experi- Ye, Z. W., Yuan, S., Yuen, K. S., Fung, S. Y., Chan, ence from these Asian cases can be extended to be discussed as part of this presentation. The New York: NY: Routledge. other socio-cultural environments such as Eu- man coronaviruses. C. P., Jin, D. Y. (2020). Zoonotic origins of hu-rope. International Journal of Bi- ological Sciences, 16(10): pp. 1686-1697. DOI: Practical and Social Implications Hall, E. T. 10.7150/ijbs.45472 The silent language. New York, NY: Crisis communication is at its core, a profession- Anchor Books. al activity/practice. Theorizing should help im- prove practice at its most applied level. So, this Coombs, T. (2022). Ongoing Crisis Communica- proposal has a dual purpose of helping expand tion: Planning, managing, and responding. ship expanding its theoretical parameters. Such Benoit, W. L. (1997). Image repair discourse and theoretical expansion will help crisis commu- the horizons of crisis communication scholar- Thousand Oaks, CA: Sage. nication practice, which is practiced by every 23, 177–186. type of organization. Therefore, a study that George, A. M., & Pratt, C. B. (2012). crisis communication. Public Relations Review, assesses the impact of socio-cultural factors on Case studies crisis communication is going to help all orga- in crisis communication: International perspec- nization types to better manage their communi- tives on hits and misses. New York, NY: Rout- cation and relationship building. By providing ledge. empirical data on the impact of socio-cultural George, A. M., & Kwansah-Aidoo, K. (2017). variables on crisis communication, this project Culture and crisis communication: Trans- fills a huge chasm in existing scholarship first boundary cases from nonwestern perspectives. but also aids professionals. Finally, in addition Hoboken, NJ: John Wiley & Sons. proposed study will help the process of teach- Cutler, A. (2004). Methodical failure: the use of to its theoretical and practical ramifications, the ing crisis communication – especially in insti- case study method by public relations research- ers. Public Relations Review, 30. 365-375. tutions of higher education – by providing cur- rent case studies. There are very few crisis case study books available to university teachers even Keywords ing courses in crisis communication. though there is a steep rise in universities offer- Crisis Communication , Culture and Crisis Com- munication, Socio-cultural variables, Culture and Communication 3 A 117 bstrActs Navigating Informed Health Choices: Sociocultural Factors and Information Channels in the Context of Chiropractic Services in Croatia Takahashi, Marta, Catholic University of Croatia (Croatia) Introduction and purpose of the study Literature review Complementary and alternative medicine Improved health and longer life spans, increased (CAM) are a wide range of healthcare practices productivity, increased material well-being, the that fall outside of conventional medical prac- expansion of education and communications, tices, and are not fully incorporated into the and the complexity of social organization are Given that the providers of complementary post-materialistic values are strengthened (Mal- dini, 2008). An additional aspect of post-mate- treatment methods, such as chiropratic, are not predominant healthcare system (WHO, 2019). part of the socioeconomic development, where subject to legal regulations covering convention- rialistic values is emphasizing the importance of personal development, self-realization and qual- al medical services in Croatia, they are not well ity of life, and promoting self-care and investing recognized by the general public. in one’s own health as a priority, especially with The goal of this research is to determine the types nance (Axén, Hestbaek, Leboeuf-Yde, 2019). an emphasis on prevention and health mainte- of information channels and media content, at- From that perspective, the so-called convention- titudes, and characteristics of individuals using al (orthodox) methods of treatment belong more chiropractic treatments. The choice to use CAM to modernist or materialistic values, mostly be- aligns with post-materialistic values, emphasiz- cause they are oriented towards a curative effect ing personal development, self-expression, and and a symptomatic perception of the problem. health investment (Coulter, Willis 2007). So- On the other hand, complementary or alterna- cioeconomic shifts diminish traditional values, tive methods are linked to postmodernist values. empowering individualization, self-confidence, and responsibility (Inglehart, Baker, 2000). Chi- Methodology ropractic, requiring active patient involvement, Based on the operationalization of research vari- underscores the importance of informed choic- ables, a survey questionnaire will be construct- es. Awareness of chiropractic is crucial in its se- ed as the main instrument of empirical veri- lection. fication. The survey will be conducted online, with a sample of 200 respondents from Croatia, 100 of which have experience with chiroprat- 3 A 118 bstrActs conducted in March 2024. The questionnaire Axén, I., Hestbaek, L., Leboeuf-Yde, C. (2019). will examine the sociocultural characteristics of ic treatments and 100 which do not. It will be References the respondents, and information channels they systematic review of the literature. Chiropractic maintenance care - what’s new? A use while researching CAM versus conventional Chiroprac- medicine, and making informed decisions. tic & Manual Therapies, 27 (63). doi: 10.1186/ s12998-019-0283-6. H: The research subjects who display an accep- Coulter, I., Willis, E. (2007). Explaining the tance of predominantly post-materialistic values growth of complementary and alternative have a tendency towards the use of information medicine. Health Sociology Review, 16 (3-4), channels that are supportive of complementa- 214-225, doi: 10.5172/hesr.2007.16.3-4.214. ry treatment methods, including chiropractic, Inglehart, R., Baker, W. E. (2000). Moderniza- while the opposite is true for the subjects who tion, cultural change and persistence of tra- predominantly accept traditional social values. ditional values. American Sociological Review, 65, 19-51. Results and conclusions Maldini, P. (2008). Demokracija i demokratizaci- research will confirm the hypothesis. The results World Health Organization (2019). WHO glob- of the proposed research examining the con- It is expected that the preliminary results of the ja. Dubrovnik: Sveučilište u Dubrovniku. of certain information channels on the research 4-151543-6. subject’s tendency to use complementary meth-ods of treatment on the example of chiroprac-Keywords nection between sociocultural factors and use medicine 2019. Geneva: WHO. ISBN 978-92- al report on traditional and complementary tic will have a multi-layered application of the results in practice, given the lack of research on CAM, Chiropractic, Complementary and alter-the topic. native medicine, Health, Post-materialism, Socio- cultural factors Practical and social implications The research results will be able to be used in health education, market research and poten- tially in the legal regulation of complementary (alternative) medical services. 3 A 119 bstrActs Communication Competence and Challenges of Family Caregivers in Navigating End-of-Life Conversations Tan, Rachel, Singapore Management University (Singapore) Ho, Kelvin, Singapore Management University (Singapore) Deng, Olivia, Singapore Management University (Singapore) Chia, Glen, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) Singapore, with a rapidly aging population of delves into how factors like family relationships, 5.92 million, faces significant challenges in its finances, resources, cultural norms, and Asian healthcare system, exacerbated by escalating values contribute to the comfort or discomfort costs and increasing pressures on family care- in communication, ultimately affecting the end- givers (National Population and Talent Division, of-life experience of patients. 2023). In a society driven by strong familial val- ues, these caregivers are pivotal in end-of-life Previous research has highlighted the difficul- care and ultimately make important decisions ties in discussing end-of-life care within fami- for their care recipients (Ministry of Health Sin- lies, especially in cultures where death is a taboo gapore, 2023, Gu et all, 2015). Yet, they strug- subject. Studies have shown that caregivers often gle to communicate to their dying loved ones as lack adequate information and support, which they navigate a complex landscape marked by can negatively impact the quality of end-of-life societal taboos about death and ingrained neg- care (Chua et al, 2020). End-of-life care is vital ative perceptions of palliative care and nursing for addressing diverse needs in the final stage homes (Singapore Hospice Council, 2023). This of life, positively influencing the fulfillment of study seeks to understand the communication care recipients’ wishes and overall patient health competence and challenges of primary family outcomes. This study builds upon this existing caregivers in navigating end-of-life conversa- body of knowledge and contributes to literature tions. The study is guided by three key research by examining the unique cultural, social, and questions: RQ1 investigates underlying factors emotional factors that influence caregiver com- such as perceptions, knowledge, and attitudes munication and decision-making at the end of towards palliative care and their impact on care- life in Singapore. giver-patient communication during end-of-life discussions and decision-making. RQ2 explores To delve into these intricate dynamics, the study the media consumption patterns of caregivers carried out 22 semi-structured in-depth in- seeking information on palliative care and how terviews with a representative sample of fam- these patterns influence their engagement with ily caregivers in Singapore in the last quarter patients and competence in accessing useful of 2023. Caregivers were carefully selected to knowledge for desired health outcomes. RQ3 meet specific criteria, including demographics 3 A 120 bstrActs that reflect the multicultural ethnic population communication approach regarding end-of-life of Singapore, and that they must have provided care, fostering better patient outcomes aligned care within the last five years. These parameters with their wishes. ensured a variety of recent experiences and per- spectives in caregiving and challenges in end-of- The findings of this study bear significant impli- life communication that reflect the society’s cul- cations for both practical application and soci- tural norms. Each interview lasted between one etal impact. Singaporeans play a pivotal role in and two hours, and the data collected through delivering active caregiving, be it on an individ- audio recordings was subsequently transcribed ual or collective societal level. Family caregivers and analysed. require increased awareness and knowledge con- cerning the significance of end-of-life care and The study revealed a substantial lack of aware- effective communication (Ministry of Health ness of family caregivers around palliative care Singapore, 2023). For policy makers, these in- (86%) and knowledge gaps (91%). Notably, more sights underscore the importance of seamlessly than half did not even discuss final wishes for integrating end-of-life and palliative care con- a “good death” with their care recipients, while versations into public health communication, the remainder discussed primarily medical top- initiatives, and the broader environment. By do- ics (RQ1). The caregivers’ media consumption ing so, family caregivers can enhance their com- patterns on palliative care or treatment subse- munication competence and effectively navigate quently influenced their engagement with care the daunting challenges involved in providing recipients, and competence in accessing useful care for loved ones at the end of life. knowledge. During their decision-making pro- cess, the majority (64%) had relied solely on References individuals such as doctors and healthcare pro- fessionals for information not always forthcom- Chua, G., Pang, G., Yee, A., Neo, P., Zhuo, S., ing (RQ2). Almost all caregivers (95%) did not Lim, C., Wong, Y., Qu, D., Pan, F., Yang, G. partake in conversations about end-of-life plans (2020, August 15). Supporting the patients prior to the diagnosis, indicative of prevailing with advanced cancer and their family caregiv- cultural stigmas associated with death. After di- ers; What are their palliative care needs? BMC agnosis, more caregivers (50%) engaged in end- Cancer, 20(768). of-life conversations, but their discussions were Gu, X., Chen, M., Liu, M., Zhang, Z., & Cheng, largely superficial and did not address crucial W. (2015, November 14). End-of-lide deci- aspects. Only half of caregivers (55%) believed sion-making of terminally ill cancer patients that their care recipient’s wishes were heard, in a tertiary cancer center in Shanghai, China. communicated, understood, and followed. This Supportive Care in Cancer, 24, 2209-2215 communication and decision-making processes, suggests a mixed level of satisfaction with their Ministry of Health Singapore (2023, May 9). En- nication between caregivers and recipients. The Retrieved December 22, 2023, from https:// www.moh.gov.sg/news-highlights/details/en- pointing to a critical need for improved commu- hancing End Of Life With Choices and Dignity. hance caregiver-patient communication and in- hancing-end-of-life-with-choices-and-dignity study concludes by emphasising the need to en- tegrate palliative care education and end-of-life Ministry of Health Singapore (2023, July 1). 2023 conversations into public health policies in the National Strategy For Palliative Care. Retrieved larger societal context. This leads to a more com- November 22, 2023, from https://www.moh. passionate, informed, and holistic public health gov.sg/docs/librariesprovider5/resources-sta- 3 A 121 bstrActs tistics/reports/2023-national-strategy-for-pal- liative-care-(nspc)-report.pdf National Population and Talent Division (2023, September 29). Population in Brief. Nation- al Population and Talent Division (Strategy Group Prime Minister’s Office). Retrieved November 22, 2023, from https://www.popu- lation.gov.sg/media-centre/publications/pop- ulation-in-brief/ Singapore Hospice Council (2023, December 11). Palliative Care Beyond Cancer. Retrieved December 22, 2023, from https://singapore- hospice.org.sg/palliative-care-beyond-cancer/ Keywords End-of-Life Care, Family Caregivers, Palliative Care, Communication, Singapore 3 A 122 bstrActs Impact of CSR and Corporate Sustainability Communication on the Rising Green Generation in Singapore Teo, Justin, Singapore Management University (Singapore) Gan, Jane, Singapore Management University (Singapore) Foo, Kai Yen, Singapore Management University (Singapore) Sim, Lincoln, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) Given the growing prominence of corporate sus- friendly than they really are. Their utilization of tainability in nearly every region of the world, persuasive marketing messages for short-term sustainable consumption has become a core en- financial gains, and their efforts to increase CSR deavor in an era of global push for sustainable visibility to recover tarnished reputations after development, particularly among the younger crises, have only fueled publics’ scrutiny and consumers (Seyfang, 2005). With the rise of the cynicism of business morals and ethics (Webb environmentally and socially conscious Millen- & Mohr, 1998). nials and Gen Z labeled as the “Green Gener- ation” (Deloitte; 2019), companies are placing This study hence purposes to examine the im- more emphasis on responsible business practices pact of corporate CRS communication on the and sustainability objectives at the heart of their younger and green population segments in business strategy. As a result, carrying out cor- Singapore. Drawing literature from multidis- porate social responsibility (CSR) activities and ciplinary research, a hypothesized model was communicating the intent and efforts of these developed to test the relationships between a) initiatives have never been more critical for or- CSR communication (independent variable) ganizations today (Ioannou & Serafeim, 2017). and 1) corporate reputation, 2) trustworthiness, 3) employer attractiveness and 4) purchase in- However, despite organizations’ attempts to inte- tention (dependent variables). Two other fac- grate CSR through their core businesses to help tors – social responsible consumption and CSR tackle the world’s pressing problems, publics are scepticism – were investigated for their roles as also becoming more skeptical of such corporate moderators. While there has been no lack of re- sustainability efforts. Defined as the tendency to search investigating the impact of CSR on vari- distrust organizations’ CSR claims and actions, ous aspects of corporate performance and con- CSR skepticism relates to doubts and suspicion sumers’ perception, there is a lack of empirical as to whether organizations can truly be altruis- evidence concerning the examined factors on tic when it comes to doing business (Vanhamme the rising “green generation” who will eventually & Grobben, 2009). Unfortunately, many orga- form a formidable segment of the workforce in nizations’ use of communication campaigns to Singapore. Hence, we find a pressing need to fill make them appear to be more environmentally this knowledge gap in the CSR and sustainability 3 A 123 bstrActs communication scholarship, given the growing resources to back CSR initiatives with an aim to power of youth and young graduates in driving boost corporate reputation. Amidst the grow- companies to be more engaged in responsible ing corporate emphasis on CSR, there is also an sustainability activities (Landrum, 2017). increasing number of studies that questioned if “doing good” will always lead to positive out- To examine the proposed hypotheses, on online comes (Sen & Bhattacharya, 2001). Indeed, survey was sent to Singaporean tertiary students such sustainability narratives have become a top and young working adults in the first quarter of shopping and job seeking priority for the rising 2020. A total of 403 Singapore citizens and res- and influential green generation in Singapore, idents between the ages of 21 and 35 years old and any missteps or perceived attempts at green- voluntarily participated in the online survey. The washing will almost immediately trigger a back- approval from the University’s Institutional Re- lash. Companies should consistently re-examine view Board (IRB) was received before the data the impact of their CSR communication on this collection. A statistical model using multiple re- target group if they wish to establish a reputation explain the relationships among the examined Zs and millennials in Singapore. variables. gression was subsequently carried out to test and for environmental stewardship among the Gen Our findings suggested that while corporate References reputation, employer attractiveness, and pur- Deloitte. (2019). The Deloitte Global Millennial chase intention are significantly associated with Survey 2019: Optimism, trust reach troubling CSR communication, such a relationship was low levels. Retrieved from https://www2.de- not found in trustworthiness. Our results also loitte.com/content/dam/Deloitte/global/Docu- suggested that social responsible consumption ments/About- Deloitte/deloitte-2019-millenni- erates the same direct relationship. The fact that quences of mandatory corporate sustainabili- ty reporting. Harvard Business School research no positive association was found between CSR working paper , (11-100). communication and trustworthiness was not Landrum, S. (2017, March 17). Millenni- surprising since the concept of trustworthiness is als Driving Brands To Practice Socially Re- tween CSR communication and the corporate Ioannou, I., & Serafeim, G. (2017). The conse- outcomes; and CSR skepticism negatively mod- positively moderates the direct relationship be- al-survey.pdf multi- dimensional and may not be determined through a single construct of effective CSR com- sponsible Marketing. Forbes. Retrieved munication. Additionally, trust literature identi- from https://www.forbes.com/sites/sarahlan- fies the propensity to trust as an important pre- drum/2017/03/17/millennials-driving-brands- stakeholders evaluate the trustworthiness of a (1995). An integrative model of organiza- tional trust. Academy of Management Re- company through its CSR communication. view, 20 (3), 709–734. https://doi.org/10.5465/ amr.1995.9508080335 Given that positive public perceptions of CSR Park, J., Lee, H., & Kim, C. (2014). Corporate the trustee (Mayer et al., 1995), which presents Mayer, R. C., Davis, J. H., & Schoorman, D. F. another set of complexity in examining how dictor of the judgment of the trustworthiness of to-practice-socially-responsible-marketing/ bring with it both social and financial benefits for organizations, it is not difficult to understand social responsibilities, consumer trust and why many companies today are allocating more corporate reputation: South Korean consum- 3 A 124 bstrActs ers’ perspectives. Journal of Business Research, 67(3), 295-302. Rothenhoefer, L. (2019). The impact of CSR on corporate reputation perceptions of the public—A configurational multi‐time, multi‐ source perspective. Business Ethics: A Europe- an Review, 28(2), 141-155. Sen, S., & Bhattacharya, C. (2001). Does Doing Good Always Lead to Doing Better? Consum- er Reactions to Corporate Social Responsibil- ity. Journal of Marketing Research, 38(2), 225- 243. Seyfang, G. (2005). Shopping for sustainability: can sustainable consumption promote ecolog- ical citizenship? Environmental politics, 14(2), 290-306. Vanhamme, J., & Grobben, B. (2009). “Too good to be true!”. The effectiveness of CSR history in countering negative publicity. Journal of Busi- ness Ethics, 85, 273-283. Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related mar- keting: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-238. Keywords CSR communication, sustainability, green genera- tion, corporate reputation, Singapore 3 A 125 bstrActs “Buying mercy” Effective altruism, philanthropy and social purpose as public relations Thompson, Gareth, University of the Arts London (UK) Introduction and Purpose Methodology This paper is concerned with the interplay be- Reflecting the recent emergence of the field and tween public relations and individual philan- the lack of existing literature relating to effective thropy, with a particular focus on the move- altruism and social purpose giving, the project ment for effective altruism and social purpose took the form of an exploratory study. The pri- giving. The aim of the project is to investigate mary methodology was a case study approach, the way high profile contemporary billionaires based on a set of examples reported in business such as Bill Gates, Mark Zuckerberg, Sam Bank- and general media of philanthropy by wealthy man-Fried and others are combining philan- individuals and families that also included an el- thropy with communications in a mode of per- ement of publicity and evidence of planned pub- sonal public relations that not only makes them lic relations work. The case studies were selected feel good about their legacy but also functions as based on a search of the ProQuest news database an exercise of power that can subvert the normal over the last ten years along with the cascading processes of public policy making. of cases that were uncovered in the literature re- view. Literature review A Results and conclusions Public Relations Review article in 1985 claimed that “Corporate philanthropy comes of age” (Til- Individuals and families are using high profile son and Vance, 1985). This study was followed publicised philanthropic giving in their name by papers that variously investigated the returns as a public relations strategy to offset historic that corporate giving could deliver to commu- reputation issues arising as a result of business nity relations programmes and evaluated how activities that have been the source of the wealth cause marketing could be interpreted as “philan- they are giving away. For example, the Sackler thropy as public relations” (Stole, 2008). Recent family, owners of Purdue Pharma which manu- book length contributions to the literature have factured the OxyContin drug that has contrib- claimed that the modern form of “big philan- uted to an opoid epidemic in the US, has been thropy” as practised by high profile donors such accused of trying to donate their way out of as Bill Gates, Mark Zuckerberg and others “can trouble in a “whitewash” through philanthrop- be a plutocratic exercise of power” that deploys ic donations in a lawsuit filed by the New York “vast private assets toward a public purpose, fre- attorney general. Similarly, despite working for quently with the goal of changing public policy” his father Rupert Murdoch’s News Corporation (Reich, 2019). for most of his working life, including as CEO 3 A 126 bstrActs of 21st Century Fox when Fox News was at the References forefront of publicising divisive conspiracy the- Girdharadas, A. (2020). Winners Take All. The ories and giving a voice to climate sceptics, in elite charade of changing the world . New York: 2019 after leaving Fox, James Murdoch and his Penguin wife, Kathryn made donations of $4.25 million Mass, P. (2019). The son of Fox News founder to the US-based Environmental Defense Fund Rupert Murdoch quietly donates to liberal that fights climate denial as well as gifts to Unite causes but offers no apologies for what he and America and the Anti-Defamation League. his family have done. The Intercept , 29 June. Implications Reich, R. (2019). Just Giving. Why philanthropy The main implication of this study is the reali- is failing democracy and how it can do better. Princeton: Princeton University Press. sation that philanthropy is being used as a tool of public relations beyond traditional legacy Stole, I. (2008). Philanthropy as Public Rela- motives as a calculated offset to correct damage tions: A Critical Perspective on Cause Market- done in creating the wealth that is being given ing. International Journal of Communication 2, away. Niche PR firms that combine reputation 20-40. management and social impact consulting are Tilson, D. & Vance. D. (1985). Corporate philan- emerging to serve this field and author Anand thropy comes of age. Public Relations Review Girighardas (2020) urges transparent commu- 11 (2), 22-33. nications on the nature of the transaction when donations are made by their billionaire clients: “The Murdochs are trying to buy mercy on the Keywords cheap and it is being willingly sold to them by Effective altruism; philanthropy; social purpose; people who should know better”, (Mass, 2019). public relations 3 A 127 bstrActs How digitalization of internal communication affects internal communication satisfaction, employee engagement and consequently perceived life satisfaction Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljtubljana and Herman & partnerji (Slovenia) Anja Špoljarić, University of Zagreb (Croatia) Introduction and purpose of the study To understand new patterns of communication cation technology (ComTech) and how it affects We believe it is relevant to explore the relation- employees’ lives, this project aims to develop a affected by the introduction of digital communi- Literature review and explore how it connects perceived digital and practical perspective. A central point of this channel value, culture, personality, social ex- project is to look at the relationship between all change quality indicators, engagement, and life described concepts, and through that explore theory of internal communication preference tion and life satisfaction, from both a theoretical ship between internal communication satisfac- satisfaction. the influence internal communication has on overall life satisfaction. Main questions driving the project are: • How does digitalization of communication This project contributes to several different channels affect internal communication, en- strands of literature which all centre around gagement, and life satisfaction of employees internal communication, which is being recog- in a post-pandemic world? nized as an increasingly important specializa- • How do culture orientation and personali- tion in communication management (Tkalac ty traits determine internal communication Verčič et al., 2012; Men & Bowen, 2016). Satis- preferences? faction is an important construct and it can be • What are the solutions to designing optimal described as a summation of an individual’s sat- internal communication systems in a new isfaction with information flow and relationship digital society? variables (Downs & Hazen, 1977), or as employ- ee’s satisfaction with different aspects of com- munication in group, interpersonal and organi- zational contexts (Tsai et al., 2009). Even though 3 A 128 bstrActs there is a huge shift towards using digital tech- Methodology nologies in daily communication, studies show The project relies on theoretically defined con- that adoption of new technologies is neither easy structs used for empirical research. We will con- nor straightforward (Tkalac Verčič & Špoljarić, duct three experiments to empirically establish 2020). Personality does not only have an influ- what shapes perceived (digital) channel value ence on selection and use of media (Kraaykamp and employ a diary method which will help shed & van Eijck, 2005; Rosengren, 1974), but also light on how perceived (digital) channel val- on the motivation for media preference (Weav- ue affects internal communication satisfaction er, 2003). National cultural values relate to atti- among employees. Then we will develop a scale tudes in the workplace and other organizational to measure perceived channel value to be used outcomes (Kirkman et al., 2006). Although in- in a multiwave survey on purposeful stratified ternal communication is essential in promot- samples of employees in four countries, to ex- ing employee engagement (Bakker et al., 2011), plore the proposed model. This will help us de- this relationship is underexplored (Men et al., termine the effect of culture and personality on 2020; Tkalac Verčič et al., 2012; Tkalac Verčič & internal communication, engagement, and life Pološki Vokić, 2017) Subjective well-being is an satisfaction, as well as the potential mediating umbrella phrase which describes the way people effect of social exchange quality indicators. By evaluate their lives (Diener et al., 1999). It is a understanding different responses of employees wide set of concepts that includes emotional re- in various settings, the model can be assessed sponses, domain satisfactions, and global judge- and redefined. ment of life satisfaction (Diener et al., 1999; Luhmann & Hennecke, 2017). Results and conclusions The project started in 2022 and it will run until Figure 1 gives an overview of described relation- 2025. By the 2024 BledCom symposium the first ships between main concepts of the project. The two phases of the project will be concluded and general goal of the project is creating principles results of initial theoretical work, experiments for successful internal communication which ul- and the diary will be presented, as well as sa cale timately affect life satisfaction. to measure perceived channel value. Figure 1 3 A 129 bstrActs Practical and social implications References The project will conclude with the development Hagmaier, T., Abele, A. E., & Goebel, K. (2018). of guidelines about best practices in internal How do career satisfaction and life satisfac- communication and indicate pitfalls to avoid. tion associate? Journal of Managerial Psychol- Providing research-based guidelines and assess- ogy, 33(2), 142-160. https://psycnet.apa.org/ ment tools will provide practice-based innova- doi/10.1108/JMP-09-2017-0326 tions for this field. This will help the scientific Men, L. R. (2021). The impact of startup CEO community and practitioners to improve the el- communication on employee relational and ements of internal communication for the bene- behavioral outcomes: Responsiveness, asser- fit of organizations and their employees. tiveness, and authenticity. Public Relations Re- view , 47(4), 102078. https://doi.org/10.1016/j. The social importance of this project is in clari- pubrev.2021.102078 fying how this aspect of our lives can be a posi- Subrahmanyam K, Frison E, & Michikyan M. tive influence on our life satisfaction. (2020) The relation between face-to-face and This 2022-2025 reserach project is supppported by digital interactions and self-esteem: A daily Slovenian Research and Innovation Agency grant diary study. Hum Behav & Emerg Tech., 2(3): J5-4584 and by Croatian Science Fooundation 116–127. 7. https://doi.org/10.1002/hbe2.187 grant IPS-2022-02-4542. Tkalac Verčič, A., & Špoljarić, A. (2020). Man- aging internal communication: How the choice of channels affects internal communi- cation satisfaction. Public Relations Review, 46(3): 101926. https://doi.org/10.1016/j.pub- rev.2020.101926 Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of infor- mation technology: Toward a unified view. MIS Quarterly 27(3): 425-478. https://doi. org/10.2307/30036540 Keywords internal communication, digital communication technology, ComTech, communication channels, organizational culture, engagement, life satisfac- tion 3 A 130 bstrActs Navigating Purpose-Oriented Communication: Insights from Dutch Public Relations Professionals van der Zeeuw, Jeroen, Ede Christian University (The Netherlands) Many organizations nowadays have purpose ‘Companies that misleadingly claim that they are in a ‘transformation’ and have the best inter- Introduction and purpose of the study programme. Objections were, amongst others: claiming that they are not merely committed to ests of the world at heart should not be given a statements and inspiring purpose narratives, enhancing shareholder value, but also contrib- podium’. Or: ‘Having this company participate would normalize the tobacco industry.’ ute to the greater good and broader well-being of stakeholders. A pressing question arises: are these purpose statements genuine expressions of intent This particular incident raises some more gen- or merely rhetorical? By ways of a case study of a eral questions that will be explored in this study: recent incident in the Netherlands we will look • When is purpose-oriented communication into how Dutch public relations professionals acceptable? think about fair purpose-oriented communi- • Who decides about that? How healthy is it cation and into their perception of professional for professional collectives and bodies to ex- identity. clude certain voices of fellow professionals from the conversation? The theme and main question • Doesn’t the call to cancel the tobacco firm show that many professionals think about Recently a research organization on brands, professional ethics in terms of the dichotomy marketing and communication in the Nether- of saints and sinners, which is superficial, as lands organized an event on the topic of purpose. Fawkes and others have argued? What to think of the growing number of organi- zations that claim to be purpose-led? They claim Methodology to be contributing to the greater good. Is this purpose orientation genuine or does it mainly To answer the abovementioned questions, two have a pr-function? methods will be used. Firstly, a discourse anal- ysis of the online conversations amongst public One of the voices that were invited to be part relations professionals regarding the cancellation of the line-up, was a spokesperson of a tobacco of the tobacco speaker from the event line-up. manufacturer that claims to have as its purpose Secondly, a small number (4 or 5) of interviews to contribute to a smoke-free future. This invita- with leading public relations practitioners and tion caused a lot of protests amongst public re- scholars, several of whom are active members of lations professionals, leading to the decision by Logeion, the Dutch professional association for the organizers to remove the speaker from the communication professionals. 3 A 131 bstrActs Results and conclusions References The outcomes of this case study will be related to Edwards, L. (2018). Understanding Public Rela- tioned above and other sources. A case study can Fawkes, J. (2012). Saints and sinners: Competing be used in training programmes, such as those the theory that is offered by the literature men- tions: Theory, Culture and Society. SAGE. of universities, where future public relations lations Review, 38(5), 865-872. identities in public relations ethics. Public Re-professionals are educated. Fawkes, J. (2023). Depth Public Relations: After Practical and social implications the Masquerade. Routledge. Since purpose-oriented communication can be Hurth, V., Ebert, C., & Prabhu, J. (2018). Orga- nizational Purpose: The Construct and its An- considered to be a trend, it is very important for tecedents and Consequences [Working Paper]. public relations professionals to look at and en- Cambridge Judge Business School. gage in it with a critical and moral attitude. This study will contribute to discussions of the soci- Moloney, K., & McGrath, C. (2019). Rethinking etal implications of purpose-oriented commu- Public Relations: Persuasion, Democracy and nication and its impact on public discourse and Society (3rd edition). Routledge. perceptions of corporate and professional ethics. Stamsnijder, P. (2019). Purpose: Het verhaal van de moraal. Van Duuren Management. Keywords Purpose-oriented communication, Public rela- tions ethics, Professional identity, Dutch context 3 A 132 bstrActs CBO (community-based organisation) communication strategies to facilitate long-term relationships towards sustainability: A case study of iDUC van Zyl, Marné, North-West University (South Africa) Kloppers, Elbé, North-West University (South Africa) Bezuidenhout, Louise, North-West University (South Africa) In developing countries such as South Africa, Africa, the need for awareness and support for victims is evident. The organisation is situated Introduction and purpose der-based violence and sexual violence in South NPO sector includes numerous small commu- holders who support it financially and through collaboration. In the past, iDUC almost had to nity-based organisations (CBOs), operating in shut down due to a lack of supporting stake- specific communities. Many of these CBOs are holders. Their current supporting stakeholders not state-funded and are reliant on donors and (night club owners and the local university) are other supporting stakeholders to provide the contributing to, and sustaining iDUC through resources they need to be able to continue sup- either funding, or collaboration, or both. The porting the community. Several of these organ- supporting stakeholders have an interest in isations reported insufficient resources, includ- iDUC’s survival, since the organisation is con- ing a lack of funds, employees, volunteers, and gling with. In this context, the non-profit (NPO) clubs that students frequent. iDUC’s surviv- al depends on its ability to build and maintain sector is a crucial role player contributing to positive long-term relationships with the stake- the wellbeing of society. In South Africa, the address all relevant social issues society is strug- close to a local university, and a variety of night the government does not have the capacity to networks, leading to them closing their doors, tributing to a safe environment for the univer- sity’s students and the safety of visitors to the regardless of their contribution to the communi- night clubs. ty. In this study we argue that positive long-term relationships with current stakeholders are im- The research question this study wanted to an- perative for these CBOs’ sustainability, and that swer was: What are iDUC’s stakeholders’ percep- they need to build and maintain these relation- tions regarding communication between them- ships through effective communication. selves and the organisation to maintain positive long-term relationships? iDUC is a small CBO situated in Potchefstroom, South Africa, dedicated to raising awareness of sexual assault and supporting rape victims in Theoretical perspectives the community. Given the prevalence of gen- Despite the criticism against the two-way sym- 3 A 133 bstrActs metrical model, we argued that two-way sym- ducted with the participants because the struc- metrical communication would be the ideal to ture allowed us to ask all participants questions strive toward, given the small size of the CBO, on each of the communication principles and the very small number of supporting stakehold- strategies, whilst allowing the freedom to add ers, and the personal relationship they share. any information they deem appropriate, regard- We also argued that the relationship strategies less of it being identified by the researchers be- identified in the stakeholder relationship man- forehand. We combined a deductive and induc- agement theory, supplemented by some stew- tive approach in this study to provide a thorough ardship strategies specifically for NPOs, should understanding of participants’ needs and expec- contribute to building and maintaining positive tations regarding communication with iDUC. long-term relationships between iDUC and its new supporting stakeholders, towards the sus- Results and conclusions a participatory culture, effective conflict man- patory culture, effective conflict management and mutual understanding were crucial in their agement and mutual understanding as crucial relationship with the CBO They also proposed principles of effective communication between way symmetrical model, we identified dialogue, Participants indicated that dialogue, a partici- tainability of the organisation. From the two- the CBO and its stakeholders. From the rela- networking towards task sharing, relationship tionship management theory and stewardship nurturing, responsibility and reciprocity as crit- theory, we identified relationship strategies and ical CBO stakeholder relationship strategies for stewardship strategies, specifically relevant to addressing their needs and building and main- the NPO sector which were integrated to form taining a positive relationship with the CBO. new CBO stakeholder relationship strategies. Limitations and future research form a new strategy, networking towards task supporting stakeholders of one small CBO. The sharing. Access, positivity, and relationship nur- Networking and task sharing were integrated to The empirical part of the study only included the turing were integrated into one strategy called can build on the understanding of their needs inclusion of more stakeholders from more CBOs relationship nurturing. Openness, responsibili- and expectations regarding communication. ty, and reporting were integrated into a strategy called responsibility. Assurance and reciprocity Practical and social implications were integrated into one strategy called reci-procity. CBOs can contribute significantly to the wellbe- ing of society. The integrated CBO communica- We used the above-mentioned principles and tion guidelines can be used to guide CBOs’ com- strategies as theoretical framework to guide the munication with their supporting stakeholders empirical part of the study. to facilitate positive, long-term relationships to- wards the sustainability of the CBO. Methodology We employed a qualitative single case study re- Keywords search design. iDUC had only seven supporting Community-based organisation (CBO) com- stakeholders during the time of study. We used munication guidelines, Stakeholder relationship qualitative total sampling and included all stake- theory, Stewardship theory, Supporting stake- holders. Semi-structured interviews were con- holders, Two-way symmetrical communication 3 A 134 bstrActs Communication and War: Hate Speech, Propaganda War and Denial of Facts in the Tigray Ethiopia War of 2020-2023 Veen, Ton, Mekelle University (Ethiopia) Weleslase, Brhane, Mekelle University (Ethiopia) The UN considers hate speech any kind of com- speech and propaganda war are used in wars. munication, verbal, written or behavioral, that is hostile or uses derogatory or discriminatory lan- Inflammatory hate speech catalyzes mass killings guage against any person or group of people on including genocide, according to scholars, survi- the basis of who they are, or, in other words, on vors and, notably, some former perpetrators. By the basis of their religion, ethnic origin, nation- teaching people to view other human beings as ality, race, skin color, social origin, gender and less than human, and as mortal threats, thought other identity factors. (Ismanov А., 2023) leaders can make atrocities seem acceptable – and Hate speech has been steadily on the rise during even necessary, as a form of collective self-defense. the past decade. Most importantly, hate speech Such speech famously preceded the Holocaust, the has also appeared at the highest level of the 1994 genocide in Rwanda, and other intergroup public administration of some Member States, mass killings, and unfortunately it is still rife in where transformation into policy is just one step many countries at risk of collective violence, such away. The liberal stance towards hate speech was as Nigeria, Myanmar, Egypt, and Greece. (Su- built on the presumption that the state and the san-Benesch) social majority would uphold democratic stan- dards under all circumstances, and distance Not only hate speech is applied in wars, but war- themselves from hate speakers, who would in- riors also use denial of massacres and genocides. evitably remain outcasts. But when state repre- Warriors deny what they did in wars and try to sentatives remain silent or openly support hate defame their opponents by labeling the acts even speech and hate crimes, this assumption holds done by themselves. Not only denying the facts, no longer. The non-organized, individual haters but warriors block all gates of information ac- derive authority from the failure of the state to cess. They do not allow the media to report what intervene (BÁRD, 2020). is happening and is being done during the war. Such kind of situation causes wars to continue Warriors use communication beyond bullet to all over the world and it harms the victims. Let’s win the battle. But they use communication not look at some literatures on this case. in its good side. They use it in its destructive way amid wars. According to past experiences hate 3 A 135 bstrActs of genocide harms victims and survivors of these BÁRD, J. B. (2020). Hate speech and hate crime crimes and can constitute hate speech by advanc- Denial and distortion of the Holocaust and denial References ing negative stereotypes of individuals or groups in the EU and the evaluation of online content Denial of past atrocity crimes is also a warning Constitutional Affairs Directorate-General for sign of societal fragility and of the potential for vi- Internal Policies . olence. Today, more than 75 years after the Holo- Ismanov А., K. N. (2023). Prevention Media, based on their identity, explicitly or implicitly. Policy Department for Citizens’ Rights and regulation approaches . European Parlament: caust and more than 25 years after the genocides in Bosnia-Herzegovina and Rwanda, the contin- Association of Communicators with the sup- ued persistence of speech denying or distorting the port of UNDP in the Kyrgyz Republic в КР. historical reality of these genocides is a source of U.N.D.P. serious concern that all stakeholders should con- Susan-Benesch. (n.d.). Countering Dangerous front. (UnitedNations, 2022, p. 4 Introduction) Speech: New Ideas for Genocide Prevention. United States Holocaust Memorial Museum. Ethiopia war of 2020-2023. We will examine cide Prevention in Collaboration with the Ja- cob Blaustein Institute for the Advancement specifically hate speech, propaganda and denial of Human Right. Combating Holocaust and of facts amid the war. Methods of the research how communication plays its role in the Tigray UnitedNations. (2022). The UN Office on Geno- The purpose of this research is to investigate includes but not limited to document analysis, Genocide Denial Protecting Survivors, Preserv- interview, and discussions. Speeches of officials ing Memory, and Promoting Prevention Policy and activists and agenda framing of the media Paper. UN. amid the will be interpreted and analyzed. The study is going to be limited temporarily to the Tigray region. But if necessary and applica- ble the chance is not encircled geographically and methodologically. This study can have multifold contributions from regional to global arena. Universally this study can help policymakers give due empha- sis to communication in their policies. This re- search can be utilized by policy makers in wid- ening communication landscape and media democratization as well as freedom of speech. 3 A 136 bstrActs A smile is worth a thousand words: The role of internal communications in nurturing an emotional culture of joy at work Willemse, Michelle, Erasmus University (The Netherlands) Men, Linjuan Rita, University of Florida (USA) Introduction and purpose of the study 1. What factors influence the emotional culture The importance of having happy, engaged em- of joy in the workplace? 2. How can internal communications profes-ployees is gaining momentum in popular me-sionals nurture an emotional culture of joy? dia, research studies, and organisational policy. 3. What challenges do they face in doing so? Emotional culture within organisations has a significant influence on how employees feel and thereby act, consequently impacting business Literature review outcomes and company reputation. An emo- Joy and well-being at work have been the topic tional culture of joy is a key manifestation of of various research papers, but no studies have positive collective emotions, characterised by explicitly looked at the link between an organ- good humour, cheerfulness, conviviality, fun, isation’s internal communications function and happiness, delight and enthusiasm, and is con- the emotional culture of joy. Although it is one sidered instrumental in employee flourishing, of the strongest drivers of employee satisfaction performance and resilience (Barsade & O’Neill, and company commitment (Barsade & O’Neill, 2016; Hartmann et al., 2020; Men & Robinson, 2016), joy is difficult to define and measure, de- 2018; Yue et al., 2021). Internal communica- spite early attempts to develop a scale to validate tions practices shape workplace culture, howev- its presence in a work setting. er studies into the relationship between internal communications and positive emotional culture Previous studies on organisational emotional have been limited. culture and communication practices favoured online surveys and identified the need to gather This study is the first of its kind in focussing on communications managers’ perspectives about the role of internal communications profession- cultivating the desired emotional culture. By fo- als in nurturing an emotional culture of joy, en- cussing on the significant role that internal com- tailing three research questions: munication can play in nurturing an emotional culture of joy, as a key factor behind employee well-being, this study contributes to developing new theory on the link between organisational communication and positive emotional culture 3 A 137 bstrActs through a co-oriented approach that incorpo- elling and incentivising behaviours conducive rates both internal communications profession- to joy; 4) enhancing employee understanding/ als’ and employees’ perspectives. acceptance of company purpose and direction; 5) empowering employees with channels and Methodology networks to stimulate better workplace inter- Twenty semi-structured interviews were con- listening to create an open and pleasant working actions and relationships; and 6) active internal ducted with two samples: ten internal commu- environment. nications professionals, and ten employees in non-communications functions, which allowed Further research would be valuable in testing comparison between opinions about the factors and validating these findings – in particular, influencing joy in the workplace. Non-probabil- quantitative research methods using larger sam- ity volunteer sampling identified participants of ples, longitudinal studies comparing workplace different ages, genders and experience, and who emotional culture before and after the imple- worked at a variety of organisations from a total mentation of communications strategies, and of nine different countries across mainland Eu- case studies as well as manager interviews to rope (Austria, Denmark, France, Germany, Italy, detail what factors affect the success of planned The Netherlands, Poland, Spain and Switzer- strategies. Efforts to develop methods/tools land). Coding categories following a grounded to better measure and compare workplace joy theory approach were used to analyse the data. would also be useful. Results and conclusions Practical and social implications The results demonstrate that joy at work stems As an emerging area of research, the link between from factors including: having a connection internal communications and emotional culture to the company, meaningful work, a pleasant is still being established. This study contributes working atmosphere, room for personal expres- towards understanding how a more deliberate sion, good relationships with co-workers and focus on employee well-being – specifically, an managers, and receiving recognition. However, emotional culture of joy – can be established via the concept of joy at work is somewhat stigma- strategic communication efforts. It highlights tised, placing internal communicators in a diffi- how communicators can utilise their role and cult position to argue for greater prioritisation position within an organisation to implement and resources. Internal communicators are seen measures that do not always require extensive as having a responsibility to foster joy at work resource investment or in-person presence, but – and while this responsibility does not rest nevertheless mobilise and enable employees in with them alone, communicators’ multifaceted forging meaningful connections and a more skill sets and unique organisational position en- positive workplace culture. ables them to rally others around strategies to improve workplace culture. Accounting for the Keywords recent surge in remote working and changes in joy, internal communication, emotional culture, the ways employees meet and forge connections, employee well-being participants of the study suggested a mix of strat- egies that include: 1) authentic, symmetrical and transparent communication; 2) responsive and motivating leadership language; 3) role mod- 3 A 138 bstrActs Get Closer: How Personality Tests Enhance Brand Awareness, Attitudes, and Engagement? Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong) Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong) Introduction and Purpose of Study the first to examine the effectiveness of using Personality tests are mechanisms to measure and personality tests for consumers’ brand aware- ness, brand attitudes, and social motivations to categorize individuals’ unique characteristics, engage with the brand. and they have gone viral on the global internet in recent years. The Myers-Briggs Type Indicator (MBTI) test, as one of the forms, is increasingly Literature Review popular among young generations in China and The study follows the rationale of the Hierarchy Korea (Seo, 2022; Yang, 2023). The test is used of Effects Model (HEM) (Wijaya, 2015) to ex- for socialization in life among youth, including amine the effectiveness of using personality tests speed dating, like-minded people identification, for consumers’ engagements. The model sug- increased feeling of well-being, and adopted by gests a hierarchic way of reacting to marketing some employers for talent recruitment. Mer- communication messages and contains three chants also capitalize on the tests to develop pe- core stages, cognition, affect, and conation re- ripheral products, expanding their commercial spectively. Responding to the stages, the study values (Yang, 2023). focuses on brand awareness (cognition), brand attitudes (affect), and social motivation to en- Following the trend, well-known brands like gage with the brand (conation). The concept of Disneyland and Loewe have introduced their brand awareness comes from brand equity, and personality tests to attract consumers’ attention brand attitudes and social motivations of brand (Carter, 2023; Disney News Contributor, 2014). engagement are adapted from the dimensions of Psychologists have extensively examined its ac- brand engagement (Xi & Hamari, 2019). ceptance and approval motives and attributed them to the “Barnum effect,” which proposes We define the personality test as a creative mar- that individuals tend to accept general descrip- keting communication and social tool with the tions as applicable to themselves. Other recent Barnum effect for brands to attract consumers. studies have linked the use of MBTI to adoles- The personality test is unique compared to other cents’ mental well-being (Hua & Zhou, 2023). marketing communication tools as it is designed However, few studied the personality test as an with highly interactive interfaces. Meanwhile, innovative mechanism for brands to enhance the personality test also features gamification. consumer engagement in the field of marketing Since scholars have shown that gamification communication. Therefore, this study serves as and interactive content can enhance consumer 3 A 139 bstrActs engagement (e.g., Bittner & Shipper, 2014), we brand attitudes, r(163) = 0.68, p < 0.001, and thus hypothesized: social motivations of brand engagement, r(163) • H1: The use of personality tests positively in- = 0.55, p < 0.001; positive correlations between fluences consumers’ brand awareness. brand attitudes and social motivations of brand • H2: The use of personality tests positively engagement, r(163) = 0.74, p < 0.001. It merits influences consumers’ attitudes towards the a mention that the correlation between using brands. personality tests and social motivations of brand • H3: The use of personality tests positively engagement (H3) is stronger than the other two influences consumers’ motivations to engage (H1 and H2), while the correlation indicating with the brand. H1 is the weakest. It may suggest that using per- sonality tests could influence consumers’ brand Method engagement more than brand equity. The study was based on a cross-sectional survey Practical and Theoretical Implications design on Qualtrics. Purposive and snowball sampling were used to locate participants who The current study presents a unique theoreti- had participated in a brand’s online personali- cal perspective by examining the effectiveness 170 valid responses were finally obtained from er engagement. It further extends the literature regarding personality tests in psychology into ty test(s) within the past six months. A total of of a creative branding mechanism on consum- 0.73 for the use of personality test; alpha = 0.89 supports the HEM model by demonstrating the positive correlations between cognition, emo- for brand awareness; alpha = 0.82 for attitudes tions, and conation. Practically, the study may towards the brand; alpha = 0.80 for social mo- Reliability tests for each variable are alpha = the field of marketing communication. It also Hong Kong from November 12th to 15th, 2023. tivation to engage with the brand. With SPSS enlighten brands to use personality tests as a strategic tool to enhance consumers’ brand en- software, Pearson’s partial correlation was per- gagement. The produced Barnum effect using formed to test the relationships among the use personality tests may form a sense of belonging of personality, brand awareness, brand attitudes, and good feeling to the brand among consum- and social motivations of brand engagement. ers. It may also lay the foundation for brands to Demographics (i.e., gender, age, education level, use personalized engagement to strengthen the monthly salary) and frequency of Internet use connection between consumers and companies. were controlled. References Results and Conclusions entering demographic variables and frequency product advertising. Journal of Consumer Mar-of Internet use as controls, the results showed keting , 31 (5), 391–400. https://doi.org/10.1108/ that using personality test was related to brand JCM-04-2014-0945 After running Pearson’s partial correlations and effects and age differences of gamification in Bittner, J. V., & Shipper, J. (2014). Motivational tudes, Wijaya, B. S. (2015). The Development of Hier- r (163) = 0.30, p < 0.001; and social moti- archy of Effects Model in Advertising. awareness, r(163) = 0.23, p < 0.01; brand atti- vations to engage with the brand, r(163) = 0.41, p < 0.001. All the hypotheses were thus support- International Research Journal of Business Stud- ed. The correlation matrix also showed posi- ies, 5(1), Article 1. https://doi.org/10.21632/ tive correlations between brand awareness and irjbs.5.1.98 3 A 140 bstrActs Xi, N., & Hamari, J. (2019). The relationship be- tween gamification, Brand Engagement and brand equity. Proceedings of the Annual Hawaii International Conference on System Sciences. https://doi.org/10.24251/hicss.2019.099 Keywords Personality tests, brand awareness, brand atti- tudes, brand engagement 3 A 141 bstrActs The Effects of Digital Activism on Social Wellness of Digital Natives in Singapore Xu, Zhiying Daphne, Singapore Management University (Singapore) Loi, Hui Ling Fiona, Singapore Management University (Singapore) Loi, Ai Ling Stephanie, Singapore Management University (Singapore) Yeow, Zheng Hoe Vernon, Singapore Management University (Singapore) Yeo, Su Lin, Singapore Management University (Singapore) Companies today are forced to face an increas- be unhappy with life, low in wellbeing, anxious, ingly complex set of pressures and demands from or tend to care more about social comparison multiple stakeholders. The convenience and ease and have lower self-esteem (Twenge & Camp- of social media have facilitated digital activism bell, 2019). Given that such online activism can and advocacy for individuals’ or groups’ social result in financial and social damages for pri- and/or political causes, and companies are pres- vate and public organisations, this study seeks sured to represent publics’ causes if they wish to better understand the social wellness of dig- to protect their business interests (The RepTrak ital activists in Singapore. It is paramount that Company, 2021). In their struggles to manage communication professionals, when managing stakeholder communication in a hyperconnect- today’s highly polarized online audiences, are ed business environment, business leaders and aware of the sociopsychology profiles of activ- scholars question the psychology of online ac- ists despite mixed results from research. With tivism. Many seek to understand the psychologi- an 84.7% active social media user penetration cal wellbeing of activists. Some studies (e.g., Klar rate in Singapore, the prominence of social me- & Kasser, 2009) have shown that individuals that dia in everyday life may encourage more digi- participate in digital activism do so because such tal activism as the younger segments of society activities help them to find meaning in their use these platforms to influence social change lives, encourage self -presentation and expres- and local politics. Comprehending activists’ so- sion, and seek social support. When individuals cial well-being can therefore better equip com- engage in activism, they share an identity with munication professionals to connect and build fellow advocates and would compare themselves meaningful relationships with these stakeholder to others. When perceiving their “in-group” groups. Hence, informed by literature, this study more positively than “out-groups”, activism en- developed a hypothesized framework to predict hances their self-image and social well-being online activism’s (independent variable) positive (Drury & Reicher, 1999). association with individuals’ anxiety (mediator) which further predicts individuals’ 1) satisfac- In contrast, research in sociopsychology report- tion with life, 2) self-esteem, and 3) social com- ed that such activists who are also heavy users of parison (dependent variables). digital media were 48% to 171% more likely to 3 A 142 bstrActs An online survey administered through an inde- hedonistic and eudemonistic. pendent firm was conducted between October and November 2022. A total of 600 participants There are practical implications for communica- who are Singapore citizens and permanent resi- tion practice and governance, and a twopronged dents participated in the study. They were aged framework could be explored to holistically ad- 21 to 40 years, and our sample is representative dress the potential impact of digital activism of gender and multi-ethnicity of the Singapore on Singapore activists. To build relationships society. Participants were surveyed for their de- and brand loyalty, practitioners cannot adopt a mographics and responses to the examined fac- one-size-fits-all approach to brand activism as tors needed to test our hypothesized model, i.e., consumers from different cultures may respond digital activism activity, social media use, anxi- differently. With potential adverse effects on Sin- ety, satisfaction with life, self-esteem, and social gaporeans, companies should design activism comparison. The data was analysed using Model plans that are not only authentic, but responsible 4 from PROCESS macro V4.2 on IBM SPSS. and ethical. Safeguards should be incorporated to mitigate the negative impact on all stakehold- Our findings revealed that individuals who par- er groups, such as calibrating the type of activ- ticipate in social and/or political causes on social ities and reducing the scrutiny from activists media tended to feel more anxious (p< .001). seeking benefits to be part of an “ingroup”. Addi- Moreover, individual levels of anxiety were tionally, the government should not stifle citizen found to be negatively associated with self-es- advocacy while hoping to bolster society from teem (p< .001), and positively associated with digital harms. social comparison (p< .001). However, no sig- nificant association was detected between anxi- References ety and life satisfaction (p= .409). Carleton, R.N., Collimore, K.C., Asmund- Our study did not reinforce literature that sug- son, G.J.G. (2007). Social anxiety and fear of negative evaluation: Construct validity of gested activism’s benefits to well-being. First, the BFNE-II. Journal of Anxiety Disorders, this could be due to the strict monitoring and 21(1), 131-141. https://doi.org/10.1016/j.janx- censuring of social media content observed in dis.2006.03.010. Singapore. Hence, those who participate in ac- Drury, J. & Reicher, S. (1999). The intergroup tivism might feel vulnerable and subjected to dynamics of collective empowerment: Sub- social evaluation and scrutiny by others, wheth- er negative or positive (Carleton, et al., 2007). stantiating the social identity model of crowd behaviour. Group Processes & Inter- Second, with Singapore’s introduction of the group Relations, 2(4), 381-402. https://doi. Protection from Online Falsehoods and Manip- ulation Act (POFMA) in 2019, this might have org/10.1177/1368430299024005. induced a tendency of self-censorship and pas- Klar, M., & Kasser, T. (2009). Some benefits of renders digital activists more conspicuous and role in psychological well‐being. Political Psy- as the “out-group” of Singapore’s society. With sivity amongst the public. Consequentially, this being an activist: Measuring activism and its chology, 30(5), 755-777. heightened vulnerability and anxiety, the nega- tive impact on self-esteem is not surprising. Sat- isfaction in life could have been non-significant as Singaporeans might hold values and expecta- tions that are more primary over those which are 3 A 143 bstrActs The RepTrak Company (2021). 2021 Global RepTrak 100. Extracted from https://ri.reptrak. com/hubfs/_2021%20GRT/2021%20Glob- al%20RepTrak%20100%20-%20Report.pdf. (Accessed February 5, 2024) Twenge, J. M., & Campbell, W. K. (2019). Media use is linked to lower psychological wellbe- ing: Evidence from three datasets. Psychiatric Quarterly, 90, 311-331. 3 A 144 bstrActs Fostering Diversity, Equity, and Inclusion in Organizations: Perspectives from Public Relations Leaders Yue, Cen April, Boston University (USA) Bradshaw, Amanda S., University of Mississippi (USA) Tao, Weiting, University of Miami (USA) Moon, Britt, University of Mississippi (USA) Introduction and Purpose ed following the PR Coalition’s establishment in Public relations has historically spearheaded 2005, advocating for public relations’ leadership in DEI, and was further accelerated by the trag- social campaigns, significantly impacting pub- ic events of 2020—the killings of George Floyd, lic opinion through advocacy and communica- Breonna Taylor, and Ahmaud Arbery—propel- tion efforts. Now, the field is embracing a critical ling DEI back into the spotlight for public rela- role in advancing diversity, equity, and inclusion tions scholars (Mundy & Bardhan, 2023). Cur- (DEI) initiatives, an area that remains relatively rent research covers a variety of topics, such as uncharted in public relations research (Mundy the role of leadership in DEI efforts, the current & Bardhan, 2023). state of DEI in public relations education, and strategies for engaging with diverse publics. This study aims to broaden the understanding of DEI within the context of public relations schol- The public relations industry bears an ethi- arship. Through qualitative analysis, it seeks to cal and moral obligation to lead by example, uncover how leaders in public relations define showcasing the significance of language use in and interpret DEI, assesses the DEI efforts un- promoting social justice and fostering organi- dertaken by organizations to cater to a diverse zational culture where DEI principles are inte- range of stakeholders, evaluates the contribution gral (Wakeman, 2021). As such, it is natural for of public relations in propelling the DEI agenda professionals in public relations to embrace the forward, and pinpoints the obstacles public rela- roles of champions, advocates, and storytellers, tions professionals encounter in the execution of working to enhance the way in which we inter- DEI initiatives. act with stakeholders universally. Literature Review Methodology Early pioneering studies indicated that DEI was This study adopted semi-structured interviews not prioritized by communication professionals and used purposive and snowball sampling (Hon & Brunner, 2000). The momentum shift- techniques to select participants. Our aim was to 3 A 145 bstrActs engage senior-level public relations profession- ees, customers, and investors for corporate ac- als from a variety of industries within the Unit- countability. Moreover, engaging in DEI efforts ed States. To this end, we reached out to public is crucial in preventing or mitigating potential relations leaders within our network, including crises, positioning DEI as indispensable for sus- those who had been honored with diversity tained business growth and, in some cases, for awards, to recommend individuals who could the survival of the business itself. offer insightful perspectives on DEI within pub- lic relations. As a result, our sample consisted of Finally, the key challenges in communicating 30 participants: 20 identifying as female and 10 and enacting DEI include a lack of commitment as male. In terms of racial diversity, our group from leadership and navigating the complexities included 10 Black or African American partici- of diverse stakeholder expectations. Participants pants, 14 White, two Hispanic, and four Asian/ highlight the importance of genuine, sustained Pacific Islander individuals. The interviews were efforts rather than performative actions, empha- conducted remotely via Zoom between March sizing the need for leadership buy-in, adequate and July 2023. resources, and a strategic approach to commu- Results and Conclusions future of DEI is seen as a continuous journey, requiring patience, persistence, and a focus on nications focusing on actions and advocacy. The First, we found that organizations across vari- genuine cultural change within organizations to ous sectors have implemented a broad array of address systemic issues. DEI initiatives targeting both internal and exter- nal stakeholders. Internally, initiatives focus on Practical and Social Implications fostering an inclusive culture through employee resource groups, bias training, mentorship pro- This research provides valuable practical in- grams, and promoting diversity in recruitment sights for public relations professionals engaged munity engagement, supporting minority and key strategies for public relations to inspire, en- gage, and rally both organizational leaders and and retention. Externally, efforts include com- in DEI efforts. Our findings illuminate several at addressing equity issues. employees around DEI initiatives. Furthermore, women-owned businesses, and programs aimed we pinpoint the limitations of current metrics Second, participants highlighted key roles of used by organizations to gauge DEI progress, ad- vocating for more sophisticated approaches that public relations in advancing organizations’ DEI transcend mere numerical assessments. Last, we efforts: (1) acting as strategic advisors to lead- outline several challenges and opportunities for ership, (2) serving as connectors to facilitate public relations professionals tackling DEI is- dialogue, (3) advocating for DEI as the organi- sues, offering an overview of the landscape for zational conscience, and (4) emphasizing im- those committed to enhancing DEI outcomes. portant DEI issues and stories as storytellers. Third, DEI benefits organizations by boosting Keywords sales, productivity, and reputation, creating a DEI; diversity; public relations leaders; in-depth culture of belonging. It boosts business compet- interviews itiveness by attracting a more diverse workforce and customer base. DEI initiatives also drive employee engagement and morale while also fulfilling heightened expectations from employ- 3 A 146 bstrActs Public Relations Meets Artificial Intelligence: Assessing Utilization and Outcomes Yue, Cen April, Boston University (USA) Men, Linjuan Rita, University of Florida (USA) Davis, Donna Z., University of Oregon (USA) Mitson, Renee, University of Florida (USA) Zhou, Alvin, University of Minnesota (USA) Al Rawi, Ahmed Ibraheem, University of Virginia (USA) The evolving AI landscape offers both oppor- challenging, requiring human-like thinking and strategy. Despite these complexities, academic Introduction and Purpose public relations and strategic communication is report (2023), 80% of professionals believe AI AI’s role in relationship management, ethics in AI for public relations, and the future of AI in will be crucial for public relations, with applica- public relations at large (Galloway & Swiatek, tions ranging from big data analytics to chatbots. public relations. According to a USC Annenberg and industry discussions are evolving around tunities and challenges for communication and However, the integration of AI also raises issues 2018; Gregory et al., 2023). concerns (Zerfass et al., 2020). AI in public relations introduces challenges of talent, competency, staff support, and ethical This study addresses the evident but under-ex- First, AI systems are built upon prediction tasks that require training datasets reflecting hu- concerning privacy, ethics, and core principles. tered and lacks extensive empirical evidence. from these training datasets, both during their creation and after the development of AI sys- Through semi-structured interviews with indus- tems. Second, the application of AI systems in try professionals, the study explores three key to fill the gap in existing literature, which is scat- man knowledge. Privacy concerns can emerge plored potential of AI in public relations. It aims areas: 1) the current landscape of AI adoption the public relations industry raises significant ethical concerns, particularly within the con- in public relations by organizations; 2) the im- text of communication strategies and programs pact of AI on public relations effectiveness; and that have traditionally emphasized values such 3) challenges, risks, and barriers encountered in as transparency and authenticity. For example, integrating AI into public relations practices. most normative theories regarding public rela- Literature Review tions practice (e.g., dialogic theory) have em- phasized reputational and relational outcomes. As AI gains traction in newsrooms and market- The field has yet to reach a consensus on how ing, its potential in public relations is just emerg- mediated technologies between humans might ing (Waddington, 2023). AI’s integration into prevent public communication programs from 3 A 147 bstrActs achieving such outcomes (e.g., Kent & Theunis- communication effectiveness. Professionals be- sen, 2016), here come AI systems where the lieve AI cannot yet replicate the nuanced emo- content, messages, and even the communicators tional intelligence involved in building human themselves could be fabricated and automated. relationships. However, some think AI could Developing relationships with stakeholders us- augment organization-public relationship build- ing AI-enabled tools thus further challenges the ing by freeing up time for more meaningful fundamental doctrines of ethical public rela- stakeholder interactions. tions practices and poses epistemic threats. It is conceivable that in the near future, what stake- To ease AI adoption, interviewees recommend holders perceive as an authentic and transparent more training, encouraging experimentation, response imbued with organizational care may, communicating AI’s value, and securing lead- in reality, originate from an automated machine, ership endorsement. However, resistance re- blurring the line between ethical and deceitful mains due to fears about job loss, ethical risks, behavior. and infrastructure limitations. Ongoing con- cerns include potential bias, misinformation Methodology at scale, data privacy, attributing AI content sources properly, and intellectual property in- In this study, qualitative in-depth interviews fringement. Nonetheless, practitioners express were used to gather data. Participants were se- cautious optimism about AI’s future in PR with lected using purposive and snowball sampling, human creativity and strategic oversight retain- targeting those with significant expertise in ing importance. public relations. Interviews were conducted via 20 years of experience in public relations, and 18 open-minded approach to AI adoption, eval- uating communication needs, establishing AI were in executive or senior management roles. infrastructure, and formulating pertinent poli- This diverse group represented several coun- cies. Communication leaders must collaborate tries, including the United States, the United across departments for effective AI deployment. from various industries, including 14 men and 6 Key implications include adopting an women. The majority, 14 participants, had over Zoom with 20 public relations professionals Practical and Social Implications Kingdom, Canada, and the Netherlands. The paper also underscores the importance of transparent communication about AI’s role and Results and Conclusions implications, emphasizing the need for upskill- The study found that generative AI tools like ing and ethical training. At the functional lev- ChatGPT and Midjourney are being widely ad- el, leveraging AI for audience engagement and tioners are using these tools for tasks like con- and machine precision is advised. Professionals should embrace continuous learning to adapt to opted by public relations professionals. Practi- maintaining a balance between human creativity and meeting transcription. Most professionals AI-induced job transformations and utilize AI tent generation, text refinement, media analysis, believe AI will significantly transform the PR in- for enhanced efficiency and work-life balance. dustry and are undertaking self-directed learn- ing to develop AI skills. Keywords Participants agreed that while AI enables prac- AI; adoption; ethics; AI in public relations titioners to produce high volumes of content, merely increasing output does not guarantee 4 P 148 aPers In a crisis situation, which public communication message strategies are best deployed using short-form social media? Alotaibi, Mutaz, Cardiff University and King Abdulaziz University (UK and Saudi Arabia) Kinnear, Susan, Cardiff University (UK) Introduction The response of Saudi governmental organiza- In response to the COVID-19 pandemic, cri- tions to the COVID-19 pandemic serves as a compelling case study of how Public Relations sis communication strategies have adopted a roles adapt to the demands of a unique glob- fundamental change, emphasizing the impor- al health crisis. This was particularly evident tance of timely, accurate, and engaging public during a period of significant transformation in messages. A research study was conducted to Public Relations and communication practices investigate how the Saudi Ministry of Health within the Kingdom of Saudi Arabia. The anal- utilized short-form social media, specifically ysis of 1,469 tweets from the official Twitter/X Twitter/X, to communicate effectively with the account of the Saudi Ministry of Health sheds public during the recent pandemic. As part of light on the effectiveness of messaging strate- this study, the researcher seeks to determine gies and the ways in which specific communi- how different communication strategies, such as cation strategies can contribute to public health. awareness, warnings, risk explanations, efficien- This study, part of the expanding literature on cy messages, and reassurance, contributed to de- crisis communication and public engagement veloping trust and engagement among the pub- in critical circumstances, underscores the piv- lic. This study focuses on social media’s role in otal role that short-form social media plays in crisis communication and provides insight into reaching diverse audiences during crises like the how governmental organizations can communi- COVID-19 pandemic. cate strategically during crisis situations such as the COVID-19 pandemic. Literature Review and Theoretical The research seeks to answer a central question: Frameworks How effective is social media as a strategic com- In order to build a theoretical framework to in- munication tool for creating public engagement? terrogate the data, key approaches and frame- It addresses this question by carefully analyzing works such as Stakeholder Engagement (Nie Twitter data, offering a comprehensive evalua- et al., 2019), Strategic Communication (Soffer, tion of Public Relations roles and communica- 2019), Gatekeeping (Kyprianos et al., 2020), Per- tion strategies during a global health crisis. suasion (Geers et al., 2018), Key Opinion (Wang et al., 2020), and Grunig’s Public Information 4 P 149 aPers Model (Hung-Baesecke et al., 2021) are all ex- strategy component was consistent awareness plored. The literature review highlights the sig- messaging to support adherence to health guide- nificant impact of the COVID-19 pandemic on lines and ensure they are followed. A notable as- crisis communication, emphasizing the use of pect of communication strategies that the Saudi social media for engaging stakeholders and dis- Ministry of Health implemented was the use of seminating information. multimedia components, such as photos and Brief Overview of Study Methodology ble and engaging. Implementing this approach was extremely important to promote preventa- videos, which made the messages more accessi- The study employed a qualitative content analy- tive behaviors and facilitate widespread aware- sis of tweets from the Saudi Ministry of Health, ness during the initial stages of the COVID-19 made available between March 5 and October pandemic. 5, 2020. The dataset of 1,469 tweets was me- ticulously categorized into five distinct themes 2. Warning based on the content of the tweets: Awareness, Around 17% of the messages were related to the Warning, Risk Information, Efficiency Messag- Warning theme, which focused on alerts and es, and Providing Reassurance. These themes immediate health messages, such as increased were identified based on the frequency of occur- infection rates and warnings to seek medical rence of content types and messaging objectives. advice. With clear and direct communication, Each theme significantly contributes to the Sau- the Saudi Ministry of Health aimed to convey di Ministry of Health’s overall communication the seriousness of the health crisis to the pub- strategy. The analysis focused on the strategic lic through short-form public communica- communications adopted by Public Relations tion. This theme was heavily driven by original and Communication professionals at the Saudi tweets, demonstrating the Saudi Ministry of Ministry of Health. In addition to engagement Health’s priority of providing timely and accu- metrics (such as likes, replies, and retweets) rate information directly to the public. It is ev- and tweet types (such as original tweets and ident from the high level of public engagement retweets), this approach provides insights into with these messages, shown by the number of how the Saudi Ministry of Health’s strategies likes, retweets, and replies, that the public is re- promote public interaction with their social me- sponsive to urgent updates, which highlights the dia platforms and disseminate critical health in- importance of providing timely warnings during formation to the public. a crisis. Findings based on thematic analysis 3. Risk Information In the Risk Information communication theme, 1. Awareness approximately 12% of the tweets contained spe-The Awareness theme accounted for nearly cific responsibilities and precautions the public 30% of all tweets. This reflects the Saudi Min-should take, such as social distancing and wear-istry of Health’s commitment to educating the ing a mask to prevent infection. An authoritative public about COVID-19 through short-form tone is often used in these messages, emphasiz-social media, specifically Twitter/X. This cate-ing the importance of each individual’s role in gory of messages provides general information preventing COVID-19 spread. The Saudi Minis-about COVID-19, including a description of try of Health conveyed the message of account-symptoms, transmission, preventive measures, ability and responsibility by utilizing hashtags and general information about the virus. A core such as #We_are_all_responsible to convey a 4 P 150 aPers sense of shared responsibility among the public. crisis communication. It highlights the strategic Using this theme illustrates how governmental implementation of Twitter/X to communicate communication can enhance the reach and im- with the public more effectively. Each thematic pact of health directives by providing informa- area supported different aspects in response to tive content that emphasizes the public’s respon- crisis communication, from disseminating es- sibility. sential health information to promoting a safe community environment. It is important to note 4. Efficiency Messages that the Saudi Ministry of Health used origi- About 25% of tweets are Efficiency Messages, nal tweets for critical messages, accompanied which provide updates on the Saudi Ministry by visual aids and multimedia elements, which of Health’s actions and capabilities, such as hos- helped to improve the clarity and accessibility of pital capacity and preparation. With the use of messages, which are critical in reaching diverse reliable statements and spokesperson announce- audiences. ments, the Saudi Ministry of Health provided credibility to its messages, reassuring the public Furthermore, the Saudi Ministry of Health’s re- that it was prepared for all scenarios. This theme sponse to the evolving COVID-19 pandemic was often accompanied by visual content and crisis is evident in its engagement metrics over featured real-time information, which helped time. Over time, the Saudi Ministry of Health increase transparency. By demonstrating effi- changed its focus from awareness-building to ciency, the Saudi Ministry of Health improved reassurance and efficiency updates as the crisis public confidence in response measures and en- grew and progressed. The need for flexible com- couraged adherence to health guidelines. munication strategies that evolve with the cri- sis demonstrates the importance of Saudi gov- 5. Providing Reassurance ernmental organizations being able to address The messages categorized under the Providing changing public needs and concerns as the crisis Reassurance theme, which accounted for 16% of moves forward. the data, were aimed at decreasing public con- cerns by offering support and acknowledging In addition to informing the public, the Saudi health employees’ efforts. In addition to empa- Ministry of Health also demonstrated social re- thizing, expressing appreciation, and encourag- sponsibility and built trust by linking message ing optimism, the tweets often included retweets content with engagement objectives. The study from other Saudi governmental organizations’ shows that short-form social media can be a accounts. During a time of uncertainty, this powerful tool for fostering two-way communi- theme provided a comforting presence to the cation during times of crisis if utilized strategi- public in the Saudi Ministry of Health’s commu- cally and could serve as a model for other gov- nication. As a result of addressing the public’s ernmental organizations worldwide that want to emotional needs, the Saudi Ministry of Health foster two-way communication during crises. created a sense of community and resilience in the public during the COVID-19 pandemic cri- Implications and Contributions sis. This study contributes unique perspectives to the Discussion context of governmental Public Relations during field of crisis communication, especially in the The findings of this study provide insight into the health crises. To begin with, it emphasizes the Saudi Ministry of Health’s adapted approach to effectiveness of multiple thematic communica- 4 P 151 aPers tions strategies, multimedia-driven engagement The importance of effective, audience-centered strategies, and other media-driven strategies to communication strategies in crisis communica- capture the general public’s attention and pro- tion is being demonstrated increasingly in this mote behavioral compliance. Governmental study, which reveals how governmental orga- organizations can take advantage of short-form nizations can use short-form social media to platforms, for example, Twitter/X, to build trust, meet the public’s needs more efficiently in crisis encourage community action, and manage pub- situations. Therefore, going forward, these in- lic sentiment. sights are likely to be useful as a valuable source of guidance for Public Relations and Commu- Findings suggest that varied message themes- nication professionals looking to improve and ranging from awareness to reassurance essential strengthen their engagement and communica- for addressing various public needs during a cri- tion strategies and create crisis response plans. sis. Other governmental organizations can adopt this multifaceted approach to enhance their own References ing messages, Public Relations professionals can Caplandies, F. C., & Petty, R. E. (2018). The application of persuasion theory to placebo ef- help promote resilience and social responsibility, fects. International review of neurobiology informational content with emotionally engag- Geers, A. L., Briñol, P., Vogel, E. A., Aspiras, O., crisis communication strategies. By combining which are crucial in managing widespread crises , 138, such as the COVID-19 pandemic. 113-136. Hung-Baesecke, C. J. F., Chen, Y. R. R., & Ni, Furthermore, the study emphasizes the impor- L. (2021). 16 The Excellence Theory–origins, tance of strategic flexibility. An effective com- contribution and critique. In Public Rela-munication strategy is critical to enhancing tions (pp. 313-334). De Gruyter Mouton. public engagement and is best achieved when Kyprianos, K., Sifaki, E., & Bantimaroudis, P. the content emphasis is adapted according to (2020). Digital gatekeepers and website visitors the crisis stage and public sentiment variations. of the Acropolis Museum: revisiting gatekeep- A framework for crisis communication can be ing theory in the cultural domain. Museum developed based on these insights. This frame- Management and Curatorship , 35 (4), 409-423. work can be applied to a variety of crisis situa- Nie, K. S., Ibrahim, F., Mustapha, S. M., & tions, and it is not limited to the context of the Mokhtar, A. H. A. (2019). A reflection on the COVID-19 pandemic. stakeholder theory: Impact of government Conclusion policies. Search J. Media Commun. Res, 11(3), 111-126. A compelling case study on the use of short- Soffer, O. (2019). Algorithmic personalization form social media for crisis communication can and the two-step flow of communication. be found in the Saudi Ministry of Health’s use Communication Theory. of Twitter/X during the COVID-19 pandemic. The Saudi Ministry of Health effectively com- Wang, J., & Wang, Z. (2020). Strengths, weak- municated with the public, promoted health nesses, opportunities, and threats (SWOT) guidelines, and built community trust during analysis of China’s prevention and control the COVID-19 pandemic by applying a themat- strategy for the COVID-19 epidemic. Interna-ic approach that included awareness, warning, tional Journal of Environmental Research and risk information, efficiency, and reassurance. Public Health, 17(7), 2235. 4 P 152 aPers Well-being. A regenerative and structured approach to corporate welfare: engagement, inclusion, sustainability and communication Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Martello, Stefano, Comm to Action (Italy) Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) Corporate welfare: well-being as a key a foundational requirement for companies to word to improvement embrace strategic approaches in order to man- In order to maintain and promote well-being age social sustainability. and techniques, bringing together the necessary structured approach to Corporate Welfare: en- gagement, inclusion, sustainability and com- expertises in terms of inclusion, sustainability munication”, we decided to deepen a specific and communication. Being effectively well-be- zation has to deal with innovative approaches In our analysis “Well-being: A regenerative and inside and outside its boundaries, an organi- ing oriented is a key value in modern organiza- certification process, which some Italian compa- tional assets: it certainly helps to improve cor- nies have already chosen and which has already porate growth, reputation and competitiveness shown positive results regarding work environ- in the market and to encourage stakeholder ment and local communities’ issues. Among engagement activities. Moreover, many studies various tools, Family Audit seems to represent highlight how well-being represents a funda- an exceptional instrument to first measure and mental pillar also for the achievement of certain then improve the well-being of the people work- Sustainable Development Goals (Agenda 2030: ing within an organization, such as institutions, Goals 3 - “Good health & Well-being”, 5 - “Gen- companies or associations. der Equality”, 8 - “Decent work and economic growth”, 10 - “Reduced inequalities”). Our lecture aims at underlining the variety of aspects taken into account by Family Audit (in- Understood as “The capacity of an organization cluding organizational culture, work organiza- to promote and maintain the highest degree of tion, people caring, communication strategy and physical, psychological and social well-being of territorial welfare), the proposed actions and, workers in all types of employment” (Avallone, especially, their potential benefits for the orga- Bonaretti, 2003), organizational well-being is nization, the employees and the territory. On a starting to play an essential role in the general second level, this paper analyzes significant ac- debate, not only on a theoretical level but also in tivities undertaken by organizations to gradually pragmatic terms. For that reason, it is nowadays achieve well-being, both internally and external- 4 P 153 aPers ly, on a pragmatic level. It is overall important to cial sustainability. prioritize innovative and sustainable systems of corporate welfare achievement in order to show Since 2012, Family Audit has been recognized companies and institutions how to benefit from by the Italian Council of Ministers as a tool for a methodological and structured approach and the national spread of the “work-life balance” to efficiently progress in terms of brand reputa- culture. Between 2014 and 2015 international tion, stakeholder engagement and community recognitions were made in favor of the italian relations. tool: in 2014, the European Institute for Gender Equality in Vilnius (LT) recognizes the standard The Family Audit certificate: definition, among the top nine European “good practices” history and scope in terms of reconciliation; in 2015, it was pre- certification process, set up in 2010 by the au- State of Italy, the Regions and the Autonomous tonomous Province of Trento (Italy), focused on Province of Trento and Bolzano was signed the issues of work-life balance, inclusion, social (pursuant to Article 4 of the Legislative Decree The Family Audit certification is a voluntary (NY). One year later, an agreement between the sented at the headquarters of United Nations equity. Nowadays, it is adopted by several orga- no. 281/1997) in order to nationally promote the nizations, located in the North-East side of It- standard. Finally, Family Audit was included in aly mostly. As a management tool available to the informative system of the Chamber of Com- all types of organization (small, medium, large merce network in 2019 (Provincial Council res- but also private or public), it intends to certify olution no. 1152). their commitment to adopt measures in favor of work-life balance, gender equality, equal oppor- tunities, organizational well-being and territori- The process of certification: accessibili- al welfare. ty, schedule and application As previously mentioned, Family Audit is a vol- However, the advantages of Family Audit are not untary certification process which is available to only significant for the organization (increased every kind of organization: institutions, compa- productivity, reduced turnover, more visibility, nies (small, medium and large), associations. It professional management development, talent is meant to represent a useful tool both for the attractiveness, CSR development, partnerships private and public field. and territorial welfare), but also for the em- ployees and local community. For instance, it The itinerary of the certificate is divided into five has been verified that Family Audit represents a different phases, which have a duration period pushing key value for organizational flexibility, of ca. 3 years and can be summarized as follows: welfare services and work-life balance. It also of- 1. Preliminary phase: process of gaining an fers the possibility to investigate gender equality initial understanding of the organizational and inclusion inside the organization enhancing context, thanks to the acquisition of person- the general work environment. Furthermore, nel-related data. Duration: 6 months (ap- the certification process reports on the attrac- proximately) tiveness of the district and the virtuous networks 2. First phase: involvement of a benchmarking which are installed in the area, showing how analysis and creation of an activity plan, di- they can be implemented. By doing so, Family vided into 7 macro-areas of KPIs (work orga- Audit considers the essential link between terri- nization, organizational culture, communi- tory and people, embracing the principle of so- cation, company welfare, territorial welfare, 4 P 154 aPers gender equality and flexible organization). ment. One significant insight was identified into Each macro-area consists of a variety of as- the macro-area of communication: thanks to the pects which has to be taken into consider- inquiry promoted by Family Audit, 997 actions ation (see chapter 4). Duration: 5 months have been undertaken by organizations in order (approximately) to steady sustainable communication plans. 3. Certification process “base-line”: improve- ment of the plan and gaining of a basic-level Understanding how and to what extent commu- certification. nication works as a strategic lever to foster the 4. Implementation phase: implementation of improvement of well-being is a key factor in the improvement actions. modern environment. Nowadays, the climate of 5. Employee evaluation: the employees evalu- an organization must be oriented towards the ate the improvement plan. well-being of employees and, in so doing, it must 6. Executive certificate: the certificate is re- build a good corporate reputation even outside. leased. If based on values such as equity, inclusion and Duration: 3 years (phases 3,4,5 in- cluded) social justice, internal communication contrib- utes to the direct involvement of employees in The process is actually being undertaken by 414 the construction of a convergent language and Italian organizations, which are mainly distrib- shared goals, helping the organizational culture uted in the north side of Italy. 9% of them finds to positively evolve. On the other hand, exter- itself in the preliminary phase of the certifica- nal communication becomes an effective tool to tion process, 62% has a “base line” certificate improve brand awareness and reputation, while and 22% finished the process gaining an exec- conveying corporate values and setting virtuous utive certificate. In particular, the organizations circles in motion for the social and economic diversify themselves into: development of the territory. • Large organizations (with more than 100 employees) are divided into 110 private or- In recent years, the issue of employee well-being ganizations and 72 public organizations; has become increasingly important, bringing • Medium organizations (with 16 to 100 em- benefits also to the local community thanks to zations and 55 public organizations; that communication disseminates strategic ap- proaches and significant values in order to spread ployees) are divided into 91 private organi- effective communication channels. It is essential • Small organizations (up to 15 employees) are divided into 49 private organizations and 8 good organizational models. For instance, com- public organizations. municating inclusion projects and strategies sig- nifies to delete all forms of discrimination while Current data show how the certification system respecting diversity and equal opportunities. To spread good practices is fundamental for organi- is spreading in the country and can be useful zations: global inequalities represent one of the to different realities and professional environ- biggest obstacles to sustainable development. ments. Significant insights from the certificate Furthermore, building and maintaining a good reputation through communication practices Family Audit gives us a chance to deepen the state within organizations means to generate values of art of well-being within the sample. In par- which are not only economic, but also social and ticular, it helps organizations to identify useful relational. To frame differentiated engagement actions to foster progress and welfare improve- and communication paths enables a higher level 4 P 155 aPers of social integration, contributing to better eth- brand reputation; ics and responsibility in interpersonal relations. 4. The relationship between Family Audit, An organization that adopts ethical principles stakeholder engagement and communica- and standards can communicate to its vari- tion strategies (internal and external). ous audiences promoting transparent behavior, valuing integrity, social responsibility, respect Regarding the first question, the sample de- for human rights, environmental sustainability clared that good management of Family Audit and fair treatment of employees, customers and actually leads to social benefits, such as an in- communities. clusive language and psychophysical well-being oriented objectives. It certainly constitutes an ef- Family Audit: the correlation between ficient method to manage employee engagement communication and improvement of or- on work-life balance issues and it gives organi- ganizational well-being zations a better understanding of inclusion and social justice matters. In order to progress our analysis, determining whether and how communication within the The second question, with regard to economic Family Audit is a distinctive lever in generating and social development of the territory, showed organizational well-being, we decided to consid- that organizations have perceived Family Audit er a sample of 30 organizations (small, medium as a proficient stimulus to cultural and finan-and large) with the Executive Certificate of Fam- cial growth thanks to its ability to identify and ily Audit and to focus on two different hypoth- spread social values and territorial welfare. In eses: particular, the creation of Family Audit districts • to demonstrate how employee well-being incentivizes the creation of virtuous networks (based on the values of equity, inclusion and where to develop economic and social benefits social justice) can contribute to their direct for the employees and their families. In addition, involvement in the construction of a lan- round tables between companies were created guage and objectives consistent with the new thanks to Family Audit in order to better com- values, thus consolidating the organizational municate and raise awareness of organizational culture; well-being, work-life balance, equity and inclu- • to demonstrate how these values improve sion among many people. corporate reputation and, at the same time, engage virtuous circles of social and eco- The latter topic has been investigated also in nomic development in the local community. the third point of the interview. Organizations seem to significantly value the growth provided During the first step of the examination, we in- by Family Audit in the field of brand reputation: terviewed 10 organizations from the sample ask- the certificate works internally and externally to ing questions concerning 4 different topics: excel organizational image and contents. On the 1. The relationship between Family Audit val- one hand, the virtuous process helps the retain- ues and the creation of new language and ment of employees who work in a welcoming en- values; vironment. On the other hand, it encourages tal- 2. The relationship between the new language ent attractiveness because of the renewed brand and values and the creation of virtuous cir- values, which are actually sensitive to well-being cles of social and economic development for and work-life balance issues. As a consequence, the territory; the brand can benefit from a higher profile with 3. The relationship between Family Audit and institutions and professional associations. 4 P 156 aPers Finally, the sample underlined how Family Au- useful tool to enhance well-being both in the or- dit upholds stakeholder engagement and com- ganizations and communities. Significantly, the munication strategies. In fact, the certification examination underlined fundamental drivers commits the organization to pay special atten- for the success of corporate well-being: a strong tion to internal and external communication, commitment from the organization and the en- focusing on multi-directional and transversal re- tire governance, but also bottom-up and up-bot- lations. It prioritizes the importance of listening tom communication process. These appear to be to employees’ needs and requirements in order the sine qua non requirements to spread engage-to allow shared solutions. It also disseminates ment, inclusion, sustainability and actual com- good practices and actions amplifying the trust munication strategies. of employees and raising stakeholder awareness on professional welfare issues. Moreover, the certification extends its impact beyond internal improvements, fostering a sense The growing impacts of sustainable practices in the local community. By encouraging a culture of transparency and collaboration, Family Au- Overall results and conclusions of shared responsibility and partnership within pears nowadays as one of the top priorities for organizations, institutions, and civil society can work together towards common sustainability local communities, employees, companies and goals. This interconnectedness not only enhanc- general institutions. Being aware of the most issues in the work environment. Well-being ap- dit promotes the creation of networks where organizations has increasingly spotlights related compelling actions and techniques to improve es corporate welfare but also strengthens social cohesion and fosters long-term, sustainable de- corporate welfare becomes an essential require- velopment. The ripple effect of these practices ment to take a further step in sustainability. can lead to more resilient and inclusive com- Family Audit provides a specific answer to the munities, amplifying the benefits of corporate well-being beyond the organization itself. problem, giving a strategic methodology and ap- proach to improve the organizational awareness References towards engagement, inclusion, sustainabili- ty and communication, and make substantial F. Avallone, M. Bonaretti, Benessere organizza-changements in the system. tivo. Per migliorare la qualità del lavoro nelle amministrazioni pubbliche , Rubettino Editore, We investigated the pragmatic application of the 2003 certification process, asking a sample of orga-S. Martello, S. Vazzoler (a cura di) L’ anello man-nizations whether they conceived it as a pivotal cante. La comunicazione ambientale alla prova factor to access corporate welfare. Did the cer-della transizione ecologica , Pacini Editore 2022 tificate assist in visualizing critical areas, eligible for improvement? Did it actually enhance cli- S. Martello, S. Vazzoler (a cura di) Dove i fatti mate in the workplace? Was it helpful to better non arrivano Antologia ragionata e appassio- communicate company values to stakeholders nata della comunicazione ambientale, Pacini and outside the organization? Were virtuous cir- Editore 2024 cles in the territory created thanks to it? E.H. Schein, Organizational culture and leader- From the previous analysis, we reached the con- ship, John Wiley and Sons Inc. 2017 clusion that Family Audit effectively represents a 4 P 157 aPers R. Sobrero, Comunicazione e sostenibilità, EGEA, 2016 V. Volpe, Quale consulenza per lo sviluppo parte- cipativo, in Carcano, M., Ferrari, R., Volpe, V. (a cura di). La partecipazione dei lavoratori alla gestione dell’impresa. Un progetto possibile, Guerini Next., 2017 Webliography https://unric.org/it/agenda-2030/ https://www.trentinofamiglia.it/Certificazi- oni-e-reti/Family-Audit https://famiglia.governo.it/it/politiche-e-atti- vita/famiglia/conciliazione-famiglia-lavoro/ family-audit/informativa/ https://www.globalcompactnetwork.org/it/il- global-compact-ita/i-dieci-principi/introduzi- one/2-i-dieci-principi.html https://pcnitalia.mise.gov.it/index.php/it/ notizie-stampa/2035996-ocse-la-respons- abilita-sociale-d-impresa-e-fondamen- tale-per-raggiungere-gli-obiettivi-di-svilup- po-sostenibile-sdgs 4 P 158 aPers News Agencies as a Blind Spot in PR Research. Results of Qualitative Interviews in the New Media Landscape of the Early 21st Century Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Inderhees, Marco, Macromedia University of Applied Sciences Cologne (Germany) Introduction in more recent works also partly to journalistic In recent years, PR research has been concerned blogs and social media. News agencies, however, and their significance for the field of public rela- with a great deal of important theoretical work, tions is only mentioned as a marginal aspect. As but it has also regularly published new compre- Nelissen & Hendrickx (2023) state: “News agen- hensive handbooks on very different fields as cies are regularly mentioned in scholarly works well as discussing the roles of social media and among the principal sources of information for even more artificial intelligence (cf. chapter 2.1 legacy news organisations and titles [...]. How- for details). However, traditional PR work also ever, little is known about how these agencies remains important in a different way. Within themselves source news.” this field, a clear ‘blind spot’ can be seen in cur- rent as well as in earlier works: the undoubted- ly existing importance of news agencies for PR This research paper aims to make a small ex- professionals is hardly or not at all discussed. ploratory contribution in this strand of research, This is astonishing since the general relation- which has received far too little attention. And ship between public relations and journalism, as when talking about news agencies, also another well as differences and similarities between the classic element has to be taken into the focus: the two fields has long been extensively studied (for press release (which is now often more generally newer publications, also giving an overview on and correctly called “media release”). Although previous ones, cf. Hoffjann, 2022, Meissner & it has sometimes been declared dead, there are Vogler, 2022, Weder et al., 2023). Most of these many good arguments that in this case, too, the studies have shown a very close relationship be- dead live longer (Sievert & Sasse, 2017). The tween PR professionals and journalists (or PR paper will therefore use qualitative interviews and journalism more general), but also, that to show how agency representatives and media there are significant differences in the percep- representatives see the current role of press re- tion of the impact of these relationships. leases, especially in relation to agencies, as well In these and other works, journalism typically as the importance of agencies in the dissemina- refers to traditional mass media such as daily tion of press releases. newspapers, magazines, radio or television, and 4 P 159 aPers Theoretical Foundations & State of Re- (Czarniawska-Joerges, 2011). They have always Media Environment 2020) and even actually it is undisputed that Current research in public relations (PR) en- news agencies play a central role as suppliers of compasses various topics, including crisis com- information for media offerings (Mbaya, 2021). munication strategies aimed at restoring public According to e. g. Boumans (2018) news agen- trust (Coombs, 2020), strategic planning for PR research, News Agencies and a Changing history in many countries (Lewis et al., 2008; Palmer, 2019; Surm, 2020; Vyslozil & Surm, search played a significant role as gatekeepers and in public relations (Smith, 2020), the evolving role cies are a key target for any actor seeking me- dia attention: “Apart from the agency’s massive of strategic PR leadership (Gregory & Willis, reach, they also have an important validation 2022), media relations (Johnston, 2020), strate- function: a message gains in status when agen- gic management (Tam et al., 2022), the impact cies report on it.” of social media and influencers on public opin- ion compared to traditional media (Casaló et al., Against the background of digital changes, how- 2020), and the role of artificial intelligence in PR ever, the function of news agencies is also differ- (Hassan & Angawi, 2024), to mention only a few. entiated, ultimately even asked whether they are Valentini (2021) highlights the importance of “anachronism or lifeblood of the media system” integrating knowledge of communication struc- (Jukes, 2022). On the one hand, it is plausible tures and processes, emphasising a global per- to assume that the importance of agencies is in- spective that is sensitive to cultural and epis- creasing in the course of digitalisation, because temological diversity. Furthermore, Valentini many media editorial offices are operating with underscores the need for new theorising efforts declining resources in the face of falling adver- to better understand the evolving discipline of tising and subscription revenues and, especially PR, drawing on contributions from scholars in the online sector, under greater time pressure worldwide and presenting diverse perspectives. (Dogruel et al., 2019), which is why the need for The themes addressed by Valentini, such as cul- already prefabricated news is increasing. On the tural sensitivity, global perspectives, and theo- other hand, the easier availability of information retical innovation, are recurring topics within online also means that media newsrooms are the field of public relations research. The pow- turning to cheaper sources such as government er dynamics within PR departments have been information etc. – in addition to or instead of explored (Grunig, 2020), and communication agency material (Welbers et al., 2018). Media models remain an important subject (Grunig & houses have started to cancel their subscriptions Kim, 2021). All in all, news agencies receive lit- to basic services, i. e. the former core business of tle attention in PR research, and the term “news an agency – even media houses that are them- agencies” is rarely used in the current PR dis- selves co-owners of the agency (Rantanen et al., course (Sriramesh & Verčič, 2020). Neverthe- 2019; Pfaff, 2021). The question of the role of less, it is important to note that many research- news in the digital age is by no means new (Boy- ers have extensively explored the relationship er, 2011) but it is more urgent than ever given between PR and journalism (Schwarz, 2016). the abovementioned developments. According to some very basic definitions, According to Forde and Johnston (2013), there news agencies are “organizations employing has been “little academic attention” in news journalists and established to supply news re- agencies’ functioning, earning them the title of ports to other organizations in the news trade” ’silent partners’ of news organisations. In a recent 4 P 160 aPers review on media business and management, for media, that work with press releases as regularly example, news agencies are only mentioned at as ever.1 Hilmann (2017) rightly points out that all in very few places (Zydorek, 2018). The ex- with increasing workloads, journalists now have tent to which media newsrooms are increasing- less time to check press releases for relevance ly using more or increasingly using less agency (not to mention editing or fact-checking). Cat- material in the midst of the structurally difficult enaccio (2008) already emphasises the “hybrid situation and whether and how news agencies’ position along the informative-promotional business models are changing in the midst of the continuum, and that identification of its com- digital transformation (Rantanen, 2020) remain municative purpose relies as much on core as on open questions. peripheral textual features”. Now more than 100 years old, its significance in today’s world is, how- Following Vogler et al. (2022), the limited ex- ever, repeatedly questioned on principle. Forbes isting research focused on news agencies can magazine e. g. asks, “Are Press Releases Dead?” be categorized into three main areas: (1) struc- (Rampton 2016). On the one hand, there are the tures and business models of news agencies, (2) professionals who proudly point to the relevance importance of international agencies in foreign of the press release, on the other hand, their col- reporting, (3) importance of agencies in media leagues argue that it is antiquated and ineffec- markets of individual countries. Conversely, tive. Various practitioners in the US also wonder there is a scarcity of studies concerning smaller if the press release might survive and note that and specialized news agencies, as well as inves- the press release in its traditional form, i. e. as tigations into the utilization of agencies by local a central public relations tool that brings news and regional media outlets. Additionally, there directly to the inbox of every reporter, has had is a notable absence of broader media econom- its day (Richard 2016). And according to Sievert ic studies that investigate the dynamics between & Sasse (2017), who further analysed data from media organizations and news agencies. Sievert & Preppner (2017), press materials rank only fourth as a research method among full- Press Releases, News Agencies and many open time journalists (59 percent use them regularly), (research) questions and only fifth among part-time journalists (50 As already mentioned above, one important percent). On the positive side, however, all this source for news agencies are also press releas- also means that half of the journalists still work es. According to Deg (2017), press releases are with press releases. the most widely used standard means of pub- While the literature on news agencies is limit- lic relations. Schach (2022, translated) also sees ed, there is almost no research at all on the use press releases as “one of the oldest but still most of press releases by news agencies as well as on important types of text in media relations”. Al- the relationship of the agency world to corpo- though the communications industry regularly rate communicators. Given the crucial impor- sings a farewell to this instrument because the tance that news agencies have as a source of publication results are getting worse and worse, information, as well as the great interest of PR there are many sectors and subject areas, but also professionals to have news agencies disseminate 1 As examples, Schach mentions public relations work in the municipal and regional area. She also points out that in online commu-nication, press releases are now also used for direct communication. Because on the internet, press releases are freely accessible to all users and then do not have to convince journalists as gatekeepers. In both cases, however, the topic and the content of the text are the essential success factors (Schach, 2022). Other authors even describe increased areas of use, such as in science communication, even if this sometimes leads to a “conflict of ownership” (Autzen 2014). 4 P 161 aPers the content of their press release, this is regret- and a media text, see Boumans, 2018). table from two perspectives: from the point of view of PR professionals, who can thus better Based on two case studies already more than a shape their work with fair conditions for all, but decade ago, Johnston & Forde (2011), using the above all from the point of view of society, which example of Australian Associated Press (AAP), should better understand such relationships in traced press releases through AAP and into the the interest of transparent communication. daily news around the world, while also analys- ing the media culture that accepts agency mate- Nevertheless, there are some exceptions and rial to be used and reused without checking ac- three of them should be mentioned here: Bou- curacy, and often without attribution. According mans (2018) is one of the rare examples to inves- to the authors, the article suggests “the need for tigate on the news agencies’ reliance on organi- a shakeup in how media researchers view news sational press releases for their output on a broad sources, as well as a closer analysis of news agen- empirical base. According to his content analysis cy domination within the news environment” of several thousand press releases over ten years which showed an increased potential for error in the Netherlands, both the news agency under and inaccuracy, e. g. due to insufficient fact or investigation as well as newspapers reproduce agenda checking. press releases to a very limited extent. The sim- ilarity seems to be even significantly lower in One of the newest research publications is from the case of releases from NGOs, and the ratios Belgium (Nelissen & Hendrickx, 2023). It is remain overall stable over time for all media ex- based on a case study of how Belgium’s nation- cept for the quality newspapers, whose journal- al, multilingual news agency sources its science ism scores are statistically significantly decreas- news. The findings reveal “a large, potentially ing over time (the Churnalism Index resembles worrying, dependency on information subsidies the degree of similarity between a press release and their assumed factuality from press releases Figure 1. Communication process between Public Relations departments and (mediated) publics. Source: Own model and illustration. 4 P 162 aPers and other news agencies, largely sourced locally.” dressed. On the other hand, this interview form Due to the described lack of systematic knowl- offered sufficient openness to allow the inter- edge, but also based on the few existing litera- view partners to bring up their own aspects in ture the authors tried to visualise the flow of the conversation. The interviews were analysed information between PR departments, agencies, using qualitative content analysis (Fürst et al., media organizations and audiences (figure 1). As 2016). Both deductive and inductive coding was one main aspect, the image shows additionally applied in order to potentially include new as- that different ways of dissemination are associat- pects brought up by the interviewees. ed with different levels of credibility – given the The interview guide developed was based on fact that media coverage, and in particular news the “value chain of the news agency” developed agency coverage, increases not only the reach, by Theurl (2009) in order to depict the differ- but also the credibility of corporate messaging. ent phases and processing steps of the editorial workflow in the agency and the reporting me- Following the findings of this chapter on theo- dia organization. Further aspects related to the retical foundations and state of research regard- research questions were included as well. Press ing press release, news agencies and the relation- releases were asked for as a source of informa- ship between both aspects, the following two tion, whereby this was only mentioned as one of main research questions appear and shalle to be several examples. The interview partners could answered through the explorative, qualitative re- actively take up this example or not. A standard search of this paper: guide was prepared for the agencies on the one hand and the media houses on the other. The in- How do news agencies use and scrutinise PR terview guides for the representatives of agencies material and how important are press releases and media organizations were slightly adapted for them in this context? to the background of the respective interviewee. Firstly, sample included five representatives How do news media organisations use wire from a total of four different media companies news/agency reports when they appear to be together covering the local, regional and nation- based on press releases, and do they label the al news. Secondly, five representatives of news agency material as such? agencies were interviewed, two of them in a double interview. Two large agencies as well as Methodology a smaller one were included in the sample. Most of the interviewees hold leadership positions. Of Qualitative guided interviews were conducted the ten interviewees, three are women and sev- with representatives of agencies, media organi- en are men. Names and organisations were an- zations to reconstruct a detailed picture of edito- onymised. The interviews were all conducted in rial practice, but also of the economic aspects of German, the following translations into English the topic2. The interviews included semi-struc- were made by the authors of this paper with the tured forms of questioning techniques (Loos- support of the AI-based tool DeepL. en, 2016). This means that the interview guide ensured that the research questions were ad- 2 The study presented in this paper was conducted in combination with a quantitative content analysis in collaboration with the Univer-sity of Zurich (Vogler et al., 2022). Both sub-studies were part of a contracted research project commissioned by the North Rhine-West-phalian Media Authority on the importance of news agencies in today’s media landscape. The use of press releases by news agencies was a secondary aspect of the qualitative interviews, the results of which are presented in this paper. 4 P 163 aPers Table 1: Sample of media representatives for the qualitative interview study. Media type Position National, private TV station Head of Politics Department National, private TV station Multimedia Editor Regional radio station Head of News Local radio Editor-in-Chief Digital offer of a regional newspaper publisher Head of Digital Desk News agency I Editor-in-chief News agency I CEO News agency II Deputy Editor-in-Chief; Head of the Regional Office for Germany (double interview) News agency III Editor-in-Chief There are of course a number of limitations and is based. desiderata in the approach presented here: The limitation lies in a rather small sample, which is For example, in response to the open question due to the general context of the study and its about sources of information, one of the agen- thematically much broader focus (see Footnote cy representatives interviewed quite explicitly 2). Potential further research adding to this first mentions press releases as a central, very impor- exploratory study could include a broader qual- tant element: itative survey research, supplemented by quan- Of course, we also receive a lot of material, on titative elements, an additional content-based the one hand from media clients, but also from analytical comparison of press releases, agency many press offices. Hundreds of press releas- reports and published media contributions, as es, e-mails and so on come in every day, and well as an international comparative perspective of course we sort them out and evaluate them. on the topic. (Agency representative 1). Results However, this person also mentions the press re- lease by itself only in fourth place after their own News agencies and PR output like press releas- correspondents, the internet and other “classic es as source 3 media” on the way from a topic or event to an First of all, it is interesting, especially with re- agency report. gard to research question the authors formulat- ed above, how important are press releases as a On the other hand, another interviewed agency news source for news agencies and how do they person refers more to a specific area of press re- use and process PR material. Here, a very dif- leases as a source, albeit also at a very prominent ferentiated picture emerges among the interview point in the interview: partners of the qualitative survey on which this 3 In addition, it would also be interesting to look at the PR output ‘press release’ also from a media perspective. Generally speaking and as a result out of the qualitative interviews, press releases continue to be very important, for instance in the context of political coverage or local journalism – despite some information overflow. However, due to reasons of space this cannot be further elaborated here. 4 P 164 aPers … basically, the sources are often emails, web- What all agency representatives have in com- sites, [and] the regular news feeds [...] – these mon is that when talking about press releases – companies that distribute press releases from although not always exclusively related to them listed companies or OTS [a specialized ser- – journalists are relatively quick to mention a vice for distribution] with the press releases. detailed fact check, illustrating the notion of Meanwhile, also a lot of Twitter, a lot comes journalistic independence and scepticism. via Twitter. (Agency representative 3) In one case, moreover, the handling of press re- What significance press releases have in relation leases is viewed critically not only in terms of to, for example, own correspondent reports of- their factuality, but also in terms of their tonality, ten remains unclear. However, it is noticeable frame and context, and approaches of “construc- that if correspondents have exclusive material, it tive journalism” are explicitly recommended for is a competitive advantage for news agencies if handling them here: they can report ahead of the publication of an So just as an example, […] solution-oriented official press release – and thereby also ahead of journalism or people-friendly, constructive competitors on the media market: journalism. You can make reports like this: So sometimes, of course, information comes More and more illegal entries into Germany. first from the correspondents, because they get Such press releases from the statistics authori- a message from a company, from a politician, ties are also taken up. But you can also look at from some crucial office, before it is dissem- it in a solution-oriented way or with a different inated to the general public, by press release, perspective [...] That is, we also try to take an- for example. (Agency representative 4) other look at some topics, one that is alterna- tive. Not in the sense of alternative facts, but Some large agency representatives, on the other in the sense of multi-perspectivity. (Agency hand, do not mention press releases as a source representative 1) of information without being asked specifically, but emphasise another aspect in which press of- Notably, agency representatives mention press fices, not necessarily press releases, play a role: releases often when it comes to cross-financing We use the [sources of information] that all the agency’s core business, describing their ser- good journalists use, that is, their person- vice of paid distribution of PR material, which al contact. That means the fact that of course is entirely separate from the journalistic depart- people are aware that news agencies can con- ment according to one interviewee: tribute to the dissemination of their concerns, So there is the core area of news agency [...]. meaning press offices or others. (Agency rep- That is, what is commonly known as [...] pro- resentative 5) ducing a basic stock of news and distributing it to the media of the country as a basic service. This shows how important it is also for PR pro- And around this basic service, around this fessionals to maintain personal contacts with core service, there are [...] other companies, journalists even in the age of social media. The [...] which […] serve additional business mod- key here seems to be early or exclusive access to els. (Agency representative 2) information, which may be advantageous also for the communicator who can influence the Agency news and press releases time of publication and can secure a certain de- The second research question, i. e. how do news gree of attention. media organisations use wire news/agency re- ports when they appear to be based on press 4 P 165 aPers releases and whether agency material is labelled further editing. as such can unfortunately only be answered to a limited extent as a result of the interviews. An The question is to what extent media companies argument brought up in the course of the inter- nevertheless make additional efforts to check views is that not to publish press releases them- agency reports when they use them for their selves but to wait for the corresponding agency coverage. The interviews indicate that this is report is much easier for the editorial office as clearly an exception: the agency does the job of transforming the in- We do [check an agency report] on topics that formation into a piece of news, including the seem suspicious to us in some way. But the necessary fact-check: fact is, I have to be honest, that because we It can also happen that we say, “Hey, here’s subscribe to dpa, we have the so-called agen- a press release, is the agency actually doing cy privilege. So nothing can happen to us in it’s a bit of a decision: do we have to be quick it is. Quite simply for reasons of time. (Media with it, then we’ll do it ourselves, or yes, AFP something about it? So with every press release terms of press law if we take over the dpa as representative 2) or dpa will report it anyway. Then we take it from there. (Media representative 1) The qualitative interviews also show that the ing of the press release possibly also contained dio and television providers, there is quite often therein as a sub-source. In this context, the so- labelling: “Well, two-thirds [of online news] is called “agency privilege” is a crucial aspect. This already labelled [with our agency acronym], I privilege means that in Germany, news agencies would say.” (Agency representative 1). Online, are considered sources with privileged access to attention is also often paid to and marked when information, allowing editorial offices to take several agencies and sources are mixed: “We over agency reports as a rule without further also do that, because sometimes it happens, for verification. If any of the reported information example, that we mix several agency reports to- is wrong, it is the agency that is liable, not the gether [...] and then also mark both agencies un- the question of how media deal with agency re- of media. This might be partly similar for press ports in general, as well as ultimately also the releases. When it comes to online media of dai- naming of agencies as sources and the mention- ly newspapers and especially the websites of ra- In addition, ultimately, this is generally about ling practices depends very much on the type importance of agency material and its label- agency’s client who relayed the information. Thanks to this rule, news agencies in Germany derneath” (media representative 1). But there is have the same status as authorities or govern- much less labelling in the radio and TV sector, ment sources, for example, where there is an ob- which one interviewee explains as follows: ligation to communicate truthfully. If the agency I think it would disturb the flow, because then privilege did not exist, journalistic due diligence I would have to mention it five times in every would require that every single agency report be programme. Then we would have maybe four subjected to a new fact check by the respective times dpa and once AFP, roughly estimated media house (Vogler et al. 2022). Conversely, [...] On the one hand, that would disturb the for corporate communicators, this means that flow a bit and on the other hand, one has to news agencies are very attractive channels for honestly say [...] the listener will probably ask information dissemination because agency re- himself, do they actually know anything them- ports are considered highly credible and media selves? We are a kind of reading machine for organizations will often use the content without the dpa. (Media representative 2) 4 P 166 aPers This research paper aimed to address the “blind agencies in PR research remains really under- estimated. While the relationship between PR Summary & Conclusion Overall, this study reveals that the role of news alysed have illuminated the complex dynamics ly studied, the pivotal role that news agencies play as intermediaries and gatekeepers in the of how news agencies interact with PR profes- information flow is still insufficiently explored. sionals, particularly regarding their use of press ing news agencies. The qualitative interviews an- professionals and journalists has been extensive- spot” in public relations (PR) research concern- releases. The findings highlight the still sub- News agencies not only serve as channels of dis- tribution but also as validators that can signifi- stantial, but yet largely underappreciated role of cantly enhance the credibility of PR content. The news agencies within the broader framework of distinction between traditional journalism and PR practices. news agency work must be considered, partic- The first research question explored how news straints and serve as critical links between PR ularly as agencies operate under different con- agencies utilise and process PR material, partic- practitioners and broader media channels. ularly press releases. The analysis showed that news agencies have a nuanced approach towards This paper, therefore, underscores the need for press releases. Although press releases are rec- further research into the relationship between ognised as an essential source by all interview- PR and news agencies, particularly in the con- ees, their importance varies depending on the text of the digital transformation and evolving agency’s size and the specificity of the informa- media consumption patterns. Despite the lim- tion. Smaller agencies, which often serve niche itations of this study, including the small sample markets, are more reliant on press releases to size, the focus on written communication and identify relevant news topics. Larger, more gen- its exploratory nature, the findings contribute eralist agencies, on the other hand, rely heavily hopefully some useful insights into the ongo- on personal contacts with PR professionals rath- ing discourse in PR research. By shedding light er than just on press releases, emphasising the on the topic mentioned, this study encourages value of building relationships within the indus- a deeper examination of how PR strategies can try. be optimised by understanding and effectively leveraging the function of news agencies in to- The second research question sought to under- day’s media ecosystem as well as in the future. stand how news agencies perceive the relevance And the knowledge gained in this context may of press releases in today’s media landscape. also be helpful in better understanding future Despite ongoing debates about the relevance of reputation management in general - also in re- press releases, the study found that they contin- lation to the coming age of generative artificial ue to be an important tool for PR professionals intelligence, which was briefly mentioned in the aiming to secure coverage through news agen- introduction and which may also be important cies. 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Public Relations Inquiry, 12(2), 163- 182. 4 P 170 aPers Navigating Informed Health Choices: Sociocultural Factors and Information Channels in the Context of Chiropractic Services in Croatia Takahashi, Marta, Catholic University of Croatia (Croatia) Introduction providing insights into who is most likely to turn The goal of this study is to conduct an explo- to chiropractic treatments and why. Understand- ing these profiles will help clarify how societal ration of the information channels and media values, such as materialism or post-materialism, content that influence individuals’ decisions to and trust in different information sources influ- use chiropractic treatments. In doing so, the aim ence health behavior. The research aims to iden- is to understand not only the types of platforms tify patterns in information-seeking behavior, and sources that people rely on but also the spe- including whether individuals are more likely to cific attitudes and characteristics of individu- trust informal channels like word-of-mouth and als who choose chiropractic care. This involves online searches over formal, scientific sources. investigating whether people primarily obtain Beyond simply mapping out the information and offer recommendations on how to bridge sources, this paper seeks to uncover the socio- these gaps by making validated, research-based cultural factors that shape these individuals’ information more accessible and compelling attitudes toward healthcare, particularly focus- for the public. By understanding how and why ing on the influence of post-materialistic values people choose chiropractic care, it is possible to such as personal growth, health investment, and contribute to better public health strategies, im- self-expression. These values may play a key role proved communication of medical knowledge, in steering individuals toward complementary and more informed healthcare decision-making and alternative medicine (CAM) practices like processes in society. chiropractic, as they emphasize personal agency ing the level of trust they place in these different er implications of these findings for public health and the role of scientific literacy in shaping sources. healthcare decisions. The study will help identi- fy gaps in public trust toward scientific sources social media, or scientific literature, and assess- Ultimately, the goal is to shed light on the broad- information from personal recommendations, in health decisions and a shift away from reli- ance on conventional medical authorities. Complementary and alternative medi- By examining the demographic characteristics cine (CAM) of chiropractic users—such as age, education Complementary and alternative medicine level, and socioeconomic status—this study is (CAM) refers to a diverse and evolving set of 4 P 171 aPers healthcare practices that exist outside of con- cultural beliefs, and dissatisfaction with the ventional biomedical systems. Unlike standard pharmaceutical-centric model of conventional medical approaches that are deeply integrated medicine. Given the immense variety and diver- into public health infrastructures, CAM oper- sity of CAM practices, it is unrealistic to expect ates either in parallel with or as alternatives to any universal standards or general regulatory mainstream healthcare frameworks. These prac- frameworks that would apply to all CAM mo- chiropractic care, acupuncture, and herbal med- a cohesive, universally accepted legal and profes- icine, to more specialized approaches like home- tices range from well-known modalities such as dalities. This diversity makes it difficult to create 2019). Globally, CAM has grown significantly has its own set of principles, practices, and theo- over the past few decades, driven by an increas- retical underpinnings, which complicates efforts ing interest in holistic approaches to health that to integrate them into formal healthcare systems opathy, naturopathy, and energy healing (WHO, within CAM, from chiropractic to naturopathy, sionalization process for CAM. Each modality responsibility. or to create standardized professional guidelines emphasize prevention, wellness, and individual (WHO, 2019). For example, while chiropractic One of the defining features of CAM is its auton- care is largely focused on the mechanical health omy from the regulatory structures that govern of the spine and musculoskeletal system, other conventional medicine. In countries like Croa- CAM practices, like acupuncture or homeopa- tia, CAM providers—including chiropractors— thy, are rooted in entirely different philosophical are not subject to the same stringent legal and and medical traditions, making standardization professional regulations that apply to conven- across the board a challenge. tional healthcare providers. This regulatory gap often results in limited public oversight, varying In light of these complexities, the professional- standards of practice, and uneven public rec- ization of CAM is an ongoing process. In some ognition of these therapies. Without clear legal countries, certain CAM practices have been frameworks, it becomes difficult to guarantee more successfully integrated into public health the consistency and safety of CAM treatments, systems, often through legal recognition, certi- national healthcare systems (Cerjan-Letica & instance, chiropractic care is more widely regu- Letica, 2010). which further complicates their integration into fication programs, and insurance coverage. For lated and accepted in countries such as the Unit- a unique position. On one hand, it appeals to standards (Stochkendahl et al., 2019). However, individuals seeking alternatives to conventional in many other regions, including parts of Eu- medical treatments, particularly those who feel rope, CAM practices remain largely unregulat- In terms of public health policy, CAM occupies adhere to specific educational and professional ed States and Canada, where practitioners must medicine. On the other hand, it exists in a reg- ed, leaving patients and providers in a legal lim- dissatisfied with the limitations of modern bio- ulatory grey area, which presents challenges for bo (Stochkendahl et al., 2019). Thus, while CAM healthcare policymakers who must balance the holds great potential for expanding healthcare demand for patient autonomy with the need for options and promoting individualized care, its clinical efficacy and safety. Despite these chal- future depends on the development of more lenges, CAM continues to be a significant com- structured frameworks that can ensure both effi- ponent of the healthcare landscape. Its popular- cacy and patient safety. ity persists, often driven by patient testimonials, 4 P 172 aPers Sociocultural (Postmaterialist and Mate- tions such as CAM. These individuals often view The choice to engage with CAM therapies, in- as a dynamic state of physical, emotional, and mental well-being that requires ongoing main- rialistic) Values health not merely as the absence of disease, but in values, particularly the distinction between health is a cornerstone of many CAM practices, which emphasize balance, prevention, and the materialistic and postmaterialistic worldviews. integration of body, mind, and spirit. Postmaterialism, as conceptualized by sociol- intertwined with broader sociocultural shifts tenance and investment. This holistic view of cluding chiropractic treatments, is often deeply ogist Ronald Inglehart, reflects a value system For postmaterialists, healthcare is not just a that prioritizes self-expression, personal devel- practical necessity but an integral part of per- opment, and quality of life over economic and sonal development. The pursuit of alternative material concerns. In contrast, materialistic val- health methods like chiropractic care, acu- ues focus on economic security, physical safety, puncture, or herbal remedies is seen as a form and basic needs, which were historically more of self-expression, where individuals make au- pressing in earlier stages of socioeconomic de- tonomous choices about their health based on velopment (Axén, Hestbaek, Leboeuf-Yde, 2019; their own beliefs, experiences, and preferences. Coulter & Willis, 2007). These choices are often informed by a desire to avoid the perceived limitations of conventional As societies progress through stages of eco- medicine, such as the over-reliance on pharma- nomic development, individuals tend to shift ceuticals or invasive procedures, and to explore their focus from materialist concerns—such more natural, individualized, and non-invasive as financial security, employment stability, and options. physical protection—to postmaterialist con- cerns like self-actualization, personal well-be- In contrast, materialistic values, which are more ing, and environmental sustainability. This shift prevalent in societies or communities where in values has profound implications for health- economic security is still a major concern, tend care choices, as people become more interested to align more closely with traditional, biomed- in maintaining their health through preventive ical approaches to healthcare. Individuals who and holistic means rather than merely treating prioritize materialist values are often more risk- diseases after they occur. In this context, CAM averse in their health decisions, relying on con- methods are particularly attractive, as they align ventional medical treatments that have been with postmaterialist values by emphasizing the scientifically validated and widely accepted. For importance of personal empowerment, natural them, healthcare is primarily about addressing healing, and long-term wellness strategies (In- immediate physical needs, such as curing illness glehart, Baker, 2000). or managing symptoms, rather than focusing on long-term prevention or holistic well-being. One of the core characteristics of postmateri- However, it is essential to note that many indi- alist values is a focus on self-care and personal viduals hold a combination of both materialist well-being as essential aspects of one’s life goals and postmaterialist values, resulting in a hy- (Axén, Hestbaek, Leboeuf-Yde, 2019). Individ- brid approach to healthcare. These individuals uals who hold postmaterialist values are more may rely on conventional medical treatments likely to take an active role in managing their for acute or serious conditions but also explore health, seeking out information on preventive CAM methods for preventive care, stress man- care and exploring alternative healthcare op- agement, or chronic conditions where conven- 4 P 173 aPers tional medicine offers limited solutions. This lic of Croatia, and the research was anonymous. blending of values reflects a broader societal A method of deliberate, convenience sampling trend towards pluralism in healthcare, where was chosen, as the exact number of chiropractic people are increasingly open to integrating mul- users in the population is unknown. tiple approaches to achieve their goals (Schwartz, Rubel, 2005), including the health. The questionnaire examined the sociocultural characteristics of the respondents and the in- The rise of CAM can also be seen as part of a formation channels they used while researching broader cultural shift towards postmodernist CAM versus conventional medicine, and mak- values, which emphasize the rejection of grand ing informed decisions. In addition, sociodemo- narratives, including the biomedical model of graphic data of the respondents were collected healthcare as the sole path to health and wellness (gender, age, county, level of education). Where (Axén, Hestbaek, Leboeuf-Yde, 2019). In a post- applicable, the data were compared with the re- modernist framework, individuals are encour- sults of the 2021 Census of the Republic of Cro- aged to question traditional authority, including atia (Census 2021). The data from Census 2021 medical professionals, and to seek out their own refer to adult citizens of the Republic of Croatia paths to health. CAM’s emphasis on personal- (Croatian Bureau of Statistics, 2022). ized, patient-centered care fits well within this framework, as it offers individuals the autono- H: The research subjects who display an accep- my to make healthcare decisions that align with tance of predominantly post-materialistic values their personal values, beliefs, and experiences. have a tendency towards the use of information channels that are supportive of complementa- The increasing popularity of CAM therapies ry treatment methods, including chiropractic, like chiropractic care is not merely a reflection while the opposite is true for the subjects who of dissatisfaction with conventional medicine predominantly accept traditional social values. but also a manifestation of deeper sociocultur- al shifts towards postmaterialist and postmod- To demonstrate post-materialist and materialist ernist values. As individuals prioritize self-care, values, the standard Inglehart materialism-post- CAM offers an appealing alternative to the often In this scale, respondents are asked to answer 12 questions that represent either materialist or holistic health, and personal empowerment, materialism scale (Inglehart, 1997) was used. ventional medicine. Understanding the socio- post-materialist values. impersonal and disease-centered focus of con- and researchers who aim to meet the evolving high level of economic growth, making sure this country has strong defense forces, maintaining needs of a population that is increasingly diverse order in the nation, fighting rising prices, a sta- in its healthcare preferences and values. essential for healthcare providers, policymakers, Materialist values in Inglehart’s scale include a cultural dynamics that drive the use of CAM is ble economy, and the fight against crime. Methodology On the other hand, post-materialist values in The survey was conducted online, with a sample Inglehart’s scale encompass seeing that people of 200 respondents from Croatia, 100 of whom have more say about how things are done at their had experience with chiropractic treatments and jobs and in their communities, trying to make 100 who did not. It was conducted in March 2024. our cities and countryside more beautiful, giv- All respondents are adult citizens of the Repub- ing people more say in important government 4 P 174 aPers decisions, protecting freedom of speech, prog- Table 1: Structure of respondents by gender ress toward a less impersonal and more humane (N=200) society, and progress toward a society in which 2021 Census ideas count more than money. Gender N % (CRO) The questions were presented in three sets of Male 93 46.5 48.2 four questions each. If a respondent selects two Female 107 53.5 51.8 post-materialist items in a set, they are consid- ered a post-materialist. If they select two mate- Total 200 100.0 100.0 rialist items in a set, they are considered a ma- Table 2: Structure of respondents by age terialist. If they select one post-materialist and one materialist item, the respondent is consid- (N=200) ered to have mixed values. 2021 Census Age N % (CRO) 18 – 24 27 13.5 9.6 25 – 34 32 16.0 13.7 35 – 49 59 29.5 24.2 50 – 64 42 21.0 25.6 Figure 1: The number of respondents who have/ 65 + 40 20.0 26.9 Total 200 100.0 100.0 have not tried chiropractic (N=200) Results In this research, the structure of respondents Out of 200 respondents, 46.5% are men and by education level is divided into six categories, 53.5% are women, which is a 1.7% deviation while in the 2021 Census it is divided into three from the 2021 Census (Croatian Bureau of Sta- categories. Primary school or less is the only tistics, 2022) (Table 1). Among the respondents, category that is consistent in both the research 13.5% are aged 18 to 24, 16.0% are aged 25 to 34, and the 2021 Census. In this research, 2.0% of 29.5% are aged 35 to 49, 21.0% are aged 50 to 64, respondents fall into this category, while in the and 20.0% are over the age of 65. Compared to 2021 Census, it is as high as 20.4% (a deviation the 2021 Census, the largest deviation is in the of 18.4%). This result was somewhat expected, 65+ category, at 6.9%, which is to be expected given that, according to the Census, the least given that this is the oldest population, gener- educated group is among the oldest population, ally less trusting of digital technology, and the which participated the least in the questionnaire. questionnaire was completed digitally (Table 2). Two- or three-year secondary school was com- All counties are represented in the research, with pleted by 9.5% of respondents, and four-year the largest deviation compared to the 2021 Cen- secondary school by 61.5%, meaning that 71% this research, 27% of respondents are from the ondary education. According to the 2021 Cen- City of Zagreb, while according to the 2021 Cen- sus in the City of Zagreb (a 7.2% deviation). In of participants in this research completed sec- sus, the figure is lower at 19.8% (Table 3). have secondary education. An undergraduate sus, 55.5% of citizens of the Republic of Croatia degree was completed by 2.0% of respondents, a graduate degree by 15.5%, and a postgraduate degree by 9.5%, making 27% of participants in 4 P 175 aPers Table 3: Structure of respondents according to counties (N=200) County N % 2021 Census (CRO) Bjelovarko-bilogorska 4 2.0 2.6 Brodsko-posavska 3 1.5 3.4 Dubrovačko-neretvanska 6 3.0 3.0 Grad Zagreb 54 27.0 19.8 Istarska 8 4.0 5.0 Karlovačka 8 4.0 2.9 Koprivničko-križevačka 8 4.0 2.6 Krapinsko-zagorska 8 4.0 3.1 Ličko-senjska 3 1.5 1.1 Međimurska 11 5.5 2.7 Osječko-baranjska 12 6.0 6.7 Požeško-slavonska 4 2.0 1.7 Primorsko-goranska 10 5.0 6.9 Sisačko-moslavačka 6 3.0 3.6 Splitsko-dalmatinska 14 7.0 10.9 Šibensko-kninska 4 2.0 2.5 Varaždinska 7 3.5 4.1 Virovitičko-podravska 2 1.0 1.8 Vukovarsko-srijemska 5 2.5 3.7 Zadarska 5 2.5 4.1 Zagrebačka 18 9.0 7.7 Total 200 100.0 100.0 this research highly educated. At the national fessional or scientific sources. This low number level, 24.1% of the population in the Republic of points to a significant gap in the public’s engage- Croatia is highly educated (Table 4). ment with scientifically rigorous information. In a country like Croatia, where CAM (Com- Information about chiropractic was obtained plementary and Alternative Medicine) methods from surroundings (friends/acquaintances/ such as chiropractic care are still not fully reg- family) or personal experience by 33% of re- ulated or integrated into the formal healthcare spondents. Information about chiropractic was system, the public’s disregard for scientific vali- accessed by 27% of respondents through social dation can lead to an overreliance on anecdotal media or internet searches, while 19.5% were evidence and non-expert opinions. The lack of informed through television, newspapers, or engagement with scientific literature is particu- radio. Perhaps the most striking figure in this larly troubling because it suggests that many in- data is the small percentage – just 5.5% – of re- dividuals are not benefiting from the wealth of spondents who obtained information from pro- peer-reviewed research that could inform safer, 4 P 176 aPers Table 4: Structure of respondents according to education (N=200) Education N % 2021 Census (CRO) Elementary school or less 4 2.0 20.4 Two-year or three-year high school 19 9.5 55.5 Four-year high school 123 61.5 Undergraduate studies 4 2.0 Graduate studies 31 15.5 24.1 Postgraduate studies 19 9.5 Total 200 100.0 100.0 Table 5: Source of information about chiropractic (N=200) Source of information about chiropractic N % Surroundings (friends/acquaintances/family) or personal experience 66 33.0 Social media, internet searches 54 27.0 Television, newspapers, or radio 39 19.5 From professional/scientific sources 11 5.5 Other 0 0 I am not informed 30 15.0 Total 200 100.0 Table 6: The ratio of post-materialist, materialist, and mixed values individuals who use or do not use chiropractic (N=200) Post-materialists / materialists / mixed N % Post-materialist individuals who use chiropractic 36 18.0 Post-materialist individuals who do not use chiropractic 16 8.0 Materialist individuals who use chiropractic 6 3.0 Materialist individuals who do not use chiropractic 17 8.5 Mixed value individuals who use chiropractic 58 29.0 Mixed value individuals who do not use chiropractic 67 33.5 Total 200 100.0 more effective healthcare decisions. Chiroprac- Using Inglehart’s post-materialism scale, the tic care, like any other medical treatment, carries study examined how many post-materialists, potential risks alongside its benefits, and these materialists, and individuals with mixed val- view of clinical studies and expert guidelines. who are not. Among the surveyed chiro- 15% of respondents stated that they were not in- risks are best understood through a careful re- ues were among chiropractic users and those formed about chiropractic (Table 6). were materialists, and 29% had mixed values. practic users, 18% were post-materialists, 3% Among respondents who do not use chiro- 4 P 177 aPers practic, 8% were post-materialists, 8.5% were is crucial. The preference for unverified, infor- materialists, and 33.5% had mixed values. mal channels over reliable, scientific research represents a setback for the scientific and med- H: Confirmed. ical communities. It highlights a widespread Post-materialists are more inclined to use chiro- problem—not just in Croatia, but in many other practic, whereas materialists are more likely to parts of the world—where people are increas- avoid it. The majority of respondents have mixed ingly inclined to trust what they come across values, which in literature aligns with human on social media platforms, rather than turning nature and the values of our society (Maldini, to peer-reviewed scientific studies or healthcare 2008). professionals. The hypothesis positing that research subjects This trend is not only dangerous in terms of the who exhibit a preference for predominantly spread of misinformation, but it also reflects a post-materialistic values are more inclined to deeper issue within society—an erosion of trust utilize information channels supportive of com- in expert knowledge and scientific evidence. The plementary treatment methods, such as chiro- fact that people are more likely to trust what is practic care, is substantiated by the findings of read on a Facebook post or a forum than what this study. The data indicates that individuals is published in a scientific journal suggests that who embrace post-materialistic values tend to efforts to promote science-based healthcare be more open to and actively seek out chiro- must be significantly intensified. In the realm of practic treatments. Conversely, individuals who health and well-being, this can have serious con- predominantly adhere to materialistic values, sequences, leading to the spread of incorrect or which emphasize traditional social norms and harmful health practices, and it can ultimately often prioritize established, conventional medi- hinder people’s ability to make informed deci- cal practices, exhibit a marked reluctance toward sions about their own health. chiropractic care. This aligns with a broader cul- tural tendency where materialists are more likely To address this problem, comprehensive chang- to rely on mainstream medical solutions and are es need to occur across multiple levels of society. skeptical of alternative treatments. First and foremost, it is essential to raise aware- ness about the importance of using reliable, Conclusions scientifically validated information when mak- ing healthcare decisions. This can be achieved Investigating the channels through which re- through educational campaigns that promote spondents in Croatia gather information about critical thinking and media literacy, helping peo- chiropractic reveals a troubling and rather unex- ple to distinguish between trustworthy sources pected reality: Croatian citizens display a signif- and misleading information. These campaigns icant lack of trust in scientific sources. Instead, should emphasize the dangers of relying on un- they tend to rely on personal networks, such as verified sources, particularly in health-related recommendations from friends, acquaintanc- matters, where misinformation can have real, es, and family, as well as their own experienc- harmful effects. es. Additionally, a considerable portion of their information comes from online sources, espe- Moreover, it is crucial to encourage greater col- cially social media. This finding is particularly laboration between the scientific community, concerning when it comes to healthcare, where healthcare professionals, and the general public. accurate and scientifically validated information Scientists and healthcare experts need to make 4 P 178 aPers their work more accessible and relatable to the References average person, breaking down complex med- Axén, I., Hestbaek, L., Leboeuf-Yde, C. (2019). ical research into understandable terms, and Chiropractic maintenance care - what’s new? making this information widely available. Public A systematic review of the literature. Chi- trust in science could be strengthened if the lan- ropractic & Manual Therapies , 27 (63). doi: guage and format of scientific studies were made 10.1186/s12998-019-0283-6. less intimidating, and more engaging for those Bosilj Vukšić, V., Milanović Glavan, Lj., Ivančić, L. outside of the academic sphere. This could also (2023). Digital technology in health care and help bridge the gap between everyday experi- social care of older adults. In: Družić, G., Bas- ences and scientific knowledge, allowing people arac Sertić, M. (Eds.), Conference Proceedings to see how validated information directly applies of the 4th International Conference on the to their health and well-being. Economics of Decoupling (ICED) (189-202). Before any significant regulatory changes—such Zagreb: Hrvatska akademija znanosti i umjet- as the legal regulation of CAM (Complementa- nosti, Ekonomski fakultet Zagreb. ry and Alternative Medicine) methods—can be Cerjan-Letica, G., Letica, S. (2010). Druga me-considered, it is crucial to conduct more research dicina . Zagreb: Naklada Jesenski i Turk. sources of information, and the sociocultur- growth of complementary and alternative medicine. Health Sociology Review , 16 (3-4), al factors shaping the public’s attitudes toward 214-225, doi: 10.5172/hesr.2007.16.3-4.214. health are essential. These studies will provide a healthcare. Studies that explore CAM practices, Coulter, I., Willis, E. (2007). Explaining the into how people obtain their information about clearer understanding of the current landscape Croatian Bureau of Statistics, (2022). Objavlje- and help identify key areas where interventions ni konačni rezultati Popisa 2021. 2021 Census are needed. Such work can also support poli- of population, households and apartments cymakers in making informed decisions about in the Republic of Croatia. https://dzs.gov. how to regulate CAM practices in a way that pri- hr/vijesti/objavljeni-konacni-rezultati-popi- oritizes public safety and informed choice. sa-2021/1270 Only once this body of research is established, modernization: Cultural, Economic, and Politi Inglehart, R. (1997). Modernization and Post- and the public begins to have access to relevant, cal Change in 43 Societies -reliable, and user-friendly literature, can we Princeton University Press. . Princeton, NJ, USA: hope to shift the prevailing attitudes. Guiding the public toward more trustworthy information Inglehart, R., Baker, W. E. (2000). Moderniza- is not a quick fix; it requires sustained efforts tion, cultural change and persistence of tra- from educators, healthcare professionals, and ditional values. American Sociological Review, policymakers alike. However, with a strategic 65, 19-51. approach, it is possible to create a future where Maldini, P. (2008). Demokracija i demokratizaci-science-based healthcare methods are the norm, ja. Dubrovnik: Sveučilište u Dubrovniku. well-founded information. In doing so, we can es in value priorities: Cross-cultural and mul- timethod studies. Journal of Personality and help ensure that health-related choices are guid- Social Psychology , 89 (6), 1010-1028. ed by facts rather than trends, benefiting both decisions about their health based on credible, Schwartz, S. H., Rubel, T. (2005). Sex differenc- and people feel empowered to make informed individuals and the wider society. 4 P 179 aPers Stochkendahl, M. J., Rezai, M., Torres, P. Sutton, D., Tuchin, P., Brown, R., Côté, P. (2019). The chiropractic workforce: a global review, Chi- ropractic & Manual Therapies, 27 (36). doi: 10.1186/s12998-019-0255-x. World Health Organization (2019). WHO glob- al report on traditional and complementary medicine 2019. Geneva: WHO. ISBN 978-92-4- 151543-6. na ja bl ju 20 L 15 I- , S e 2 lik ub ep rg R ., T .d LB d N Wherever you are NLB Klik • NLB Pay • NLB Smart POS • Videocall We provide our customers with modern digital solutions and let them manage their finances on their own. Anywhere and anytime, by using a smartphone or a computer and with the 24/7 support of one of our advisors, without the need to visit our bank. Wherever you are. Ensuring a constant and stable supply of electricity is our primary concern. Nurturing development, creating opportunities for talent, and caring for our fellow human beings is our heartfelt responsibility. Our vision of driving the sustainable transformation of modern society through an innovative spirit is the invisible force that guides everything we do. We are Elektro Gorenjska. We provide sustainable energy. 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