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Be Digital
Abstract
This chapter is the first of five discursive data chapters. The chapter situates the PR profession amidst the many promotional fields vying for success in an increasingly digital work landscape where professional boundaries now blur with emerging digital-first occupations. Professions that are early adopters of new technologies tend to claim new professional identities and territories quickly. However, the PR profession was relatively late to digital platform technologies compared with other promotional fields. Drawing on this reality, this chapter analyses 50 recruitment ads spanning three adjacent specialisms: PR, digital marketing and social media management, in order to compare and contrast the increasingly digital, data-driven nature of work executed by PR professionals and their nearest occupations. Chapter 3’s sector comparison chronicles the inexorable rise of digital content production as a powerful expansionary discourse encompassing PR, marketing, social media management and all promotional industries.
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New technologies can become an identity-challenging threat for organizations. While there is a growing literature on how new technologies challenge fundamental questions of organizational existence such as "who are we?", "what do we do?", and "what do we want to be?", this literature has largely overlooked how new technologies can become drivers of organizational identity change. In this paper, we investigate the impact of digitalization, especially Robotic Process Automation, on organizational identity. Drawing on the analysis of shared service centers in Asia and Eastern Europe, we explored how these organizations respond to identity challenging technologies. While traditionally, work in shared services has been characterized by a combination of standardization, controlling the labor process, and deskilling, we found in this study that shared service organizations are responding to the digital challenges by moving up the value chain to more complex, knowledge-intensive work. As a result, shared service organizations in our study began to redefine their organizational identity by, among others, professionalizing their workforce.
The increasing use of digital technologies such as artificial intelligence (AI) may be harmful to professions and occupations. Professional role identity can be damaged as AI takes the place of people across a broad range of professional tasks. Past studies have focused on individual-level identity, yet collective-level professional role identity remains largely unstudied. In addition, identity studies have developed two separate explanations for identity shifts: one relying on professionals’ interpretation of technology and one relying on institutional logics. It is thus unclear whether and how the interpretation of technology and institutional logics coexist in a shifting identity. To address these gaps, I studied how collective-level professional role identity is being affected by AI among audit professionals in Japan. My research consisted of a textual analysis of professional publications from 2009 to 2018 and 42 interviews with Japan's national professional association and the ‘Big Four’ firm auditors. My analysis shows that a new collective professional role identity was constructed with six identity themes reflecting six interpretations of technology. These identity themes enacted a new constellation of managerial and professional logics that framed the audit profession’s future positively. This study expands our knowledge about professional role identity by showing the value of an in-depth analysis of the content of collective identity, the missing link between the interpretation of technology and institutional logics and the importance of collective identity as a guiding principle for professions. This research also helps advance hybridity literature, as well as the emerging scholarly conversation about AI and professions.
Persona is a common human-computer interaction technique for increasing stakeholders' understanding of audiences, customers, or users. Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades. However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities to progressively shift personas from general representations of user segments to precise interactive tools for decision-making. In this vision, the persona profile functions as an interface to a fully functional analytics system. With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users. We present a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes. We apply this framework for an analysis of digital marketing use cases to demonstrate how data-driven personas can be leveraged in practical situations. We then present a functional overview of an actual data-driven persona system that relies on the concept of data aggregation in which the fundamental question defines the unit of analysis for decision-making. The system provides several functionalities for stakeholders within organizations to address this question.
The rise of the corporate profession has contributed to a more varied and ambiguous professional terrain that is increasingly seen to be indeterminate and fluid. This paper advances the current debate around the development of corporate professions, exploring how practitioners respond to this environment. Drawing on research with public relations practitioners, the paper shows how the idea of being a liminar facilitates the formation of a professional identity in conditions of high indeterminacy. In taking an individual level of analysis of professions, the paper suggests that indeterminacy is a more resonant feature for corporate professionals than previously suggested in the research, but that this indeterminacy is navigated in professional identity construction through ‘being a liminar’, and thus greater nuance may need to be recognized in the conceptualization of both corporate professions and corporate professionalization. It also demonstrates the use of liminality as a discursive resource in identity construction and with it, challenges the common association of liminality with self‐doubt and existential anxiety. In turn, the paper considers the implications of the liminal professional identity for the future of contemporary professions, and for understanding the liminal experience.
Title page, table of contents and introductory chapter of the book Making Media: Production, Practices and Professions, out January 2019 with Amsterdam University Press: https://www.aup.nl/en/book/9789462988118/making-media
An analysis of the impact of technology, automation and artificial intelligence on the skill set of public relations
In the wake of profound transformations in digital media markets and economies, the structures and conditions of cultural production are being radically reconfigured. This study explores the nascent field of social media work through an analysis of job recruitment ads—texts, we contend, that provide insight into a key discursive site of imagining the ideal digital laborer. Drawing upon a qualitative textual analysis of 150 adverts, we show how employers construct workers through a patterned set of features, including sociability, deft emotional management, and flexibility. Such industrial imaginings incite workers to remain ever available, juggle various roles and responsibilities, and engage in persistent emotional labor—both online and off. These expectations, we argue, allude to the increasingly feminized nature of social media employment, with its characteristic invisibility, lower pay, and marginal status within the technology field.
A recent study tour of Sydney public relations agencies and a major corporate for final year public relations students highlighted the significant trend toward digital as a core element of contemporary communication strategies. Compared with a similar tour in 2015, nearly all the case studies presented were based around digital communication, with only a very small number using traditional media. This study tour demonstrated that today's graduates require a high level of knowledge of all the basics of digital communication to be employable in the future. Recent research in the United Kingdom and Australia has demonstrated that employers are expecting future public relations graduates to understand what digital concepts will improve productivity, increase innovation, deliver cost efficiencies and improve relationships with key stakeholders, customers, suppliers, employees, governments and communities. This paper outlines the digital technologies that the academy needs to introduce if public relations is to continue offering creative, innovative and effective relationship-building solutions to its many stakeholders.
Using a pretest and posttest online experiment (N = 105), this study empirically
explored the impact of native advertising sponsorship disclosure on organization–public
relationships (OPR), credibility, brand attitude, and attitude toward the advertisement.
Credibility and brand attitude predicted the two OPR factors; however, OPR was not
affected by participants’ cognizance of ad sponsorship/disclosure. Brand attitude for
obviously sponsored (e.g., ad disclosed) content decreased slightly. However, the
presence or absence of sponsorship did not significantly influence either credibility
or attitudes toward the advertisement itself. The study also examined perceived
information utility.
Digital technologies have disrupted a variety of organizations; however, Information Systems research has yet to explore in-depth why this may be occurring or the implications of this process for those involved. In this paper we present an exemplary case of digital technology disruption in a newspaper company - an organization in the midst of an identity crisis. On the basis of ethnographic data, we explore the changes that resulted from the introduction of the digital medium, and how this has led to the evolution of the newspaper, as well as the metamorphosis of identities of the company, the company's practitioners, and the consumers of the company's content. Our findings suggest that shifts in the evolutionary trajectory of an organization can be traced to the rate and nature of identity metamorphoses among its key actors. Hence, in order to navigate and adapt to digital disruptions, we argue that an ongoing strategic renegotiation of the identities of all the actors involved is not only possible, but is required for an organization's survival. In doing so, we provide a relational theory of identity.
The recruitment of the next generation of workers is of central concern to contemporary HRM. This paper focuses on university campuses as a major site of this process, and particularly as a new domain in which HRM’s ethical claims are configured, in which it sets and answers a range of ethical questions as it outlines the ‘ethos’ of the ideal future worker. At the heart of this ethos lies what we call the ‘principle of potentiality’. This principle is explored through a sample of graduate recruitment programmes from the Times Top 100 Graduate Employers, interpreted as ethical exhortations in HRM’s attempt to shape the character of future workers. The paper brings the work of Georg Simmel to the study of HRM’s ethics and raises the uncomfortable question that, within discourses of endless potentiality, lie ethical dangers which bespeak an unrecognised ‘tragedy of culture’. We argue that HRM fashions an ethos of work which de-recognises human limits, makes a false promise of absolute freedom, and thus becomes a tragic proposition for the individual.
Drawing on theories from the sociology of work and the sociology of culture, this article argues that members of nascent technical occupations construct their professional identity and claim status through an omnivorous approach to skills acquisition. Based on a discursive analysis of 56 semi-structured in-depth interviews with data scientists, data science professors and managers in Israel, it was found that data scientists mobilise the following five resources to construct their identity: (1) ability to bridge the gap between scientist’s and engineer’s identities; (2) multiplicity of theories; (3) intensive self-learning; (4) bridging technical and social skills; and (5) acquiring domain knowledge easily. These resources diverge from former generalist-specialist identity tensions described in the literature as they attribute a higher status to the generalist-omnivore and a lower one to the specialist-snob.
Making Media uncovers what it means and what it takes to make media, focusing on the lived experience of media professionals within the global media, including rich case studies of the main media industries and professions: television, journalism, social media entertainment, advertising and public relations, digital games, and music. This carefully edited volume features 35 authoritative essays by 53 researchers from 14 countries across 6 continents, all of whom are at the cutting edge of media production studies. The book is particularly designed for use in coursework on media production, media work, media management, and media industries. Specific topics highlighted: the history of media industries and production studies; production studies as a field and a research method; changing business models, economics, and management; global concentration and convergence of media industries and professions; the rise and role of startups and entrepreneurship; freelancing in the digital age; the role of creativity and innovation; the emotional quality of media work; diversity and inequality in the media industries. Open Uva Course: the University of Amsterdam has an open course around the book. The course offers a review of the key readings and debates in media production studies. Course slides 2020 Take a look at the Making Media Facebook page here. Take a look at the Table of Contents and Introduction here.
Over the last two decades it has been argued that public relations contributes to hegemony by corporate organizations over stakeholder groups who have less power and resources. In its original formulation, the concept of hegemony had two defining features: firstly, it was conceived of as a society-wide, macroscopic formation and second as self-reinforcing i.e. self-replicating. This article argues that the rise of big-data in public relations is a hegemonic development that further re-enforces the current institutional logics and power in the three main spheres of society: corporate, governance and civic. Using the economic notion of externalities, the authors argue that loss of agency over personal data is the unpriced, unrecognized externality that drives the big-data market. This externality is dependent on those who are the losers of agency not having the requisite information, power or resources to negotiate alternatives that might re-dress the balance. As users and proponents of the use of big data, the public relations profession has a number of key questions to answer if it is not to re-inforce arguments that it is a hegemonizing force in organizations and society. Normal economic remedies to address externalities are not adequate to a case that is both ethical as well as economic in nature. The article therefore concludes with five arguments that the public relations profession should debate to provide leadership within organisations and society.
Drawing on two major reviews of the academic literature on organizational legitimacy, the aim of this chapter is to examine how crisis communication scholars have adopted and applied the concept of organizational legitimacy since the early 1990s. More specifically, th echapter addresses the following issues: How do crisis communication researchers define organizational legitimacy? How can a potential crisis damage the legitimacy of an organization, and have can the organization mitigate this damage by managing its legitimacy before, during and after the crisis? Last, but not least, why do crisis communication researchers seem to have lost interest in organizational legitimacy in favor of reputation after the tear 2000?
Over the past decade, there has been a move towards examining public relations as a socio-cultural practice, acknowledging practitioners as influential communicators who produce and symbolise cultural values through public relations messages. Ideally, a diverse group of professionals would aide in representing a diverse society, but to date, the profession remains female dominated. In this article, it is proposed that practitioners’ own discourse do not only establish what is most valued in the occupation and which habitus suits the practice best, but that the discourse also opens and closes occupational entry for new practitioners thereby contributing to a lack of diversity.
This article presents the findings of an indicative thematic content analysis of one of the most common, yet under-research sites of discourse, namely entry-level job advertisements in New Zealand and Australia. Using an interdisciplinary approach, the analysis found that the advertisements placed little to no emphasis on the nature of the work, instead focusing on elements of ‘fit’ whereby new entrants were expected to be charismatic, friendly, and willing to work in an environment that is ‘fun’ and ‘flexible’. In doing so, public relations practitioners tacitly created invisible barriers, a self-limiting occupational culture and furthered existing stereotypes of the ‘perfect’ practitioner.
Artificial intelligence (AI) and people’s interactions with it—through virtual agents, socialbots, and language-generation software—do not fit neatly into paradigms of communication theory that have long focused on human–human communication. To address this disconnect between communication theory and emerging technology, this article provides a starting point for articulating the differences between communicative AI and previous technologies and introduces a theoretical basis for navigating these conditions in the form of scholarship within human–machine communication (HMC). Drawing on an HMC framework, we outline a research agenda built around three key aspects of communicative AI technologies: (1) the functional dimensions through which people make sense of these devices and applications as communicators, (2) the relational dynamics through which people associate with these technologies and, in turn, relate to themselves and others, and (3) the metaphysical implications called up by blurring ontological boundaries surrounding what constitutes human, machine, and communication.
How can one ‘see’ the operationalization of contemporary visual culture, given the imperceptibility and apparent automation of so many processes and dimensions of visuality? Seeing – as a position from a singular mode of observation – has become problematic since many visual elements, techniques, and forms of observing are highly distributed through data practices of collection, analysis and prediction. Such practices are subtended by visual cultural techniques that are grounded in the development of image collections, image formatting and hardware design. In this article, we analyze recent transformations in forms of prediction and data analytics associated with spectacular performances of computation. We analyze how transformations in the collection and accumulation of images as ensembles by platforms have a qualitative and material effect on the emergent sociotechnicality of platform ‘life’ and ‘perception’. Reconstructing the visual transformations that allow artificial intelligence assemblages to operate allows some sense of their heteronomous materiality and contingency.
Although public relations and marketing trade presses regularly discuss the conflict between the functions (e.g., Ecker, 2013; Havartin, 2013), academic researchers focused on the issue primarily in the 1980s and 1990s. The drop in public relations and marketing encroachment research does not parallel a drop in encroachment in practice, especially in light of today's social media environment. In fact, historic tension between public relations and marketing intensified with the incorporation of social media into communication efforts. This paper updates the study of encroachment by reviewing the historical views of the topic, proposes ways that social media use has intensified issues related to role encroachment between public relations and marketing professionals, and outlines questions to guide future study of these topics.
Purpose
The purpose of this paper is to address the relationship between organizations and their communication agencies. The paper argues that the relationship is symbiotic; both parties have to understand the importance of adapting their engagement with one another, especially if they hope to produce brand work that is impactful for target audiences and highlights the value of good communications and marketing to leadership.
Design/methodology/approach
The views expressed in this practice paper are based on the author’s extensive experience in the communications sector in the Middle East.
Findings
The paper highlights the importance of human creativity in communication campaigns, the need for bravery in marketing communications, and the need to adapt to technology. The best client/agency relationships combine the right degree of closeness and distance that allows agencies to be passionate advocates for the client while also being honest on stakeholder reactions. But, honesty requires courage. Telling a client what they need to hear and putting aside the fear of upsetting those who pay the bills in the search for the most effective creative idea takes nerve. Finally, the greatest change to the practice of communication is technology.
Originality/value
Although the relationship between clients and their communications agencies has been a topic of interest, much of the focus has been on the bottom line. This has been attributed to multiple reasons such as increased digital focus, or a belief among many brands that developing in-house capabilities provides better returns on investment. This practice paper addresses the agency–client relationship from a different perspective arguing for a symbiotic relationship built on creativity, honesty, bravery and the need to adapt to technology.
Content marketing involves creating content in genres that readers find useful. these genres individually do not persuade their readers to buy a given product, and may not even mention the product or service being marketed. but collectively, they are designed to lead their readers to a purchase decision. that is, they sell-without-selling. we examine how content marketers strategically deploy these ecologies of genres.
Industry advocates argue that by tailoring services and commercial solicitations to match media users’ personal interests, data-driven marketing benefits both consumers and businesses. This article shows, however, that advertisers and marketers who are taking up ideas and techniques from behavioral economics tell their clients a very different story about the aims and use of digital marketing and consumer surveillance. Listening in on this discourse demonstrates that some digital marketers conceptualize their own practices as forms of social control, appropriating concepts from behavioral economics to identify consumers’ cognitive and affective biases and target their vulnerabilities. Behavioral economics recognizes that economic decisions are not simply dictated by rational self-interest; rather, such choices depend on cognitive heuristics and habits, and can be manipulated through the design of “choice architecture.” This article discusses implications of the behavioral turn in data-driven marketing for critical advertising scholars, public advocates, and regulators.
Mainstream public relations overvalues noise, sound and voice in public communication. But how can we explain that while practitioners use silence on a daily basis, academics have widely remained quiet on the subject? Why is silence habitually famed as inherently bad and unethical?
Silence is neither separate from nor the opposite of communication. The inclusion of silence on a par with speech and non-verbal means is a vital element of any communication strategy; it opens it up for a new, complex and more reflective understanding of strategic silence as indirect communication.
Drawing on a number of disciplines that see in silence what public relations academics have not yet, this book reveals forms of silence to inform public relations solutions in practice and theory. How do we manage silence? How can strategic silence increase the capacity of public relations as a change agent?
Using a format of multiple short chapters and practice examples, this is the first book that discusses the concept of strategic silence, and its consequences for PR theory and practice. Applying silence to communication cases and issues in global societies, it will be of interest to scholars and researchers in public relations, strategic communications and communication studies.
This article presents findings from a rhetorical analysis of job advertisements posted by the fastest growing companies in the United States (Inc. 5000 rankings). The analysis suggests that companies rely on standard rhetorical figures and share similar rhetorical visions of novelty that likely effect their organizational culture, paradoxically make them homogeneous, and potentially oversell positions that require prosaic job duties. Suggestions to authors of job advertisements include writing with fewer clichés and metaphors, since they tend to reify ageist stereotypes. Suggestions for job seekers include doing rhetorical analyses of advertisements and writing résumés so they comply with job advertisements’ creative rhetorical styles.
In this book, Helen Kennedy argues that as social media data mining becomes more and more ordinary, as we post, mine and repeat, new data relations emerge. These new data relations are characterised by a widespread desire for numbers and the troubling consequences of this desire, and also by the possibility of doing good with data and resisting data power, by new and old concerns, and by instability and contradiction. Drawing on action research with public sector organisations, interviews with commercial social insights companies and their clients, focus groups with social media users and other research, Kennedy provides a fascinating and detailed account of living with social media data mining inside the organisations that make up the fabric of everyday life.
This study investigates how communication consultants struggle to reconstruct their professional role in the digital media landscape. The extant literature on professional roles in public relations has a tendency to render roles as static pregivens. Therefore, the purpose of this study is to contribute conceptually and empirically to role research by focusing on the process of “role-making” and how role actors purposefully engage in role construction in order to maintain legitimacy. The qualitative study of Scandinavian communication consultants reveals how these actors effectively refashion their role as expert advisors by describing the client and her problems, the competitors, their own knowledge and values. The role construct is supported by a narrative strategy and an epic storyline, where social media serves as a vehicle for self-definition and the consultancy role is framed and reinforced by social media. However, the jurisdictional claims of professional expertise and values that constitute the core of a consultant’s role construct are becoming increasingly difficult to sustain in a digital society. A critical reading of the consultants’ narrative thus implies that social media may in fact constitute a professional identity crisis rather than a consolidation of the expert role.
This article offers an analysis of marketing as an ideological set of practices that makes cultural interventions designed to infuse social relations with biopolitical injunctions. We examine a contemporary site of heightened attention within marketing: the rise of online communities and the attendant profession of social media marketing managers. We argue that social media marketers disavow a core problem; namely, that the object at stake, the customer community, barely exists. The community therefore functions ideologically. We describe the ideological gymnastics necessary for maintaining momentum behind a practice that barely exists and we ponder why such ideologies are necessary, and what they allow the marketer to do. Working with such concepts as ‘the wild’, ‘communicative capitalism’, and ‘biopolitical marketing’, we explore a genre of popular business literature that proselytizes for online customer communities and we reflect on the broader implications.
Scholarly literature suggests digital marketing skills gaps in industry, but these skills gaps are not clearly identified. The research aims to specify any digital marketing skills gaps encountered by professionals working in communication industries. In-depth interviews were undertaken with 20 communication industry professionals. A focus group followed, testing the rigour of the data.
We find that a lack of specific technical skills; a need for best practice guidance on evaluation metrics, and a lack of intelligent futureproofing for dynamic technological change and development are skills gaps currently challenging the communication industry. However, the challenge of integrating digital marketing approaches with established marketing practice emerges as the key skills gap.
Emerging from the key findings, a Digital Marketer Model was developed, highlighting the key competencies and skills needed by an excellent digital marketer.
The research concludes that guidance on best practice, focusing upon evaluation metrics, futureproofing and strategic integration, needs to be developed for the communication industry. The Digital Marketing Model should be subject to further testing in industry and academia. Suggestions for further research are discussed.
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