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Frontline public relations practitioners. Trustbuilding through multicultural competence and dialogue

Magnusson, Susanna LU (2013) In Researching the changing profession of public relations p.129-142
Abstract
This chapter describes and analyzes the public relations strategies and practices of a public organization, a local rescue services, in the process of establishing credibility and building trust in multicultural areas. The trust-building efforts are a response to several years of social unrest, communicative clashes and hostile treatment between operative firemen and residents in certain areas. The study focuses in particular the interpersonal level, meaning the work, practices and competencies of the front line public relations practitioners. Those are the ones put in charge of the building of trust and relations through their so called multicultural competence. The collected material consists of 33 interviews with staff from the rescue... (More)
This chapter describes and analyzes the public relations strategies and practices of a public organization, a local rescue services, in the process of establishing credibility and building trust in multicultural areas. The trust-building efforts are a response to several years of social unrest, communicative clashes and hostile treatment between operative firemen and residents in certain areas. The study focuses in particular the interpersonal level, meaning the work, practices and competencies of the front line public relations practitioners. Those are the ones put in charge of the building of trust and relations through their so called multicultural competence. The collected material consists of 33 interviews with staff from the rescue services, the study of official strategic documents and observations of the daily work of the link-workers. Theoretically, the rhetorical concept of ethos is used to understand different dimensions in the building of trust and credibility. In interviews, the multicultural competence tends to be framed in terms of specific knowledge of different cultures and societies. The observations, on the other hand, shows that flexibility, inventiveness and a pronounced good-will may be just as important in the communicative encounters. While it is clear that the link-workers are very skilled communicators, it is questionable if their competence should be labeled “multicultural”. It is argued that a step away from a competence defined in cultural terms would be appropriate. (Less)
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author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
Keywords: public relations, frontline practitioners, trust, multicultural competence, ethos
in
Researching the changing profession of public relations
editor
Aydemir, Okay; Valérie, Carayol and Ralph, Tench
pages
129 - 142
publisher
Peter Lang Publishing Group
ISBN
978-2-87574-056-4
language
English
LU publication?
yes
id
17cc7862-fc40-412a-a0df-68979ebf4c06 (old id 4194093)
date added to LUP
2013-12-10 13:44:28
date last changed
2016-04-16 10:08:48
@misc{17cc7862-fc40-412a-a0df-68979ebf4c06,
  abstract     = {This chapter describes and analyzes the public relations strategies and practices of a public organization, a local rescue services, in the process of establishing credibility and building trust in multicultural areas. The trust-building efforts are a response to several years of social unrest, communicative clashes and hostile treatment between operative firemen and residents in certain areas. The study focuses in particular the interpersonal level, meaning the work, practices and competencies of the front line public relations practitioners. Those are the ones put in charge of the building of trust and relations through their so called multicultural competence. The collected material consists of 33 interviews with staff from the rescue services, the study of official strategic documents and observations of the daily work of the link-workers. Theoretically, the rhetorical concept of ethos is used to understand different dimensions in the building of trust and credibility. In interviews, the multicultural competence tends to be framed in terms of specific knowledge of different cultures and societies. The observations, on the other hand, shows that flexibility, inventiveness and a pronounced good-will may be just as important in the communicative encounters. While it is clear that the link-workers are very skilled communicators, it is questionable if their competence should be labeled “multicultural”. It is argued that a step away from a competence defined in cultural terms would be appropriate.},
  author       = {Magnusson, Susanna},
  editor       = {Aydemir, Okay and Valérie, Carayol and Ralph, Tench},
  isbn         = {978-2-87574-056-4},
  keyword      = {Keywords: public relations,frontline practitioners,trust,multicultural competence,ethos},
  language     = {eng},
  pages        = {129--142},
  publisher    = {ARRAY(0x8736e38)},
  series       = {Researching the changing profession of public relations},
  title        = {Frontline public relations practitioners. Trustbuilding through multicultural competence and dialogue},
  year         = {2013},
}