Purpose This study aims to investigate the understanding, uses, gratifications and perceptions of artificial intelligence (AI) integration within strategic communication, focusing on insights from Portuguese communication professionals. With AI increasingly central to strategic communication and public relations, this research seeks to understand how communication experts view AI’s potential and limitations in their field. Design/methodology/approach The study is based on qualitative research involving in-depth interviews with 46 professionals in the Portuguese communication industry. Findings Results reveal that professionals generally had a reasonable understanding of AI, recognizing it mainly as a tool for automating tasks and synthesizing data. There is a growing awareness of AI platforms, particularly of ChatGPT. Most interviewees showed a favorable attitude towards AI’s potential to improve productivity and streamline repetitive tasks. However, they expressed concerns about job displacement and excessive reliance on AI. This cautious optimism underscores the importance of balancing AI adoption with ethical considerations, attention to content accuracy and preservation of human creativity. Originality/value This study provides insights into the perceptions of AI among Portuguese strategic communication professionals, an area with limited existing research. By highlighting both the opportunities and challenges of AI in strategic communication, the findings offer valuable recommendations for industry practices. These include the need for professional training to navigate AI-related challenges and an emphasis on ethical principles to guide AI use, advocating for a complementary approach that leverages AI’s capabilities while preserving human creativity.

Purpose This study examines the long-term effects of a greenwashing crisis on corporate image and credibility, investigating how time reduces the negative impact of such crises. Additionally, it explores the role of proactive disclosure in mitigating reputational damage. Design/methodology/approach We conducted two experiments to analyze how stakeholders perceive a company over time following a greenwashing crisis. The first experiment tested whether the duration of time (one month/one year/five/ten/25/50/70 years) since the crisis influenced corporate image and credibility. It also examined whether forgiveness or perceived obsolescence explained these changes. The second experiment assessed whether proactive transparency could mitigate the long-term negative effects of a past corporate crisis. Findings The results indicate that time alone does not heal corporate fraud: regardless of whether the crisis occurred one year or 70 years ago, corporate credibility and image remained negatively affected. However, as time passed, the negative effects weakened slightly, with participants becoming more willing to forgive. While some perceived the crisis as obsolete, this did not mediate its impact on company evaluations. However, proactive transparency significantly improved perceptions, neutralizing the long-term damage of greenwashing. Originality/value This study is one of the first to explore the long-term trajectory of crisis recovery and the role of proactive communication. It contributes to the greenwashing and crisis communication literature by demonstrating that corporate crises leave a lasting impact but can be mitigated through strategic transparency.

Purpose The present article investigates the theoretical orientations of public relations educators and their implications for public relations pedagogy. Building on previous research that revealed a lower perceived value of public relations higher education (HE) degrees compared to non-specialist degrees and professional training offered by member organisations, this study explores the theoretical perspectives of European public relations educators on dominant public relations paradigms, relevant theories and the most commonly used methodologies in public relations research. Design/methodology/approach The present study has an exploratory nature, as such a research study has not yet been conducted at the national or regional levels. In order to identify the public relations educators’ theoretical orientations, various data have been preliminarily collected from the study respondents through a questionnaire. For the first time in a research study, public relations practitioners who are hourly contracted by universities to teach on public relations degrees have been included in the survey. Lastly, we expanded the survey at the European level, as many of the previous studies have focused on a national level. Findings In terms of paradigmatic dominance, the normative understanding of public relations as management of communication is the most extended amongst our respondents, while we could see that critical and cultural perspectives of public relations are developed in media relations courses. The subsequent theory of the normative and functionalist paradigm, the excellence theory, is indeed the most taught by our respondents, with new terms such as “strategic communication” being currently proposed as a natural transition from public relations. Lastly, regarding the research methods being developed in academic research, interviews and case studies have emerged as the most used by our respondents. Such key findings are nuanced and then discussed from the perspective of the value of public relations higher education degrees. Originality/value Our article is an original contribution to the public relations and strategic communication scholarship, which investigates the institutional manifestations and subsequent pedagogies. We started from a critical national situation of public relations degrees discussed in a previous co-authored paper, where we enquired into the current dynamics in the United Kingdom, to then focus on public relations educators’ theoretical orientations in order to assess the quality of teaching within higher education degrees. Developing the present study at the European level is also a major contribution, as many previous studies have only presented national cases.

Purpose This study aims to examine the extent to which graduate theses in the field of public relations in Türkiye engage with critical thinking and theory. By analyzing 664 master's and doctoral theses completed between 1984 and 2024, the research assesses the dominance of mainstream paradigms and the presence – or absence – of critical approaches. Highlighting the lack of epistemological diversity in postgraduate education, the study critiques the overemphasis on technical skills and the marginalization of ethics, social responsibility and critical reflection. Ultimately, it advocates for integrating critical theories into curricula to foster a more democratic and transformative public relations education. Design/methodology/approach This study adopts a descriptive and exploratory qualitative design. It analyzes 664 public relations theses – 511 master's and 153 doctoral – completed in Türkiye between 1984 and 2024 using content analysis. Coding followed Ferguson's (1984; 2018) tripartite framework (introspective, practice and/or application and theory development) and incorporated subcategories from Sallot et al. (2003). Abstracts were the main data source; full texts were examined when theoretical grounding was insufficient. Six critical frameworks guided the identification of critical perspectives: (1) power relations and hegemony, (2) socio-political conditioning, (3) discursive legitimation, (4) methodological strategies, (5) public interest and realism and (6) critical cultural praxis. Findings The study reveals that 98% of public relations theses in Türkiye (1984–2024) are based on mainstream theories, with only 13 of 664 theses (1.96%) – eight master's and five doctoral – engaging with critical perspectives. Although greater critical depth is expected at the doctoral level, most critical theses were at the master's level. The majority of research emphasizes technical applications and managerial solutions, while critical dimensions – such as socio-political context, ethics, gender and power – are largely neglected. This suggests a structural marginalization of critical thinking in both academic production and pedagogical practices within public relations education in Türkiye. Originality/value This study represents the first comprehensive critical analysis of graduate theses in public relations education in Türkiye. It not only maps the numerical distribution of theses but also uncovers their theoretical orientations, pedagogical trends and epistemological gaps. By demonstrating the near absence of critical theories, the research highlights the urgent need for structural transformation in the field. It offers a strong rationale for developing pedagogical models centered on critical thinking and serves as a valuable reference for scholars, educators and curriculum developers aiming to reform public relations education toward more democratic and reflective practices.

Purpose The rapid advancement of artificial intelligence (AI) is reshaping organizational landscapes, prompting chief executive officers (CEOs) to navigate its integration for enhanced productivity and strategic advantage. As the adoption of any new technology within organizations is closely interconnected with strategic communication, leadership discourse and change management, this study aims to obtain a deeper understanding of the processes and implications of AI adoption by organizations through the perspectives of CEOs. Design/methodology/approach This exploratory study follows a qualitative approach, based on in-depth interviews with a purposive panel of 17 CEOs from diverse sectors in Portugal. Findings A diverse array of specific AI tools is employed, ranging from native AI-based platforms like ChatGPT to AI-integrated solutions such as Canva and Adobe. While initially leveraged for streamlining routine tasks, AI’s scope has expanded to encompass strategic functions like data analysis, market research and content production. CEOs highlight increased productivity as a primary benefit, but concerns about AI’s impact on critical thinking, privacy and ethical considerations loom. Some CEOs stress the need for workforce reskilling and upskilling to navigate AI-driven transformations, while others emphasize the importance of global regulations to address ethical dilemmas. Practical implications This research offers contributions to both academia and practice. From an academic perspective, it enriches the literature on AI adoption by incorporating the underexplored dimension of leadership, particularly the CEO’s role and by integrating theoretical frameworks such as the technology acceptance model, diffusion of innovation and technology-organization-environment. This multidimensional approach provides a more holistic understanding of the drivers, barriers and ethical challenges associated with AI adoption in organizational contexts. For practitioners, especially CEOs and organizational leaders, the findings provide actionable insights into leveraging AI effectively while navigating its risks. It emphasizes the importance of adopting a strategic vision, fostering a culture of continuous learning and prioritizing ethical stewardship. Originality/value This study affords an in-depth look at the perspectives of those making decisions about how AI is being adopted in Portuguese organizations. While underscoring the pivotal role of CEOs in shaping effective, sustainable and ethically sound AI strategies for organizational success in the evolving digital landscape, it also increases awareness about challenges and risks.

Purpose Premised on the growing involvement of non-governmental organizations (NGOs), this exploratory study advances an NGO-led perspective on corporate social responsibility (CSR) institutionalization. It examines NGOs as CSR actors by approaching CSR as an institutionalized practice and explicating the strategic communication approaches NGOs employ in the CSR field. Design/methodology/approach We conducted interviews with 14 international NGO managers in Switzerland. Findings NGOs unanimously defined the CSR field in Switzerland as driven by “business logics.” Against this backdrop, Swiss NGOs employed strategic communication approaches of resistance, reform and (mutual) reinforcement. We treat these as a constellation or repertoire of practice that illustrate the intersections of the macro (CSR field description) and the micro (NGO strategies). Research limitations/implications Given the contested roles of NGOs as CSR actors, a contextual examination of NGO perspectives and approaches has important implications for illuminating how business and the NGO sector “relate to each other.” Originality/value Our study finds that NGOs view their role as more expansive than the traditional binary of corporate critics or corporate collaborators.

Purpose To strengthen relationships with their employees, organisations should encourage the appreciation of work performance and personal characteristics/qualities among managers and co-workers. Thus, this study analyses how much appreciation employees receive from managers and co-workers, how important various reasons for appreciation are to employees, and how often they perceive appreciation for these reasons. Furthermore, the effects of receiving appreciation from managers and co-workers on different forms of organisational citizenship behaviour (OCB) are examined. Design/methodology/approach Employees working in Germany (N = 486) responded to an online survey gauging (1) appreciation received from managers and co-workers, (2) importance and perception of appreciation for different reasons and (3) OCB on the individual and organisational level. Findings Both managers and co-workers convey a high level of appreciation, with co-workers communicating slightly more appreciation. Reliability, willingness to take responsibility and solution-oriented working are seen as the most important reasons for appreciation, while employees receive appreciation for their reliability, individual performance and solution-oriented working. Differences between the importance and perception of appreciation indicate that employees feel under-appreciated. Appreciation from managers increases OCB on the organisational level only, while appreciation from co-workers increases OCB on both the individual and the organisational level. Originality/value The study demonstrates how receiving appreciation encourages employees to volunteer for both their co-workers and their organisation. Furthermore, the results indicate that internal communication professionals should ensure that the appreciation expressed is aligned with employees’ needs.

Purpose The article discusses a bespoke master’s programme delivered since 2014 to more than 250 leaders working in the Government Communication Service – the British professional group representing more than 7,000 Civil Service communicators in central government departments, agencies and arm’s-length bodies. Design/methodology/approach A case study is presented with a detailed analysis of a bespoke postgraduate programme. Data about its effectiveness were gathered through documentary evidence from programme participants. Findings Through co-creation, which is central to its ethos, the programme is re-created each time it is run, thereby ensuring that it addresses participants’ current challenges and remains contemporary. This has improved the strategic influence and impact of the participants and enhanced the performance of their organisations. Reflection and reflexivity in the workplace have been acknowledged as crucial to its success. Originality/value The article presents the characteristics and impact of this innovative programme over the ten years it has been in place. Its explicit positioning at the intersection of leadership, communication and government effectiveness makes it unique.

PurposeMisinformation targeting corporations is on the rise nowadays, often leading to significant reputation crises. Effectively addressing crisis misinformation has therefore become a critical focus for both public relations research and practice. This study aims to explore how corporations strengthen their crisis readiness to mitigate the impact of misinformation.Design/methodology/approachAn online experiment was conducted to examine the effects of varying crisis misinformation management strategies (corrective communication by the corporation vs employee backup vs social media influencer (SMI) vs control group) on perceived crisis readiness, belief in misinformation and corporate reputation.FindingsResults suggest that employing a denial strategy, leveraging employee backup and partnering with a SMI reduced belief in misinformation and enhanced corporate reputation through perceived crisis readiness.Originality/valueThe study is novel in integrating READINESS frameworks into the context of crisis misinformation. It provides in-depth insights for crisis managers to involve multiple key personnel such as the corporation, employees, and its associated SMIs in a cohesive strategy to enhance perceived crisis readiness to combat misinformation.

Purpose The purpose of this paper is to determine the strengths of the influences of certain factors potentially contributing to an effective apology for a fundraising charity. Four motivational forces possibly affecting public acceptance of an apology issued by a charity are explored, i.e. persuasion knowledge activation, a viewer’s regulatory focus, trait forgiveness and scepticism regarding charity advertising. Design/methodology/approach Texts for two apologies (one based on expressions of guilt, the other on expressions of shame) were created for a fictitious international aid charity, some field workers of which had engaged in child abuse. A questionnaire was distributed to a sample of 777 members of the public containing one or other of the apologies. Findings A good match between a participant’s regulatory focus and the regulatory focus of an apology significantly improved the likelihoods of the apology being “liked” and accepted. Nevertheless, the quality of the match had no impact on a person’s inclination to donate to the organisation. Trait forgiveness and donation history significantly influenced liking and acceptance of an apology, but not inclination to donate. Originality/value Although past studies have examined the roles of apologies within the communication management activities of commercial organisations, research into the effectiveness of apologies by fundraising nonprofits has been sparse. Outcomes to the present investigation offer insights into how charity managers can best apologise for a fundraising nonprofit organisation’s errant behaviour.