2018 – Vol. 3 No. 1

Volume 3, Number 1

Editor’s Note


Brian G. Smith, Megan C. Kendall, Devin Knighton, Temi Wright: Rise of the Brand Ambassador: Social Stake, Corporate Social Responsibility and Influence among the Social Media Influencers

One of social media’s influences on public relations has been the connection they provide organizations with stakeholder groups, and the need to recognize new and emerging stakeholder groups and their influence on the organization. One such stakeholder group with social media-borne influence and recognition in public relations is brand ambassadors, who distribute organizational content to social networks. This study examines the meanings and motivations of brand ambassadors in establishing relationships with an organization, and their considerations in representing and distributing content for an organization. In particular, we examined the consideration of corporate social responsibility (CSR) content among brand ambassadors. Findings suggest complex considerations of loyalties, commitments, and stakes within the brand ambassador-organization relationship. CSR content’s value among ambassadors was questionable. The ethical issues of organizational ties, including compensation, are discussed.


Toni Fijan, Zdeslav Milas: Analysis of Profession Reputation as Possible Indicator of Crisis in Public Relations

The findings of relevant research conducted in European countries, as well as diverse eminent authors of books and handbooks on public relations and reputable communications experts have pointed out the problem of the tainted reputation of public relations. It is precisely these attitudes that were the reason for conducting the research “Perception of the identity, image and reputation of public relations”, whose goal was to learn how various groups of people – PR experts, communications students, and adults who do not deal with public relations – perceive the stated profession. The paper presents the key findings and conclusions of the research, providing detailed insight into this issue.


Valentina Martino, Stefano Scarcella Prandstraller: Corporate Cultural Responsibility and Shared Value in the Banking Sector. An Explorative Study in Italy 

This paper aims to explore the emerging trends and strategic approaches promoted by Italian banks in the field of corporate cultural responsibility and communication. Based on a multi-case study approach, the research focuses on both the policies and operational activities carried out in the last decade by some of the most innovative players in the field of corporate arts management and communication, promoting an innovative logic of social sharing and stakeholder engagement around banks’ art collections, events and digital platforms.


Barika Goncu, Vehbi Gorgulu: University Social Responsibility Towards Sustainable Coexistence of Humans and Animals on Campus: Case Study on Bilgi Animal Friends Society 

BILGI Animal Friends Society (BAFS) is a university social responsibility project of Istanbul Bilgi University, initiated to raise awareness about the stray cats and dogs living on campus. The aim is to enhance the institution’s interaction with its social and physical environment and its stakeholders for the common good. Another aim is to improve the living standards of stray animals on campus by intensifying their interaction with humans, and by cooperating with the local municipality for their health and well-being. BAFS, the case of our research, is important for being one of the primary university-based corporate social responsibility initiatives in Turkey to raise awareness on stray animals, to improve their living conditions on campus, and to create an exemplary model of sustainable coexistence of humans and animals. In line with this, our research explores structural and operational characteristics of the BAFS initiative and assesses its relation with key principles of the university social responsibility approach.


Sanja Rocco: Communication by Design – (Mis)Understanding the Purpose

Researchers from different fields of marketing, communication and management often see the role of design at the end of the process. However, design should be managed and involved in the decisionmaking process from the beginning, the same as other important components of any business. The main purpose of design is communication, whether it is visual communication design, product design or service design. No matter how complex, design should first send a message that is clear and understandable, whether it is a package or a product, a signage in public space or a website. The topic of this paper is (visual) communication design. The need for good communication design is greater than ever, because our everyday life depends on images and their interpretation, particularly with the fast development of communication technologies. Bad communication design can cause serious communication problems, pollute our environment, or even devalue the public space. However, strong personal presence is not desirable and necessary in communication designers’ work, as their main purpose and responsibility is to deliver the message from their clients to the target audience.


Book Review 

Call for Papers

Instructions for Authors

Code of Ethics


About Publisher

The Edward Bernays University College is the first in Croatia to carry out comprehensive specialised education in communication management and public relations.

Publisher info

Edward Bernays University College
Address: Ratkajev prolaz 8, 10000 Zagreb
E-mail: info@bernays.hr
Web: www.bernays.hr

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