(Page 2 of 20) - Resisting the Temptation of Protocol Journalism: How Public Relations Can Build Media Capacity authored by Taylor, Maureen. and Kent, Michael.

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Resisting the Temptation of Protocol Journalism: How Public Relations Can Build Media Capacity

Unformatted Document Text: Public Relations and Protocol Journalism 2 Public Relations and Protocol Journalism The field of public relations is adapting to the changing global environment of the 21 st century. According to Ki and Khang (2005) public relations research over the last decade has increasingly focused on international issues and new communication technologies. Both of these areas reflect the growing influence of globalization on our field. One of the sub areas that has emerged in the last few years is the discussion about the ways that public relations functions in developing nations. The concepts of “nation building” and “civil society” have gained increased attention in the public relations literature (Scanlon & VanSlyke Turk, 1999; Sriramesh & Vercic, 2003; Taylor, 2000 a, b; Taylor & Doerfel, 2005). While there is much promise in exploring how public relations can and does contribute to nation building and development, there are also some concerns (Dutta Bergman, 2005). Some have argued that civil society programs paid for by Western non-governmental organizations only serve to continue top-down colonialist to colonized relationship. The concern is that these Western countries, through seemingly benign humanitarian agencies such as the United States Agency for International Development (USAID), are actually dictating development to those in the “subaltern” (Dutta-Bergman, 2005). This paper takes the position that there is both great potential for public relations to contribute to the development of civil society throughout the world and at the same time, there are enormous obligations of public relations scholars and practitioners in enacting their roles in civil society development. The purpose of this paper is to explore how public relations can contribute to civil society development. Specifically, it seeks to identify the ways in which public relations-media relationship is enacted and how this relationship serves both professions as they work together to build civil society in Kosovo. Most scholars believe that the media and public relations

Authors: Taylor, Maureen. and Kent, Michael.

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Public Relations and Protocol Journalism

2

Public Relations and Protocol Journalism

The field of public relations is adapting to the changing global environment of the 21

st

century. According to Ki and Khang (2005) public relations research over the last decade has

increasingly focused on international issues and new communication technologies. Both of these

areas reflect the growing influence of globalization on our field. One of the sub areas that has

emerged in the last few years is the discussion about the ways that public relations functions in

developing nations. The concepts of “nation building” and “civil society” have gained increased

attention in the public relations literature (Scanlon & VanSlyke Turk, 1999; Sriramesh & Vercic,

2003; Taylor, 2000 a, b; Taylor & Doerfel, 2005).

While there is much promise in exploring how public relations can and does contribute to

nation building and development, there are also some concerns (Dutta Bergman, 2005). Some

have argued that civil society programs paid for by Western non-governmental organizations

only serve to continue top-down colonialist to colonized relationship. The concern is that these

Western countries, through seemingly benign humanitarian agencies such as the United States

Agency for International Development (USAID), are actually dictating development to those in

the “subaltern” (Dutta-Bergman, 2005). This paper takes the position that there is both great

potential for public relations to contribute to the development of civil society throughout the

world and at the same time, there are enormous obligations of public relations scholars and

practitioners in enacting their roles in civil society development.

The purpose of this paper is to explore how public relations can contribute to civil society

development. Specifically, it seeks to identify the ways in which public relations-media

relationship is enacted and how this relationship serves both professions as they work together to

build civil society in Kosovo. Most scholars believe that the media and public relations

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