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Journal cover: Journal of Communication Management

Journal of Communication Management

ISSN: 1363-254X

Online from: 1996

Subject Area: Marketing

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Corporate and organisational diplomacy: an alternative paradigm to PR


Document Information:
Title:Corporate and organisational diplomacy: an alternative paradigm to PR
Author(s):Jim Macnamara, (University of Technology Sydney, Sydney, Australia)
Citation:Jim Macnamara, (2012) "Corporate and organisational diplomacy: an alternative paradigm to PR", Journal of Communication Management, Vol. 16 Iss: 3, pp.312 - 325
Keywords:Communication, Communication management, Corporate diplomacy, New diplomacy, Organizational diplomacy, Public diplomacy, Public relations
Article type:Conceptual paper
DOI:10.1108/13632541211245794 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – A number of scholars including Benno Signitzer and Jacquie L'Etang have proposed public diplomacy as an alternative model to describe and/or inform the practices of public relations. However, international relations and political science scholars claim major differences between public diplomacy and PR, and few studies have sought to reconcile these claims and counter-claims. The purpose of this paper is to report a comparative analysis of key concepts and principles of public diplomacy.

Design/methodology/approach – This article reports a comparative analysis of key concepts and principles of public diplomacy and the “new diplomacy” as described by Shaun Riordan and public relations (PR) as defined in Excellence theory and other contemporary models of PR to identify commonalties as well as divergences, and discusses how these can inform PR theory and practice.

Findings – This analysis shows similarities between these fields of practice, as well as six unique concepts and principles of public diplomacy and “new diplomacy” that inform corporate diplomacy and organisational diplomacy as an alternative paradigm to “public relations”.

Practical implications – Reconceptualising PR as corporate and organisational diplomacy involves much more than a name change. It recasts PR within alternative theoretical frameworks that are significantly different to those of dominant paradigms of PR and informs new and refined approaches to practice.

Social implications – Adopting the concepts and principles of public diplomacy and “new diplomacy” also would provide a more ethical and societally-orientated approach to PR.

Originality/value – Most studies comparing public diplomacy and PR have focussed on commonalities with a view to expanding PR's territorial claim or gaining validation of PR. This analysis takes the opposite approach, identifying concepts and principles of public diplomacy and “new diplomacy” that contribute to an alternative paradigm of PR that is more effective, more societally-orientated, more ethical, and ultimately more publicly accepted.



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