The role of a municipality is to make sure that their citizens are pleased and that the community is constantly evolving. The number of municipalities that are actively working with their communication is increasing as well as the municipalities acknowledging the opportunities with social media. The municipality of Härjedalen is facing different challenges while at the same time not having a presence on social media. It is, therefore, interesting to explore how the municipality work to further develop their community. The aim of this study is to highlight and problematize a group of Härjedalen’s citizens’ different views and opinions on their municipality, their work with communication and the function of the community in general. It strives to understand the citizen’s expectations on the municipality and research how big the support for the organization’s use of social media is. Four focus groups with the citizens of the municipality were held for this study and were furthermore analyzed with the help of Grunig and Hunts models on Public Relations, Habermas theory of communicative action and Sztompkas theory on trust. The study shows that the citizens in general have negative views on the municipality and their communication. They perceive it as unmodern, difficult to understand and that the municipality lack a dialogue with its citizens. Moreover, they would prefer that the municipality began to use social media as it would lead to a better communication between the two parties. The results imply that for communities to function well it is important for them to actively work with their communication. They also show how digital platforms are popular among the citizens of Härjedalen and that organization’s in the public sector should utilize them for their success.

Public Diplomacy has been around for decades, in some parts of the world more than others. Despite that, research related to public diplomacy has mainly focused on approaches serving governments’ policy concerns. A large part of the research has also surrounded efficiency aspects: the level of impact culminating from public diplomacy activities. This tunnel vision has undoubtedly contributed to the limitation of theoretical and methodological development. From that standpoint, this study attempts to contribute and fill the existing theoretical and methodological gap. The study builds on the research by Yun (2005), directed by J. E. Gruing, and examines the reliability of her framework and sheds light on some potential shortcomings and eventual amendments. Suggesting the convergence of public diplomacy and public relation, the model is composed of two theoretical frameworks. Public diplomacy as the dependent variable is anchored in Grunig’s excellence theory and national culture as determinants (independent variable) is anchored in Hofstede’s cultural dimensions theory. As did Yun, the study finds that cultural dimensions as determinants for South Korea’s public diplomacy do not possess sufficient explanatory power to understand South Korea’s public diplomacy management. A historical lens and additional contextual factors would hypothetically better explain Korea’s public diplomacy, paving the way for future studies.

This study attempted to examine the public relations activities of sports information departments of universities within the Mid-American conference. The activities were categorized according to James E. Grunig and Todd Hunt's four public relations models.The researcher provided ten sports information directors with thirty-six statements regarding various public relations activities which a public relations department would perform. Each respondent was asked to sort the responses according to how they perceived public relations activities were carried out within their respective departments.The Q-method program was used to determine two factor groups from the ten responses received. Factor I consisted of nine sports information directors and Factor II consisted of one sports information director.While sports information directors in both groups agreed that truth is important in a public relations program (a public information model), the two groups differed significantly in the types of public relations activities they carried out. Factor I respondents perceived their departments as performing a more press agentry/publicity style of public relations (model 1). The Factor II respondent perceived his department more along the lines of two-way asymmetric and two-way symmetric public relations (models 3 and 4). Neither of the two groups practiced each of these models exclusively but rather practiced one dominant form of public relations while using the other models to a lesser extent. / Department of Journalism

Although companies and organisations worldwide publish in-house journals, there is no comprehensive theory (including technical and normative dimensions) available on this important public relations instrument. In particular, no research is available on what the characteristics of excellent South African in-house journals are or ought to be. In this study a number of dimensions are thus introduced in order to help create a comprehensive framework for analysing in-house journals, in particular South Africa’s leading in-house journals. Firstly, James Grunig’s excellence in public relations theory (published in 1992), which incorporates the concept of two-way symmetrical communication (which in turn is informed by a “symmetric” world view), is put forward as basic point of departure. Secondly, a set of technical criteria for excellent in-house journals gleaned from a wide range of sources, is compiled. Furthermore, the internal and external environments in which South African in-house journals function are identified. The role of other new media (such as e-mail, intranet, television and radio) is also taken into account. Five leading South African in-house journals are then analysed and the views of editors reflected. It was found that Abacus (Absa Bank), Harmonise (Harmony Gold Mining Company), Hello the future (MTN), Pick ’n Patter (Pick ’n Pay) and Sandaba (Sanlam) all measured up well against the theoretical statements flowing from the said theoretical points of departure. However, the analysis did also bring to the fore deviations from the said statements which give new insight into what is required to publish an excellent in-house journal. In conclusion, the criteria are evaluated against some of the more detailed findings of the analysis and adapted to create a set of theoretically based guidelines that can be used by South African companies, focusing inter alia on how the unique character and environment of a company influence its internal communication, to create excellent in-house journals. In final analysis, it is argued that all factors, starting with the philosophical points of departure informing communication strategies, management’s attitude toward internal communication, organisation culture, the socio-political environment in which in-house journals function as well as the technical aspects of these publications, need to be considered when formulating criteria for “excellent” in-house journalism. This study thus endeavours to contribute to the professional integrity of public relations in a sea of asymmetric, marketing-driven internal communication. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2006.

Although companies and organisations worldwide publish in-house journals, there is no comprehensive theory (including technical and normative dimensions) available on this important public relations instrument. In particular, no research is available on what the characteristics of excellent South African in-house journals are or ought to be. In this study a number of dimensions are thus introduced in order to help create a comprehensive framework for analysing in-house journals, in particular South Africa’s leading in-house journals. Firstly, James Grunig’s excellence in public relations theory (published in 1992), which incorporates the concept of two-way symmetrical communication (which in turn is informed by a “symmetric” world view), is put forward as basic point of departure. Secondly, a set of technical criteria for excellent in-house journals gleaned from a wide range of sources, is compiled. Furthermore, the internal and external environments in which South African in-house journals function are identified. The role of other new media (such as e-mail, intranet, television and radio) is also taken into account. Five leading South African in-house journals are then analysed and the views of editors reflected. It was found that Abacus (Absa Bank), Harmonise (Harmony Gold Mining Company), Hello the future (MTN), Pick ’n Patter (Pick ’n Pay) and Sandaba (Sanlam) all measured up well against the theoretical statements flowing from the said theoretical points of departure. However, the analysis did also bring to the fore deviations from the said statements which give new insight into what is required to publish an excellent in-house journal. In conclusion, the criteria are evaluated against some of the more detailed findings of the analysis and adapted to create a set of theoretically based guidelines that can be used by South African companies, focusing inter alia on how the unique character and environment of a company influence its internal communication, to create excellent in-house journals. In final analysis, it is argued that all factors, starting with the philosophical points of departure informing communication strategies, management’s attitude toward internal communication, organisation culture, the socio-political environment in which in-house journals function as well as the technical aspects of these publications, need to be considered when formulating criteria for “excellent” in-house journalism. This study thus endeavours to contribute to the professional integrity of public relations in a sea of asymmetric, marketing-driven internal communication. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2006.

本論文主要在研究1995年立法委員選舉三黨競選文宣之異同，並根據James Grunig與Todd Hunt所建構的公關四模式，探討三黨文宣內容與表現手法，在公關四模式所呈現的面向；同時，也就一般文宣所探討的主題、政見內容、廣告設計、政治符號、語言使用、電視文宣長度等等，分析三黨間差異。 　　James Grunig與Todd Hunt認為，現代公共關係的運作可用四個公關模式囊括，此四個模式為：報業宣傳模式、公共資訊模式、雙向不對等溝通模式與雙向對等溝通模式。 　　本論文採用內容分析法，分析1995年三黨的報紙廣告、電視文宣與新聞稿。 　　研究結果發現： 　　一、三黨在不同媒體上使用不同的Grunig Model。國民黨文宣較常使用的為報業宣傳模式，新黨使用較多的為公共資訊模式，民進黨多為雙向溝通模式。 　　二、Grunig模式不同，競選文宣表現策略、文宣訴求、廣告設計因素、標題與文案可讀性、電視文宣語言使用、長度不同，報紙廣告政治符號並無差異。 　　三、三黨競選文宣在不同媒體上，表現策略、文宣訴求、報紙廣告設計、廣告刊登媒體、日期、版面、面積、電視文宣語言、新聞稿發表日期與數量皆不相同；報紙廣告政治符號、廣告標題、文案可讀性、電視文宣長度差異不大。 　　四、1995年立委選舉三黨競選文宣以攻擊對手為主，其次為塑造形象與塑請支持。政見內容集中在政府人事、政策與政績，政治結構與政治社群的議題很少被提及，可見台灣民主政治的共識極高。