Journal articles, books and book chapters
James, M. (2015) Situating a new voice in public relations: The application of positioning theory to research and practice. Media International Australia, Incorporating Culture & Policy, 154 (Mar), 34-41.
James, M. (2014). Positioning Theory and Strategic Communications: A new approach to public relations research and practice. London: Routledge. London. http://www.routledge.com/books/details/9780415532631/ Read the introduction to the book here (pdf)
James, M. (2014). Melanie James: Thought leader in social media concepts. In J. Lipshultz (ed.). Social Media Communication: Concepts, Practices, Data, Law and Ethics. London: Routledge. http://www.routledge.com/books/details/9781138776456/
Wise, D. & James, M. (2013). Positioning a price on carbon: Applying a proposed hybrid method of positioning discourse analysis for public relations. Public Relations Inquiry. doi: 10.1177/2046147X13494966 vol. 2 no. 3 327-353 http://0-pri.sagepub.com.library.newcastle.edu.au/content/2/3/327.abstract
Robson, P. & James, M. (2013). Not everyone’s aboard the online public relations train:
The use (and non-use) of social media by public relations practitioners. PRism 9(1):
James, M. (2012). Autoethnography: The story of applying a conceptual framework for intentional positioning to public relations practice. Public Relations Review 38 (4), 555–564 .http://dx.doi.org/10.1016/j.pubrev.2012.05.004 or draft full text available
James, M. & Robson, P. (2012). ‘Strategy and tactics in public relations’, in J. Chia & G. Synott (eds). (2nd ed.). Introduction to Public Relations: From Theory to Practice. Oxford University: Melbourne. Contents page
Wise, D. & James, M. (2012). “The HPV school vaccination program: A discourse analysis of information provided to parents about the product and the program”. Public Communication Review. 2 (1).
James, M. (2011). A provisional conceptual framework for intentional positioning in public relations. Journal of Public Relations Research. 23:1, 93-118. Full text available
James, M. (2011). “Ready, aim, fire: The perceived role of key messages in public relations campaigns” PRism. 8 (1).
Robson, P. & James, M. (2011). “Trialling PR2.0: an exploratory study of the non-capital city practitioner’s social media use.” Asia Pacific Public Relations Journal, 11.
James, M. (2011). The strategic construction of intended meaning in Australian public relations campaigns through the use of key messaging and positioning techniques. Doctoral thesis. University of Newcastle. Full text available
James, M. (2010). The Use of Intentional Positioning Techniques in Government Agencies’ Communication Campaigns. In the Proceedings of Bledcom – 17th International Public Relations Research Symposium, BledCom, Bled, Slovenia, 2-3 July 2010 / editors Dejan Verčič, Krishnamurthy, Sriramesh. – Ljubljana : Pristop, 2010.
Fursdon, R. & James, M. (2010). Why are PR agencies blogging? An exploratory study of the blogging practices of public relations agencies. Media, Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2010, Canberra.
James, M. (2010). The Rise and Fall of the Campaign Message. Round Table Discussion: The Australian Election 2010. Political Communication Report. http://www.politicalcommunication.org/newsletter_20_3.html
James, M. (2009). ‘Strategy and tactics in public relations’, in J. Chia & G. Synott (eds) Introduction to Public Relations: From Theory to Practice. Oxford University: Melbourne. Contents page
James, M. (2009). Getting to the heart of public relations: The concept of strategic intent. Asia Pacific Public Relations Journal, 10, 109-122.
James, M. (2008). ’Driving learning through blogging: Students’ Perceptions of a reading journal blog assessment task’, PRism, 5 1-12.
James M. (2007/8) ’A review of the impact of new media on public relations: Challenges for terrain, practice and education’, Asia Pacific Public Relations Journal, 8 137-148.
Invited Plenary Panel
Barcelona PR Meeting 4: Configuring Intelligences for 21C Public Relations, Barcelona, 26 and 27 June 2014 Link to abstracts.
“Feminist intelligence, a critical challenge for public relations”
C. Kay Weaver (University of Waikato, New Zealand) “I need feminism because…”: Feminism and its ‘public relations’ makeovers.
Melanie James (University of Newcastle, Australia) “Excuse me sir, is this spot taken?” Positioning, PR and feminism.
Kate Fitch (Murdoch University, Australia) ‘Is “feminism” a dirty word in PR?’.
Judy Motion (University of New South Wales, Australia) Advice for women and the promise of success: A delinquent feminist critique.
Refereed conference papers
Wulandari, M.P. (University of Brawijaya -Indonesia) & James, M. (2014). “The Indonesia – Australia Relationship Disaster. An Example of Lack of Cultural Intelligence in Public Relations”. Barcelona PR Meeting 3: Configuring Intelligences for 21C Public Relations, Barcelona, 26 and 27 June 2014 Link to abstracts.
James, M. (2014) “An examination of moral intelligence in public relations positioning using Foucault’s technologies of the self”. Barcelona PR Meeting 3: Configuring Intelligences for 21C Public Relations, Barcelona, 26 and 27 June 2014 Link to abstracts.
James, M. (2013) “The public relations positioning framework: a way of articulating strategic practice”. Barcelona PR Meeting 3 – Representing PR: Images, identities and innovations, Barcelona, Spain. 3 July 2013.
Balnaves, M., Cassin, A, & James, M. (2013). The Social Mood Reader – mapping citizen engagement in public relations using the semantic web and supercomputing. Paper published in the refereed proceedings of the International Communication Association 63rd Annual Conference: Challenging Communication Research, 17-21 June 2013, London, UK.
Wise, D. & James, M. (2011) “Positioning a price on carbon: an analysis of the political discourses surrounding the introduction of an Australian carbon price/tax”. 3rd New Zealand Discourse Conference, NZDC3 – 5-7 December 2011.
James, M. (2009). The construction of intended meanings: furthering understanding of the purpose of public relations. In T. Flew (Ed.) Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference, Brisbane, July 8-10. ISBN 987-1-74107-275-4.
James, M. (2008). ’The reading journal blog assessment task: Public relations students? perceptions’, Power and Place: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2008, Wellington, NZ (2008).
Commentary and Opinion
James, M. (2014). Opinion: Listening to your inner feminist a smart strategy, The Newcastle Herald , 16 July 2014.
James, M. (2013). Stretching the Friendship: Australia, Indonesia and the ‘good friend’ narrative. The Conversation. 11 November 2013.
James, M. (2013). Opinion: Political posturing in positions of power, The Newcastle Herald , 2 July 2013.
Robson, P. & James, M. (2011). “Trialling PR2.0: an exploratory study of the non-capital city practitioner’s social media use.” Public Relations Institute of Australia Academic Forum, Sydney, 23-10-2011.
James, M. (2011). “Public Relations: processes and techniques to strategically manage the construction of meaning”. Barcelona PR Meeting – Public Relations: Competing Identities, Barcelona, Spain. 29 June 2011
This book was a finalist, with its original title “Smalltalk”, in the Australian/Vogel Literary Award and was supported in its development by the Australia Council:
James, M. (2014). Growing up with books CreateSpace Independent Publishing Platform.