Dr Liz Yeomans

Leeds Beckett University, Public Relations and Journalism Subject Area, PhD supervisor.

Leeds Beckett University, School of Strategy, Marketing and Communication, Faculty Member

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Author. Retired Reader in Public Relations and Communication

Please see my latest papers here: http://eprints.leedsbeckett.ac.uk/view/creators/Yeomans=3AL=3A=3A.html
Phone: ++ 44 (0) 113 8124625
Address: Leeds Beckett University
Leeds Business School (Public Relations and Journalism subject area)
Rose Bowl
1 Portland Gate
Leeds
LS1 3HB
United Kingdom

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Carolyn Pedwell

Lancaster University

Liz Bridgen

Sheffield Hallam University

Dr Martina Topić-Rutherford

The University of Alabama

Macquarie University

Newcastle University

Emory University

Wageningen University

Emily Keddell

University of Otago

maria yuliastuti

Widya Mandala Catholic University Surabaya

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Books by Dr Liz Yeomans

Exploring Public Relations 3rd edition 2013

Exploring Public Relations (2nd edition)

Gender and Public Relations (chapter)

Papers by Dr Liz Yeomans

Engagement and Empathy Discourses in Corporate Communication: The Case of “The Science of Engagement”

by Dr Liz Yeomans and Dr Martina Topić-Rutherford

This paper analyzes engagement and empathy discourse in a corporate document The Science of Engag... more This paper analyzes engagement and empathy discourse in a corporate document The Science of Engagement published online by a leading UK PR agency. The method used was a critical discourse analysis (CDA) of the document, and the findings reveal that the engagement discourse in this document positions the consumer as a passive, compulsive purchaser, while the empathy discourse largely frames the consumer as young and more empathic than previous generations, and thus an easily accessible target for brands to appeal to, using emotional communication on social media. The conclusion of the paper is that in contrast to conceptual understandings of engagement as two-way and empathy as other-oriented, the Agency relies on early understanding of engagement as a cognitive process based on instincts and persuasive communication, and not as a concept of social communication that will be dependent on cultural and social differences, individual approach, and trust. This practice goes against the already acknowledged view of engagement and empathy as more than just cognitive responses by consumers, and presents an outdated understanding of these increasingly debated concepts.

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IMAGINING THE LIVES OF OTHERS: EMPATHY IN PUBLIC RELATIONS Liz Yeomans 0

This paper asks how we might theorise empathy in public relations (PR) in the light of a widespre... more This paper asks how we might theorise empathy in public relations (PR) in the light of a widespread 'turn' towards emotion in the academy, as well as in popular discourse. Two distinct notions of empathy are explored: 'true' empathy as discussed in intercultural communication, is driven by a human concern for the other in order to understand experiences, feelings and situations that may be different from our own; whereas 'instrumental' empathy, reflecting a self orientation, is said to characterise much neoliberal market discourse in which corporations are urged to understand their customers better. Thus, while empathy may seem highly desirable as a means to enter into dialogue with an organisation's publics, particularly during times of social upheaval and crisis, it is important to pay attention to empathy in public relations discourses including whose goals are served by empathetic engagement; and the type(s) of empathy called upon within a PR context. A literature review identified a socio-‐cultural definition of empathy as 'imaginary effort'. A review of the public relations literature, however, found that while empathy is considered an important principle and personal attribute, notions of empathy, with a few exceptions, are under-‐explored. Nonfunctionalist, socio-‐cultural research which examines the meanings that practitioners associate with empathy is distinctly lacking; therefore in order to gain further insight into empathy, two sources of data were explored. The analysis of a popular online practitioner blog showed that other-‐centred empathic skill is discursively framed as instrumental in achieving clients' business objectives. The analysis of three empathy statements drawn from 12 in-‐depth interviews with practitioners revealed complex empathic discourse in practitioner-‐client relationships. While the findings are limited to illustrative analyses only, this paper challenges researchers to develop conceptualisations and perspectives of empathy as imaginary effort in public relations.

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Different Lenses: Women's Feminist and Postfeminist Perspectives in Public Relations

Gender inequalities in public relations (PR) persist. Industry research within the UK reveals a g... more Gender inequalities in public relations (PR) persist. Industry research within the UK reveals a gender pay-gap, which shows significant disparities in pay between men and women (CIPR, 2015; PRCA, 2016). Feminist research, mostly undertaken in the US over the past twenty years and adopting a liberal feminist perspective, has identified some of the factors that influence inequality for women, such as balancing career and family; while other studies examine the social processes that perpetuate inequalities, such as gender stereotyping, the ‘glass ceiling’ effect and the ‘friendliness trap’. Liberal feminism is critiqued for not recognizing gender regimes. This has led to calls for critical research to examine the underlying social processes in the PR field that influence position opportunities, roles, the pay-gap and discrimination. Three theoretical positions – liberal feminist, radical feminist and postfeminist - were selected to address the following research questions, ‘How does gender influence everyday practice in public relations?’ ‘Which feminist perspective(s) are suggested by practitioner narratives?’ Postfeminism, used as a critical lens, potentially enables ‘multiple feminisms and femininities’ (Lewis, 2014) to be expressed. For this paper, an exploratory, qualitative pilot study involved semi-structured interviews with four female PR practitioners in northern England. Transcripts were analyzed using narrative analysis and reflexivity. The narratives revealed complex and sometimes contradictory interpretations. Therefore while three out of the four narratives showed strong liberal feminist inclinations, including a belief that women are able to compete alongside men, two also expressed radical feminist orientations;although in line with previous research, not a desire to change the system, except on an individual level. A fourth narrative expressed ideas consistent with postfeminism, demonstrating an apparent acceptance of gender role segregation in PR, and therefore no inclination to change the status quo. Finally, we offer further ways of advancing critical feminist studies in public relations, through research and education.

How do food bloggers and PR practitioners in the hospitality sector view their relationships? A UK perspective

Abstract Bloggers are increasingly viewed by public relations practitioners as important influenc... more Abstract
Bloggers are increasingly viewed by public relations practitioners as important influencers within the online media environment, yet research that explores relationships between bloggers and PR practitioners, particularly in the UK, is relatively limited. This paper reports on findings from a small-scale, in depth qualitative study of food blogger-practitioner relationships within the hospitality sector in the UK. The study explored why bloggers write about their restaurant experiences and how they view their relationships with PR professionals; while PR practitioners were questioned about their relationships with bloggers and the influence bloggers are having on PR clients’ reputations. In keeping with
previous research, this study found that the practitioner-blogger relationship is complex. The PR practitioners interviewed within the hospitality sector viewed restaurant review bloggers as highly influential to their clients’ reputations and view the relationship as one that is built on mutual interests and trust. However, bloggers do not perceive the relationship in this light and are sceptical of PR practitioners’ motives. While bloggers had different motivations for blogging, they shared a common passion for blogging and a drive to provide reliable information and objective advice to their readers. Concerns within the blogging community
were highlighted in regard to accepting incentives (free meals) from PR practitioners, and how this can be damaging to bloggers’ reputations. While some bloggers claim to resist PR practitioners’ attempts to influence their blog content, other bloggers take an active role in building relationships with PR practitioners. It is argued that both parties are engaged in ‘identity work’ in order to protect their respective identities and practices and that emotion management plays a part in the practitioner-blogger relationship.

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Researching emotional labour among Public Relations consultants in the UK: a social phenomenological approach

Romanian Journal of Communication and Public Relations, Dec 2013

Soft Sell? Gendered experience of emotional labour in UK public relations firms

Few studies have examined the construction of gender identity in public relations consultancies o... more Few studies have examined the construction of gender identity in public relations consultancies or agencies, and fewer still from a critical perspective. Using emotional labour theory as an analytic framework , this paper explores how public relations consultants negotiate professional relationships with clients, journalists and colleagues. Emotional labour is defined as "the management of feeling to create a publicly observable facial and bodily display; emotional labor is sold for a wage and therefore has exchange value" (Hochschild, 2003, p. 7). Emotional labour theory is relevant to all occupations that a) require a high level of emotion management b) are gendered occupations and c) are part of a service industry, including professional services. Public relations agencies or firms meet these three criteria. Ten interviews with five UK public relations consultants were analysed, together with participants' online diaries and CVs. Using phenomenological research principles, the aim of the study was to learn how participants experienced and understood their everyday practices in managing professional relationships. While most participants ascribed to a gender-neutral professional identity, in keeping with the professional discourse of 'masculinity' , it is argued that feminine relational approaches are deployed as organisational and professional resources to win and keep clients and serve to reinforce participants' identities as public relations professionals.

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“ … it's a general meeting, it's not for us … ” : Internal communication and organizational learning – an interpretive approach

Corporate Communications: An International Journal, 2008

... it's a general meeting, it's not for us . Internal communication and organiz... more

Emotion in public relations: a neglected phenomenon

Journal of Communication Management, 2007

Purpose The purpose of this paper is to explore the notion that, in order to instil and maintai... more

Does reflective practice have relevance for innovation in public relations?

Journal of Communication Management, 2000

ABSTRACT Writers such as Scho¨n1 and Argyris2 have been influential in our understanding of how p... more

The role of public relations in non-electoral participative democracy: a case study examining the effectiveness of district assemblies within Tameside Metropolitan Borough Council

Journal of Public Affairs, 2003

This paper is concerned with how local councils might bring about the renewal of local democracy,... more This paper is concerned with how local councils might bring about the renewal of local democracy, and in particular, to the extent to which public relations might contribute to the process of renewal. To begin, the public policy literature is reviewed to investigate the concept of participatory democracy and its application in the UK. The role of local government public relations is then discussed and to the extent to which the concepts of public relations and local public participation are linked. The paper then goes on to describe and critically evaluate one particular case where a public relations strategy was used to effect participatory democracy through local forums or ‘district assemblies’. In the case of Tameside Metropolitan Borough Council, district assemblies were found to be successful examples of deliberative forums in achieving participatory democracy. They were well publicised and encouraged participation, and people thought that they made a difference to their community. However, the research raised questions surrounding the extent of community representation at district assemblies (including the publics targeted); and inclusivity in the structure and organisation of the meetings. The case raised the issue of power inequalities which public relations efforts alone cannot resolve in the democratic renewal project. Copyright © 2003 Henry Stewart Publications

Talks by Dr Liz Yeomans

Gender in Public Relations (CIPR North West talk)

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Drafts by Dr Liz Yeomans

Qualitative Methods in Business Research

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Internal communication (Chapter 15, Exploring Public Relations, 4th edition, 2017)

By the end of this chapter you should be able to:

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Exploring Public Relations 3rd edition 2013

Exploring Public Relations (2nd edition)

Gender and Public Relations (chapter)

Engagement and Empathy Discourses in Corporate Communication: The Case of “The Science of Engagement”

by Dr Liz Yeomans and Dr Martina Topić-Rutherford

Download

IMAGINING THE LIVES OF OTHERS: EMPATHY IN PUBLIC RELATIONS Liz Yeomans 0

Download

Different Lenses: Women's Feminist and Postfeminist Perspectives in Public Relations

How do food bloggers and PR practitioners in the hospitality sector view their relationships? A UK perspective

Download

Researching emotional labour among Public Relations consultants in the UK: a social phenomenological approach

Romanian Journal of Communication and Public Relations, Dec 2013

Soft Sell? Gendered experience of emotional labour in UK public relations firms

Download

“ … it's a general meeting, it's not for us … ” : Internal communication and organizational learning – an interpretive approach

Corporate Communications: An International Journal, 2008

... it's a general meeting, it's not for us . Internal communication and organiz... more

Emotion in public relations: a neglected phenomenon

Journal of Communication Management, 2007

Purpose The purpose of this paper is to explore the notion that, in order to instil and maintai... more

Does reflective practice have relevance for innovation in public relations?

Journal of Communication Management, 2000

ABSTRACT Writers such as Scho¨n1 and Argyris2 have been influential in our understanding of how p... more

The role of public relations in non-electoral participative democracy: a case study examining the effectiveness of district assemblies within Tameside Metropolitan Borough Council

Journal of Public Affairs, 2003

Gender in Public Relations (CIPR North West talk)

Download

Qualitative Methods in Business Research

Download

Internal communication (Chapter 15, Exploring Public Relations, 4th edition, 2017)

By the end of this chapter you should be able to:

Download

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