International Public Relations: perspective from deeply divided societies

Author(s): Somerville, I., Hargie, O. & Toledano, M.

Publishing house: Routledge
Year: 2016
ISBN: 978-1-138-86013-1


International Public Relations: Perspectives from deeply divided societies is positioned at the intersection of public relations (PR) practice with socio-political environments in divided, conflict and post-conflict societies. While most studies of PR focus on the activity as it is practiced within stable democratic societies, this book explores perspectives from contexts that have tended to be marginalized or uncharted. 

Presenting research from a diverse range of societies still deeply divided along racial, ethnic, religious or linguistic lines, this collection engages with a variety of questions including how PR practice in these societies may contribute to our understanding of PR theory building. Importantly, it highlights the role of communication strategies for actors that still deploy political violence to achieve their goals, as well as those that use it in building peace, resolving conflict, and assisting in the development of civil society. 

Featuring a uniquely wide range of original empirical research, including studies from Israel/Palestine, Mozambique, Northern Ireland, former Yugoslavia, former Czechoslovakia, Spain, Malaysia and Turkey, this groundbreaking book will be of interest not only to scholars of public relations, but also political communication, international relations, and peace and conflict studies.


1. Introduction: Public Relations in Deeply Divided Societies (Ian Somerville, Owen Hargie, Maureen Taylor, Margalit Toledano)

2. Nation Building in the Former Yugoslavia: A Twenty-Year Retrospective to Understand How Public Relations Rebuilds Relationships in Divided Societies (Maureen Taylor and Michael Kent)

3. Dialogue with the Enemy: Lessons for Public Relations on Dialogue Facilitation Drawn From the Israeli-Palestinian Conflict (Margalit Toledano

4. Making Sense of Communication in Societies Divided By Terrorism: Lessons from Northern Ireland (Owen Hargie and Pauline Irving

5. ‘Deliberative Democracy and Government Public Relations in a Deeply Divided Society: Exploring the Perspectives of Government Information Officers in Northern Ireland.’ (Ian Somerville and Charis Rice

6. The Entity-Agent-Framework As A Starting Point For International Public Relations And Public Diplomacy Research (Diana Ingenhoff, Alexander Buhmann

7. Catalonia’s Public Diplomacy and Media Relations Strategy. The Case Study of ‘Eugeni Xammar Programme’ On International Communication and Public Relations (Jordi De San Eugenio, Xavier Ginesta and Jordi Xifra

8. Government Communication in Mozambique: The Open Presidencies of Armando Guebuza as a Public Relations Strategy to Strengthen National Identity (Stélia Neta J. Mboene and Gisela Gonçalves)

9. ‘1Malaysia "People First, Performance Now": A Critical Perspective on the Nation Building Approach in Malaysia’s Government Public Relations’ (Zeti Azreen Ahmad and Syed Arabi Idid

10. Propaganda in Czechoslovakia in the 1980s: Life in a Ritualised Lie (Denisa Hejlová and David Klimeš

11. Bipolar Attitudes in Turkish Political PR: The Kurdish Question (İlker Bıçakçı, Pelin Hürmeriç and A. Banu Bıçakçı

12. Computer-Mediated Public Relations of Ethno-Nationalist Terrorist Groups (Liane Rothenberger)