Public Relations 1997 Abstracts
Public Relations Division
Evaluating the Public Informations Function: How Media Agents Framed the Silicone Breast Implant Controversy • Julie Andsager, Leiott Smiley, Middle Tennessee State University • Public information officers work to develop and transmit policy actors’ frames through the media to the public. We examined their effectiveness during the 1991-92 silicone breast implant controversy, which involved a major corporation, the medical community, and citizens’ activist groups. After determining policy actor frames via press releases, we analyzed their occurrence in six major newspapers. Medical community’s frame occurred most frequently and centrally in news coverage, while activists remained on the margin of discourse.
Patterns and Constraints in Public Relations Campaign Measurement: The Role of Practitioner Orientations in Reliance on Source or Receiver-Oriented Measurement Practices • Erica Austin, Bruce Pinkleton, Washington State University • A mail survey of 299 public relations practitioners assesses role orientations, research orientations and perceived barriers to performing public relations research. The data show two distinct-but correlated groups of practitioner role orientations (managers and technicians) and two orthogonal groups of research orientations (source orientation and receiver orientation). Management-oriented practitioners are more receiver-oriented than technician-oriented practitioners, who tend to be more source oriented. Budget is considered to be more of a constraint for management-oriented practitioners, with time and training more of a problem for technician-oriented practitioners. Supervisor interest and training are motivators to research for those with a management orientation. Client interest has no positive or negative associations with the perceived ability to perform public relations research.
Practitioner Roles, PR Education and Professional Socialization: An Exploratory Study • Dan Berkowitz, Ilias Hristodoulakis, University of Iowa • This study considered how two key socialization factors Ñ public relations education and work experience Ñ are related to the roles that public relations practitioners see for themselves. Data came from an exploratory survey of students and practitioners in one PRSSA chapter and one PRSA chapter. Results showed no clear differences between students and practitioners regarding management and technician roles. Instead, differences were linked mainly to whether a person had taken public relations coursework.
Critical Conflict Issues in Public Relations Agency-Client Relationships • Pamela Bourland-Davis, Georgia Southern University • Little research hag been conducted to assess key issues in maintaining public relations agency-client relationships. This study investigated conflict issues considered significant to agencies and clients. Both sides tended to agree on conflict issues relevant to their relations, and recognized that neither gide wag above reproach. Factor analysis, however, pointed to an us-versus-them perspective with four Factors: Agency Work, Client Expectations, Client Communication and Client Financial Obligations.
Evaluation and Assessment of a Service Learning Component in Academia: A Case Study • Pamela G. Bourland-Davis, Lisa Fall, Georgia Southern University • Many faculty incorporate service learning projects into their classes, yet have no way to present this material in annual evaluations and assessment. With assessment becoming increasingly important, institutions of higher education must find assessment measures for service which may not typically get much attention. This case study relates one method for quantifying service learning using the analogy of an agency with billable hours to generate an economic impact statement for service learning projects. Interviews with students were also conducted to provide some measure of student outcomes relevant to the use of service learning projects as a form of pedagogy.
Wired to the World: A Preliminary Study of News Release Wire Services As Conduits for International Communication • Lois A. Boynton, University of North Carolina • This preliminary study examines the use of news release wire services as credible means for U.S. organizations to access international media outlets. This is studied within the context of public relations theoretical models and the need for effective media relations. This first-stage assessment revealed that these providers may be useful conduit to international media, but additional services including clipping services are needed to better identify the effectiveness of employing news release wire services.
A Coorientational Approach to Analyzing Obstacles to Negotiation Among Interest Groups • Cindy T. Christen, University of Wisconsin-Madison • Symmetric public relations models call for negotiated solutions to conflicts between an organization and external publics. However, such models provide little guidance in predicting the relationships and behaviors of external groups, identifying obstacles to negotiation, and developing communication strategies which encourage cooperation. In this paper, a strategic approach to initiating negotiations is proposed. The method is applied to the conflict over recreation use impacts at Sand Flats Recreation Area, and recommendations are made for refinement.
Modeling Public School Partnerships: Merging Corporate and Community Issues • Cynthia M. Clark, Dale A. Brill, Boston University • This paper describes a model that merges corporate community relations strategy and public relations pedagogy to accelerate the rate at which internet-based technologies are integrated into the public schools systems. The model provides internet-based training for a select group of Key Contacts drawn from a local middle school. Training is delivered by graduate students in Boston University’s public relations program who have completed courses in the school’s interactive media sequence. The Key Contacts are trained as change agents for their host schools and are provided with two mobile instructional units connected to the internet using ISDN lines. The Key Contacts use these resources to conduct in-service programs, supported by continuous contact with the public relations graduate students. The model, known as the Boston University Public School Partnership (PSP), introduces a mutually beneficial relationship between a corporate sponsor (specifically the NYNEX Foundation), public relations education and public schools.
Better Than Drinking Poison: Editors’ Perceptions of the Utility of Public Relations Information Subsidies in a Constrained Economic Climate • Patricia A. Curtin, University of North Carolina • Public relations practitioners provide information subsidies to the media on behalf of their clients to influence the media agenda and potentially affect public opinion. McManus (1994) states news media are using more subsidies to contain costs and increase profits. This study of editors’ perceptions of the phenomenon suggests increasing economic constraints have led to an increased use of these materials only in specific instances that often do not support the agenda building goals of the sponsoring organizations.
Almost Ten Years Later: An Analysis of Ethnic Inclusion in Public Relations Textbooks and Reference Books for the Years 1991 – 1997 as Compared to Kern-Foxworth’s Analysis of Books for the Years 1979 – 1988 • Sandra Wills Hannon, Maryland • A content analysis of 18 public relations textbooks published between the years 1991 – 1997 was conducted to determine the quality of minority inclusion. Of a total of 8,071 pages examined, 97 pages included minorities. The findings are not significantly different from those of Kern-Foxworth’s study of textbooks published between the gears 1979 and 1988. The author suggests textbooks should provide students with information about ethnic groups so students can design culturally competent communications campaigns and products.
Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation • Linda Childers Hon, University of Florida • Public relations planning and evaluation were explored among 32 practitioners and 10 top executives. Practitioners said their goals reflect the priorities of their institution. The CEOs believed public relations’ ultimate aim is communicating the image of the organization. Responses showed many practitioners conduct informal evaluation while only a few conduct formal evaluation. This research suggests public relations planning and evaluation are becoming more systematic but are still constrained by lack of resources and difficulty.
Impacts of Political System and Activism on Public Relations, A Perspective from the Theory of Global Public Relations • Yi-Hui Huang, University of Maryland • This paper employs the theory of global public relations to examine the extent to which a political system and level of activism affect public relations practice in Taiwan. A case-study design and pattern-matching logic were employed for data collection and data analysis. The findings are produced to generalize to the relevant theory. Five theoretical propositions are generated: l) The authoritarian political system severely limited the practice of free press, and in turn, the extent of public relations development; 2) Political systems only could impact the models of public relations to some extent; 3) Activist groups can motivate an organization to employ Excellence principles of public relations; 4) Activist groups can drive an organization to adopt the symmetrical model of public relations; and 5) The transformation of a political system triggers the development of activism and, in turn, contributes to an organization’s better quality of public relations.
Women in Public Relations: How Their Career Path Decisions are Shaping the Future of the Profession • Mara Hynes Huberlie, Syracuse University • This study focuses on the lives and career path decisions of twenty-five female practitioners currently working in the public relations profession. It looks at the choices they have made, the paths they have chosen and the societal and organizational restraints that influenced their decisions. As the industry becomes more feminized, the study examines the impact of the different career patterns for women and also asks whether the public relations profession is facing a potential loss or underutilization of talent.
Getting Past the Impasse: Framing as a Tool for Public Relations • Myra Gregory Knight, University of North Carolina • J. Grunig, L. Grunig and Dozier (1995) have proposed a two-dimensional model of public relations that combined the two-way symmetrical and asymmetrical models. They also named strategies important for both public and organizational influence and called for research dealing with others. This paper proposes framing as such a strategy. To demonstrate the technique’s potential, the author employs framing to show how sex education can be promoted more effectively within public schools.
Interpersonal Dimensions in an Organizational-Public Relationship: Toward a Theory of Loyalty • John A. Ledingham, Stephen D. Bruning, Capital University • No Abstract available.
Fourth Generation Evaluation: Implications for Public Relations Education • Debra A. Miller, Florida International University • The topic of evaluating student learning outcomes continues to receive attention from public relations educators. Although quantitative approaches are still widely used, what has not been addressed is an effective way of qualitatively assessing the achievement of instructional objectives, student attitudes about course content and teaching effectiveness. This paper discusses results of a study which tests the use of a fourth generation evaluation method used during a semester length course entitled Multicultural Communications and suggests implications for public relations educators.
The Writing Activities of Public Relations Professionals: An Assessment for Curriculum Design and Adjustment • Philip M. Napoli, Gerald Powers, Boston University • Public relations writing curricula must accurately reflect the writing responsibilities of public relations practitioners. This study provides descriptive information on the types of writing tasks conducted by PR practitioners. The study also investigates whether the type of writing and overall time spent writing vary with years of experience. Survey results from 200 public relations practitioners indicate that, for the most part, the nature and quantity of writing tasks does not vary substantially with years of experience. However, the percentage of the day spent writing does decline with experience, indicating that higher levels of writing efficiency come with writing experience.
Conflict Resolution and Power for Public Relations • Kenneth D. Plowman, San Jose State University • The use of conflict resolution and mixed motives can empower public relations managers to become part of the decision-making group of an organization. The conclusions of this study were first, that public relations will become a part of the dominant coalition if it has experience in the new model of symmetry to include tactics of conflict resolution. Secondly, top management directly affects the practice of public relations to operate according to its own agenda Ñ in a two-way, mixed motive manner.
Pluralistic Ignorance and Educators in Public Relations: Underestimating Professionalism of Our Educator Peers and of Practitioners In the Field • Lynne M. Sallot, Glen T. Cameron, Yarbrough Public Relations Laboratory, Ruth Ann Weaver-Lariscy • Responding to a battery of 45 items, educators from across the nation erroneously judged the current state of professional standards in the field held by their peers and by practitioners. Educators held their peers in comparatively low esteem and practitioners in lower esteem, viewing others collectively as somewhat naive, unprofessional and unenlightened when compared to their own personal self-images. This state of affairs, described in coorientation theory as pluralistic ignorance, suggests that public relations educators may actually hold higher standards and greater confidence in standards than educators commonly attribute to their peers and to their professional colleagues.
Sexual Harassment and Public Relations: Confusion and the Need for Leadership in the Workplace • Shirley Serini, Ball State; Elizabeth Toth, Syracuse; Donald Wright, South Alabama; Arthur Emig, Ball State • Quantitative and qualitative results of the sexual harassment section of a survey are presented. Though in decline, sexual harassment is a problem for public relations practitioners. Most were uncertain about its magnitude/importance relative to other issues. Men and women expressed confusion, concern and fear. Women feel it and its consequences are larger problems than do men. Younger men are less likely to harass. Men showed respect for women and concern about eliminating sexual harassment.
Non-profit Service Organization Partnerships With University Communications Programs: Cultivating the Values of Community Service and Volunteerism • Laurie Wilson, Brigham Young University • Service-learning, an educational method characterized by active participation of students in experiential learning activities that meet actual community needs, offers important contributions to university public relations education. Community service is being recognized as a key component in an individual’s overall value system, as well as a basis for sound relationships with an organization’s publics. This paper quantitatively and qualitatively evaluates a university model of service learning, and its impact on the value priorities and community service behavior of public relations graduates. It also assesses the role of career mentors in shaping service behavior.
Examining Employee Perceptions of Internal Communication Effectiveness • Donald K. Wright, South Alabama • This paper examines the effectiveness of employee communication programs in nine major organizations through a survey sent to a large, stratified random sample of employees that was followed-up with focus groups. There were 8,647 respondents to the survey and 208 employees participated in focus groups. Results reveal a large majority of employees do not consider themselves well informed about what is happening in the organizations where they work. Findings also suggest face-to-face, two-way communication from immediate supervisors is the most preferred and credible source for internal communication. The supervisor also was the most frequently used employee communication source in seven of the nine organizations studied. Respondents also said supervisors were the most effective and the most useful of the employee communication sources available to them. Findings suggest employees who are not communicated with effectively by their supervisors are more likely to seek out information about the organization they work for from other employees, the grapevine and external mass media.
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