Situating a New Voice in Public Relations: The Application of Positioning Theory to Research and Practice

Autor:	Melanie James
Rok vydání:	2015
Předmět:	Cultural Studies Publishing business.industry Project commissioning Communication Repertoire Positioning theory Program Design Language Sociology Public relations business Social constructionism
Zdroj:	Media International Australia. 154:34-41
ISSN:	2200-467X 1329-878X
Popis:	The role of speech acts in public relations practice, and how they are used by entities to intentionally position themselves and others, are examined through the application of positioning theory. Studies have found that successful positioning is achieved when there is congruence between the position taken or assigned, the speech acts used to enact it, and the storylines used as support. This triad is central to positioning theory, which is a social constructionist approach that defines a position as a cluster of rights and duties that limits the repertoire of possible social acts available to a person or person-like entity (such as an organisation). Examining public relations using positioning theory articulates practices relating to the power to position self and others, and can inform decision-making in communication program design. It moves away from organisation/management-centric theory that has dominated the field, and situates public relations firmly in the communication discipline.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::a72df3b3cf2a568527e6ebd5be21c05f https://doi.org/10.1177/1329878x1515400106 Zobrazit plný text záznamu