دانلود رایگان مقاله انگلیسی بازگشت درس روابط عمومی به برنامه آموزشی رشته مدیریت دولتی ؟ به همراه ترجمه فارسی
| عنوان فارسی مقاله | بازگشت درس روابط عمومی به برنامه آموزشی رشته مدیریت دولتی ؟ |
| عنوان انگلیسی مقاله | The Return of Public Relations to the Public Administration Curriculum? |
| رشته های مرتبط | مدیریت، علوم ارتباطات اجتماعی، روابط عمومی و مدیریت دولتی |
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| نشریه | JSTOR |
| مجله | مجله آموزش امور دولتی – Journal of Public Affairs Education |
| سال انتشار | 2009 |
| کد محصول | F860 |
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فهرست مقاله: چکیده |
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بخشی از ترجمه فارسی مقاله: مقدمه |
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بخشی از مقاله انگلیسی: INTRODUCTION We live in a media-drenched era. The news media (and subsequent offshoots such as the blogosphere) dominate the metaphorical town square and drown out other voices and venues for public discussion. Once the news media has framed an issue (i.e., given it a spin that the press pack accepts as conventional wisdom), it is very hard to change any public debate. If the media portrays something as a crisis, then it is. And any public servant who openly disagrees with the latest media narrative gets pigeonholed as a rigid bureaucrat who is out of touch with reality. Conversely, if the media decides a topic is unimportant, then it can be very hard for a government manager to get that issue on an agenda of public attention (Kalantari, 2001). This article contends that, based on research results, public relations appears to be returning to the curriculum of public administration. The context for this shift is the greatly increasing role, power, and influence of the news media, plus alternate mass communication methods, on 21st-century democratic governance. Therefore, due to a variety of causes that include new technologies and societal changes, the next generation of public servants will need training, not only in the traditional short list of management skills and democratic theory, but also in media relations, public relations, and other forms of external communications. The underlying premise of public administration is that management in the public sphere is qualitatively different from a similar role in the private sector, because of the inherent differences between the two sectors. One of the characteristics that differentiates the public and private sectors is the role and power of the news media and, more generally, the importance of external communication as an element of management. For business managers, cooperating with the news media and engaging in external communications is a choice. For public administrators it is a requirement. Freedom of the press and freedom of information laws compel civil servants to be accountable to the news media and the public-at-large. Unlike their business and nonprofit cousins, they must be transparent (Fairbanks, Plowman, & Rawlins, 2007; Liu & Horsley, 2007, pp.378-381; Roberts, 2006; Graber, 2003, pp.6-13). STRAWS IN THE WIND: RECENT DEVELOPMENTS INDICATE INCREASED ATTENTION TO PUBLIC RELATIONS IN PUBLIC ADMINISTRATION The rise and fall of public relations in public administration textbooks was documented by Lee (1998). By 1992, Waldo (1992) observed that interest in external (as well as internal) communications in public administration was “a significant but neglected topic” (p.xi). However, a decade after Lee’s state-of-thefield review, this inquiry indicates that external communications is beginning to reappear in public affairs pedagogy. There are three indicators of this apparent trend in academic literature: (a) recent publications in JPAE, (b) other recent research-based literature, and (c) availability of new pedagogic materials. One indicator for reconsidering the importance of public relations in public administration education is that several JPAE contributions have included the topic of public relations when discussing public administration pedagogy, even if it lacks that nomenclature. According to Peters (2009, p.15), when presented with potential curricular changes, MPA students in a capstone course wanted public relations training the most. Raphael and Nesbary (2005) focused on strategic communications, a broader topic that includes external communications within its rubric. Kirlin (2005) viewed communication as one of three civic skills that public managers needed. Klingner and Washington (2000) identified “the need to find ways to influence public policy decisions” (p.41) as part of a global approach to public administration training. Aristigueta (1997) emphasized the importance of interpersonal communication skills, which encompasses, of course, external communications. Other pedagogic topics discussed in JPAE that overlap with external communications include Kim and Layne’s (2001) discussion of egovernment, Dawes (2004) regarding information technology, Reddy (2000) on crisis management, and Fontaine (1998) suggesting the value of a mass-mediarelated course project as an effective hands-on instructional tool. A second indicator of renewed attention to the subject of public relations is an increase in research published as academic literature. However, much of it emanates from communications- and public-relations-based academic researchers, rather than those specifically in public administration or its related disciplines. Liu and Horsley (2007) are in the midst of a longer-term project to develop a theoretical and operational model of the external communications of government, and already have published the theoretical model they are examining and testing. Diana Knott Martinelli (formerly Diana Knott), with David Martinelli (D. Knott & D. Martinelli, 2005; D.K. Martinelli, 2006) researched public information activities of government agencies, especially in the area of transportation. Fairbanks, Plowman, and Rawlins (2007) developed a model for transparency in government communication, and Motschall and Cao (2002) analyzed the public information role of police departments. Focusing on public relations in the subfield of public health, Wise (2002-03, 2001) has examined links between public relations and organizational effectiveness, and proposed a larger research agenda for examining public relations in public health. Several European-based academic sources, also in communications departments, have been interested in external government communications during the first decade of the 21st century. Øyvind Ihlen at the University of Oslo (Norway), a member of the Editorial Review Committee of Public Relations Review, has been an adviser to the national government on public relations policies, and recently has assisted in developing a new policy on governmental external communications (Ø. Ihlen, personal communications, November 14, 2007 – December 13, 2007). Dave Gelders (2005, 2006) at the Catholic University of Leuven (Belgium) and several of his colleagues (Gelders, Bouckaert, & van Ruler, 2007) have published extensively on government communications, especially about conveying governmental intentions during the public policy development process. Also, two Israeli faculty members issued a guidebook for cities and countries on crisis management media strategies (Avraham & Ketter, 2008). However, there also has been a recent increase in published scholarship regarding government public relations by faculty in public administration and related fields, although it is more modest than that from communications faculty. A study of senior public administrators at the state government level noted that “About half the administrators’ time is devoted to internal matters; about half is spent on external relations” (Bowling & Wright, 1998, p.435). Kaufman’s career-summarizing overview of the role of public administration in modern society included observations about the importance of the news media to modern public administration: Many of them [modern day reporters] assume they have a special responsibility for illuminating everything in government and politics, and that everything in these fields is therefore fair game. … What they publish can profoundly affect the fortunes of those they write about. Everybody is aware of their power, administrative agencies no less than the others. Agencies therefore work hard to keep on good terms with the members of the fourth estate (Kaufman, 2001, p.29). Swoboda (1995) published the results of his research on media coverage of local government budgeting. LaPorte and Metlay (1996, p.344) discussed the importance of external relations in a government agency’s effort at accomplishing trustworthiness. Several chapters in the Garnett and Kouzmin (1997) handbook on the larger topic of administrative communication specifically discussed public relations. While not based in academia, Library of Congress researcher Kevin Kosar (2005) has tracked Congressional efforts to control the external communications activities of Federal agencies. Weiss (2002), who started her academic career in business administration, also wrote about public information as a tool of modern governance. Several academic researchers from public administration have published work on subjects closely related to external communications, such as freedom of information and government transparency. Probably the most prominent is Roberts (2006), who won several awards for his book, Blacked Out: Government Secrecy in the Information Age, which offers an international perspective. He also published articles on media coverage of government, the relationship between New Public Management and information, and the increasing limitations on access to information (Roberts, 1997, 2000, 2005). Focusing more specifically on the U.S., Piotrowski (2007; Piotrowski & Van Ryzin, 2005; Piotrowski & Rosenbloom, 2002) researched the federal Freedom of Information Act (FOIA) and transparency in American governments. Finally, Holden (1996) observed that “The potential interconnection between public opinion and the success of public administration is one of the most profound realities to which political science may yet direct new attention” (p.35). The non-refereed monthly publication PA Times, put out by the American Society for Public Administration (ASPA), featured two articles in mid-2008 on government public relations (Cohen, 2008; Survey on Government Communicators, 2008). Given ASPA’s membership base of both academics and practitioners, these recent articles are another indicator of the reemergence of this subject on the public administration agenda. The third sign that public relations apparently is returning to the public administration curriculum is found in pedagogic literature. Waugh and Manns (1991; Manns & Waugh, 1989) made the case in the late 1980s and early 1990s for the importance of including communications (both external and internal) in MPA curricula. Similarly, Garnett (1992, p.xv; 1997, pp.764-765) argued twice in the 1990s to incorporate communications into the MPA curriculum. Shifting from a general, pedagogic focus on communication to the narrower topic of external communications, one of the 1998 joint committee recommendations by NASPAA and the American Political Science Association (APSA) Section on Public Administration was that “Those involved in shaping public administration curricula should work to ensure that managers more fully understand how to get their message out to the media” (Thompson, 1998, p.4). Alongside pedagogic literature, there also has been an increase in the availability of pedagogic materials that relate to using public relations in public administration. Most of them come from practitioners or “pracademics.” Overviews with a “how-to” bent offer some relatively recent examples, such as publications by the Federal Communicators Network (2001), the International City/County Management Association (2003), and the California Association of Public Information Officers (Krey, 2000). The International City/County Management Association (2002) recently issued a publication that focuses more narrowly on crisis communications. While not specifically targeted to government, Brown’s (2002) “how-to” on public appearances is an example of current applied literature that also is relevant to public administrators in training. Finally, two recent textbooks on (or including) government public relations were issued by commercial publishers, which is a significant marketbased signal of increased interest in the subject (Fitch, 2004; Lee, 2008a). |