Communicating for good in a globalized world: How MNO practitioners in Bangladesh, Botswana, Indonesia, and Kenya conceptualize and practice prosocial public relations

IF 3.4 3区管理学 Q2 BUSINESS

Public Relations Review Pub Date : 2025-10-02 DOI:10.1016/j.pubrev.2025.102639

Drew T. Ashby-King , Jeannette I. Iannacone , Boitshepo Balozwi , Teresia Nzau , Irmawan Rahyadi , Habib Mohammad Ali , Luke Capizzo

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引用次数: 0

Abstract

Multinational organizations (MNOs) operate in multiple countries across the globe and how they communicate in one context can affect their operation and communication in another. This need is even more pressing when organizations engage in prosocial communication about contentious issues that may be interpreted differently in distinct national contexts. Thus, the purpose of this study was to examine how public relations practitioners working for MNOs operating in Bangladesh, Botswana, Indonesia, and Kenya conceptualized prosocial communication and how they understood the benefits and drawbacks in their national context. Based on our analysis of in-depth interviews with 17 public relations practitioners, we suggest an integrative approach to globalized prosocial communication and call for a recentering of publics across organizational prosocial initiatives and communication.

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在全球化的世界中为善沟通：孟加拉国、博茨瓦纳、印度尼西亚和肯尼亚的MNO从业者如何概念化和实践亲社会公共关系

跨国组织（MNOs）在全球多个国家开展业务，他们在一个环境中的沟通方式会影响他们在另一个环境中的运作和沟通。当组织就有争议的问题进行亲社会沟通时，这种需求就更加迫切了，这些问题在不同的国家背景下可能会有不同的解释。因此，本研究的目的是考察在孟加拉国、博茨瓦纳、印度尼西亚和肯尼亚运营的移动运营商的公关从业人员如何将亲社会沟通概念化，以及他们如何理解本国背景下亲社会沟通的利弊。基于对17位公关从业者的深度访谈分析，我们提出了一种全球化亲社会沟通的综合方法，并呼吁在组织亲社会倡议和沟通中重新定位公众。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.