uu.seUppsala University Publications
Change search
ReferencesLink to record
Permanent link

Direct link
Much ado about media: Public relations in public agencies in the wake of managerialism
University of Gothenburg, Sweden.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2016 (English)In: Journal of Public Relations Research, ISSN 1062-726X, E-ISSN 1532-754XArticle in journal (Refereed) Accepted
Abstract [en]

This paper rests on an assumption that media is much more than a communication channel or type of organization and that we have to take media under consideration if we want to understand the conditions for public agencies and their public relations activities. This is very much due to the processes of mediatization; that is to say, the double-sided process through which media a) emerge as an autonomous institution with its own set of rationalities that other institutions adapt to; and b) become an integrated part of other institutions’. 

A second assumption is that the extent to which public agencies adapt to media varies between different types of organizations, mostly as a consequence of an organization’s management structure. Public agencies governed by career managers are more eager to get media attention and control the media image of their organizations compared to agencies governed by field professionals. Circumstances that position public relations at the centre within agencies governed by career managers, but with limited freedom of action.

This raises a number of questions concerning circumstances, motives and consequences for public relations and in this paper we suggest three propositions for how we can understand the interplay between media in its institutional form, public agencies and public relations 1) public relations professionals have limited control to what degree public agencies adapt to the media logic 2) public relations professionals have limited control over public agencies media activities due to their high level of formalization and standardization 3) public relations in public agencies is to an extensive degree limited to media activities.

Place, publisher, year, edition, pages
Keyword [en]
Management structure, media, mediatization, public agencies, public relations
National Category
Social Sciences
Research subject
Media and Communication Studies; Business Studies
URN: urn:nbn:se:uu:diva-277191DOI: 10.1016/j.pubrev.2016.03.016OAI: oai:DiVA.org:uu-277191DiVA: diva2:904049
Swedish Research Council, 2014-36150-113533-18
Available from: 2016-02-17 Created: 2016-02-17 Last updated: 2016-08-12Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full text

Search in DiVA

By author/editor
Pallas, Josef
By organisation
Department of Business Studies
In the same journal
Journal of Public Relations Research
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 146 hits
ReferencesLink to record
Permanent link

Direct link