PurposeThe purpose of this paper is to analyze the emergence and development of public relations in Italy between 1945 and 1960. Its aim is to examine the main actors (corporate and political) involved in the process, how they were influenced by the USA and the emergence of professional associations devoted to expanding the fieldDesign/methodology/approachThe paper is based on research conducted in US and Italian archives and libraries. It analyzes primary sources concerning corporations, government agencies and professional associations involved in promoting public relations in post‐war Italy, such as the United States Information Service, Standard Oil (NJ), Fiat, Piaggio, Olivetti, Pirelli, Intersind.FindingsThis paper argues that the introduction of public relations in postwar Italy was strongly influenced by US companies and government agencies, which had a considerable impact on the emergence of professional associations. It also looks at the specific Italian definitions of public relations and points out that in Italy the field of public relations emphasized the importance of “style” and culture over that of marketing, and was often carried out by an array of “humanists” (poets, graphic designers, and writers).Originality/valueThis paper is one of the first studies about the history of public relations in Italy. It points out the peculiarity of the Italian case, by showing the intersection between the terms “propaganda” and “public relations” in a country that had experienced 20 years of Fascist rule.

PurposeThe purpose of this paper is to contribute to the development of the theory of authenticity and metaconversations, particularly in relation to managerial metaconversations, and to show an empirical example of what one might term authentic metaconversational management from below.Design/methodology/approachThe theoretical part of the paper consists of an analysis and elaboration of theories of metaconversation and management. The empirical part of the paper builds on a single case study, which was of both the one holistic and embedded holistic type. In connection with the case study structured and unstructured, open and direct techniques of participant observation were applied. Certain parts of the case study were based on action research and consultation methods.FindingsThis conceptual paper presents a definition of authenticity in relation to the theory of metaconversations, and demonstrates with the help of a case study that metaconversations can also be created from below, via a bottom‐up process.Practical implicationsOn the basis of the theory of authenticity and metaconversations, the manager(s) and staff, collectively and individually, can reflect on and discuss whether the metaconversations they create and by which they are encompassed – or to which exposed – are authentic in the sense that everyone is being given a voice.Originality/valueThe paper offers a concept of authenticity, as it relates to management, which challenges the idea of authenticity as being primarily concerned with the manager's relationship with himself or herself, e.g. the degree of consistency between a manager's “walk” and “talk”. Authenticity in relation to the theory of management as a metaconversation deals with the relationship between the manager and the staff, for which reason authenticity in this paper is treated as a social and collective matter, not merely one which is individual and personal.

PurposeThe purpose of this paper is to examine the role of information context in crisis communication. Previous studies have examined the effectiveness of types of message strategies used during different periods of a crisis. The crisis presented in this case is unusual in that there were no crisis communication strategies used to mitigate it. There was a void where a crisis communication strategy should have been, allowing for critique of what happens when crisis communication is not proactive and strategic.Design/methodology/approachThis is a case study of crisis response developed through participant observation and interviews with key informants, verified through quantitative content analysis of newspaper coverage.FindingsThe study found that when issues reported by the media are not tempered by explanation of context from the organization, increasingly negative media frames result, therefore elevating the salience of the issues and the perceived severity of the crisis. When issues are not proactively managed, people outside the organization begin to identify with the side of the issue presented in the media.Practical implicationsThe study provides insights into effective crisis communication management by examining the importance of proactive communication for managing public opinion.Originality/valueThe paper describes what happens when proactive communication is not used during a crisis and therefore shows what happens in the absence of effective public relations, when the crisis response is no response at all.

PurposeThe purpose of this paper is to examine the role of branding in public health campaigns.Design/methodology/approachThe paper reviews public health campaigns, and their goals and objectives vis‐à‐vis the current health market conditions. The imperatives for branding public health campaigns are enumerated. The paper then discusses salient features of branding that can be applied to health campaigns before drawing on an exemplar to illustrate how branding can be effectively harnessed in the realm of public health campaign theorizing and praxis.FindingsGiven the clutter of campaigns and their messages in a saturated health consumer market, uptake and sustained use of health campaigns needs alternative pathways to keep consumers interested and gainfully engaged with the products being offered. Branding, as a communicative strategy, can meet this need.Originality/valueAs the fundamental goal of a public health campaign is to induce and sustain health behavior among the public, efforts must be kept up to theorize about improved modes of delivering campaign products to consumers. This paper takes the initial steps in that direction.