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10
The communicative reality of public diplomacy according to the perspective of
public relations
najmaleessawi@aaru.edu.jo
.
Abstract:
The article aimed to reveal the communicative reality of public diplomacy according to the public
relations models and the theory of an excellence. It adopted the descriptive approach that based on
opinion survey, using the questionnaire. The questionnaire was distributed to an “available” sample of
(43) "Iraqi diplomats" who are still working in the diplomatic corps. The article reached several results,
including that the most effective communicative models of public relations in public diplomacy
practices is the press agent model, followed by information model, then the two-way asymmetric model,
and then the two-way symmetrical model. It was clear the great convergence between the two sides, in
the means, methods, and knowledge that should be available in the diplomatic mission as a
communicative process corresponding to public relations that requires a cultural and cognitive repertoire
about the public and the institution, in addition to the performing, written, diction, and training skills.
Keywords: communicative function; public relations; public diplomacy; communication models;
Excellence theory
_______________________________________
11
.
.
.
12
(Valentini et al., 2012)
2013(Khakimova, 2013)
(Snow,
2020)
(Signitzer & Coombs, 1992; B. Signitzer & Wamser, 2010)
(Grunig & Grunig, 2008)
13
.
43
71.634.82865.227
62.7
604
.
0.89
14
SPSS
.
15
Grunig(Grunig & Hunt,
1984)
press agent/publicity model
The public information model
The two-way asymmetrical model
The two-way symmetrical model
16
(Waddington, 2018).
Sledzik
(Sledzik, 2008)
(Cooper, 2009)
(Waddington, 2018)
(Wakefield, 1997)
PRSA
CIPR PRCA
17
Facebook
(Waddington, 2018)
(Dozier et al., 2013)(Ledingham, 2003)
(Botan & Taylor, 2004)
.
(Tuch, 1990, P.3)
(Waller, 2007, p. 19)
(Sharp, 2005, p. 106)
(Tuch, 1990)
Malone(1988)
18
.
(L’Etang & Pieczka,
2012)
Peisert(1978)
Peisert
(Ledingham,
2010)
Szondi(2009)
.(Bentele, 1995) (Signitzer & Coombs, 1992)
19
.
(Signitzer, 2013)
20
21
(Kruckeberg & Vujnovic,
2005)(Melissen, 2005)
(Signitzer & Wamser, 2010)
.(Pigman
& Deos, 2008)
.
.
(Yun, 2006)
Kiousis(2011)
(Kiousis,
2011)
(Armstrong, 2009)
(Floyd,
2007)
(Armstrong, 2009)
(Macnamara, 2012)
Macnamara
22
(Fitzpatrick, 2010).
(Signitzer & Coombs, 1992)
.
(L’Etang, 1996)
.
23
)(
3.703
1.251
3.703
1.215
3.692
1.313
2.813
1.421
2.714
1.432
2.417
1.461
2.276
1.462
2.076
1.462
2.000
1.316
2.821
1.370
3.891
0.903
2.813
0.841
2.714
1.432
2.497
1.471
2.474
1.482
2.276
1.482
2.052
1.552
1.276
1.982
2.499
1.393
4.803
0.881
4.703
0.915
3.902
1.313
3.813
1.421
2.914
1.432
2.417
1.461
3.794
1.237
24
4.887
0.682
4.773
0.814
4.512
1.013
2.914
1.432
2.817
1.481
2.804
1.891
3.785
1.150
Spss
3.7031.251
3.7031.215
3.6921.313
2.076
1.462 2.000
1.316
3.8910.903
2.8130.841
2.7141.432
2.0521.552
1.2761.982
4.8030.881
25
1.313
2.914
1.4322.4171.461
4.773
0.8144.512
1.013
2.817 1.481
2.8041.891
3.671
1.165
3.687
1.189
3.561
1.221
3.550
1.137
3.550
1.137
3.517
1.339
3.473
1.317
3.451
1.202
3.440
1.107
3.407
1.257
3.374
1.296
26
3.319
1.267
3.319
1.283
3.275
1.212
3.242
1.295
3.455
1.228
Spss
3.6711.165
3.6871.189
3.2751.212
4.865
0.865
4.752
0.989
3.546
1.281
3.251
1.237
4.103
1.093
Spss
4.8650.865
27
4.7520.989
3.5461.281
3.2511.237
3.962
0.711
3.622
0.956
2.586
1.322
4.556
0.721
2.641
1.362
2.586
1.321
3.485
1.023
3.462
1.233
3.415
1.255
3.232
0.932
3.114
1.654
2.921
1.325
3.298
1.152
Spss
28
3.9620.711
3.6220.956
2.5861.322
4.5560.721
2.6411.362
3.4851.023
3.4621.233
3.4151.255
3.2320.932
3.114
1.654
2.9211.325
3.7033.703
29
2.076
2.000
(L’Etang, 1996)
.
3.891 2.813
2.052
1.276
4.803
2.914
2.417
4.773 4.512
2.8172.804
30
3.671
3.687
3.275
4.8654.752
3.546
3.251
(Grunig & Hunt, 1984)
(Waddington, 2018)
3.962
3.6222.586
31
4.556
2.641
3.485
3.462
3.415
3.232
3.114
2.921
32
.
.
. .
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