Juan-Carlos  Molleda

Juan-Carlos Molleda, Ph.D.

Professor and Chair - Department of Public Relations
Director, MAMC Global Strategic Communication

Ph.D., Journalism and Mass Communication, “Integrative Public Relations in International Business: The Impact of Administrative Models and Subsidiary Roles,” University of South Carolina, 2000
M.S., Corporate and Professional Communication, “An Assessment of Western Multinational Oil Corporations in Venezuela: Communication Strategies and Awareness of Publics,” Radford University, 1997
B.S., Audiovisual Journalism, “El Zulia Canta,” Universidad del Zulia, Maracaibo, Venezuela, 1990

Office: 2085 Weimer
Phone: 352-273-1220
Email:

Biography

 

Dr. Molleda is a professor and chair in the Department of Public Relations and director of the MAMC Global Strategic Communication of the College of Journalism and Communications at the University of Florida (UF). He is also an affiliate faculty of the UF Center for Latin American Studies and a Fulbright Senior Specialist. Dr. Molleda received his Bachelor of Science in Social Communication (1990) from Universidad del Zulia in Venezuela, a Master of Science in Corporate and Professional Communications (1997) from Radford University in Virginia, and a Doctor of Philosophy in Journalism and Mass Communications with an emphasis on international public relations and international business (2000) from the University of South Carolina, where he also coordinated applied communication research projects. Between 1987 and 1993, he obtained his major work experience from a Venezuelan financial consortium, acting as manager of public relations, corporate communication, and advertising and promotions. In 1998 and 2003, Dr. Molleda accomplished “Professional Summers” at Blue Cross and Blue Shield of South Carolina and the global public relations firm Burson-Marsteller Latin America, Miami, respectively.

 

Adding to Dr. Molleda’s outreach to the professional community, he currently acts as member of the board of trustees of the Institute for Public Relations and a founding member of its Commission on Global Public Relations Research. Also, he acts as Latin American liaison of the Public Relations Society of America’s Certification in Education for Public Relations (CEPR). Dr. Molleda’s research interests are in global corporate public relations management, including coordination and control mechanisms and transnational crises; public relations practices, regulations, professionalism, and social roles in Latin America; multi-sector partnerships creation and maintenance; and the interplay between the construct of authenticity and strategic communication practices. He has introduced to the international academic community the concept and theory of cross-national conflict shifting (Journalism Studies, Public Relations Review), the Latin American School of Public Relations (“Journalism Studies”), as well as the social roles of public relations in Brazil (“Journal of Public Relations Research”) and Colombia (PRSA Educators Academy and Anagramas, a peer-reviewed publication from Universidad de Medellin, Colombia).

 

Public relations classes taught include: Principles, campaigns, research, international perspective, and project in lieu of thesis. Other classes taught internationally: Public diplomacy and strategic communication, strategic communication management, corporate identity and branding, and strategic communications and the French culture.

 

Dr. Molleda has a national and international record of conference papers, lectures, and publications (e.g., Association for Education in Journalism and Communications, Association of Public Relations Professionals of Puerto Rico, Brazilian Association of Public Relations, Canadian Public Relations Society, Central University of Venezuela, Colombian Center of Public Relations and Organizational Communication, Cuban Circle of Public Relations, Dominican Circle of Public Relations, Inter-American Confederation of Public Relations, International Communication Association, International Public Relations Association [IPRA], Latin American Association of Public Relations, National Chengchi University in Taiwan, National Communication Association, National University of Central Peru, Public Relations Society of America [PRSA], Social Communication College Casper Libero in Brazil, University Institute of Public Relations in Venezuela, University of Costa Rica, University of Malaga in Spain, University of Medellin in Colombia, University Rey Juan Carlos in Spain (Fulbright Senior Specialist), University of Turabo in Puerto Rico, and University of Zulia in Maracaibo, Venezuela).

 

Main publications:

 

Molleda, J.C., & Jain, R. (2013). Testing a perceived authenticity index with triangulation research: The case of Xcaret in Mexico. International Journal of Strategic Communication, 7, 1-20.

 

Molleda, J.C. (2013). Los niveles de profesionalismo de las relaciones públicas y el papel social de los relacionistas profesionales en Latinoamérica: Un modelo teórico y práctico [Levels of professionalism of public relations and social role of public relations professionals in Latin America: A theoretical and practical model]. Alacaurp, 7, 45-56.

 

Bravo, V., Molleda, J.C., Giraldo, A.F., & Botero, L.H. (2013). Testing the theory of cross-national conflict shifting: A quantitative content analysis and a case study of the Chiquita Brands' transnational crisis originated in Colombia. Public Relations Review, 39, 57-59.

 

Moreno, A., & Molleda, J.C. (2013). Modelo de interrelación entre profesionalismo y rol social en la gestión de la comunicación [Model of interrelation between professionalism and social role in communication management]. In Asociacion de Directivos de Comunicación (Eds.), Anuario de la Comunicación (pp. 122-133). Madrid: DIRCOM.

 

Molleda, J.C., & Jain, R. (2013). Identity, perceived authenticity, and reputation: A dynamic association in strategic communications. In C. E. Carroll (Ed.), The handbook of communication and corporate reputation (pp. 435-445). Oxford, UK: Wiley-Blackwell.

 

Molleda, J.C. (2011). Advancing the theory of cross-national conflict shifting: A case discussion and quantitative content analysis of a transnational crisis’ newswire coverage. International Journal of Strategic Communication, 5(1), 49-70.

 

Molleda, J.C. (2011). Global political public relations, public diplomacy, and corporate foreign policy. In S. Kiousis, & J. Strömbäck (Eds.), Political public relations: Principles and applications (pp. 274-292). New York, NY: Routledge.

 

Molleda, J.C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14(3), 223-236.

 

Molleda, J.C., & Laskin, A. (2010). Coordination and control of global public relations to manage cross-national conflict shifts: A multidisciplinary perspective for research and practice. In G.J. Golan, T.J. Johnson, & W. Wanta (Eds.), International media communication in a global age (pp. 319-344). New York, NY: Routledge.

 

Molleda, J.C., & Roberts, M. (2010). Colombia’s Juan Valdez campaign: Brand revitalization through “authenticity” and “glocal” strategic communications. In G.J. Golan, T.J. Johnson, & W. Wanta (Eds.), International media communication in a global age (pp. 380-400). New York, NY: Routledge.

 

Molleda, J.C., Athaydes, A., & Hirsch, V. (2009). Public Relations in Brazil: Practice and Education in a South American Context. In K. Sriramesh & D. Verčič (Eds.), Global Public Relations Handbook: Theory, Research, and Practice (2nd ed.) (pp. 727-748). New York, NY: Routledge.

 

Molleda, J.C. (2009). Construct and dimensions of authenticity in strategic communication research. Anagramas, 8(15), 85-97.

 

Molleda, J.C. (2009). Propuesta de un índice de autenticidad para desarrollar y evaluar decisiones, acciones, mensajes y programas de relaciones públicas [A proposed index of authenticity to develop and evaluate public relations decisions, actions, messages, and programs]. Razón y Palabra, 70. Available at http://www.razonypalabra.org.mx/Articulo%203%20MolledaJulio2009RazonyPalabra.pdf

 

Molleda, J.C., Martinez, B., & Suarez, A.M. (2008). Building multi-sector partnerships for progress with strategic, participatory communication: A case study from Colombia. Anagramas, 6(12), 105-125.

 

Molleda, J.C. (2008). Qualitative and quantitative analysis of five years of U.S. media coverage on Mercosur. In J. Duarte and C. Gobbi (Eds.). (2008), Mercosul sob os olhos do mundo: Como jornais de 14 países apresentaram o Mercosul aos seus leitores (pp. 211-223). Pelotas, RS, Brazil: Editora e Gráfica Universitária, Universidade Federal de Pelotas.

 

Molleda, J.C., & Roberts, M. (2008). The value of authenticity in global strategic communication: The new Juan Valdez campaign. International Journal of Strategic Communication, 2(3), 154-174.

 

Molleda, J.C., & Moreno, A. (2008). Balancing public relations with socioeconomic and political environments in transition: comparative, contextualized research of Colombia, México and Venezuela. Journalism and Mass Communication Monographs, 10(2), 116-174.

 

Molleda, J.C. (2008).Contextualized qualitative research in Venezuela: coercive isomorphic pressures of the socioeconomic and political environments on public relations practices. Journal of Public Relations Research, 20(1), 49-70.

 

Molleda, J.C. (2007). Impacto socieconómico y político sobre las relaciones públicas en Venezuela [Socioeconomic and political impact on public relations in Venezuela]. Estudos de Jornalismo & Relações Públicas, 10, 67-80.

 

Molleda, J.C., & Suárez, A.M. (2006). The roles of Colombian public relations professionals as agents of social transformation: how the country’s crisis forces professionals to go beyond communication with organizational publics. Glossa, 1(1). Available at http://bibliotecavirtualut.suagm.edu/Glossa/Journal/Glossa.htm [June 2006]

 

Molleda, J.C., & Moreno, A. (2006). The transitional socioeconomic and political environments of public relations in Mexico. Public Relations Review, 32, 104-109.

 

Molleda, J.C. (2006). Investigación cualitativa y contextual en Venezuela: El impacto de los ambientes socioeconómico y político sobre el ejercicio de las relaciones públicas [Qualitative and contextualizad research in Venezuela: The impact of the socioeconomic and political environments on public relations practice]. Razón y Palabra, 51. Available at www.razonypalabra.org.mx

 

Zoch, L.M., & Molleda, J.C. (2006). Building a theoretical model of media relations using framing, information subsidies and agenda building. In C.H. Botan & V. Hazleton (Eds.), Public Relations Theory II (pp. 279-309). Mahwah, NJ: Lawrence Erlbaum Associates.

 

Molleda, J.C., Connolly-Ahern, C., & Quinn, C. (2005). Cross-national conflict shifting: expanding a theory of global public relations management through quantitative content analysis. Journalism Studies, 6(1), 87-102.

 

Molleda, J.C., & Suárez, A.M. (2005). Challenges in Colombia for public relations professionals: a qualitative assessment of the economic and political environments. Public Relations Review, 31, 21-29.

 

Molleda, J.C., & Quinn, C. (2004). Cross-national conflict shifting: A global public relations dynamic. Public Relations Review, 30(1), 1-9.

 

Molleda, J.C., & Ferguson, M.A. (2004). Public relations roles in Brazil: hierarchy eclipses gender differences. Journal of Public Relations Research, 16 (4), 327-351.

 

Molleda, J.C., & Athaydes, A. (2003). Public relations licensing in Brazil: evolution and the views of professionals. Public Relations Review, 29(3), 271-280.

 

Molleda, J.C. (2001). International paradigms: The Latin American School of Public Relations. Journalism Studies, 2(4), pp. 513-530.

 

Research

Summary

Dr. Molleda’s research interests are in global corporate public relations management, including coordination and control mechanisms and transnational crises; public relations practices, regulations, professionalism, and social roles in Latin America; multi-sector partnerships creation and maintenance; and the interplay between the construct of authenticity and strategic communication practices. He has introduced to the international academic community the concept and theory of cross-national conflict shifting (Journalism Studies, Public Relations Review), the Latin American School of Public Relations (“Journalism Studies”), as well as the social roles of public relations in Brazil (“Journal of Public Relations Research”) and Colombia (PRSA Educators Academy and Anagramas, a peer-reviewed publication from Universidad de Medellin, Colombia).

Publications and Conference Papers

 

Molleda, J.C., & Jain, R. (2013). Testing a perceived authenticity index with triangulation research: The case of Xcaret in Mexico. International Journal of Strategic Communication, 7, 1-20.

 

Molleda, J.C. (2013). Los niveles de profesionalismo de las relaciones públicas y el papel social de los relacionistas profesionales en Latinoamérica: Un modelo teórico y práctico [Levels of professionalism of public relations and social role of public relations professionals in Latin America: A theoretical and practical model]. Alacaurp, 7, 45-56.

 

Bravo, V., Molleda, J.C., Giraldo, A.F., & Botero, L.H. (2013). Testing the theory of cross-national conflict shifting: A quantitative content analysis and a case study of the Chiquita Brands' transnational crisis originated in Colombia. Public Relations Review, 39, 57-59.

 

Moreno, A., & Molleda, J.C. (2013). Modelo de interrelación entre profesionalismo y rol social en la gestión de la comunicación [Model of interrelation between professionalism and social role in communication management]. In Asociacion de Directivos de Comunicación (Eds.), Anuario de la Comunicación (pp. 122-133). Madrid: DIRCOM.

 

Molleda, J.C., & Jain, R. (2013). Identity, perceived authenticity, and reputation: A dynamic association in strategic communications. In C. E. Carroll (Ed.), The handbook of communication and corporate reputation (pp. 435-445). Oxford, UK: Wiley-Blackwell.

 

Molleda, J.C. (2011). Advancing the theory of cross-national conflict shifting: A case discussion and quantitative content analysis of a transnational crisis’ newswire coverage. International Journal of Strategic Communication, 5(1), 49-70.

 

Molleda, J.C. (2011). Global political public relations, public diplomacy, and corporate foreign policy. In S. Kiousis, & J. Strömbäck (Eds.), Political public relations: Principles and applications (pp. 274-292). New York, NY: Routledge.

 

Molleda, J.C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14(3), 223-236.

 

Molleda, J.C., & Laskin, A. (2010). Coordination and control of global public relations to manage cross-national conflict shifts: A multidisciplinary perspective for research and practice. In G.J. Golan, T.J. Johnson, & W. Wanta (Eds.), International media communication in a global age (pp. 319-344). New York, NY: Routledge.

 

Molleda, J.C., & Roberts, M. (2010). Colombia’s Juan Valdez campaign: Brand revitalization through “authenticity” and “glocal” strategic communications. In G.J. Golan, T.J. Johnson, & W. Wanta (Eds.), International media communication in a global age (pp. 380-400). New York, NY: Routledge.

 

Molleda, J.C., Athaydes, A., & Hirsch, V. (2009). Public Relations in Brazil: Practice and Education in a South American Context. In K. Sriramesh & D. Verčič (Eds.), Global Public Relations Handbook: Theory, Research, and Practice (2nd ed.) (pp. 727-748). New York, NY: Routledge.

 

Molleda, J.C. (2009). Construct and dimensions of authenticity in strategic communication research. Anagramas, 8(15), 85-97.

 

Molleda, J.C. (2009). Propuesta de un índice de autenticidad para desarrollar y evaluar decisiones, acciones, mensajes y programas de relaciones públicas [A proposed index of authenticity to develop and evaluate public relations decisions, actions, messages, and programs]. Razón y Palabra, 70. Available at http://www.razonypalabra.org.mx/Articulo%203%20MolledaJulio2009RazonyPalabra.pdf

 

Molleda, J.C., Martinez, B., & Suarez, A.M. (2008). Building multi-sector partnerships for progress with strategic, participatory communication: A case study from Colombia. Anagramas, 6(12), 105-125.

 

Molleda, J.C. (2008). Qualitative and quantitative analysis of five years of U.S. media coverage on Mercosur. In J. Duarte and C. Gobbi (Eds.). (2008), Mercosul sob os olhos do mundo: Como jornais de 14 países apresentaram o Mercosul aos seus leitores (pp. 211-223). Pelotas, RS, Brazil: Editora e Gráfica Universitária, Universidade Federal de Pelotas.

 

Molleda, J.C., & Roberts, M. (2008). The value of authenticity in global strategic communication: The new Juan Valdez campaign. International Journal of Strategic Communication, 2(3), 154-174.

 

Molleda, J.C., & Moreno, A. (2008). Balancing public relations with socioeconomic and political environments in transition: comparative, contextualized research of Colombia, México and Venezuela. Journalism and Mass Communication Monographs, 10(2), 116-174.

 

Molleda, J.C. (2008).Contextualized qualitative research in Venezuela: coercive isomorphic pressures of the socioeconomic and political environments on public relations practices. Journal of Public Relations Research, 20(1), 49-70.

 

Molleda, J.C. (2007). Impacto socieconómico y político sobre las relaciones públicas en Venezuela [Socioeconomic and political impact on public relations in Venezuela]. Estudos de Jornalismo & Relações Públicas, 10, 67-80.

 

Molleda, J.C., & Suárez, A.M. (2006). The roles of Colombian public relations professionals as agents of social transformation: how the country’s crisis forces professionals to go beyond communication with organizational publics. Glossa, 1(1). Available at http://bibliotecavirtualut.suagm.edu/Glossa/Journal/Glossa.htm [June 2006]

 

Molleda, J.C., & Moreno, A. (2006). The transitional socioeconomic and political environments of public relations in Mexico. Public Relations Review, 32, 104-109.

 

Molleda, J.C. (2006). Investigación cualitativa y contextual en Venezuela: El impacto de los ambientes socioeconómico y político sobre el ejercicio de las relaciones públicas [Qualitative and contextualizad research in Venezuela: The impact of the socioeconomic and political environments on public relations practice]. Razón y Palabra, 51. Available at www.razonypalabra.org.mx

 

Zoch, L.M., & Molleda, J.C. (2006). Building a theoretical model of media relations using framing, information subsidies and agenda building. In C.H. Botan & V. Hazleton (Eds.), Public Relations Theory II (pp. 279-309). Mahwah, NJ: Lawrence Erlbaum Associates.

 

Molleda, J.C., Connolly-Ahern, C., & Quinn, C. (2005). Cross-national conflict shifting: expanding a theory of global public relations management through quantitative content analysis. Journalism Studies, 6(1), 87-102.

 

Molleda, J.C., & Suárez, A.M. (2005). Challenges in Colombia for public relations professionals: a qualitative assessment of the economic and political environments. Public Relations Review, 31, 21-29.

 

Molleda, J.C., & Quinn, C. (2004). Cross-national conflict shifting: A global public relations dynamic. Public Relations Review, 30(1), 1-9.

 

Molleda, J.C., & Ferguson, M.A. (2004). Public relations roles in Brazil: hierarchy eclipses gender differences. Journal of Public Relations Research, 16 (4), 327-351.

 

Molleda, J.C., & Athaydes, A. (2003). Public relations licensing in Brazil: evolution and the views of professionals. Public Relations Review, 29(3), 271-280.

Molleda, J.C. (2001). International paradigms: The Latin American School of Public Relations. Journalism Studies, 2(4), pp. 513-530.

Keywords

Global public relations, International public relations, Staged and perceived authenticity, Professionalism and social roles of public relations in Latin America, Coordination and Control, Transnational crises, Social partnership building, Social alliance building, International business communication, International corporate communication.

Research areas