title: Communicating strategically: public relations and organisational legitimacy

authors: Schoenberger-Orgad, Michèle Anne

subjects: public relations

abstract: This thesis aims to facilitate an understanding of some of the critical debates in public relations theory and practice. It joins others in contributing to a shift from a functional systems-based public relations paradigm to one where public relations is transparently seen as playing a role in shaping democracy in a global society.
The research analyses NATO's communication operations in the Kosovo Campaign against the Federal Republic of Yugoslavia, examining the case from a number of different perspectives. The thesis contributes to the body of knowledge of public relations practices and how, in this case, they were used to inform and persuade publics of the moral cause of a bombing mission to achieve specific strategic organisational and communication goals. Further, it contextualises the case of NATO as an organisation facing a crisis in legitimacy following the end of the Cold War. It demonstrates how the Kosovo Campaign provided a vehicle to transform NATO's identity while retaining military capabilities, to make the organisation relevant to the global demands of the 21st century. In this way, NATO could claim a  unique self  and maintain its credibility and relevance.
The thesis argues that NATO's public relations campaign was successful in maintaining both credibility and popular support for a 78-day bombing campaign within the 19 nations of the Alliance. The campaign allowed NATO to claim that it was the only organisation that could provide
ii
security and stability, as well as be the main bulwark of the defence of Western values in a rapidly globalising and changing world. Moreover, by framing the Kosovo air campaign as a humanitarian intervention, NATO was not only able to legitimise its actions but transform its military might with an acceptable human face in order to achieve its broader ideological goals in Europe.
This thesis demonstrates how military interventions on behalf of powerful interests can be legitimised if the appropriate public relations framework is used and acceptable communication strategies employed. It suggests how citizens of democratic countries can be led to support decision-makers who present themselves as acting altruistically even when their actions may be self-interested.

text: Communicating strategically: public relations and organisational legitimacy This thesis aims to facilitate an understanding of some of the critical debates in public relations theory and practice. It joins others in contributing to a shift from a functional systems-based public relations paradigm to one where public relations is transparently seen as playing a role in shaping democracy in a global society.
The research analyses NATO's communication operations in the Kosovo Campaign against the Federal Republic of Yugoslavia, examining the case from a number of different perspectives. The thesis contributes to the body of knowledge of public relations practices and how, in this case, they were used to inform and persuade publics of the moral cause of a bombing mission to achieve specific strategic organisational and communication goals. Further, it contextualises the case of NATO as an organisation facing a crisis in legitimacy following the end of the Cold War. It demonstrates how the Kosovo Campaign provided a vehicle to transform NATO's identity while retaining military capabilities, to make the organisation relevant to the global demands of the 21st century. In this way, NATO could claim a  unique self  and maintain its credibility and relevance.
The thesis argues that NATO's public relations campaign was successful in maintaining both credibility and popular support for a 78-day bombing campaign within the 19 nations of the Alliance. The campaign allowed NATO to claim that it was the only organisation that could provide
ii
security and stability, as well as be the main bulwark of the defence of Western values in a rapidly globalising and changing world. Moreover, by framing the Kosovo air campaign as a humanitarian intervention, NATO was not only able to legitimise its actions but transform its military might with an acceptable human face in order to achieve its broader ideological goals in Europe.
This thesis demonstrates how military interventions on behalf of powerful interests can be legitimised if the appropriate public relations framework is used and acceptable communication strategies employed. It suggests how citizens of democratic countries can be led to support decision-makers who present themselves as acting altruistically even when their actions may be self-interested.

year: 2007

title: Optimising child accident research outcomes: An action research project on maximising the dissemination and implementation of the Summer Research Scholarship Project reports and recommendations of the Child Accident Prevention Foundation of New Zealand

authors: Smith, Nicola Kiri

subjects: child safety

abstract: A key objective of the Child Accident Prevention Foundation of New Zealand (hereafter referred to as "CAPFNZ" or "the Foundation") is to reduce the incidence and severity of child accidents. The reports and recommendations that arise from the Foundation's Summer Research Scholarship (SRS) projects have the potential to be a major means to achieving this end. The purpose of this research was to investigate the extent to which the SRS projects were achieving that objective, by assessing the degree to which CAPFNZ SRS reports and especially their recommendations are currently in the public domain. The research also identified the current barriers or obstacles to dissemination, and determined cost-effective ways in which dissemination and implementation of these reports and their findings could be enhanced. Our proposal foreshadowed the prospect of this project yielding a demonstration website as one approach to achieving a more effective distribution of CAPFNZ SRS reports and related material.

text: Optimising child accident research outcomes: An action research project on maximising the dissemination and implementation of the Summer Research Scholarship Project reports and recommendations of the Child Accident Prevention Foundation of New Zealand A key objective of the Child Accident Prevention Foundation of New Zealand (hereafter referred to as "CAPFNZ" or "the Foundation") is to reduce the incidence and severity of child accidents. The reports and recommendations that arise from the Foundation's Summer Research Scholarship (SRS) projects have the potential to be a major means to achieving this end. The purpose of this research was to investigate the extent to which the SRS projects were achieving that objective, by assessing the degree to which CAPFNZ SRS reports and especially their recommendations are currently in the public domain. The research also identified the current barriers or obstacles to dissemination, and determined cost-effective ways in which dissemination and implementation of these reports and their findings could be enhanced. Our proposal foreshadowed the prospect of this project yielding a demonstration website as one approach to achieving a more effective distribution of CAPFNZ SRS reports and related material.

year: 2004

title: Walking into the past to explore the future: Utulizing larval densities to measure the effects of two climate change factors, temperature and salinity on Poorohe (common smelt, Retropinna retropinna) abundance in Te Puuaha o Waikato

authors: Robcke, Sidney

subjects: Common smelt

abstract: Poorohe (common smelt, Retropinna retropinna) are a highly valued kai species in Te Puuaha o Waikato (the lower 66 km of the Waikato River). Fisher whaanau have observed changes in the amount Poorohe that are harvested during annual fish harvests. Since Poorohe are particularly vulnerable to environmental changes, whaanau are particularly concerned about the how climate change might impact Poorohe populations. Climate change vulnerability assessments (CCVA) currently exist for several native New Zealand fish freshwater species; however, one does not yet exist for Poorohe. Previous larval distribution studies in the lower Waikato River only sampled as far downstream as Tuakau bridge (approximately 45km from the river mouth). These studies indicated that important spawning habitats likely existed downstream of Tuakau bridge. Temperature increases and saltwater intrusion have been identified as two climate change factors that will likely impact Poorohe in Te Puuaha o Waikato, because ambient temperatures have increased since the industrial revolution and the proximity of the study area to the ocean. A literature review was used to explore the experiences of fisher whaanau through the past, present and how the experiences will continue to change in a changing climate. The effects of temperature and saltwater intrusion on Poorohe populations were explored through replicating the methods of past research carried out in the 1980s and 2010s. Current river temperatures are in the optimal temperature range (12°C - 18°C) for Poorohe spawning. The saltwater wedge was suppressed by the high river flow during the eight-week sampling period, and it is unclear whether saltwater intrusion has an impact on Poorohe spawning. Larval densities did not significantly increase down river, which suggests large spawning habitat is not found downstream of Tuakau bridge. Furthermore, there were no decreases in larval densities in the two saltwater sites. This study has contributed to the available literature necessary to develop a CCVA for Poorohe and explored the cultural heritage of traditionally significant practices in Te Puuaha o Waikato relating to Poorohe.

text: Walking into the past to explore the future: Utulizing larval densities to measure the effects of two climate change factors, temperature and salinity on Poorohe (common smelt, Retropinna retropinna) abundance in Te Puuaha o Waikato Poorohe (common smelt, Retropinna retropinna) are a highly valued kai species in Te Puuaha o Waikato (the lower 66 km of the Waikato River). Fisher whaanau have observed changes in the amount Poorohe that are harvested during annual fish harvests. Since Poorohe are particularly vulnerable to environmental changes, whaanau are particularly concerned about the how climate change might impact Poorohe populations. Climate change vulnerability assessments (CCVA) currently exist for several native New Zealand fish freshwater species; however, one does not yet exist for Poorohe. Previous larval distribution studies in the lower Waikato River only sampled as far downstream as Tuakau bridge (approximately 45km from the river mouth). These studies indicated that important spawning habitats likely existed downstream of Tuakau bridge. Temperature increases and saltwater intrusion have been identified as two climate change factors that will likely impact Poorohe in Te Puuaha o Waikato, because ambient temperatures have increased since the industrial revolution and the proximity of the study area to the ocean. A literature review was used to explore the experiences of fisher whaanau through the past, present and how the experiences will continue to change in a changing climate. The effects of temperature and saltwater intrusion on Poorohe populations were explored through replicating the methods of past research carried out in the 1980s and 2010s. Current river temperatures are in the optimal temperature range (12°C - 18°C) for Poorohe spawning. The saltwater wedge was suppressed by the high river flow during the eight-week sampling period, and it is unclear whether saltwater intrusion has an impact on Poorohe spawning. Larval densities did not significantly increase down river, which suggests large spawning habitat is not found downstream of Tuakau bridge. Furthermore, there were no decreases in larval densities in the two saltwater sites. This study has contributed to the available literature necessary to develop a CCVA for Poorohe and explored the cultural heritage of traditionally significant practices in Te Puuaha o Waikato relating to Poorohe.

year: 2024-11-23