Barriers in Marketing Public Relations and Narrative Paradigm Theory
DOI:
https://doi.org/10.14421/k6ttbm60Keywords:
PR Marketing Barriers, Storytelling, Narrative Paradigm TheoryAbstract
Universities are becoming increasingly competitive in attracting prospective students. Various Marketing and Public Relations activities, whether direct or mediated, are carried out to attract the interest of prospective students. This study aims to identify; barriers to Marketing PR activities in universities and solutions to overcome these obstacles. This research uses a qualitative case study with a multi-case design. The research object consists of the Public Relations Departments of the Islamic University of Bandung and the Islamic University of Sultan Agung Semarang. The reason for choosing these two universities is that they are members of the Coordinating Board for Private Islamic Universities and are institutionally accredited with Superior. The data collection techniques used in this study were in-depth interviews, observation, discussion, and literature review. The informants in the study consisted of seven (7) people: the head of public relations, public relations staff, and the vice-chancellor in charge of the public relations department. The results of this study are expected to help university public relations anticipate and overcome obstacles in Marketing PR activities by using the theory of the narrative paradigm. Public relations must have the ability to tell stories using narratives that are based on data from the field and touch on aspects of public emotion
Downloads
References
Austi, E. W., Pinkleton, B., & Dixon, A. (2000). Barriers to public relations program research. Journal of Public Relations Research, 12(3), 235-253.
Azman, N., Sirat, M., Pang, V., Lai, Y., Govindasamy, A., & Din, W. (2019). Promoting university–industry collaboration in Malaysia: stakeholders’ perspectives on expectations and impediments. Journal of Higher Education Policy and Management, 41(1), 86-103.
Bashir, M. (2019). Toward excellence in public relations: identifying practices and barriers in Kuwaiti corporate, governmental and non-profit organizations. Journal of Public Relations Research, 31(3-4), 118-132.
Bedics, B., & Hall, M. (1987). Educating the generalist practitioner in the skills of public relations: A challenge for the eighties. Journal of Social Work Education, 23(1), 58-63.
Benjamin, T. (1993). Public perceptions of higher education. Oxford Review of Education, 19(1), 47-63.
Berros, J. B. (2012). The integration of the psycho-narrative paradigm in the theory of Organizational Communication. Journal of Organisational Transformation & Social Change, 9(3), 227-246.
Brunner, B. (2009). Defining public relations relationships and diversity's part in the process: Practitioners' perspectives. Journal of Promotion Management, 14(3-4), 153-167.
Cardwell, L., & Pyle, A. (2017). Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner. Public Relations Review, 43(1), 152-162.
Choi, J., & Choi, Y. (2009). Behavioral dimensions of public relations leadership in organizations. Journal of Communication Management.
Clair, R., Carlo, S., Lam, C., Phillips, C., Sanchez, V., & Yakova, L. (2014). Narrative theory and criticism: An overview toward clusters and empathy. Review of Communication, 14(1), 1-18.
Clementson, D. E. (2020). Narrative persuasion, identification, attitudes, and trustworthiness in crisis communication. Public Relations Review.
Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of the social media as instruments of higher education marketing: A segmentation study. Journal of marketing for higher education, 21(1), 7-24.
Dmitrijeva, K., & Batraga, A. (2012). Barriers to integrated marketing communications: the case of Latvia (small markets). Procedia-Social and Behavioral Sciences, 58, 1018-2026.
Edmiston-Strasser, D. M. (2009). ). An examination of integrated marketing communication in US public institutions of higher education. Journal of Marketing for Higher Education, 19(2), 142-165.
Estanyol, E. (2012). Marketing, public relations, and how Web 2.0 is changing their relationship: A qualitative assesment of PR consultancies operating in Spain. Public Relations Review, 38, 831-837.
George, A. M. (2008). The new public relations: integrating marketing and public relations strategies for student recruitment and institutional image building-a case study of the University of Texas at San Antonio. Journal of Nonprofit & Public Sector Marketing, 7(4), 17-31.
Gill, R. (2011). Corporate storytelling as an effective internal public relations strategy. International business and management, 3(1), 17-25.
Gill, R. (2015). Why the PR strategy of storytelling improves employee engagement and adds value to CSR: An integrated literature review. Public Relations Review, 41(5), 662-674.
Gray, J. B. (2009). The power of storytelling: Using narrative in the healthcare context. Journal of Communication in Healthcare, 2(3), 258-273.
Gregory, A. (2004). Public Relation in Practice Second Edition. VA: The Institute of Public Relations London and Sterling.
Gregory, A. (2004). Public Relations in Practice second edition. London: The Institute of Public Relations.
Grunig, J. E. (2000). Collectivism, collaboration, and societal corporatism as core professional values in public relations. Journal of public relations research, 12(1), 23-48.
Harris, T. L., & Whalen, P. T. (2006). The Marketer's guide Public Relations in the 21st Century. USA: Thomson Higher Education.
Heath, R. L., & Waymer, D. (2019). Public relations intersections: Statues, monuments, and narrative continuity. Public Relations Review, 45(5).
Heath, R., & Waymer, D. (2019). Public relations intersections: Statues, monuments, and narrative continuity. Public Relations Review, 45(5).
Hobart, M. (2013). My Best Friend's Brother's Cousin Knew This Guy Who…: Hoaxes, Legends, Warnings, and Fisher's Narrative Paradigm. Communication Teacher, 27(2), 90-93.
Hutton, J. G. (1996). Making the connection between public relations and marketing: building relationships, corporate equity and a ‘culture‐to‐customer’business philosophy. Journal of Communication Management.
Jin, Y. (2010). Emotional leadership as a key dimension of public relations leadership: A national survey of public relations leaders. Journal of Public Relations Research, 22(2), 159-181.
Kitchen, P. J. (1993). Towards the integration of marketing and public relations. Marketing Intelligence & Planning.
Lafuente-Ruiz-de-Sabando, A., Zorrilla, P., & Forcada, J. (2018). A review of higher education image and reputation literature: Knowledge gaps and a research agenda. European research on management and business economics, 24(1), 8-16.
Lasakova, A., Bajzikova, L., & Dedze, I. (2017). Barriers and drivers of innovation in higher education: Case study-based evidence across ten European universities. International Journal of Educational Development, 55, 69-79.
Lee, H., Fawcett, J., & R., D. (2016). Storytelling/narrative theory to address health communication with minority populations. Applied nursing research, 30, 58-60.
Papasolomou, I. &. (2012). Social media: Marketing Public Relations New Best Friend. Journal of Promotion Management, 18(3), 319-328.
Perez, J. P., & Torres, E. (2017). Evaluation of the organizational image of a university in a higher education institution. Contaduría y administración, 62(1), 123-140.
Peynorel, A. C. (2000). The Role of Senior Public Relations Administrators in Institutional Decision Making: Are They at the Table? Journal of Marketing for Higher Education, 9(4), 23-35.
Risitino, R. J. (2008). Communicating with external publics: Managing public opinion and behavior. Health marketing quarterly, 24(3-4), 55-80.
Sands, G., & Smith, R. (2000). Organizing for effective marketing communications in higher education: Restructuring for your competitive edge in marketing. Journal of Marketing for Higher Education, 9(2), 41-58.
Spatzier, A., & Breu, J. (2018). Public Relations and Communication in Education: Is Creativity the Opposite of Knowledge? Strategic Opportunities, Innovation and Critical Challenges, 75-91.
Spatzier, A., & Breu, J. (2018). Public Relations and Communication in Education: Is Creativity the Opposite of Knowledge?, Public Relations and the Power of Creativity, 2018 Emerald Publishing Limited. Retrieved from DOI.
Tam, L., J. N., G., Hall, J. A., & Swerling, J. (2020). ). In search of communication excellence: Public relations’ value, empowerment, and structure in strategic management. Journal of Marketing Communications, 1-2.
Theaker, A. (2020). The public relations handbook. Routledge. The public relations handbook Routledge.
Tsetsura, K. (2010). Is public relations a real job? How female practitioners construct the profession. Journal of Public Relations Research, 23(1), 1-23.
Varey, R. J. (1996). Conscious corporate communication: A conceptual analysis. Journal of Communication Management.
Vasquez, G. M. (1993). A homo narrans paradigm for public relations: Combining Bormann's symbolic convergence theory and Grunig's situational theory of publics. Journal of Public Relations Research, 5(3), 201-216.
Wood, J. T. (2016). Communication in Our Lives Eight Edition. Boston: Cengange Learning.
Woodside, A. (2010). Brand‐consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue. Psychology & Marketing, 27(6), 531-540.
Zwijza-Koning, K. H., De Jong, M., & Van Vuuren, M. (2015). ). Evaluating internal public relations using the critical incident technique. Journal of public relations research, 27(1), 46-62.
Downloads
Published
Issue
Section
License
Please find the rights and licenses in Profetik: Jurnal Komunikasi by submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User/Public Rights
Profetik's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Profetik permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Profetik on distributing works in the journal and other media of publications. Unless otherwise stated, the authors are public entities as soon as their articles got published.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
Copyright and other proprietary rights relating to the article, such as patent rights, The right to use the substance of the article in own future works, including lectures and books, The right to reproduce the article for own purposes, The right to self-archive the article (please read out deposit policy), The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Profetik: Jurnal Komunikasi).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Profetik will not be held liable for anything that may arise due to the author(s) internal dispute. Profetik will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that Profetik entitles the author(s) to no royalties or other fees.
7. Miscellaneous
Profetik will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Profetik's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
