Can supervise: YES
© 2018 John Wiley & Sons, Inc.. All rights reserved. With contributions from an international panel of leaders representing diverse academic and professional fields The Handbook of Communication Engagement brings together in one volume writings on both the theory and practice of engagement in today’s organizations and societies. The expert contributors explore the philosophical, theoretical, and applied concepts of communication engagement as it pertains to building interaction and connections in a globalized, networked society. The Handbook of Communication Engagement is comprehensive in scope with case studies of engagement from various disciplines including public relations, marketing, advertising, employee relations, education, public diplomacy, and politics. The authors advance the current thinking in engagement theory, strategy, and practice and provide a review of foundational and emerging research in engagement topics. The Handbook of Communication Engagement is an important text that: Provides an overview of the foundations and philosophies of engagement Identifies the contexts of engagement relating to specific areas across government and corporations, including CSR, consumer, activism, diplomacy, digital, and social impact Includes examples of contemporary engagement practice Presents applications of engagement and technology Offers insights on the future directions of engagement The Handbook of Communication Engagement offers an essential reference for advanced undergraduate, graduate students, practitioners and scholars from communication, media, advertising, public relations, public policy, and public diplomacy areas. The volume contains a compendium of the writings on the most recent advances on the theory and practice of engagement.
Somerville, I, Hargie, O, Taylor, M & Toledano, M 2016, International Public Relations Perspectives from deeply divided societies, Routledge.
While most studies of PR focus on the activity as it is practiced within stable democratic societies, this book explores perspectives from contexts that have tended to be marginalized or uncharted.
Blakeman, R, Haley, E & Taylor, M 2020, 'Interagency Collaboration: Account and Creative Teams Speak Out About Their Relationship', Journal of Advertising Education, vol. 24, no. 1, pp. 52-68.View/Download from: Publisher's site
© The Author(s) 2020. The relationship between account management and creative is a complicated and ever-changing one. A common theme in the advertising literature is that account and creative teams sometimes struggle with intra-agency communication. This article looks at why communication is still an issue today and what knowledge modern account and creative teams need to know about the others’ role in the agency to close the long-standing communication gap. We asked both account managers and art and creative directors (creatives) what they wished the other understood about their roles within the agency. From their answers, we identify pedagogical suggestions for advertising professors as they work to better prepare students for careers in the industry.
Blakeman, R, Haley, E & Taylor, M 2020, 'What Novice Art Directors Need to Know Beyond Their Portfolio', Journal of Advertising Education, vol. 24, no. 1, pp. 21-35.View/Download from: Publisher's site
© The Author(s) 2020. To land a job as an art director, the presentation of a strong conceptualized portfolio is only part of the equation. What additional knowledge helps the novice creative not only during the initial interview but to succeed once they land the job? This study looked to identify what additional skills and traits working art and creative directors felt young creatives needed beyond their portfolio in order to land their first job in advertising. The results suggest ways forward in how to prepare students to incorporate design, business, and personal skills into a well-rounded creative and personal brand.
Johnston, KA, Taylor, M & Ryan, B 2020, 'Emergency management communication: The paradox of the positive in public communication for preparedness', Public Relations Review, vol. 46, no. 2.View/Download from: Publisher's site
© 2020 Elsevier Inc. Government emergency management agencies use public communication to inform and educate around risks such as floods, fires, storms, and earthquakes with the aim to help communities understand how to prepare for these emergency events. This study of government communication relating to emergency management preparedness examines an Australian context to understand the types of messages preparing community members for natural hazards. Findings suggest that agencies employ a two-track approach combining warranting and engagement messages. Yet a deeper look at the messages suggests a “paradox of the positive” that overemphasizes the capacity of local agencies to respond to crises and underemphasizes citizen shared responsibility. Implications for the paradox of the positive in other national contexts and public relations theory building are also discussed.
Rice, C & Taylor, M 2020, '“Reconciliation Isn’t Sexy”: Perceptions of News Media in Post-Conflict Northern Ireland', Journalism Studies, vol. 21, no. 6, pp. 820-837.View/Download from: Publisher's site
© 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group. News media play a key role in post-conflict contexts in helping to explain the peace process and report on current events. This research explores the perceptions of cross-community leaders about the role of journalism in reconciliation in present day Northern Ireland. The findings suggest that community activists perceive the media to be sustaining the legacy of the conflict and constraining debates about the way forward in Northern Ireland. We propose that they essentially advocate for a conflict sensitive model of journalism (Howard, 2004, Conflict sensitive journalism: A handbook by Ross Howard. IMPACS: International Media Support. https://www.mediasupport.org/wp-content/uploads/2012/11/ims-csj-handboo….), underpinned by a communitarian ethical framework (Christians, 1997, “Social ethics and mass media practice.” In Communication ethics in an age of diversity, edited by J. M. Makau, and R. C. Arnett, 187–205. Urbana Champaign: University of Illinois Press.) which would better reflect the changed interests and needs of a post-conflict community.
© The Author(s) 2018. As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.
Sommerfeldt, EJ, Yang, A & Taylor, M 2019, 'Public relations channel “repertoires”: Exploring patterns of channel use in practice', Public Relations Review, vol. 45, no. 4.View/Download from: Publisher's site
© 2019 Elsevier Inc. While public relations practitioners may use any number of channels to accomplish organizational objectives, research has focused on the use of single communication channels in isolation from other available channels. The purpose of this exploratory study is to identify the common combinations of channels or “channel repertoires” that practitioners use to reach their publics. Analyses of survey data (N = 504) of practitioners from five countries revealed four distinct patterns or repertoires of channels. The results also indicated that many public relations functions predict the use of certain repertoires, and explained which functions of public relations use more channels than others. The findings have implications for theory building, practice, and pedagogy on planning and engagement with publics.
© 2017, © The Author(s) 2017. Multistakeholder issue networks have been characterized as power-free, egalitarian forms of corporate–civil society engagement. Using a communication-centered conceptualization of power, our study finds that potential sources of power subtly manifest through communication and interaction patterns in multistakeholder issue networks. Our results indicate that organizations’ institutional status and resources are significant predictors of network power.
Uysal, N, Yang, A & Taylor, M 2018, 'Shareholder communication and issue salience: corporate responses to ‘social’ shareholder activism', Journal of Applied Communication Research, vol. 46, pp. 179-201.View/Download from: Publisher's site
© 2018 National Communication Association. This study focuses on corporate engagement when shareholder activists raise concerns about social issues during annual shareholder meetings. Building upon strategic communication, social activism, and management research, the study combines Stakeholder Salience Theory (SST) and Issues Management Theory to explain corporate responses to shareholder activism. The researchers constructed a dataset of 844 shareholder actions in the U.S., all concerning environmental issues from 2006 to 2014. The analyses revealed that the urgency of the shareholder requests was the main driver of saliency. Moreover, shareholder activism strategies that engage corporations in private negotiations appeared to be effective in eliciting positive corporate responses. The findings contribute to applied communication theory and research by advancing SST with an issues management perspective in the context of shareholder activism.
Yang, A, Uysal, N & Taylor, M 2018, 'Unleashing the Power of Networks: Shareholder Activism, Sustainable Development and Corporate Environmental Policy', Business Strategy and the Environment, vol. 27, pp. 712-727.View/Download from: Publisher's site
Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment In recent years, a new trend has emerged in which shareholder activists have formed networks to empower shareholders and magnify shareholder voices. This study explores the structural patterns and effectiveness of shareholder activism networks and shows how those networks affect corporate sustainability policies. We draw upon stakeholder influence theory, stakeholder network management theory and recent studies on activism networks to examine a shareholder activism network formed around environmental issues. The study found that (1) the structure of shareholder activist networks is largely driven by organizational attributes such as organization type, organizations’ human resources, media visibility and history; and (2) activist organizations with high centralities and eigenvector centralities enjoy more efficient results. This study contributes to our understanding of the business responses to shareholder demands on improving environmental performance and paves the way for future research on sustainable development through partnerships with shareholder networks. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment.
Doerfel, ML & Taylor, M 2017, 'The Story of Collective Action: The Emergence of Ideological Leaders, Collective Action Network Leaders, and Cross-Sector Network Partners in Civil Society', Journal of Communication, vol. 67, pp. 920-943.View/Download from: Publisher's site
© 2017 International Communication Association Collective action and community ecology theories frame this study of longitudinal interorganizational networks in Croatia during the country’s political transition. As time progresses toward political stability, grass-roots organizing activities shift through participation in new networks. Although engaged cross-sector communication was important in early stages of the transformation, homophilous partnering emerged as the system stabilized. System stability left room for organizations to exit the collective action network but with costs associated with centralized organizing. Over time, organizations embodied roles as ideological leaders, collective action network leaders, and within-sector network partners. We offer a unique contribution to community ecology and collective action theories with a communication-centered framework that emphasizes the nature of communication in interorganizational networks over a 4-year period.
Smith, BG & Taylor, M 2017, 'Empowering Engagement: Understanding Social Media User Sense of Influence', International Journal of Strategic Communication, vol. 11, pp. 148-164.View/Download from: Publisher's site
© 2017 Taylor & Francis Group, LLC. For all the hope and hype hailing the democratizing effect of social media, few studies have explained public influence as an element of social media engagement. Insight into how and why individuals attempt to exert influence over organizations online is particularly underdeveloped. This study takes the first step in understanding sense of influence online through in-depth interviews with social media users. Findings call into question assumptions in research about the motives and meanings underlying individual efforts to exert influence via social media. The data from 19 in-depth interviews with active social media users suggest that sense of influence is enacted for social relationships rather than to influence organizations or society, and information is the driving force of that effort. Findings also place the imperative on strategic communication to emphasize the value of the organization’s role on social interaction toward a fully functioning society.
Yousuf, M & Taylor, M 2017, 'Helping Syrians Tell Their Story to The World: Training Syrian citizen journalists through connective journalism', Journalism Practice, vol. 11, pp. 302-318.View/Download from: Publisher's site
© 2016 Informa UK Limited, trading as Taylor & Francis Group. This article explores network journalism (connective journalism) and shows how citizen journalists in Syria are trained and supported through the network journalism model. The article applies three major concepts of connective journalism: engagement with social networks, negotiation, and maintaining a connection with norms and values of journalism, and suggests a fourth aspect: protection. Through a case study of the newsgathering and mentoring process leading up to stories being posted on the Damascus Bureau website (damascusbureau.org), a news site dedicated to publishing the stories of Syrian citizen journalists, we show that connective journalism is a viable model for citizens to tell their community’s story to each other and the world.
Kent, M & Taylor, M 2016, 'Putting the social back in social media: A longitudinal, meta-analysis of social media research', International Journal of Interdisciplinary Research, vol. 5.
This paper examines the state of social media theory and research by conducting a longitudinal, meta-analysis of public relations research about social media. The current study examines the most recent four years of Public Relations Review, extending a 2011 study that examined social media articles in Public Relations Review from 1998–2011. The essay considers three topics: a brief review or the history of social media technology, a report of data from the longitudinal, meta-analysis, and a discussion about the inconsistency between social media potential and social media practice. The essay also offers public relations professionals and scholars suggestions for moving forward in this research area.
Kent, ML & Taylor, M 2016, 'From Homo Economicus to Homo dialogicus: Rethinking social media use in CSR communication', Public Relations Review, vol. 42, pp. 60-67.View/Download from: Publisher's site
© 2015 Elsevier Inc. This essay explores corporate social responsibility (CSR) communication through social media. Today, corporations across the world enact CSR campaigns and use social media as one tool to tell their story of social responsibility. Yet, social media’s strength as a relationship-building tool is not being realized as CSR activities are often communicated unidirectionally. This essay suggests alternative ways of thinking about social media in CSR. The essay offers a framework for using social media that goes beyond the one-way, monological, Homo Economicus based practices that characterize current social media use in CSR. The perspective proposed, Homo Dialogicus, focuses on interactive communication practices, that will help organizations move forward in building ethical organization-public relationships via social media.
© 2015 Elsevier Inc. This article represents a call to repeal the Gillett Amendment. The 1913 Gillett Amendment is often treated as a quirky fact of history relegated to the Introduction to Public Relations course. This article argues that the contemporary practice of public relations built on ethics, professionalism, theory, and research no longer resembles the conditions that precipitated the Gillett Amendment. We encourage professionals, scholars, and public relations associations to work together to repeal the Amendment and recognize government public relations as a legitimate communication practice necessary for a civil society.
Yang, A, Taylor, M & Saffer, AJ 2016, 'Ethical convergence, divergence or communitas? An examination of public relations and journalism codes of ethics', Public Relations Review, vol. 42, pp. 146-160.View/Download from: Publisher's site
© 2015. In a fully functioning society, citizens need information about economic, social, and political issues. The news media perform this function. Citizens also need to engage in relationships with all sorts of economic, social, and political organizations. Public relations helps to create, maintain and change these relationships. Journalism and public relations are the foundation of a fully functioning society. This article explores the extent to which journalism and public relations professionals share foundational values. We compare the codes of ethics from 33 countries (66 public relations and journalist associations) looking for both convergence and divergence in ethical values. Our findings suggest that the two professions share core values such as professionalism, expertise and moral standards. The codes agree on the individual qualities that encourage professionals to act ethically. The codes diverge, however, on each profession’s view of its role in society. Journalists continue to emphasize duty to the public in their codes of ethics whereas many public relations codes focus on duty to the client or organization. Yet, this study found an evolving set of ethical codes in public relations that brings public relations and journalists closer together acknowledging their communitas roles in a fully functioning society.
Taylor, M & Yang, A 2015, 'Have Global Ethical Values Emerged in the Public Relations Industry? Evidence from National and International Professional Public Relations Associations', Journal of Business Ethics, vol. 130, pp. 543-555.View/Download from: Publisher's site
Yang, A & Taylor, M 2015, 'Looking Over, Looking Out, and Moving Forward: Positioning Public Relations in Theorizing Organizational Network Ecologies', Communication Theory, vol. 25, pp. 91-115.View/Download from: Publisher's site
Kent, M & Taylor, M 2014, 'Problems with social media in public relations: Misremembering the past and ignoring the future.', International Journal of Interdisciplinary Research, vol. 3, pp. 23-37.
Technology scholarship is now the biggest area of study in public relations, accounting for more journal submissions than any area—even crisis. This essay argues for a more reflexive approach to social media and new technology in public relations. Using the results of a recent Delphi study of new technology as a guide, this essay explores the implications of some of the trends in new technology and offers suggestions for communication professionals and scholars regarding how to safeguard stakeholders and publics while still moving forward with social media and technology tools as they evolve.
Kent, M & Taylor, M 2014, 'The value of social media for pushing activist organizations social agendas: Implications for public relations theory and practice', Quarterly Review of Business Disciplines, vol. 1, pp. 76-87.
New social media tools emerge regularly linking people to people, people to organiza-tions, and organizations to organizations. Today, there are hundreds of social media tools and apps. The fields of advertising, marketing and public relations all make claims about social media as tools to further their field’s strategic objectives. While corporate uses of social media for advertising, marketing, and public relations, are quite common, we know very little about how social cause groups use social media to interact with publics, media, donors, government officials, and corporations. Can the traditional models of social media in strategic communication, initially employed by profit seeking firms, be applicable or even desirable for activist groups? This essay explores a new model of social media that sells ideas rather than products or services.
Yang, A & Taylor, M 2014, 'Public diplomacy in a networked society: The Chinese government–NGO coalition network on acquired immune deficiency syndrome prevention', International Communication Gazette, vol. 76, pp. 575-593.View/Download from: Publisher's site
Saffer, AJ, Sommerfeldt, EJ & Taylor, M 2013, 'The effects of organizational Twitter interactivity on organization–public relationships', Public Relations Review, vol. 39, pp. 213-215.View/Download from: Publisher's site
Yang, A & Taylor, M 2013, 'The relationship between the professionalization of public relations, societal social capital and democracy: Evidence from a cross-national study', Public Relations Review, vol. 39, pp. 257-270.View/Download from: Publisher's site
McAllister, SM & Taylor, M 2012, 'Organizational Influences and Constraints on Community College Web-based Media Relations', Community College Journal of Research and Practice, vol. 36, pp. 93-110.View/Download from: Publisher's site
Sommerfeldt, EJ, Kent, ML & Taylor, M 2012, 'Activist practitioner perspectives of website public relations: Why aren’t activist websites fulfilling the dialogic promise?', Public Relations Review, vol. 38, pp. 303-312.View/Download from: Publisher's site
Yang, A, Klyueva, A & Taylor, M 2012, 'Beyond a dyadic approach to public diplomacy: Understanding relationships in multipolar world', Public Relations Review, vol. 38, pp. 652-664.View/Download from: Publisher's site
Kent, M, Taylor, M & Veil, SR 2011, 'Issues management makeover: A facelift for an aging theory', Business research yearbook: Balancing profitability and sustainability: Shaping the future of business, vol. 18, pp. 534-541.
This essay argues for an expanded role for issues management in public relations that sees environmental scanning and issue monitoring as broader than short term predictions, and focused on long term issues likely to impact an entire industry or area. We contend that public relations professionals have moral and organizational imperatives to act as organizational consciences and guide organizations to more fully-embrace issues management practices. With advances in technology, public relations practitioners now have the ability to fully engage in boundary spanning research that can directly impact long-range strategic planning.
Sommerfeldt, EJ & Taylor, M 2011, 'A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication', Public Relations Review, vol. 37, pp. 197-206.View/Download from: Publisher's site
Taylor, M & Doerfel, ML 2011, 'Evolving Network Roles in International Aid Efforts: Evidence from Croatia’s Post War Transition', VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, vol. 22, pp. 311-334.View/Download from: Publisher's site
Kent, M & Taylor, M 2010, 'The death of Second Life: A case study of a (old) “new technology', Business Research Yearbook: Global Business Perspectives, vol. 17, pp. 603-610.
Public relations professionals are increasingly called upon to understand, embrace, and use technological advancements in their work. Which communication technologies are worth embracing? Which technologies contribute to organization–public relationships? This essay explores public relations’ fascination with new technology. In this essay, we conduct a case study of Second Life, asking “do new technologies help practitioners to build relationships with publics?” If yes, what evidence exists? If not, why are practitioners rushing in to embrace unproven tactics?
Taylor, M & Kent, ML 2010, 'Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA’s Public Relations Tactics', Public Relations Review, vol. 36, pp. 207-214.View/Download from: Publisher's site
Caldiero, CT, Taylor, M & Ungureanu, L 2009, 'Image Repair Tactics and Information Subsidies During Fraud Crises', Journal of Public Relations Research, vol. 21, pp. 218-228.View/Download from: Publisher's site
Taylor, M & Doerfel, ML 2005, 'Another dimension to explicating relationships: measuring inter-organizational linkages', Public Relations Review, vol. 31, pp. 121-129.View/Download from: Publisher's site
Doerfel, ML & Taylor, M 2004, 'Network dynamics of interorganizational cooperation: the Croatian civil society movement', Communication Monographs, vol. 71, pp. 373-394.View/Download from: Publisher's site
Taylor, M 2004, 'Exploring public relations in Croatia through relational communication and media richness theories', Public Relations Review, vol. 30, pp. 145-160.View/Download from: Publisher's site
Kent, ML, Taylor, M & White, WJ 2003, 'The relationship between Web site design and organizational responsiveness to stakeholders', Public Relations Review, vol. 29, pp. 63-77.View/Download from: Publisher's site
Taylor, M, Vasquez, GM & Doorley, J 2003, 'Merck and AIDS activists: engagement as a framework for extending issues management', Public Relations Review, vol. 29, pp. 257-270.View/Download from: Publisher's site
Taylor, M 2000, 'Cultural variance as a challenge to global public relations: A case study of the Coca-Cola scare in Europe', Public Relations Review, vol. 26, pp. 277-293.View/Download from: Publisher's site
Napoli, PM, Taylor, M & Powers, G 1999, 'Writing activities of public relations practitioners: The relationship between experience and writing tasks', Public Relations Review, vol. 25, pp. 369-380.View/Download from: Publisher's site
Taylor, M & Kent, ML 1999, 'Challenging assumptions of international public relations: When government is the most important public', Public Relations Review, vol. 25, pp. 131-144.View/Download from: Publisher's site
Taylor, M 2020, 'Internationalizing public relations education' in Internationalizing the Communication Curriculum in an Age of Globalization, Routledge, UK, pp. 113-129.
This book is notable as a professional development resource for individuals both inside and outside the communication discipline who wish to incorporate a global perspective into their research and classrooms.
Taylor, M 2019, 'Dialogue and organization–public relationships.' in Public Relations Theory Application and Understanding, John Wiley & Sons, pp. 76-96.
Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings ...
Kent, M 2017, 'Nation building in the Former Yugoslavia: A 20-year retrospective to understand how public relations rebuilds relationships in divided societies' in Somerville, I, Hargie, O, Taylor, M & Toledano, M (eds), International Public Relations: Perspectives from deeply divided societies, Routledge, New York, pp. 9-26.
Xiong, Y, Taylor, M & Kent, M 2017, 'Image repair in a Chinese brand identity crisis: Will the real herbal tea company please stand up' in Liberman, CJ, Rodriguez, D & Avtgis, TA (eds), Casing Crisis and Risk Communication, Kendall Hunt, pp. 25-41.
This chapter explores an international crisis communication situation that took place in China in 2012, through the lens of Benoit’s (1995) Image Repair Theory and Coombs’ (1995, 2012a) Situational Crisis Communication Theory (SCCT). Image repair and SCCT are related theoretical approaches that identify different response strategies for organizations to use to communicate with publics during a crisis.
Kent, ML & Taylor, M 2016, 'Building an ethic of responsibility: Dialogue and communitarianism as public relations archetypes' in The Moral Compass of Public Relations, pp. 175-184.View/Download from: Publisher's site
Somerville, I, Hargie, O, Taylor, M & Toledano, M 2016, 'Introduction: Public relations in deeply divided societies' in International Public Relations: Perspectives from Deeply Divided Societies, pp. 1-8.View/Download from: Publisher's site
Blakeman, RL & Taylor, M, 'Retiring the “Us Against Them” Analogy In Agencies: Voices From The Agency', AEJMC, Chicago, Illinois.
What students learn in the classroom will influence how they work. This paper investigates the evolving nature of collaboration between account and creative teams. The findings are applied to advertising pedagogy. The first part of the paper explores the history of the us vs. them mentality that is often reified in advertising classes and reviews more recent scholarship that shows that the two functions are moving toward improved collaboration. We listen to the voices of 33 account service professionals from across the country that shared their perceptions of the account service and creative relationships. The findings suggest that the job descriptions for both teams are blurring and each function must understand and use the others knowledge concerning the agency-client-creative relationship. The article concludes with suggestions for how advertising professors can retire the old analogy and create new ones to better prepare students for modern advertising work.
Blakeman, RL & Taylor, M 2016, 'Technology in the Idea Generation Process: Voices from the Agency', AEJMC, Minneapolis, Minnesota.
Today’s advertising students are digital natives who grew up embracing technology in all facets of their lives. This study reports the results of a survey of 39 advertising creatives and art directors as they described the role that technology plays in the conceptualization process at advertising agencies around the country. The findings suggest that idea generation is still developed with pen and paper but that computers are best suited for the final designs as the ideation process moves to production. The research findings suggest ways forward in advertising pedagogy, especially curricula in the design sequences, as advertising educators teach the next generation of creatives.
Blakeman, RL & Taylor, M 1970, 'What Creative Teams Want Account Service to Know About the Creative Process: Voices From the Agency', Abstract, American Academy of Advertising, Hindawi Publishing Corporation, Boston, Massachusetts.
The account management and creative relationship is a complicated and ever-changing one. Today, it is important for account service and creative teams to have a well-rounded knowledge of the roles and responsibilities each team is accountable for. The purpose of this paper is to explore creatives’ perceptions and needs for working with account service representatives. Survey responses from 40 creative professionals suggest that the account management team plays a boundary spanning role between the client and creative. With the boundaries between these two disciplines blurring, both teams need to understand how strategy is tied to the visual and verbal message. The findings suggest ways forward in advertising curriculum as we prepare the next generation of suits and creatives to take their place in the industry.
Blakeman, RL, Childers, CC & Taylor, M, 'Role Conflict or Merely Changing Relationships? The Evolving Relationship Between Account Service and Creative Teams Extends To Media And Client Relations'.
Change is a constant in the advertising industry as both external and internal factors affect the processes, products and relationships within agencies. The structure and function of the advertising agency is evolving with a stronger focus on how the team can service all facets of advertising campaigns. Relationships between the account service and creative teams matter a great deal. Campaign success or failure can be directly attributed to how the two functions communicate, collaborate and innovate. For years, advertising practitioners and scholars have talked about the account vs. creative divide. This research study asks if the relationship continues to be defined by conflict or if there has been a change that prompts another way to describe the relationship? We ask this question because creatives and account service are working in a highly competitive, digital environment and changes in the industry will necessitate changes in their roles and functions. This study answers three core research questions about the evolution of traditional agency relationships by speaking to those to who work in the industry.
Kent, M 2016, 'Building an Ethic of Responsibility: Communitarianism and Dialogue as New Public Relations Archetypes', International Association of Business Disciplines (IABD), Las Vegas Nevada.
Kent, M & Taylor, M 2014, 'Dialogic Engagement: Explicating a Foundational Public Relations Concept', International Communication Association (ICA), Seattle, Washington.
Kent, M & Taylor, M 2014, 'Engaging for change: Exploring social media in social change', International Communication Association (ICA), regional conference, Brisbane Australia.
Kent, M & Taylor, M 1970, 'Ethiopian Dialogue: Merging Theory and Praxis in Journalism Training', International Association for Media and Communication Research (IAMCR), Istanbul Turkey.
Kent, M & Taylor, M 2017, 'The Rhetorical Evolution of Dialogue: Implications for Public Relations Theory and Practice', San Diego California.
Rhetoric and dialogue and intertwined. This critical, theory based, essay positions dialogue within rhetoric as an “intervention,” in keeping with the convention theme, showing how the two concepts, both often misused and misunderstood, provide a foundation for ethical communication and relationships. To engage in dialogue is to seek to understand others and co-create meaning. To engage in rhetoric is to intervene, challenge and change everyday communication relationships in positive ways. Integrating both dialogue and rhetoric into individual and organizational communication creates opportunities for more ethical relationships at multiple levels of society. The paper discusses the nature of dialogue and its role in building relationships and long-term commitment between organizations and publics. It explores the possibilities of dialogue in public relations and offers the metaphor of Homo Dialogicus to guide future research and practice.
Kent, M & Taylor, M, 'The value of social media for pushing activist organizations social agendas: Implications for PR theory and practice', International Academy of Business Disciplines (IABD), San Diego California.
Kent, M & Taylor, M 2015, 'Towards Legitimacy and Professionalism: A Call to Repeal the Gillett Amendment.', National Communication Association (NCA), Las Vegas Nevada.
Kent, ML & Taylor, M 2014, 'Toward a Dialogic Approach to Public Engagement: Building Community Social Capital', International Communication Association, Seattle, Washington.
Preconference: Panellist: Engagement as theory, strategy, and practice: Communication, interaction and connection