Shirley Leitch

Abstract: This paper applies Eisenberg's theory of strategic ambiguity to stakeholder relationship management during a period of significant change within a public sector organisation. Public sector organisations generally have a wider range of stakeholders than private sector organisations and must discharge their statutory responsibilities within the highly charged environment of the political arena.

In this article, we provide a brief introduction to the work of Michel Foucault. Our focus is on the major themes of Foucault's work: discourse, power/knowledge and subjectivity. We demonstrate the rich contribution that Foucauldian theory can make to public relations practice and scholarship by moving beyond a focus on excellence towards an understanding of public relations as a discourse practice with power effects.

Abstract: Corporate co-branding is analysed within the context of a case study of the sponsorship relationship between adidas and the New Zealand Rugby Union. The study indicates that corporate brands may develop co-branding relationships in order to redefine brand identity, discursively reposition the brand and build brand equity. Corporate co-branding is established at a fundamental brand values level that, in turn, influences the type of marketing communication campaign that may be undertaken.

Abstract This paper offers a contemporary version of the ancient Greek agora (assembly) designed for the conduct of science-society dialogues. Drawing on what is known from ancient Greece, we identified the dimensions of forum, participation and interactivity as the three central criteria for contemporary agora. Insights into the workings of a recent potential agora—New Zealand's Royal Commission on Genetic Modification—were gained by applying this three-part framework.

In this paper, we introduce the concept of" social brands" and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products, and services. However, from a discourse perspective, issues may also be understood to function as what we term" social brands" that may be incorporated in a co-branding strategy.

As discussed in chapter 1, in recent years, public relations practice has gone global. The strong influence of this globalization is especially evident in New Zealand and Australia. In this chapter we discuss the commonalities as well as the unique features in public relations practice in the two countries. The relationship between the two countries might best be described as a “friendly rivalry” in all spheres.

Abstract Most power relationships between organizations and stakeholders are episodic circuits of power whereby resource dependence is exacerbated by prohibitive rules. Such relationships are usually constraining rather than empowering and generate resistance and reluctant compliance rather than co-operation and creativity.

Abstract Stakeholder research attempts to address the role and impact of stakeholder relationships in organizational life. Stakeholders act in response to an issue that arises in the relationship with the organization. Using the example of Bioreg, an organization that manages approvals for genetically modified organisms, we explore the role of the impact of an issue on stakeholder mobilization.

Abstract In this article we examined the ways in which strategic ambiguity (Eisenberg, 1984) in the use of keywords (Williams, 1976/1983) served an enabling function within a discourse marked by conflict and ideological divisions. Our analysis focused on the intertextual relationships between five documents intended by the government to guide the development of biotechnology in New Zealand.

Abstract A meta-analysis of the changing science–society discourses that played out in New Zealand after the lifting of a moratorium on applications for the release of genetically modified organisms is provided in this article. It highlights the tension between the scientific focus on knowledge and societal values, beliefs and emotions and the need for a democratized discursive space for societal engagement with science.

In this article we employ Fairclough's model of critical discourse analysis to explore the roles that public relations practitioners play in discursive struggles. We also draw on Moffitt's work on articulation and overdetermination to analyze the discursive practices employed by public relations practitioners in the research, redesign and training phases of discourse transformation.

Abstract In this paper, we draw upon the social theory of Michel Foucault to explore the neglected tension between normalisation and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a'strategic balance point', which would lead managers to strive for the singular identity that represents the ideal compromise between differentiation and conformity.

Abstract The politics of change are both played out within the arena of discourse and dedicated to transforming that arena. In this article, we bring together critical discourse theory and political process theory in order to highlight the ways in which a process of discourse transformation can be deployed by organizations to effect political and economic change. In the process we examine the discursive interplay between the actors as well as the discursive constraints on action.

Abstract National research priorities are often the outcome of negotiations between multiple research stakeholders. These stakeholders include groups of research 'users', which means that the negotiation processes are no longer controlled by 'science'. In this paper, we explore the use of the ideographic term 'users' in the discourse surrounding the negotiation processes between a New Zealand funding agency, a research institute and an industry body.

The primary contribution of this article to public relations theory and practice is to provide an interest–identity framework for guiding the formulation of public relations strategy in relation to issues-related engagement with public. We draw upon an analysis of the public consultation and communication processes undertaken by New Zealand's Environmental Risk Management Authority (ERMA) following the lifting of a moratorium on field trials for genetically modified (GM) organisms.