International Journal of Public Relations

Researching Public Relations

2025-07-29T16:51:38+00:00

This issue of the International Journal of Public Relations presents a variety of research papers that showcase the broad professional and scientific scope of public relations. Researchers from around the world (Brazil, Chile, Mexico, Ecuador, Cape Verde, the United Kingdom, Portugal, and Spain) contribute to the discipline in this issue, analysing areas of great social significance today, such as equality, sustainability, and mental health.

Through their research, the authors present the contributions of Public Relations to these areas. The various texts presented here demonstrate how this communicative discipline can contribute to the creation of fairer and healthier societies.

Gender inequalities in the career paths of women public relations professionals

2025-03-19T19:11:00+00:00

This article reflects on the gender inequality still present in Brazilian organizations and highlight the participation of women in Public Relations. The experiences of female PR professionals are very similar in different parts of the world, despite the fact that they work in countries with different political, social and economic characteristics. It is possible that this is due to the presence of patriarchy in Western culture, which reorganizes the superiority and inferiority of social relations for each sex. As a result, the domination of women is manifested through social institutions, discourse, knowledge creation and discipline (Foucault, 1982). The theoretical framework brings the critical perspective of Public Relations (L’Etang, 2009; Holtzhausen, 2012; Yeomans, 2020; Topić, M, 2020; Adi & Ayme-Yahil, 2020); Aktaş, M, 2020) the intersectional approach (Brah, 2006; González, 2019) and decolonial feminism (Carneiro, 2019; Lugones, 2020; Curiel, 2020). The results of the study revealed that in Brazil, gender is articulated differently with class and race markers (Brah, 2006) mainly due to “Brazilian-style” racism (Gonzalez, 2019). It is possible to allude that there is a very sophisticated racial democracy in the country that keeps blacks and indigenous people in the most exploited class, as revealed by the social indicators published by the Brazilian Institute of Geography and Statistics (IBGE, 2024). This social reality is reflected in participant accounts, with different social markers that interrelate and generate specific conditions for access to education and work. The fact that Erin and Pina are black and brown and from lower social classes, resulted in the fact that access to education was more difficult, since both had to work after finishing high school in order to pay for their university studies. The economic condition of Maria and Vitória's families was reflected in the acquisition of cultural capital (Bourdieu, 2015). This is highly valued trait in the Brazilian job market and is reflected mainly through the extent that the person has (for example) a command of a second language and knowledge of other cultures. Using a qualitative approach, the study drew on the accounts of four professional women with different social markers. The corresponding life stories were categorized and analyzed using the biographical-narrative methodology with a comprehensive interpretation. According to Bertaux (1999), this is a methodology and not simply a tool or technique that allows us “to get to know” the social through the individual. This is why the life stories are based on the experience of the individual, who does not have to be a particular or special person, but simply a person from the community being studied. Key results enabled us to observe that intersectional power relations had an impact on the trajectories of the four women who took part in the research study, since they were forced to develop different strategies to survive in a work environment marked by sexism and racism. Practices in organizations reproduce the racist patriarchal system (Gonzalez, 1988) that excludes women from decision-making spaces. In order to reach management positions, women are often forced to choose between starting a family or giving up this option in order to occupy a senior management position. This is due to the fact that gender stereotypes influence the construction of the image of women as incapable of taking on leadership responsibilities and maintaining a family. The difficulty in reconciling family and professional life persists due to the social belief that home care activities are exclusively for women, leaving women overburdened and having to cope alone with the obligations of both home and work. As Grunig, Toth and Hon (2001) point out, in order to overcome gender bias in society, it is necessary to raise the awareness of sexism, make room for women in private organizations, government or the third sector senior positions, promote legislation that supports working parents, combat sexual harassment and break down gender stereotypes. The findings of the study reveal that Public Relations professionals face prejudice and discrimination in organizations simply because they are women, regardless of their level of academic training or experience. This context, compared to their male colleagues. makes it difficult for women to achieve a balance between family and professional life and to occupy management positions.

The CEO as an Influencer: The Case of Mauricio Russo and Casaideas (Chile)

2025-04-10T18:48:27+00:00

This research describes how Mauricio Russo, the late CEO of the Chilean retailer Casaideas, became an influencer on social media and managed to create emotional bonds between his brand and audiences. These connections allowed him to navigate various operational and communication threats (e.g., those related to the Covid-19 pandemic).

The case is justified by the significance that Russo had in the Chilean business and communication landscape. First, due to Casaideas’ positioning in the home improvement retail market, where it competes with major regional brands (Easy and Homecenter) as well as a global brand (Ikea). Second, because Russo played a key role in the company's corporate communication, serving not only as its face and primary voice but also exercising symbolic leadership at a national level in the fields of entrepreneurship and customer service excellence. Third, because after his passing—due to cancer—his legacy became evident among various stakeholders, highlighting the importance of his figure for both the company and the retail sector.

In this regard, although the comparison may seem exaggerated, Russo was to Casaideas and Chile something akin to what Steve Jobs was to Apple or what Elon Musk has been to Tesla.

The literature review focuses on two key areas. First, the increasing importance of the Chief Executive Officer in corporate communication management in recent years. Second, the branding management perspective known as ‘lovemarks,’ which characterizes brands that establish such a strong emotional bond with their stakeholders—e.g., consumers, employees, shareholders—that they are willing to support them even in adverse scenarios. This branding term coined by Roberts becomes relevant in this context, where brand communication strengthens and complements the CEO's role.

Both perspectives support the research design.

Using a case study methodology, the research first narrates the history of Casaideas to provide context and highlight Russo’s significance. It then analyzes his trajectory as a CEO influencer by drawing on four documentary sources: his original LinkedIn posts from March 2020 to September 2023 (when he passed away); his comments on Casaideas’ posts; posts and comments from other users on X (formerly Twitter) related to Russo and his management during the Covid-19 pandemic; and four interviews that Russo gave to various media outlets.

The analysis shows that Russo became a CEO influencer through a combination of a strategic discourse, which reflected his vision as an entrepreneur and business leader, and a community-oriented discourse, demonstrating awareness of the challenges faced by both his company and society. Two phenomena illustrate this duality well: the communication management of Casaideas and Russo during the Covid-19 pandemic and the potential crisis triggered by Ikea’s arrival in Chile.

Additionally, the study examines the reactions of users and customers following the CEO’s death, which further highlight his legacy.

The research concludes that the CEO’s personal brand became closely linked to the company’s brand, particularly through his social media engagement strategy—something unprecedented in Chile until then.

The authors have no current or past affiliation with Casaideas or Mauricio Russo, and this research did not receive any funding of any kind.

Responsible Public Relations in Mental Health

2025-05-05T16:01:49+00:00

Mental health conditions are projected to become the leading cause of disability worldwide by 2030, according to the World Health Organization. In this context, esketamine has entered the pharmaceutical market as a revolutionary treatment for resistant depression, generating growing interest in both clinical and media spheres. It has often been portrayed as a near-miraculous remedy for persistent depression and suicidal ideation. However, its approval and commercialisation have sparked considerable debate among healthcare professionals, researchers, and public health experts, who call for greater caution and scientific rigour in communicating both its clinical benefits and potential risks.

This study critically analyses the instrumental use of communication practices surrounding esketamine, focusing on public relations (PR) strategies and the resulting media coverage. The lack of consensus within the scientific and medical communities regarding its efficacy and safety has led to informational and communicative disorder, generating confusion among the public. This situation is exacerbated when high-profile media figures, such as Elon Musk, trivialise the drug’s use, downplaying potential adverse effects and contributing to a distorted public perception. The simplification of discourse on social media and digital platforms promotes uninformed consumption, especially in contexts where mental health remains stigmatised and access to care is limited.

Pharmaceutical companies have demonstrated considerable ability to influence public agendas through a blend of PR, marketing, and institutional communication. Agenda-setting theory (McCombs & Shaw, 1972; Carroll & McCombs, 2003) is particularly relevant in explaining how certain interests manage to prioritise specific topics in media coverage. In the case of esketamine, this influence is exercised through meticulously designed PR campaigns that conceal commercial objectives behind the sponsorship of events with a seemingly scientific or socially responsible character.

These practices often operate through the mechanism of media framing (Rodríguez, 2004), steering discourse toward a favourable interpretation of the drug while omitting controversial or inconvenient aspects. In many cases, these events generate publicity (Ibáñez-Hernández et al., 2025): promotional content presented in journalistic formats, which appears as neutral reporting but ultimately serves corporate interests.

A mixed-methods approach was applied in two phases. Firstly, a case study was conducted through content analysis (Simons, 2011; Bernete, 2013; González-Teruel, 2015). Using purposive, non-probabilistic sampling, various events related to mental health and the promotion of esketamine held between 2021 and 2024 were selected. Following Codina (2018) and Codina et al. (2020), Google Alerts was used with keywords such as: depression, esketamine, mental health, solution, and awards. Variables included event type, slogan, core message, explicit mention of the drug (esketamine/Spravato®), and participant profiles (politicians, psychiatrists, healthcare professionals, celebrities, patients, pharmaceutical representatives, academics, journalists, and others).

Secondly, a content analysis was carried out on articles published in the digital editions of Spain’s three most widely read general-interest newspapers: El País, El Mundo, and ABC (AIMC, 2024). Specialist press (health, finance, sport, etc.) and regional publications were excluded. The analysis covered all articles published through March 2024, with no fixed start date due to the novelty of the product.

Findings highlight the pharmaceutical lobby’s capacity to position products within public discourse using events as platforms for legitimation. News stories often appeared simultaneously across outlets, indicating a coordinated strategy. Media coverage was frequently decontextualized, minimising or omitting side effects while promoting the drug’s alleged benefits. Furthermore, a transfer of authority was observed, whereby public figures and recognised experts lent their prestige to the narrative of efficacy and safety without disclosing potential conflicts of interest with the manufacturer.

In conclusion, it is imperative to revisit standards of responsible communication and PR codes of conduct within the healthcare sector. The lack of effective regulation regarding lobbying and public affairs in this domain permits the dissemination of biased messages that influence both public opinion and clinical decision-making. Interdisciplinary collaboration among healthcare professionals, communicators, educators, and ethics experts is essential to foster two key civic competences: mental health literacy and public relations literacy, as proposed by Holladay and Coombs (2013). Strengthening these literacies is vital to combat stigma, ensure informed access to treatment, and resist the manipulative power of media narratives promoting so-called “miracle cures”.

Building Trust from the Inside Out: The Interplay of Employer Branding and Corporate Reputation

2025-06-12T18:52:45+00:00

Corporate reputation is a collective, multistakeholder evaluation of an organization's ability to meet the value expectations of its publics. This concept, rooted in perceptions and experiences, is intrinsically linked to corporate culture and behavior, both of which are intangible assets that originate within the organization and extend outward. The importance of employer branding strategies lies in their role as the foundational elements upon which external reputation is built. This study examines the methodologies, dimensions, indicators, variables, and participant profiles used by the main monitors and rankings of employer branding reputation. A qualitative approach is employed, utilizing content analysis through elemental coding with a documentary design and descriptive-explanatory scope. The research focuses on analyzing the methodologies, dimensions, indicators, variables, and participant profiles used by the primary employer branding reputation monitors and rankings. The study adopts a qualitative approach, employing content analysis through elemental coding. The sample includes four prominent employer branding monitors: Merco Talento, Great Place to Work, and Inc.’s Best Workplaces. The selection of these monitors was based on their recognition and influence in the field of employer branding. Data collection involved a rapid survey of communication directors, senior consultants, and academics to identify the most relevant monitors. The analysis aimed to uncover the dimensions, indicators, and variables evaluated by these monitors and to compare their methodologies and transparency levels. The analysis and subsequent coding revealed a total of eight dimensions, organizing 16 indicators and 95 variables evaluated by these monitors and rankings. The dimensions identified include quality of work life, employer brand perception, internal reputation, commitment and trust, communication and clarity, organizational climate, workforce composition, and rotation and stability. Each dimension encompasses various indicators and variables that reflect different aspects of employer branding and corporate reputation. For instance, the quality of work life dimension includes indicators such as salary and benefits, professional development, and employee well-being. The employer brand perception dimension covers aspects like external perception, environmental impact, and talent attraction. Despite some level of agreement among the monitors regarding the dimensions and indicators, significant divergence exists in their methodologies and the participants involved in the evaluation process. Merco Talento, for example, employs a multistakeholder approach, gathering data from various internal and external stakeholders, including employees, HR directors, and external experts. In contrast, Great Place to Work and Inc.’s Best Workplaces primarily rely on employee surveys, focusing on internal perceptions. This methodological divergence highlights the varying degrees of comprehensiveness and stakeholder inclusion among the monitors. The findings underscore the complexity and multifaceted nature of employer branding and corporate reputation. The identified dimensions and indicators provide a comprehensive framework for understanding how organizations are evaluated in terms of their employer branding efforts. However, the methodological differences among the monitors raise questions about the comparability and reliability of their rankings. The lack of transparency in some monitors' methodologies further complicates this issue, as it limits the ability to critically assess and compare their evaluations. The study also highlights the importance of transparency and methodological rigor in the evaluation of employer branding. Monitors like Merco Talento, which provide detailed methodological information and involve multiple stakeholders, offer a more holistic and credible assessment of employer branding. In contrast, monitors that rely solely on employee surveys may provide a narrower perspective, potentially overlooking important external stakeholder views. In summary, this study provides valuable insights into the evaluation of employer branding and corporate reputation, highlighting the need for comprehensive, transparent, and multistakeholder approaches. By addressing these issues, organizations can better understand and improve their employer branding efforts, ultimately enhancing their overall corporate reputation.

Perceptions and expectations about the communication of Social Responsibility on social networks: reflections from a Portuguese university

2025-06-06T18:32:28+00:00

This research investigates the perceptions and expectations of stakeholders who follow the University of Minho (UMinho) on social media in relation to the communication about Social Responsibility (SR) carried out by the Institution in these environments. The growing public awareness of environmental, social and ethical issues has raised stakeholders’ expectations regarding the Social Responsibility practices adopted by organizations, as well as the way these initiatives are communicated to society. In recent decades, society has begun to observe and evaluate not only the results achieved by organizations, but also the means by which these results are obtained. In this context, aligning with the demands and expectations of the contemporary world has become essential for all institutions, including, in particular, universities. They have been increasingly urged to incorporate the principles of Social Responsibility into all their academic activities and to communicate this commitment in a transparent and accessible manner to society. Given this scenario, we raise the following questions: how important do stakeholders attribute to the Social Responsibility communication developed by the institution through social networks? What are their expectations regarding this communication? The methodology used was a case study with a quantitative approach, in which we used an online questionnaire applied to stakeholders who follow the University's social networks as a data collection instrument, totaling 506 responses. The results indicate that stakeholders consider it essential for the University to communicate about Social Responsibility, recognizing it as a relevant factor for transparency, credibility and building the institutional image. They also point out that social networks have acquired a central role in this process, since they are widely accessed by stakeholders and perceived as reliable sources for obtaining information about Social Responsibility initiatives. Although social networks are not considered by respondents as spaces for dialogue, the data indicate that they are already seen as favorable environments not only for accessing institutional information about Social Responsibility, but also as means that allow stakeholders to express their perceptions and expectations regarding the topic and to be heard by the Institution. This finding reinforces the need for the University to incorporate mechanisms that enable continuous monitoring of stakeholders' opinions and active listening, collaborating in the formulation and improvement of Social Responsibility actions. Active listening seeks to listen to understand others, creates an environment in which the public feels understood and valued, promoting the strengthening of the relationship between the organization and its stakeholders. In the context of social networks, it is associated with the strategy of continuously monitoring conversations, complaints and trends related to topics or brands of interest (Pomputius, 2019), analyzing and reflecting on the mentions made, perceiving the feelings expressed and responding with empathy. In the field of Social Responsibility, active listening enables organizations to better understand the expectations and concerns of their stakeholders, identify successes and opportunities for improvement, and prepare to develop actions that are more aligned with social demands. Finally, this research sought to contribute to the expansion of the academic debate on the communication of Social Responsibility carried out through social networks, especially in the university context, from the perspective of stakeholders, highlighting the importance of developing new digital strategies that strengthen the relationship between the University and society, as well as more effective Social Responsibility actions, aligned with society's expectations

Neurocommunication and public relations for sustainability

2025-03-20T15:12:19+00:00

In the last decade of the 21st century, the most vulnerable populations in the world have suffered the consequences of climate change, facing enormous risks: a 40% drop in agricultural yields that has generated food insecurity; nearly 100 million inhabitants who have needed assistance due to meteorological disasters; and, 24 million inhabitants of 140 countries who have suffered forced displacement due to climate alterations in their regions (Klein et al., 2014; FAO, 2022; UN-Habitat 2021). The United Nations, through its 2030 Agenda, has highlighted the importance of raising public awareness and mobilizing collective efforts towards sustainable development (UN, 2023). At the 2024 UN Assembly, a call was made to join forces and work together for a more sustainable future, inviting all social actors in the world to promote solutions with a focus on dialogue and social commitment (Guterres, 2024). In Mexico, initiatives aimed at biodiversity and human well-being do not resonate in society (ECLAC, 2020; CEIBA, 2023), therefore, it is necessary to strengthen the social and cultural capital that allows the construction of collective solutions to the global problems derived from climate change.

Museums, as custodians of humanity's cultural heritage, have the capacity to involve citizens in the solutions required by these global challenges, therefore, they must develop public relations strategies that generate: “a more participatory and committed relationship between cultural institutions and their audiences, favoring the symbolic appropriation of heritage” (Capriotti and Pardo Kuklinski, 2021, p. 97). This perspective turns museums into platforms that not only preserve, but communicate, mobilize and transform cultural heritage, aligning their function with the objectives of sustainable development. From this perspective, neurocommunication understood as the study of the processing, interpretation and reception of information (Ledesma and Fenger, 2016) offers a powerful way to achieve the symbolic appropriation of cultural heritage in museum visitors. This article explores elements of neurocommunication in visitors to museums in the municipality of Puebla in Mexico, to contribute to the development of their public relations strategies aimed at sustainability.

In this sense, from the perspective of neurocommunication (Ledesma and Fenger, 2016), the following research questions are posed: What are the cognitive elements experienced by visitors to the museums of the municipality of Puebla in Mexico?, and What are the behavioral elements experienced by visitors to the museums of the municipality of Puebla in Mexico? To this end, a quantitative exploratory study was carried out, which in the light of Hernández, Fernández and Baptista (2022) will allow us to identify neurocommunication patterns in museum visitors. The results in the cognitive dimension show a tendency for sensory, informative experiences and with an environment that minimizes distractions. Regarding the behavioral dimension, museum visitors state that they enjoy more an experience that allows them to participate in an active, reflective and emotional way. According to the results obtained, it is suggested to design public relations strategies that develop multisensory experiences, reflective community actions and the generation of emotional ties with their interest groups, in such a way that museums stop being contemplative spaces and become training platforms for social agents of sustainable development.

Public relations and social movements: dilemmas of visibility on digital platforms

2025-06-12T19:43:49+00:00

Social movements, like other social actors, actively and deliberately seek to create events, argumentative moves, and communicative products that can capture the attention of specific audiences or society as a whole. Thus, they engage in public relations activities focused on inserting their agendas, positions, or opinions into the broader debate unfolding in the public sphere, promoting inclusion and plurality in the formation of public opinion.

Understanding the new dynamics and rules of mediatized visibility is crucial for social movements and activists who previously concerned themselves with newsworthiness criteria, editorial lines, and professional journalism standards but now must deal with the ways content is prioritized on social media platforms and search engines. We consider that visibility constitutes a dynamic field of disputes—both shaped by and shaping the social actors involved.

We aim to discuss how social movements adapt their communication to the same interactional context that provides logics—rules and resources—for interactions, strategically negotiating to achieve better visibility outcomes. To do so, we analyze Facebook posts from two opposing Brazilian social movement organizations that mobilize young people around politics: Levante Popular da Juventude, aligned with struggles for social justice, democratization, and the strengthening of popular power; and Movimento Brasil Livre, a reactionary force with a conservative moral stance.

Through this analysis, we seek to reflect on how the communication of opposing social movements either converges—by adhering to the platform's visibility criteria—or diverges, highlighting their distinct identities. In the theoretical framework, we present key concepts for the research, addressing transformations in collective action repertoires due to mediatization processes and the strategic choices social movements make in different arenas and in response to other players. We establish the foundation for our research objects through documentary and bibliographic analysis,

To conduct this research, we used the Content Analysis technique. We collected posts made during the same month, July, in different years from 2017 to 2020, using Fanpage Karma, a platform monitoring tool that allows exporting post data from a selected period into Excel spreadsheets.

We selected for our corpus the ten posts from each movement that achieved the highest visibility on the platform, identified through the number of shares. The corpus consists of 80 publications. We seek to identify differences and similarities in the posts published by the two organizations on the platform over different years, looking for signs of how these two opposing movements behave within the same subarena. We aim to identify the resources used, image characteristics, recurring tactics, and indications of typical forms of movement action.

Results shows that posts that gain visibility predominantly respond to platform logics. Among the posts with the most shares—those that grant access to visibility—there is no explicit display of the movements’ different logics, identities, or societal projects. In this sense, platform logics constrain movements' actions in this space, while at the same time, as the posts demonstrate, adaptations can be made to reconcile the movement’s overall strategic orientation with the interaction rules governing this subarena. Therefore, rather than a passive assimilation of platform logics, there is an ongoing process of experimentation, where over time, movements assess advantages and risks, informing their decisions regarding public relations activities in the social media environment.

Beyond like, share, and comment: Cape Verde Armed Forces performance on Facebook

2025-06-02T10:38:30+00:00

This article examines the communicative strategies used by the Armed Forces of Cape Verde (FACV) on their official Facebook page, aiming to understand their impact on public opinion and the construction of institutional legitimacy. A mixed-methods approach was employed, analyzing 129 posts published between April and October 2023, through a combination of quantitative interaction analysis (13,000 reactions and 3,000 comments) and thematic qualitative content analysis. The results show that posts related to tragic events generate higher levels of interaction, while recruitment and institutional communication content elicit more moderate responses. The study's findings highlight the need for strategic management of institutional social media, with emphasis on editorial planning and aligning content with the institution’s communication goals.

Protocol and Ceremonial of the United Nations Verification Mission in Colombia

2025-06-01T10:53:04+00:00

The United Nations Verification Mission in Colombia (UNVMC) is a Special Political Mission of the United Nations, established through Security Council Resolution 2261 (2016). It was created in response to the Final Peace Agreement signed in Havana, Cuba, in 2016 between the Government of Colombia and the Revolutionary Armed Forces of Colombia – People’s Army (FARC-EP), which brought an end to over fifty years of armed conflict. Initially, the mission's mandate was to verify the bilateral and definitive ceasefire and the laying down of arms by the FARC-EP. Subsequently, the Security Council expanded the mandate to include the monitoring of the reintegration process (political, economic, and social), security guarantees, and the verification of the sanctions issued by the Special Jurisdiction for Peace (JEP). Since 2023, the UNVMC has also been verifying the ceasefire agreement between the Colombian Government and the National Liberation Army (ELN), as part of broader efforts to consolidate peace in the country.

In addition to technical and operational capabilities, each deployment of the United Nations also entails the application of institutional norms, including ceremonial and protocol practices adapted to the context of the host country. Among these, the medal award ceremony stands out as a formal event in which the UN publicly recognizes the service of deployed personnel — particularly military and police observers — for their contribution to peacekeeping, impartial monitoring, and mandate implementation. Far from being a merely symbolic gesture or administrative routine, the medal ceremony is a core component of the UN’s institutional diplomacy, with significant implications for legitimacy, visibility, internal cohesion, and the transmission of values.

This article aims to examine the medal award ceremony within the framework of the UNVMC, offering an analytical perspective that combines the United Nations’ regulatory framework with the contextual adaptations required in the Colombian setting. Drawing on a qualitative methodology — including bibliographic research, document analysis of Standard Operating Procedures (SOPs), institutional protocols, and non-participant observation — the study details the formal, symbolic, and organizational elements of the decoration event. It explores aspects such as the planning of the ceremony, the institutional hierarchy of participants, the use of ceremonial language and visual elements, and the meaning and official regulations governing the medals.

Particular emphasis is placed on how the United Nations articulates its institutional identity through symbolic practices such as this one. The awarding of medals becomes a mechanism for reinforcing core multilateral principles: impartiality, integrity, professionalism, and the recognition of merit in complex and high-risk environments. These acts also function as spaces for informal diplomacy, esprit de corps, and legitimacy-building vis-à-vis national and local stakeholders. All elements are carried out in line with the guidelines of the Department of Peace Operations (DPO) and the Department of Operational Support (DOS), which establish clear criteria regarding eligibility, design, ceremony format, and procedures for awarding the medals.

The study also highlights how the UN protocol is not applied rigidly or uniformly but instead allows for flexibility and contextual adaptation. In Colombia, national military and police traditions, as well as local social customs, influence the structure and atmosphere of the ceremony, enriching the event without compromising its multilateral character. This balance between institutional standardization and local adaptation ensures the symbolic value of the ceremony while fostering closer ties between international personnel and the host communities.

In conclusion, the medal award ceremony within the UNVMC serves functions that go well beyond formal recognition. It acts as a catalyst for institutional identity, reinforces the United Nations’ image as a neutral and professional actor in post-conflict settings, and serves as an effective tool for symbolic communication. Studying this practice opens new avenues for research on the role of ceremonial diplomacy in international organizations, highlighting its importance as a means of public diplomacy, institutional recognition, and the professionalization of contemporary peace operations.

State of internal communication in Spain: a scoping review (2014-2024)

2025-06-12T20:05:31+00:00

Internal communication has been gaining increasing relevance in academia, boosting research output in the field. However, to date, no indexed journal articles have been identified that focus on characterizing studies conducted in Spain in this area. In this context, this study conducts a scoping review of academic research on internal communication in Spain within the field of social sciences over the past decade.

The primary objective is to identify and characterize the most relevant academic articles in this area. In addition, several secondary objectives guide the research, including analyzing authorship patterns and institutional affiliations, identifying the most frequently addressed topics, and examining the bibliographic references cited in the studies. Furthermore, this study aims to classify the types of articles, determine their objects of study, and identify the predominant research methodologies used. Another key focus is identifying practical and theoretical implications, as well as research limitations reported by scholars in this field.

To ensure a systematic and rigorous research process, the SALSA framework (Search, Appraisal, Synthesis, Analysis) was applied. Moreover, the key elements of the PRISMA for Scoping Reviews (PRISMA-ScR) framework were followed to enhance transparency and replicability. The evidence base comprises twenty-five articles. These studies were retrieved from four major academic databases: Web of Science, Scopus, Dialnet, and Epsilon AI.

Moreover, the results show a high prevalence of co-authored articles and collaboration between universities. The analysis also indicates a clear trend toward studying internal communication in crisis contexts. Alongside crisis-related studies, there is also a strong presence of sector-specific analyses and case studies, particularly in industries such as healthcare and higher education. Beyond these dominant themes, the review identifies a growing interest in the relationship between internal communication, workplace well-being, and job satisfaction, as well as its connection to digitalization and its strategic role within organizations. Despite the wide range of topics explored, most studies exhibit a strong empirical orientation, although some literature reviews are also included in the sample. Qualitative methodologies predominate, surpassing both quantitative and mixed-method approaches. In terms of the object of study, research in this field focuses primarily on people, rather than on documents or digital communication platforms. Despite the notable increase in scholarly production on internal communication, several methodological limitations persist in the field. The most common issues include small sample sizes, self-selected or non-probabilistic sampling methods, and limited access to internal organizational data, which researchers often cite as a major obstacle. Finally, there is a paucity of practical implications and an absence of theoretical ones.

This study highlights the importance of continuing to study internal communication from a variety of perspectives. To advance the field, researchers should focus on broadening and strengthening methodological approaches, improving the representativeness of samples, and enhancing the applicability of research findings to real-world professional contexts. A more structured and systematic research agenda in this area would contribute to reinforcing theoretical frameworks, fostering academic cohesion, enhancing knowledge transfer, and increasing the practical impact of scholarly research. Addressing these challenges will allow internal communication research to evolve into a more influential and well-established academic discipline, making valuable contributions to both academia and professional practice

Evolution and transformation of the Catholic Church's digital communication

2025-06-12T19:51:34+00:00

This article analyzes the evolution of digital communication strategies used by the Catholic Church in promoting the Jubilees of 2016 and 2025. Through a comparative study, the main changes in narratives, platforms, and disseminators used in both events are identified and the impact of these changes on audience interaction and engagement on social media. The analysis is based on the observation of official websites and social media accounts managed by the Dicastery for the New Evangelization, an entity of the Holy See responsible for coordinating digital communication for both Jubilees. The study examines the structure, content, and dissemination strategy of the platforms in each period, with particular attention to the formats used, the implementation of hashtags, and the level of user participation. Additionally, it explores the growing influence of Catholic content creators on social media, who have played a fundamental role in promoting the 2025 Jubilee, unlike in previous years when their presence in ecclesiastical communication was negligible. The study's findings indicate that the Catholic Church's digital communication has undergone a significant transformation in the 2025 Jubilee compared to the 2016 Jubilee. While in 2016, the strategy was primarily focused on the unidirectional dissemination of information through Facebook and Twitter —now X— by 2025, a more dynamic and interactive approach has emerged. This shift includes increased use of Instagram, YouTube, and WhatsApp, as well as the launch of a dedicated mobile app for the event. The introduction of new formats, such as reels, live broadcasts, and personalized infographics, has fostered more engaging and participatory communication. Furthermore, a digital mascot, "Luce," has been implemented to connect with younger audiences and those distanced from the Church. In terms of engagement, there has been a notable increase in user interaction with posts related to the 2025 Jubilee compared to those from the 2016 Jubilee. On Instagram, for instance, recent posts have garnered significantly higher averages of likes and comments compared to Facebook posts in 2016. Likewise, reels have reached remarkable viewership numbers, reinforcing the success of the audiovisual strategy implemented in 2025. A key finding of this study is the increasing role of Catholic influencers in promoting the 2025 Jubilee. While no such profiles were involved in disseminating the event in 2016, in 2025, numerous content creators with thousands of followers have actively participated by producing posts, explanatory videos, illustrations, and testimonials, significantly contributing to the event’s outreach. These influencers have successfully captured the attention of diverse audiences, allowing the event’s message to reach people who do not traditionally engage with the Church’s official channels. The impact of these digital figures has been particularly significant on platforms such as Instagram and YouTube, where influencer-generated content has achieved high levels of engagement. Through this comparative analysis, the study concludes that the Catholic Church has achieved a significant evolution in its digital communication, adopting more modern strategies aligned with current trends. The use of more visually driven social media platforms, the incorporation of transmedia narratives, and the involvement of influencers have facilitated greater dissemination and reach for the 2025 Jubilee. The study confirms that the digital strategy has transitioned from an informative and static model in 2016 to an interactive and participatory model in 2025, fostering stronger connections with the audience and a more solid presence in the digital ecosystem. Finally, the study highlights the importance of the continuous adaptation of ecclesiastical communication to technological and sociocultural changes to maintain its relevance in the digital age.

Race, Diversity, and Social Mobility in the Public Relations Industry

2025-06-05T10:38:41+00:00

This book explores the combination of factors that affect recruitment, retention and wider social mobility influences in the public relations industry. These factors include religion, ethnicity, social class, accent, geographical location, gender, sexuality, disability, neurodiversity and age. By looking at a diverse range of dimensions of diversity, equality, and inclusion, the authors in their own words ‘endeavour to offer a short but comprehensive examination of the multifaceted landscape of public relations and communication’ (p.2). The authors draw on recent scholarship, industry reports and UK-based empirical evidence through interviews to highlight the business imperative and social justice case for diversity, equality and inclusion and make recommendations for how practice can place inclusion central to its professional future.