Showing papers in "Journal of Communication Management in 2004"
TL;DR: In this article, a corporate communication strategy is conceptualised as a functional strategy, providing focus and direction to the corporate communication function, acting as a framework for the communication plans developed to implement the strategy, it makes the corporate communications function relevant in the strategic management process by providing the link between key strategic issues facing the organisation and communication plans.
Abstract: Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised as a functional strategy, providing focus and direction to the corporate communication function. Acting as a framework for the communication plans developed to implement the strategy, it makes the corporate communication function relevant in the strategic management process by providing the link between key strategic issues facing the organisation and communication plans. Corporate communication strategy is seen to be the outcome of a strategic thinking process by senior communicators and top managers taking strategic decisions with regard to the identification and management of, and communication with, strategic stakeholders.
172 citations
TL;DR: In this paper, the authors examine the Indian foundation for trust in corporate social responsibility (CSR) initiatives and find that CSR stems from a commitment to the society in which a business operates, while respect in the corporate world has been treated on a par with the bottom line.
Abstract: Skeletons tumbling out of corporate closets over the past few years have led to a general erosion of trust in business globally. With this backdrop, lessons from India are particularly relevant as businesses seek endorsement as good corporate citizens through corporate social responsibility (CSR) initiatives. The world over, CSR stems from a commitment to the society in which a business operates. In India, it has been traditionally linked to spirituality, while respect in the corporate world has been treated on a par with the bottom line. As the need for CSR finds wider recognition, it is worth examining the Indian foundation for trust.
99 citations
TL;DR: Wang et al. as discussed by the authors found that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies' relationship cultivation strategies.
Abstract: This study of multinational companies in China focuses on the role culture plays in relationship cultivation. The author interviewed 40 participants from 36 multinational companies in China. The findings revealed that characteristics of Chinese culture, such as family orientation, guanxi, relational orientation (role formalisation, relational interdependence, face, favour, relational harmony, relational fatalism and relational determination) had an influence on multinational companies’ relationship cultivation strategies. Multinationals from Western countries were found, however, to be more persistent in maintaining their own cultural values in relationship building than multinational companies from Asian countries.
99 citations
TL;DR: In this paper, the role of the frontline supervisor as the key to effective communication with an engagement of the employee population is argued, and a macro review of literature on the employee public going back 50 years is presented.
Abstract: For every organisation there are at least several publics, the support of which is critical to organisational success. Many scholars and practitioners have argued for the primacy of the employee public, because of the effect of employee attitudes and behaviours on the experience of customers, and the productivity and innovation of the enterprise. Organisations that accept this premise often respond with traditional employee communication programmes and techniques. This paper accepts the primacy of employees in the hierarchy of publics, but argues especially for the role of the frontline supervisor as the key to effective communication with an engagement of the employee population. The paper is in part a macro review of literature on the employee public going back 50 years. It comments on the new social contract between organisations and their employees. It documents business results that are associated with an involved employee public. It asserts that employee loyalty lies primarily not to the organisation itself but with the work unity – especially the immediate supervisor. The authors also examine behaviour that increases or reduces employee trust, and describe the necessary skills and support systems that organisations must provide for their supervisors in order to make them superb communicators.
65 citations
TL;DR: The authors argue that corporations out of their own self-interest must embrace a global approach in fulfilling their social responsibility and that public relations professionals have an obligation to carry out that responsibility by recognising in their practices that the most important “corporate stakeholder is society itself.
Abstract: Two sets of questions animate this discussion: (1) What is corporate social responsibility? Why is it desirable? How can it be assessed? (2) Why should public relations practitioners be interested in corporate social responsibility?can public relations do to promote corporate social responsibility globally? Drawing on a variety of literature, the authors argue that corporations out of their own self‐interest must embrace a global approach in fulfilling their social responsibility and that public relations professionals have an obligation to carry out that responsibility by recognising in their practices that the most important “corporate” stakeholder is society itself.
64 citations
TL;DR: In this article, the authors explore the notion of public relations as "ethical guardian" and identify a number of problems for the public relations occupation that arise from its historical legacy and consider the implications for professional status.
Abstract: The paper takes up the challenge offered in the call for papers for this special issue to explore the notion of public relations as “ethical guardian”. The approach taken is to review some influential academic perspectives as well as practitioner perspectives that emerged throughout the 20th century. It is argued that the ethics and social responsibility have long been an intrinsic part of public relations self‐identity. The paper identifies a number of problems for the public relations occupation that arise from its historical legacy and considers the implications for professional status.
64 citations
TL;DR: In this article, the authors look at upward feedback in a more general sense, and in particular at whether such feedback is critical or positive in its response to senior management decisions, and find that informal upward feedback is mostly absent; where it occurred the feedback was inaccurately positive; senior managers were unaware of such distortions and unwilling to contemplate the possibility that they did indeed exist; that they had an exaggerated impression of how much upward feedback they received; and that they discouraged the transmission of critical feedback.
Abstract: Given that staff‐management relationships are a core concern for communication management, upward feedback is emerging as a key theme in the literature. It is, however, most often associated with upward appraisal. This study looks at upward feedback in a more general sense, and in particular at whether such feedback is critical or positive in its response to senior management decisions. One hundred and forty‐six staff within a health care organisation (HCO) were surveyed, using a depth communication audit instrument. Fifteen staff were also interviewed in detail, and six focus groups each composed of six people were also convened. The results indicated that informal upward feedback was mostly absent; that where it occurred the feedback was inaccurately positive; that senior managers were unaware of such distortions and unwilling to contemplate the possibility that they did indeed exist; that they had an exaggerated impression of how much upward feedback they received; and that they discouraged the transmission of critical feedback. The implications for the practice of communication management, the development of upward influence within organisations and general theoretical reasons for distortions in feedback processes are considered.
61 citations
TL;DR: A survey of Csuite executives in Asia, North America and Europe by Hill & Knowlton and Korn/Ferry International found that Asian executives are more focused on using corporate reputation to drive tangible business benefit than their North American and European peers as mentioned in this paper.
Abstract: Corporate reputation is a major concern for CEOs globally. In Asia it is increasingly being managed strategically at the highest corporate levels. A survey of C‐suite executives in Asia, North America and Europe by Hill & Knowlton and Korn/Ferry International finds, however, that Asian executives are more focused on using corporate reputation to drive tangible business benefit than their North American and European peers. Corporate social responsibility and the broader range of stakeholders beyond customers and shareholders does not feature strongly in the corporate reputation agenda of Asian executives. The survey results indicate Asian executives are more concerned with core stakeholders, such as customers and shareholders, and bottom‐line performance and corporate governance rather than softer areas of reputation management, such as community relations and internal communications. The time has come for Asian CEOs to take a broader perspective to corporate reputation management.
48 citations
TL;DR: In this article, a conceptual model of MNC-government bargaining that is composed of international political economy, dependency theory, and agency theory is proposed to examine the international and domestic influences on MNC•government bargaining in China and the strategies MNCs employed to influence Chinese laws for foreign business in their interests.
Abstract: China’s open‐market reform and rapid economic growth have generated a tremendous surge in activity and market investment by multinational corporations (MNCs). By 2000, 400 of the 500 most famous MNCs had invested in China. One distinctive feature of China’ s business environment, its authoritarian political system, requires MNCs to practise strategic public affairs to interact constantly with the different levels of Chinese government, respond to the policies and further influence business policy formation. This paper proposes a conceptual model of MNC‐government bargaining that is composed of international political economy, dependency theory and agency theory. It then examines (1) the international and domestic influences on MNC‐government bargaining in China and (2) the strategies MNCs employed to influence Chinese laws for foreign business in their interests. A case study of the Chinese ban on direct selling operations in 1998 and Amway’s strategies to remove the ban is presented. Results suggest that effective public affairs should engage in the following activities: (1) issues management, (2) constantly and systematically analysing the MNC’s bargaining power with the host government, (3) selecting public affairs strategies based on the analysis of MNC‐government bargaining, (4) exercising relationship management, and (5) being ethical in its practice.
34 citations
TL;DR: In this paper, the authors argue that following the recommendations of the Turnbull Report into boardroom responsibility for risk management and accountability for intangible assets such as reputation, and the Higgs Review of corporate governance recommending a more active and independent role for non-executive directors (NEDs), NEDs should be appointed as reputation guardians for the corporation.
Abstract: Reputational risk is now considered the single greatest threat to businesses today. Most companies, however, are still not managing this risk appropriately. This paper argues that following the recommendations of the Turnbull Report into boardroom responsibility for risk management and accountability for intangible assets such as reputation, and the Higgs Review of corporate governance recommending a more active and independent role for non‐executive directors (NEDs), NEDs should be appointed as reputation guardians for the corporation – in much the same way as they now sit on audit, nomination and remuneration committees. This recommendation is given added weight by the proposed implementation of the Operating and Financial Review (OFR) in 2004, which, inter alia, seeks to embed reputational enhancement and protection in corporate reporting. NEDs will need a powerful strategic management tool (stakeholder audits) to ensure that they can perform this task properly. They will also need the support of an experienced communications function which will be critical in conducting, interpreting and advising on appropriate courses of action arising from the stakeholder audit.
32 citations
Journal Article•
TL;DR: The authors examines cultural considerations specifically in the field of public relations and corporate communication in the Asia Pacific region which is comprised of a diverse range of cultures and has been identified as the largest market in the world.
Abstract: Research is recognised as an essential part of planning and evaluation in most areas of marketing and corporate communication, including advertising, direct marketing and, increasingly, public relations and corporate communication disciplines such as employee communication and community relations. Understanding of audience interests, awareness, perceptions and information needs is critical to strategic planning of communication campaigns. Secondly, identification and quantification of changes in awareness, perception and, ultimately, behaviour is necessary to evaluate objectively the effectiveness of communication (ie the outcomes or results). Nowhere is research more important than in multicultural and cross‐cultural communication. International relations began with human migrations and trade and reach new levels today with globalisation, corporations, organisations and governments increasingly seeking to create consistencies and shared values across divergent cultural groups. They seek to create consistencies and shared values in relation to products (eg Coca‐Cola, IBM, McDonalds), policies (eg trade agreements) and in popular culture such as films, television programmes and news media. Social rules and shared values, ie the culture of communities, affect organisations seeking to communicate multiculturally and cross‐culturally at two levels. First, the “home” culture of the organisation wishing to communicate shapes policies, plans and products that are produced. Secondly, the cultures of audiences inform and substantially shape their interpretation and use of information. Often, multicultural and cross‐cultural communication is a case of “Chinese whispers” on an international scale. What one says or shows is frequently not what others hear or see. Studies cited in this paper show that culture is a vitally important factor in communication. Yet, companies and even governments attempt communication with little understanding of audiences which they wish to reach and with which they wish to build relationships and understanding. This paper examines cultural considerations specifically in the field of public relations and corporate communication in the Asia Pacific region which is comprised of a diverse range of cultures and has been identified as the largest market in the world. Thus, it is increasingly a focal point of global communication campaigns.
TL;DR: The principal way of addressing the issues is through statements of corporate values and their application through codes of business ethics as mentioned in this paper, but these alone are not enough to make any difference and they have to become part of the way staff think and act.
Abstract: As a result of corporate malpractice and clear guidance given by a number of committees set up by major private sector institutions, risk, reputation and trust are high on the boardroom agenda. The principal way of addressing the issues is through statements of corporate values and their application through codes of business ethics. These alone are not enough to make any difference – they have to become part of the way staff think and act. Having such a programme has been shown not only to be morally right but also worthwhile.
TL;DR: This article explored the creation of a global protocol on ethics in public relations and examined existing codes of ethics of a selection of public relations institutes and associations around the world, providing comparative analysis of these codes and discusses the pros and cons of their enforcement.
Abstract: This paper explores the creation of a global protocol on ethics in public relations. It begins by looking into the global ethical debate. It examines existing codes of ethics of a selection of public relations institutes and associations around the world, provides comparative analysis of these codes and discusses the pros and cons of their enforcement. It suggests that the immediate way forward in a highly litigious world is to provide some values‐based guidance to member associations together with access to an evolving database of case studies illustrating ethical problems. In the medium term more effective sanctions may be possible.
TL;DR: The authors discusses the future viability of separating advertising and program content in advertising, journalism and public relations, arguing that the grey area between editorial text and advertising is spreading and this practice willingly tolerates violations of binding legal agreements and professional codes of ethics.
Abstract: Ostensibly, it is a plausible assumption that advertisements receive greater attention when disguised as editorial content. This assumption does not, however, stand the test of empirical validation. Nevertheless, editorial advertising tips and product placement have now seemingly become acceptable and the precept of separating advertising and programme content is increasingly being breached, not only in radio and television. In newspapers and magazines, too, the grey area between editorial text and advertising is spreading. This practice willingly tolerates violations of binding legal agreements and professional codes of ethics. This paper discusses the future viability of the principle of separating advertising and programme content in advertising, journalism and public relations.
TL;DR: In this paper, a qualitative study of two MNC subsidiaries in India, Hindustan Lever Limited and Maruti Udyog Limited, explores the phenomenon of MNC public relations in this host nation that has a history of resistance to MNCs and concludes that MNC can be successful in potentially resistant host environments through culturally attuned involvement, intervention and respect for the local that is proven through socially responsible performance over time.
Abstract: Since the onset of globalisation, many multinational corporations (MNCs) have been increasingly opening up subsidiaries in several host nations. While the entry of MNCs in some nations has been generally unproblematic, that has not been the case in every host nation. Fears of neocolonialism and postcolonial anxieties are very real phenomena in many parts of the world. When it comes to such resistant environments, MNCs need to be especially careful in how they conduct their public relations activities. This qualitative study of two MNC subsidiaries in India – Hindustan Lever Limited (of Unilever) and Maruti Udyog Limited (of Suzuki Motor Corporation) – explores, in context, the phenomenon of MNC public relations in this host nation that has a history of resistance to MNCs. The authors conclude that MNCs can be successful in potentially resistant host environments through culturally attuned involvement, intervention and respect for the local that is proven through socially responsible performance over time....
TL;DR: In this paper, the authors report the results of an exploratory study of public relations practices within SME businesses in the North-West of England and draw some comparisons with the initial findings of the US IABC Foundation study into public relations practice and needs of small enterprises in the USA.
Abstract: While the past two decades have seen marked advances in the development of public relations theory both in the USA and latterly in Europe, very little is known about the use and practice of public relations among small and medium‐sized enterprises (SMEs). Theory development in public relations has focused almost exclusively on examining the role of public relations within large corporations, government and public sector organisations and, to a lesser extent, in the voluntary sector. Yet the SME sector is generally acknowledged to represent over 96 per cent of all enterprises operating in both Europe and the USA as well as in most non‐Western economies. This paper reports the results of an exploratory study of public relations practices within SME businesses in the North‐West of England and draws some comparisons with the initial findings of the US IABC Foundation study into public relations practices and needs of small enterprises in the USA.
TL;DR: In this paper, a case study in stakeholder involvement in the development of the vision, values and goals of a new National Health Service Mental Health Trust is presented. But the authors argue that the ethical motivation for such involvement is driven by a strong sense of duty and community rather than organisational advantage.
Abstract: Public consultation and engagement in public services has become increasingly important to UK governments. This has taken on greater significance for the Labour government as it releases increased funding into the public services. This paper provides a case study in stakeholder involvement in the development of the vision, values and goals of a new National Health Service Mental Health Trust. It does so within the context of the relationship model of public relations and the deontological ethical tradition. The case demonstrates how active stakeholder involvement can help formulate an effective mission and organisational structure which determine management priorities and organisational behaviour. It argues that the ethical motivation for such involvement is driven by a strong sense of duty and community rather than organisational advantage.
TL;DR: This paper examined gestures, themes, message copy points and imagery, and strategy motives reflected in corporate advertising appearing in the China Times and United Daily News, two leading newspapers, in the month following the devastating Chin-Chin earthquake in Taiwan in September 1999.
Abstract: This study examines gestures, themes, message copy points and imagery, and strategy motives reflected in corporate advertising appearing in the China Times and United Daily News, two leading newspapers, in the month following the devastating Chin‐Chin earthquake in Taiwan in September 1999. The study identified four possible corporate strategy motives in post‐crisis corporate communications: social responsibility, communal relationship building, enlightened self‐interest and impression management. A content analysis of adverts (n=100) suggested communal relationship building drove corporate advertising endeavours. Corporate philanthropy was the most common gesture described in the adverts, and the most frequent themes and message components focused on the restoration of society. No significant differences were found between companies headquartered in Taiwan versus elsewhere, or between companies headquartered in Asia versus the West. Implications for examining crisis communications and underlying motives behind public relations communications are discussed.
TL;DR: Public information and warning partnerships (PIWPs) as discussed by the authors are voluntary arrangements designed to deliver integrated emergency planning for communication They harness the collective resources and goodwill of public, private, not-for-profit and media organisations without compromising media independence and, therefore, public trust.
Abstract: Effective public communication systems are essential for managing crises involving threats to the public Risk communication is a proven methodology for formulating and delivering appropriate strategies Modern society, however, is uniquely complex and faces an unknown range of threats Integrated emergency planning meets multiple contingencies by extending proven everyday systems For communication, the required capability is to reach mass target audiences swiftly and authoritatively – the everyday function of the news media Public information and warning partnerships (PIWPs) are voluntary arrangements designed to deliver integrated emergency planning for communication They harness the collective resources and goodwill of public, private, not‐for‐profit and media organisations without compromising media independence and, therefore, public trust There are successful national and local examples in the UK, including the national Media Emergency Forum The BBC’s “Connecting in a Crisis” initiative aims to develop close cooperation between communities and their local stations in emergencies To develop a fully scalable nationwide response, regional PIWPs – Regional Media Emergency Forums – have been set up
TL;DR: In this paper, an approach in which all decision making and its communication are understood as having an ethical grounding is presented, and a model of communication ethics that individual managers can use to prescribe a more sensitive and dynamic human-ethical environment.
Abstract: Communication ethics, this paper argues, is a discipline ready for application to communication management and is particularly relevant as we enter an “age of information”. With a moral foundation firmly set in the social and human sciences, communication ethics offers managers a means to face unpredictable futures with greater certainty and purpose. This paper outlines an approach in which all decision making and its communication are understood as having an ethical grounding. Such an application empowers managers to act with integrity across the spectrum of their varied communication roles: through management and internal communications, public affairs and marketing; in advertising, media and publishing, and in the use of information technology. Positioned independently from the professional bodies of communication, an interdisciplinary ethics offers practitioners skills and moral frameworks that can be shared across professions and used to compare and evaluate their practice. This paper concludes by presenting a model of communication ethics that individual managers can use to prescribe a more sensitive and dynamic human‐ethical environment.
TL;DR: In this paper, the authors make a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage, using an uncertainty reduction model adapted from the diffusion literature.
Abstract: Providing a framework for integrating aspects of externally directed corporate and marketing communication efforts, this paper makes a case for the communication of positive and credible ethical values as a potentially critical component in communications strategy and sustainable competitive advantage. Using an uncertainty‐reduction model adapted from the diffusion literature, it is suggested that appropriately communicated moral and ethical values can have a role in underpinning an organisation’s reputation and “trusted capacities”, thereby heightening confidence in likely future actions, offering a predictive mechanism for lowering uncertainty in market transactions, and facilitating a potential to trade by offering a rationale for an organisation’s secure market position. Underpinned by ethical principles, the paper proposes implications for the role of “reputation for trustworthiness” and its symbolic evocation. It is argued that a reputation can become accepted as a social “fact”, able to endure critical interrogation in its social environment.
TL;DR: In this paper, the authors examine the process of corporate downsizing and its implications for communicating employee lay-offs, and provide ten specific suggestions for planning and communicating employee redundancies.
Abstract: This paper examines the process of corporate downsizing and its implications for communicating employee lay‐offs. In an effort to please one set of stakeholders (investors, creditors, shareholders, analysts and others), management may be faced with difficult and unpleasant communication choices as they confront another set of stakeholders (employees, customers, community members and elected officials). The objective in each case is to restructure the organisation, control costs and return to profitability without alienating or traumatising the very people who helped create wealth and productivity for the organisation. This paper reviews current practice, an extended case example, and provides ten specific suggestions for planning and communicating employee lay‐offs.
TL;DR: In this article, the authors applied the theory of propaganda to analyse the changes of China's propaganda and found that China propaganda is undergoing structural transformations from depending on human organisation to extensive control and use of media technology.
Abstract: In this historical analysis, Jacques Ellul’s theory of propaganda is applied to analyse the changes of China’s propaganda. It is found that China’s propaganda is undergoing structural transformations from depending on human organisation to extensive control and use of media technology. Sociological propaganda as a complement to political propaganda has significantly expanded; integration propaganda replaced agitation propaganda. International image management by the government has become a new dimension of China’s propaganda. The research is one of the first to observe such structural changes.
TL;DR: In this article, the authors argue that despite the increasing importance of the visual as opposed to written comunication many practitioners, because of their background in the written word, have difficulty expressing their corporate positioning messages in visual terms.
Abstract: This paper selects social semiotic and critical discourse concepts and argues their suitability as an analytical technique for application to the visual elements in corporate positioning literature. Based upon these arguments the paper develops a methodology for use by senior practitioners. The motivation was informed by the author’s belief that despite the increasing importance of the visual as opposed to written comunication many practitioners, because of their background in the written word, have difficulty expressing their corporate positioning messages in visual terms. Visual elements in this case refer to photographs, design systems, page layouts and the materiality of the text. The author suggests that, through the use of templates, informed practitioners can evolve a visual grammar that will help reduce subjective decision making and thus improve meaning transfer.
TL;DR: In this paper, a presentation made at the Public Relations World Festival in Rome on 21st June, 2003 is based on observation of how the position of nongovernmental organisations (NGOs) has changed over time in the representation of public opinion considered as a social consensus around the common good and common interest.
Abstract: This paper follows a presentation made at the Public Relations World Festival in Rome on 21st June, 2003 It is based on observation of how the position of nongovernmental organisations (NGOs) has changed over time in the representation of public opinion considered as a social consensus around the common good and common interest It discusses the impact of those changes on the position of companies in the public debate, and draws from the growth of intangible assets in companies’ book value
TL;DR: In this article, the authors classify ethical issues that surround PR practitioners into ten categories: personal, professional, political, cultural, racial/religious, trade/business, social, legal, financial and environmental.
Abstract: It is a necessity in a dynamic business like communication management to relook at “ethics”, in light of the difficult times experienced by businesses and PR professionals, particularly in the Asia Pacific. To better understand ethics as applied in the industry, it could be helpful to classify the ethical issues that surround PR practitioners. The ten defined categories are personal, professional, political, cultural, racial/religious, trade/business, social, legal, financial and environmental. It is also possible to argue that “issues management” can be seen to also involve “ethics management”. Communications professionals should devote even more of their time and attention to this and raise professional standards in the process.
TL;DR: In this paper, a case study of the University of Hawaii faculty strike, including findings from in-depth interviews with PR professionals, chief negotiators and the press is presented, concluding that PR techniques often were proscribed by the circumstances of collective bargaining, and public relations was used as an alternative to negotiations between opposing parties rather than a means to resolving the conflict.
Abstract: In April 2001, deadlocked labour negotiations brought all public education in Hawaii to a standstill. This paper reviews theoretical models of public relations and criticism of these models in terms of conflict theory. A case study of the University of Hawaii (UH) faculty strike, including findings from in‐depth interviews with PR professionals, chief negotiators and the press is presented. Although PR models fit well in discussing relationships between the parties and their constituents, findings suggest that PR techniques often were proscribed by the circumstances of collective bargaining, and public relations, as it has been conceptualised in both theory and layman’s terms, was used as an alternative to negotiations between opposing parties rather than a means to resolving the conflict.
TL;DR: In this article, the authors analyse the three phases of change management adopted by the multinational company RWE Solutions and describe several steps that organisations can adopt in managing change strategies and establishing new corporate cultures.
Abstract: Organisations are often reluctant to change their corporate cultures even when such change is essential to cope with the changing business environment. This paper analyses the three phases of change management adopted by the multinational company RWE Solutions and describes several steps that organisations can adopt in managing change strategies and establishing new corporate cultures. It is important to formulate and articulate the core statements and the “mission” of the company, making sure that the company’s business model and strategy are comprehensible and communicable to external publics. It is also important for managers to ask whether a gap exists between statements and reality, the real vision and claims of the vision, and assess how any existing chasms can be bridged. Next, assess whether the company’s “emotional presence” is evident in the corporate design, which should match the story of the company and be as close to the self‐image and the goals of the employees and management staff as possible. Finally, managed communication (and public relations) should be a critical component of any corporate strategy.
TL;DR: A key issue that has shaped opinion on ethics in the fields of public relations and public affairs in Scotland since 2000-2001 has been the debate on the proposed registration of lobbyists by the Standards Committee of the Scottish Parliament as discussed by the authors.
Abstract: A key issue that has shaped opinion on ethics in the fields of public relations and public affairs in Scotland since 2000‐2001 has been the debate on the proposed registration of lobbyists by the Standards Committee of the Scottish Parliament. This paper summarises some of the key issues that emerged in this debate, drawing out some of the wider lessons for the PR industry as a whole. It illustrates how well‐meaning attempts to prevent improper influence over legislators can have broader ethical implications for those engaged in public affairs. It also highlights how narrow perceptions of the role of the so‐called “lobbyist” had a major impact on how the issue was dealt with. It argues that politicians, the media and others have relatively limited understanding of the range of activities that public relations and public affairs practitioners undertake and remain influenced by perceptions that owe more to the North American experience than that of the UK.