Autoethnography: The story of applying a conceptual framework for intentional positioning to public relations practice

This autoethnography is an exercise in reporting, recording and reflecting on the process of attempting to apply a public relations theoretical construct to a practice environment. I take a social constructionist approach where the practice of autoethnography presumes that reality is socially constructed and where I, as the autoethnographer, can contribute to the social construction of what is known as public relations practice. I applied an analytical autoethnographic approach and used my own experiences, reflections and memories to construct myself in my writing as an academic and practitioner working within the context of a pro bono public relations consultancy project. The aim of this research was to ascertain whether the Framework for Intentional Positioning in Public Relations could assist practitioners to develop positioning strategies for future programs and campaigns. I applied the positioning framework to the design of a positioning strategy for a small university-affiliated environmental organization. My work indicated that the framework could aid in designing a positioning strategy, however, applying the framework to organizational circumstances could be challenging. The framework was found to have two distinct sections to it when applied to practice and this was not evident in previous analytical work. The project also indicated that further research is needed on how to adapt the framework to the concept of emergent strategy. My hope is that this autoethnography shows that even seasoned practitioners/academics can be challenged in practice situations. Crown Copyright (C) 2012 Published by Elsevier Inc. All rights reserved.