Senior Lecturer

Film, Media & Journalism

School of Arts and Humanities

University of Stirling

Stirling

FK9 4LA
Scotland

UK

Jacquie L'Etang is Programme Director for the MSc in Strategic Public Relations and Communication Management. She worked in a variety of public relations roles at the British Council in the 1980s including the 50th anniversary celebrations (1984), promotional publications, staff newsletter and annual report. Her first degree was in American & English History (UEA); subsequently she obtained postgraduate degrees in Commonwealth History (London), Public Relations (Stirling) and Social Justice (Stirling). Her PhD (also at Stirling) was focused on public relations role and evolution in British society.

Jacquie is the author of Public Relations: theory, practice and critique (Sage, 2008), which is being translated into Czech and Spanish, and Public Relations in Britain: a history of professional practice (LEA, 2004). She is co-editor and co-author of Public Relations: critical debates and contemporary practice (LEA, 2006) and Critical Perspectives in Public Relations (ITBP, 1996). She is currently writing Sports public relations: concepts, issues, practice and critique (Sage).

She has also published nearly 40 articles and book chapters (largely individually authored) on public relations topics including the ethics of communication, rhetoric, propaganda, diplomacy.

In 2004 she was awarded a Fellowship of the Chartered Institute of Public Relations, and in 2007 was awarded the Xifra-Heras International Award from the University of Girona for contribution to the literature. In 2008 she gave a keynote speech at the World Festival of Public Relations hosted by the UK Chartered Institute of Public Relations and the Global Alliance in London.

In 2007 she organized the Roundtable ‘Cultures and beliefs, transformations and travel’ to explore the intersections between public relations, religion, travel, tourism and sport in collaboration with Professor Donn Tilson, University of Miami. Twenty two professors and other academics from all the relevant disciplines attended.
In 2008 she organized the Roundtable ‘Radical PR’ to set a new research agenda for the discipline. It was attended by 38 Professors and academics from the US, Australia, New Zealand, Colombia, Spain, Portugal, Germany, Sweden, Norway, Denmark, Nigeria.

In 2009 she is organizing the CIPR Annual Conference for academics.

Jacquie is currently External Examiner to Queen Margaret University (undergraduate degrees in public relations), DeMontfort University (postgraduate degree in public relations) and Chief Examiner to the Chartered Institute of Public Relations (Diploma, Advanced Certificate and Certificate).  She has been examiner for PhD degrees in the UK, Norway, France and Australia.

Jacquie's main research interests are: history and sociology of public relations; health and food communication; public relations in tourism, especially sports tourism; public relations in sport, public relations in religion.

She has acted as referee for a number of international journals including: Journal of Business Ethics, Public Relations Review, Journal of Public Relations Research, International Journal of Strategic Communication, International Journal of Sports Communication, Prism, Journal of Communication Management.

She has also acted as international referee for International Communication Association (ICA) and Association of Educators in Journalism and Mass Communication (AEJMC), both based in the USA.

Publications

Books: sole author

L’Etang, Jacquie (2004) Public Relations in Britain: a History of Professional Practice in the Twentieth Century, Mahwah, New Jersey, Lawrence Erlbaum   275 pp.

L’Etang, Jacquie  (2008) Public Relations: concepts, practice and critique, London, Sage 290pp.

L’Etang, Jacquie (in progress) Sports public relations: concepts, issues and practice, London, Sage.

Books: co-editor and co-author

L’Etang, Jacquie & Pieczka, Magda (1996) Critical perspectives in public relations, London, International Thomson Business Press 180pp.

L’Etang, Jacquie & Pieczka, Magda (2006) Public relations: critical debates and contemporary practice, Mahwah, New Jersey, Lawrence Erlbaum  513pp.

Journal articles:  author

L'Etang, Jacquie, (1992) 'A Kantian Approach to Codes of Ethics', Journal of Business Ethics, 11 (10): 737-745.

L'Etang, Jacquie, (1994) 'Public Relations and Corporate Social Responsibility: Issues Arising', Journal of Business Ethics, 13 (2): 111-123.

L'Etang, Jacquie, (1995) 'Ethical Corporate Social Responsibility: a Framework for Managers', Journal of Business Ethics,14 ( 2): 125-132.

L’Etang, Jacquie, (1997) ‘Public Relations and the Rhetorical Dilemma: legitimate “perspectives”, persuasion or pandering?’ Australian Journal of Communication  24 (2):  33-53.

L’Etang, Jacquie, (1998) ‘State propaganda and bureaucratic intelligence: the creation of public relations in 20th century Britain’ Public Relations Review, 24 (2): 413-441.

L’Etang, Jacquie, (1999) ‘John Grierson and the public relations industry in Britain’ Screening the past: an international electronic journal of visual media and history ISSN 1328-975.

L’Etang, Jacquie (1999) ‘Public Relations Education in Britain: an Historical Review in the Context of Professionalization’ Public Relations Review 25 (3 ):261-290.

L’Etang, Jacquie, (2002) ‘Public Relations education in Britain: a review at the outset of the millennium’, Journal of Communication Management   7 (1): 43-53 (invited piece).

L’Etang, Jacquie, (2003) ‘The myth of the “ethical guardian”: an examination of its origins, potency and illusions’, Journal of Communication Management   8 (1) :  53–67 (invited piece).

L’Etang, Jacquie, (2005) ‘Critical public relations: some reflections’, (Invited piece)  Public Relations Review , 31 ( ): 521–526.

L’Etang, J. (2006) ‘ Public relations and sport in promotional culture’, Public Relations Review, 32 (4) : 386–394.

L’Etang, J. (invited piece, 2008 in press) ‘Public relations and diplomacy in a globalised world’, American Behavioral Scientist

L’Etang, Jacquie (2008) ‘Writing PR history: issues, methods and politics’ Journal of communication management 12 (4)

Journal articles: co-author

Puchan, H.; Pieczka, M. and L’Etang, J.(1999) ‘Evaluation in Public Relations: Methodological Critique and Models for Consideration’ Journal of Communication Management, 1999  (): 164–174.

L’Etang, J., Falkheimer, J. & Lugo, J. (2007) ‘Public relations and tourism: critical reflections and a research agenda’, Public relations review, 33 (1): 68–76.

L’Etang, J. & Hopwood, M. (2008) ‘Sports public relations’ (Editorial), Public relations review. 34: 87–89

Contributions to edited books

L'Etang, Jacquie, (1996) 'Public Relations and Diplomacy', in L'Etang, Jacquie and Pieczka, Magda (eds) Critical Perspectives in Public Relations, International Thomson Business Press:  14–35.

L'Etang, Jacquie, (1996) 'Public Relations and Rhetoric', in  L'Etang, Jacquie and Pieczka, Magda (eds) Critical Perspectives in Public Relations, International Thomson Business Press: 106–123.

L'Etang, Jacquie, (1996) 'Public Relations and Corporate Responsibility', in  L'Etang, Jacquie and Pieczka, Magda (eds) Critical Perspectives in Public Relations, International Thomson Business Press: 82–105.

L'Etang, Jacquie and Pieczka, Magda, (1996) 'Public  Relations Education', in  L'Etang, Jacquie and Pieczka, Magda (eds) Critical Perspectives in Public Relations, International Thomson Business Press:  1–13.

L'Etang, Jacquie and Pieczka, Magda, (1996) 'Introduction', in L'Etang, Jacquie and Pieczka, Magda (eds) Critical Perspectives in Public Relations, International Thomson Business Press: xi–xv.

Puchan, Heike, Pieczka, Magda, and L’Etang, Jacquie (1997) ‘Public Relations: the Internal Organizational Context’, in Kitchen, P. (ed) Public Relations Principles and Practice, International Thomson Business Press: 74–88.

L’Etang, Jacquie, (2000) ‘John Grierson and the public relations industry in Britain’ in Kilborn, R., Hibberd, M. and Izod, J., Breaking the Boundaries University of Luton Press:  83–96.

Pieczka, Magda, and L’Etang, Jacquie (2001) ‘Public Relations and the Question of Professionalism’ Handbook of Public Relations Sage: 223–237.

L’Etang, Jacquie and Muruli, George, (2004) ‘Public relations, decolonisation and democracy: the case of Kenya’ in Tilson, D.  & Alozie, E. (ed) Toward the Common Good: perspectives in international public relations Alleyn & Bacon: 215–238.

L’Etang, Jacquie,(2004) ‘Public relations and democracy: some historical reflections and implications for the practice’ in Oliver, S. (General Ed.)  Corporate Communication: a Handbook of Best Practice, Kogan Page: 277–304.

L’Etang, Jacquie, & Magda Pieczka (2006)  ‘Preface’, ‘Introduction’ & introductions to main sections in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 1–6.

L’Etang, Jacquie, (2006) ‘Public relations and propaganda: conceptual issues, methodological problems and public relations discourse‘ in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 23–40.

L’Etang, Jacquie, (2006) ‘Public relations as theatre:  British public relations: structural influences and key players’ in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 143–166.

L’Etang, Jacquie, (2006) ‘Public relations in health, sport and tourism’ in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 241–264.

L’Etang, Jacquie (2006) ‘Public relations and rhetoric’ (revised from 1996) in L’Etang, L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 359–372.

L’Etang, Jacquie, (2006)‘Public relations as diplomacy’ (revised from 1996) in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 373–388.

L’Etang, Jacquie, (2006) ‘Corporate responsibility and public relations ethics’ (revised from 1996) in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 405–423.

L’Etang, Jacquie & Pieczka, Magda, (2006)  ‘Public relations education’ (re-published but not revised from 1996) in L’Etang, Jacquie and Pieczka, Magda (eds) Public Relations: Critical Debates and Contemporary Practice Lawrence Erlbaum: 433–442.

L’Etang, Jacquie (2008) ‘Public relations, persuasion and propaganda: truth, knowledge, spirituality and mystique’ in Zerfuss, A., van Ruler, B. and Sriramesh, K. Public relations research – innovative approaches, European perspectives and international challenges, Wiesbaden, VS Verlag fur Sozialwissenschaften.

White, J., L’Etang, J. & Moss, D. (November 2008) ‘The United Kingdom: advances in practice in a restless kingdom’ in Sriramesh, K. (ed) The global public relations handbook: theory, research and practice, Lawrence Erlbaum Associates. 381–406.

Encyclopedia

L’Etang, Jacquie (2006) ‘Publicity and public relations’, in Aitken, I. Encyclopedia of the Documentary Film, London, Routledge: 1082–1086.

Other

Anon 2007. Feasibility study into an integrated Scottish research initiative on seafood. Produced by the Universities of Stirling, Dundee and St. Andrews with the financial support of the Scottish Funding Council SRDG

Book reviews

L'Etang, Jacquie, (1993) of 'Corporate Responsibility', Cannon, Tom, Pitman, 1992 IN Business Ethics A European Review ,  2 (3): 172-174.

L’Etang Jacquie (1996) of  ‘International Public Relations,’ Black, Sam,(ed) 1995 IN Journal of Corporate Communication, 1 (1): 103-104.

L’Etang, Jacquie (1997) of ‘Public Relations Ethics’, Seib, P. and Fitzpatrick, K. 1995 Harcourt Brace IN Journal of Corporate Communication 1 (3 ).

L’Etang, Jacquie (1997) of ‘Public Lies and Private Truths’, Mallinson B. Cassell 1996 IN Journal of Corporate Communication 1 (3 ).

L’Etang, Jacquie (1999) of ‘The Father of Spin: Edward L. Bernays and the Father of Public Relations’ Tye, L. Crown 1998 IN Public Relations Review 24 (3).

L’Etang, Jacquie (2008 forthcoming) of ‘A complicated, antagonistic & symbiotic affair: journalism, public relations and their struggle for public attention, Uiversita della Svizzera Italiana, Lugano, European Journalism Observatory 2007 IN Journalism practice. 2 (3) December.

Refereed conference papers

L'Etang, Jacquie, (1992) 'Ethical Decision-making and Corporate Social Responsibility', Business Ethics: Contributing to Business Success, Sheffield Business School, April.

L'Etang, Jacquie, (1993) 'Business Ethics as a Symbol of Transformation', presented to the Standing Conference on Organizational Symbolism, Barcelona, June.

L'Etang, Jacquie, (1993) 'Issues in Corporate Social Responsibility', Communication Management  The Role of Public Relations in Organizational Communication  Le Role des Relations Publiques dans les Organizations, Proceedings of the second European Seminar for Teachers, Practitioners and Researchers  Actes du second Congres Europeen pour Professeurs, Practiciens et Chercheurs,  CERP 1993  pp 108-115 presented at CERP, Prague, May.

L'Etang, Jacquie and Keany, Karen, (1993) 'Professionalism and Public Relations', presented to the Professions and Management Conference, University of Stirling, August, 1993 pp 1254-1267 presented 20-22 August.

L'Etang, Jacquie, (1994) 'Public Relations as Diplomacy', International Public Relations Conference, Lake Bled, Slovenia, 8-12 July.

L’Etang, Jacquie, (1995) ‘Clio among the patriarchs? Historical and social scientific approaches to public relations: a methodological critique’ International Public Relations Conference, Lake Bled, Slovenia, 8-12 July.

L’Etang, Jacquie, (1995)  ‘Professionalisation and Validation: the Educator’s Role in Public Relations ‘, presented at Public Relations Educators’ Forum, University of Stirling Management Centre, 20-22 April.

L’Etang, Jacquie, (1996) ‘Public Relations and the Rhetorical Dilemma: legitimate “perspectives”, persuasion or pandering?’ presented at Public Relations Educators’ Forum, College of St Mark and St John, University of Exeter, 24-26 March 1996.

Pieczka, Magda, L’Etang, Jacquie and Puchan, Heike (1996) ‘Evaluation in Public Relations: Methodological Critique and Models for Consideration’, presented at the 1st International Conference on Marketing and Corporate Communications, University of Keele,  22-23 April.

L’Etang, Jacquie (1996) ‘Public Relations History’ research presentation at Atelier Doctoral d’été, Grenoble, September.

L’Etang, Jacquie, (1997)  ‘Critical Perspectives in Public Relations’ Silver Paper (Invited paper) International Public Relations Association(IPRA)/Confederation Européenne Relations Publiques (CERP) (academic pre-conference to the professional Helsinki, Finland June.

L’Etang, Jacquie (1998) ‘The development of British public relations in the twentieth century’ IAMCR History stream, Glasgow  27-30 July.

L’Etang, Jacquie (1998) ‘Public relations education in Britain 1948-73’ Public Relations Educators’ Forum, Manchester 3-5 September.

L’Etang, Jacquie (1999) ‘The Documentary Inheritance: Grierson’s influence on the formation and values of the public relations industry in Britain’ Breaking the Boundaries: The Stirling Documentary Conference Theme: Reappraisals and Legacies: what do the voices of yesteryear still have to tell us? 28-31 January.

L’Etang, Jacquie,  (2000)‘Organizing Public Relations’ Identity: an historical review of the discourse work conducted within, and on behalf of, the Institute of Public Relations in the UK’, The Business of Organizing Identities, Stirling Media Research Institute, June.

L’Etang, Jacquie, (2000) ‘Playing Janus: what the past can tell us about PR’s future’, International Public Relations Research Symposium, Lake Bled, Slovenia, July.

L’Etang, Jacquie, (2001) ‘Public Relations, Professionalism and Codes of Ethics: an historical review’ presented at the Scottish section of the European Business Ethics Network, Stirling Management Centre, March.

L’Etang, Jacquie, (2006) ‘On being an Ironman…and woman – life histories and auto-ethnographical accounts of endurance sport to 2nd International Qualitative Conference in Sport & Exercise, Liverpool JMU. May.

L’Etang, Jacquie, (2006) ‘Mapping sports magazines’ to 1st International Sporting Cultures Conference, Liverpool JMU.  May.

L’Etang, Jacquie (2008) ‘Public relations and promotion for adventure sport’ to ‘On the edge’ Leisure studies conference, MMU March

Other
L’Etang, Jacquie (2008) ‘Lessons from the past, implications for the future’ World Public Relations Festival, London.

Organization of conferences
CIPR UK conference (jointly with Magda Pieczka)  Spring 1995

Roundtable: ‘Cultures and beliefs, transformations and travel’ Roundtable, SMRI with co-organiser from University of Miami) May 2007

International Roundtable: ‘Radical PR’  (38 attendees from US, Australia, New Zealand, Denmark, Sweden, Norway, Poland, Spain, Portugal, Colombia, Nigeria, Germany) SMRI July 2008

CIPR UK Conference September 2009.