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Publication date: 6 February 2020

Mirela Polić and Nataša Cesarec Salopek

The purpose of this paper is to understand and show how public relations contributed to enhancing the visibility of Croatian non-profit organization Foundation “Croatia for…

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Abstract

Purpose

The purpose of this paper is to understand and show how public relations contributed to enhancing the visibility of Croatian non-profit organization Foundation “Croatia for Children” and its activities within its stakeholders, as well as how public relations contributed to the mobilization of target publics in Foundation’s activities.

Design/methodology/approach

Using a single case study approach, data were collected over a 12-month period. Quantitative and qualitative media research was applied in order to compare visibility of Foundation in the period before and after the strategic communication campaign.

Findings

Strategic communication campaign enhanced the visibility of Foundation “Croatia for Children” in national and local Croatian media and positioned it as the primary instance for children without an adequate parental care and children in need. However, local media devoted more attention comparing to the national media. All children wishes (1,000) were fulfilled by mobilizing the target publics.

Research limitations/implications

The results derived from this case study cannot be generalized since they are based on a single case in one country.

Practical implications

This study can serve as a starting point for another research about the role and importance that public relations have in enhancing the visibility of non-profit organizations.

Originality/value

The results of this study point to the role and importance public relations have in the non-profit sector in order to proactively communicate with all stakeholders in society.

Details

Corporate Communications: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 6 April 2020

Martina Topić, Maria Joäo Cunha, Amelia Reigstad, Alenka Jelen-Sanchez and Ángeles Moreno

This paper aims to analyse the current literature on women in public relations to establish trends and areas of inquiry in the literature and identify research gaps for future…

2297

Abstract

Purpose

This paper aims to analyse the current literature on women in public relations to establish trends and areas of inquiry in the literature and identify research gaps for future research.

Design/methodology/approach

A total of 223 articles have been empirically analysed using thematic analysis to identify trends in the existing literature. The data has been coded and analysed per decade (1982–1989, 1990–1999, 2000–2009, 2010–2019). The articles have been identified by searching major journals in the field of public relations and communications, as well as snowballing from identified articles.

Findings

The results show that the majority of academic articles have been produced by using lived experiences of women working in the public relations industry and thus reflect the professional situation of female public relations employees. The results show that the position of women has reached a full circle in four decades of research and returned to the discriminatory work environment. Finally, the results show that a liberal feminist perspective has an advantage in the literature since the majority of works have been produced in the United States; however, there is an increase in authors calling for the use of socialist and radical feminism.

Originality/value

The paper provides a comprehensive literature review of works published in the field. The paper takes an empirical approach to the analysis rather than the descriptive one, which helped in identifying major trends in the research and identified a research gap for future inquiries.

Details

Journal of Communication Management, vol. 24 no. 4
Type: Research Article
ISSN: 1363-254X

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