THE PROCEEDINGS OF THE INTERNATIONAL HISTORY OF PUBLIC RELATIONS CONFERENCE 2014 Held at Bournemouth University July 2-3, 2014 Conference Chair: Professor Tom Watson Deputy Chair: Dr Tasos Theofilou Proceedings edited by Professor Tom Watson PROCEEDINGS INDEX Author(s) Title Gülşah Aydin, Pelin Hürmeriç & Duygu Transformation of Turkish Printed Newspapers’ Corporate Aydın Aslaner Cultures Günter Bentele 165 years Public Relations History of a Company: the Case of KRUPP, Germany [Abstract] Thomas H. Bivins When symbols clash: The vanishing myth of woman-as-nation and the rise of woman-as-marketing-metaphor in the early 20th century [Abstract] Carolina Andrea Carbone & Manuel Argentinean public relations: 100 years of constant growth Montaner Rodríguez Edward J. Downes “The (Very Deep) Evolution of the Congressional Press Secretary and the Importance (or Lack Thereof) of an Informed Democracy Ferdinando Fasce Dramatizing Free Enterprise: The National Association of Manufacturers’ Public Relations Campaign in WWII [Abstract] Robert L. Heath & Daymion Waymer John Brown, Public Relations, Terrorism, and Social Capital: “His Truth Goes Marching On” [Abstract] Tom Isaacson Word-of-mouth communication: A historical and modern review of its impact on public relations [Abstract] Paula Keaveney Slavery and the Celebrity Book Tour Susan Kinnear 'One People': National Persuasion and Creativity in early 20th century New Zealand [Abstract] Jan Niklas Kocks & Juliana Raupp ‘Socialist Public Relations’ – a contradictio in adiecto? Rachel Kovacs Nation-Building Starts at Home: CSR, Community Relations, and U.K. Broadcasters [Abstract] Michael Kunczik Public Relations for Money with Special References to German Historical Experiences Cheryl Ann Lambert A liberal newspaper in the U.S. Deep South: A historical case study Jacquie L’Etang Historicity, knowledge, societal change and movements [Abstract] Jim Macnamara & Tom Watson Australia’s emergence on the international public relations scene: 1959 to 2000 [Extended Abstract] Charles Marsh The Strange Case of the Goddess Peitho: Classical Antecedents of Public Relations’ Ambivalence Toward Persuasion David McKie, Jordi Xifra & Maria-Rosa Entertaining liars: Historiography, public relations history, and Collell counterfactuals [Abstract] Michaela O’Brien Placing activist communication at the centre: how Friends of the Earth framed the Newbury bypass campaign [Extended Abstract] B. Pınar Özdemir Public Relations of Labour Unions in 1960s and 1970s in Turkey: An Untold Story Sian Rees Authentic or defensive? – The representation of the BBC Natalia Rodríguez Salcedo The birth of the first Spanish public relations consultancy: Contributions to the history of public relations in the midst of a dictatorship [Abstract] Collette Snowden An assessment of the use of Public Relations techniques and technology by Muriel Matters to promote the cause of women’s suffrage [Abstract] Astrid Spatzier Beyond the Border: Public Relations in Austria – From Information to Information? Analysing the Evolution of the Occupational Field in Austria by Means of Interaction Dynamics Burton St John III The “creative confrontation” of Herbert Schmertz: Public relations sense making and the corporate persona [Abstract] Dustin W. Supa & Jaclyn A. Weisberg What’s in a name? The history and evolution of the naming of sports venues as a public relations tool Gareth Thompson & Yann-Eduoard The Public Relations Operations of the French Resistance: A War Colleu of Words? Giovanni Eugenio Tomassetti & Toni See, Think, Touch: three recent sequential Papal approaches to Muzi Falconi public relationships - Three personalities, three approaches, three public relations assistants Robert Wakefield, Ed Adams & Tyler Public Relations in the Early 1800s Age of Reform: Sophisticated, Page Strategic, and Successful [Abstract] Mary Welch Internal communication education: A historical critical analysis [Abstract] Donald K. Wright Examining the Historical Position of Public Relations in Organizational Decision Making Within Several Major Companies [Abstract] Melike Aktaş Yamanoğlu Public relations as a tool for social transformation: Case study of railroads in Turkey Transformatıon of Turkısh Prınted Newspapers’ Corporate Cultures Gülşah Aydın Ph.D (Corresponding author) Assistant Professor Yeditepe University [email protected] & Pelin Hürmeriç Ph.D Assistant Professor Yeditepe University Coordinator of Public Relations and Publicity Graduate Programme [email protected] & Duygu Aydın Aslaner (MBA) PhD Candidate Yeditepe University [email protected] Introduction Media industry underwent dramatic changes in the ’90’s with the development of the Internet. It is true that the new media as well as the social media have profoundly affected the conventional media. The area mostly affected by such dramatic changes in the media is undoubtedly the printed newspapers. Recent developments in the media, contents such as audio, motion videos, text and pictures have become portable in an interactive manner instead of a traditional one-way communication. Internet was soon to become an important and competent supplementary element in journalism starting from the beginning of 90’s. New communication technologies allowed real time access to existing news industry products. Internet also simplified the access to a massive number of news, archives, maps, video and audio records or materials supporting news. Nowadays, such dramatic change – it may even be called as a revolution – has also brought along some problems in corporate culture of published newspapers. Flamholtz and Randle (2011) argue that there are four primary types of cultural transformation that an organization might experience: 1) from early-stage entrepreneurship to a professionally managed firm, 2) revitalization, 3) business vision (strategy) transformation, and 4) business combination (merger, acquisition). Transformation that occurs in the printed newspapers’ corporate cultures can be a significant example for ‘business vision transformation’ as this process involves changing a company’s existing business vision and related strategy to fundamentally different ones. It can be claimed that Internet can play a vital role in this type of transformation while the driving force behind this type of transformation is generally some sort of strategic factor such as technological change, competition, etc. In this study, in-depth interviews will be conducted with the top executives and/or executives from the public relations or marketing departments of the newspapers with the highest traffic rank (milliyet.com.tr, hürriyet.com.tr and sabah.com.tr) in Turkey in order to question whether they have developed any strategies to transform their corporate cultures. Literature Review Corporate Culture In this part, we tried to analyze previous researches about corporate culture and transformation of corporate culture. Corporate culture and organizational culture are the two terms that are used interchangeably. In this paper, the term corporate culture will be used. The topic has been studied from a variety of perspectives such as anthropology, sociology, management science, and corporate communication. Definitions are listed below: Hofstede (1997) defines corporate culture as "the collective programming of the mind that distinguishes the members of one organisation from others" and also corporate culture could be considered a model of norms, values, beliefs and attitudes, which affects behavior of the employees (Schein, 1986). Cameron and Quinn (2010) claim that an organisation’s culture is reflected by what is valued, the dominant leadership styles, the language and symbols, the procedures and routines that make an organisation unique. Although there are many definitions concerning the concept, the common characteristics of the definitions are that it is about values and experiences. Brown defines corporate culture as “the pattern of beliefs, values and learned ways of coping with experience that have developed during the course of an organisation’s history, and which tends to be manifested in its material arrangements and in the behaviors of its members” (1998:9). Thus, he underlines the importance of communicating the corporate culture both among the internal and external publics. O’Reilly and Chatman (1986:160) explains culture in a more employee centered point of view and claims that it is a social control system based on shared values and norms that set expectations about appropriate attitudes and behaviors for organisational members. Schein (1983:22) mentions that creating a culture involves a teaching process that helps the employees incorporate the corporate culture. This process can be realized by mechanisms such as, formal statements of organizational philosophy, mission, vision, values, and materials used for recruiting, selection, and socialization, the design of physical space, work environments, and buildings, slogans, language, acronyms, and sayings, deliberate role modeling, training programs, teaching, and coaching by managers and supervisors, explicit rewards, status symbols (e.g., titles), and promotion criteria, stories, legends, and myths about key people and events, the organizational activities, processes, or outcomes that leaders pay attention to, measure, and control, leader reactions to critical incidents and organizational crises, the workflow and organizational structure, organizational systems and procedure, organizational goals and the associated criteria used