Challenges abound that require dialogue and honest talk. A global, fast-changing world requires of public relations a holistic approach, which most theories have not provided so far. Specifically, the organization-centric perspective is challenged, and a new approach is required to keep up with the more complex interplays of a globalized setting: the organization as part of society. This sociological perspective on public relations has already gained roots within the European, Latin American, and U.S. post-modern schools of thought that favored a co-creational perspective instead of a management-instrumental approach, in the process positioning public relations as an important agency for required social change. This book is building an argument - based on multi-disciplinary research - to illustrate the role of public relations in building multi-sector partnerships aimed at tackling systemic social issues. It also works toward breaking the still-existing stereotypes about the often unethical, capitalist-driven public relations practice considered to do little more than contribute towards maintaining the status quo and favoring the powerful in society.

ABSTRACT: A global, fast-changing world requires of public relations a more holistic approach than most theories have so far provided. This paper aims at illustrating the social role of public relations through its endeavors in building and maintaining multi-sector partnerships for social change. It does so in two steps. First, a multi-disciplinary literature review on multi-sector partnerships is distilled in nine propositions explaining the contribution of public relations roles and activities to building and maintaining effective multi-sector partnerships. Second, the resulting propositions are discussed in light of a case study of an educational multi-sector partnership from Romania. Finally, it is concluded that eight out of nine propositions were supported by the case, which is indicative of a considerable role of public relations in the multi-sector collaborative practice. Further research is suggested to continue testing the proposed propositions, with the ultimate purpose of theoretical grounding.

Cross-sector partnerships are widely hailed as a critical means for addressing a wide array of social challenges such as climate change, poverty, education, corruption, and health. Amid all the positive rhetoric of cross-sector partnerships though, critical voices point to the limited success of various initiatives in delivering genuine social change and in providing for real citizen participation. This collection critically examines the motivations for, processes within, and expected and actual outcomes of cross-sector partnerships. In opening up new theoretical, methodological, and practical perspectives on cross-sector social interactions, this book reimagines partnerships in order to explore the potential to contribute to the social good. A multi-disciplinary perspective on partnerships adds serious value to the debate in a range of fields including management, politics, public management, sociology, development studies, and international relations. Contributors to the volume reflect many of these diverse perspectives, enabling the book to provide an account of partnerships that is theoretically rich and methodologically varied. With critical contributions from leading academics such as Barbara Gray, Ans Kolk, John Selsky, and Sandra Waddock, this book is a comprehensive resource which will increase understanding of this vital issue.

In the 21st century, businesses are increasingly faced with complex, "wicked" problems--challenges with social and environmental dimensions they cannot solve on their own. This is especially common in the frontier markets of Asia, Africa, Latin America, and the former Soviet bloc. In many cases, the best solution is to create cross-sector partnerships with organizations from outside the business world--foundations, nonprofits, government agencies, and more. The resulting partnerships can generate business value as well positive social impact, thereby benefiting companies and communities alike. PARTNER WITH PURPOSE by Steve Schmida is a step-by-step guide to planning, launching, and successfully maintaining cross-sector partnerships, illustrated with vivid real-life stories from the author's work with companies around the world.

In the second edition of their award-winning book, W. Timothy Coombs and Sherry J. Holladay provide a broad and thorough look at the field of public relations in the world today and assess its positive and negative impact on society’s values, knowledge, and perceptions. Uses a range of global, contemporary examples, from multi-national corporations through to the non-profit sector Updated to include discussion of new issues, such as the role and limitations of social media; the emergence of Issues Management; how private politics is shaping corporate behavior; and the rise of global activism and the complications of working in a global world Covers the search within the profession for a definition of PR, including the Melbourne Mandate and Barcelona Principles Balanced, well organized, and clearly written by two leading scholars

Diverse in economic development, political and mass media systems, the countries in Southeast Asia cast a unique light on the parallels between development-cum-participative communication and corporate social responsibility. In our globalized environments, knowledge of power, culture and the colonial histories that influence and shape business and governance practices are increasingly important. Focusing on six countries—Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam—the book discusses how public relations (PR) and corporate social responsibility (CSR) discourse are constructed, interpreted, communicated and enacted in this diverse emerging region. By connecting the disparate disciplines of participatory and development communication with PR and CSR discourse, this innovative text explores the tensions between concepts of modernity and traditional values and their role in engendering creativity, compliance or resistance. This book will be of interest to researchers, educators and advanced students in the fields of public relations, communication, corporate social responsibility, corporate communications and Southeast Asia studies.

With funding for nonprofits shrinking and global markets shaky, our business and social sectors are both confronting an increasingly uncertain future. Many organizations are searching for innovative strategies that will counter the mounting pressures felt by communities and corporations alike. Common Interest, Common Good argues that forward-looking businesses and social sector organizations (both nonprofit and government) can solve many of their problems by working together-while serving the common good in the process. According to Shirley Sagawa and Eli Segal, alliances between for-profit and the not-for-profit industries yield enormous benefits for both. Businesses can boost their bottom line by leveraging a nonprofit partnership to enhance their image, reach new markets, increase consumer loyalty, and build a positive reputation with current and prospective employees. The upside is just as powerful for nonprofits, because an alliance with a corporation can provide crucial funds and visibility while helping to attract new volunteers and donors. Common Interest, Common Good showcases many such successful partnerships, from corporate sponsorships and cause-related marketing to employee volunteer programs and school-to-work initiatives. The authors also offer some much-needed guidance for avoiding many of the pitfalls that can undermine even the best alliances. A convincing, deeply felt book by two authors who have devoted much of their careers to helping public and private sectors find profitable new ways of working together, Common Interest, Common Good is a guided tour of the progressive new strategies that can contribute to the purpose of our businesses and the prosperity of our communities.