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Preventative health services are keen to identify how to engage men and increase their participation, thus improving health, well-being and life expectancy over time. Prior research has shown general gender norms are a key reason for men’s avoidance of these services, yet there is little investigation of specific gender norms. Furthermore, masculinity has not been examined as a factor associated with customer vulnerability. This paper aims to identify the relationship between gender norm segments for men, likely customer vulnerability over time and subjective health and well-being.

Adult males (n = 13,891) from an Australian longitudinal men’s health study were classified using latent class analysis. Conditional growth mixture modelling was conducted at three timepoints.

Three masculinity segments were identified based on masculine norm conformity: traditional self-reliant, traditional bravado and modern status. All segments had likely customer experience of vulnerability. Over time, the likely experience was temporary for the modern status segment but prolonged for the traditional self-reliant and traditional bravado segments. The traditional self-reliant segment had low subjective health and low overall well-being over time.

Practitioners can tailor services to gender norm segments, enabling self-reliant men to provide expertise and use the “Status” norm to reach all masculinity segments.

The study of customer vulnerability in a group usually considered privileged identifies differential temporal experiences based on gender norms. The study confirms customer vulnerability is temporal in nature; customer vulnerability changes over time from likely to actual for self-reliant men.

The purpose of this paper is to investigate the role of masculine identity in generating value destruction and diminished well-being in a preventative health service.

This research used five focus groups with 39 Australian men aged between 50 and 74 years. Men’s participation in the National Bowel Cancer Screening Program informed the sample frame. In total, 12 Jungian male archetypes were used to identify different masculine identities.

Thematic analysis of the data revealed three themes of masculinity that explain why men destroy value by avoiding the use of a preventative health services including: rejection of the service reduces consumer disempowerment and emasculation, active rejection of resources creates positive agency and suppressing negative self-conscious emotions protects the self.

Limitations include the single context of bowel cancer screening. Future research could investigate value destruction in other preventative health contexts such as testicular cancer screening, sexual health screening and drug abuse.

Practical implications include fostering consumer empowerment when accessing services, developing consumer resources to create positive agency and boosting positive self-conscious emotions by promoting positive social norms.

This research is the first known study to explore how value is destroyed in men’s preventative health using the perspective of gender identity. This research also is the first to explore value destruction as an emotion regulation strategy.

The aim of this paper is to begin a conversation about historicising the public relations (PR) curriculum in universities.

The paper discusses PR history and historiography to identify the underlying ideological and methodological influences. It considers scholarship on PR education, and the inclusion or, more often, the exclusion of history except where it serves to reinforce a narrative of steady, and apparently unproblematic, professional development. The paper reviews the presentation of history in textbooks and discusses the authors' experiences of teaching PR history. The paper concludes with a discussion of how the inclusion of history in the PR curriculum offers an important critical intervention in PR education.

The PR curriculum tends to meet industry expectations around practice and skills in order to develop students as future practitioners. But this paper argues that a more historical and historiographical understanding of PR can develop in students important skills in research, analysis and interpretation. It can also introduce students to working with ambiguity and alternate perspectives. Foregrounding new histories and challenging existing histories introduce students to richer and more complex understandings of PR. It also introduces students to epistemology and ethics, and therefore offers a way to introduce critical thinking into the curriculum.

A more historical understanding of PR develops student skills in research, analysis and interpretation as well as critical thinking.

While the terms theatre and drama are often used synonymously, they are marked by distinct differences. Drama is concerned with the literature of the theatre, the written basis for theatrical presentations. Theatre refers to the art of presentation, and includes the creations of the playwright, the designer, the architect, and the actor.

The purpose of this paper is to outline a conceptual framework for the institutional preconditions for media work and how organizations establish these conditions.

The work concurs with the stream of scholars who use social theory as their starting‐point to understand and make sense of public relations as a societal phenomenon. Based on earlier empirical analysis and theoretical arguments this paper supports the notion of corporate media work as being much more complex and extensive than was earlier recognized. Vital to this is mediatization, a concept describing how media are transformed from being a mediator between institutions to becoming an institution in themselves.

The paper outlines three different ideal types of strategies of corporate media work: providing, promoting, and co‐opting, resting on different aims and functions.

Organizational media work redefines, reshapes and structures the economic, political and social positions of organizations. Therefore scholars will be helped by a more developed framework to categorize and understand corporate media work in a mediatized society.

Calls for corporate social responsibility are widespread, yet there is no consensus about what it means; this may be its charm. However, it is possible to distinguish the fi duciary obligations owed to shareholders, as expressed by Milton Friedman, from all other paradigms of corporate responsibility. Friedman maintains that: “ ...there is one and only one social responsibility of business‐to‐use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition, without deception or fraud.” All other paradigms argue that corporations have social responsibilities that extend beyond the pursuit of shareholder benefits to stakeholders. The list of cited stakeholders is ill‐defined and expanding, including non‐human animals and non‐sentient things. This paper defends the intellectual and ethical merits of fiduciary duties, and compares and contrasts it to the stakeholder paradigm. The fiduciary duty to firms’ owners is the bedrock of capitalism, and capitalism will wither without it.

This paper seeks to compare different national PR histories in order to unfold the degree of abstract reflection in PR history writing. It aims to provide some suggestions for a future PR historiography, based on this comparison.

The paper compares British, German, and US American PR historiography. The study is based on a comparison of 36 PR histories. A triple matrix of theoretization is used in order to differentiate the histories.

Within the comparison American PR historiography accounts for 24 public relations history approaches, whereas Great Britain (1) and Germany (11) offer fewer histories. However, this richness in quantity does not lead to theoretical diversification. Owing to the paradigmatic obligation to a progressivist understanding, American PR historiography actually entails only one theoretic approach, while its German equivalent includes three different theoretic approaches and British PR historiography – being at its start – at least contains one explicitly non‐progressivist, methodologically well‐informed, fact‐oriented example. Paradoxically, the prevailing American PR historiography, on the one hand, conceptualizes PR as a modern phenomenon but, on the other hand, claims even ancient beginnings.

The corpus of analysis contains only studies that attempt to supply an encompassing overview of (national) PR history.

Public relations managers may use these findings to achieve a more nuanced critical understanding of the history of their occupation, and thereby reflect on its current state, which may lead to intensified ethical endeavours.

The paper presents a pioneer systematic comparison of the three national PR histories, which may lead to enhanced national and general PR historiography. Another value is the establishment of a theoretically informed comparative measuring instrument, which (in future) can also be applied in order to compare and improve other national PR historiographies.

This case presents an overview of the confectionary industry, a description of the Hershey Foods Corporation, and a look at the company's strategies and the impact of these strategies. The case focuses on the unintended consequences that result from the implementation of dramatic new strategies for a company and what occurs in a company town that displays a very strong paternalistic culture. Some analysts had previously thought that Hershey's profitability and its close relationship with the town, the trust and the school made the company untouchable, but events proved otherwise.

After reading this case, the reader will feel compelled to answer the following questions. What is the best strategy for future growth of Hershey? How important is organizational culture on a corporation's strategic direction? Should the company indeed be sold to a larger corporation?

This paper aims to contribute to a better understanding of the origins of Spanish public relations from the end of the nineteenth to the early twentieth century. Although the term “public relations” was an export to Europe by the end of the second world war (with some exceptions), its philosophy had already been practised in some countries, and countries not always under a democratic regime, as the Spanish case shows.

The approach taken is a literature review of the first Spanish communication journals, oral interviews with the pioneers in the field and documentary research of the unpublished professional archive of the first Spanish agency, established in 1960.

The first “public relations” campaigns did not appear until the very late 1950s. However, a closer look reveals the existence of precedents in the first half of the century though under other names such as “educational” and “prestige” advertising, or “propaganda” campaigns. Despite being considered as isolated experiences, they prove the phenomenon precedes the name of “public relations”.

This paper places special emphasis on two lines of emergence for public relations. First, the profession in Spain naturally evolved and stemmed from advertising and, due to historical reasons, it was also related to communicative initiatives known as “propaganda”. Second, once the practitioners heard about the American term “public relations”, the precedents seemed to be ignored and were replaced by the influence of other countries' experiences, thanks to the wide vision of the pioneers.

There is little research on the origins of public relations in Spain and none on the precedents. This paper fills in some of the gaps.

The purpose of this paper is to offer a framework of third-place value offering that explains how specific consumer groups’, senior citizens, customer-to-customer engagement in third places can develop their value experiences.

Data were collected for two studies from senior citizen clubs in Australia. Study 1 uses focus group (12) and is analysed with QSR NVivo software following content analysis. Study 2 is based on 324 surveys and is analysed with AMOS version 24 software.

Study 1 identifies eight themes based on 29 main codes to develop a framework on the value offerings of third-place value and its consumer-centric effect on seniors’ loyalty and social capital. The themes under social capital and loyalty contributed to a better understanding of how consumers engage with each other in social clubs and develop their social capital. The results of Study 2 support the conceptualisation of third-place value offering as a reflective model and confirm the model’s nomological validity in relation to seniors’ loyalty and social capital outcomes.

The only limitation of the paper is that it presents findings based on data collected in a regional place in Australia.

The findings provide three practical implications for managers to consider in relation to service places: improve consumer patronage through community engagement, improve local business practices via consumer–owner friendship and redesign spatial settings to deliver meaningful consumer experiences.

The present study has three social implications; first, it highlights the significant role of third places in bringing isolated groups of community together for regular interaction and socialisation. It also extends understanding on senior citizen customers and their consumption experiences within third places for value creation. The study also contributes to understanding how senior citizen customers develop loyalty towards third places and enhance their social capital through social engagement in the place.

This paper uses consumption experience to develop the consumer value in third places. It provides a consumer-centric focus to servicescape and incorporates recent works on third places, value, social capital and loyalty.