2012 PROCEEDINGS - Public Relations Society of America

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Theme 6: Concerns Thirteen articles, or 7% of the dataset, were categorized as relaying some type of concern about the use of new communication technologies in public relations. Three sub-themes emerged: legal (5 articles), risk (5 articles), and ethics (3 articles). Legal Hallahan (2004) identified ―five major culprits‖ (p. 255) that posed legal problems to organizations via the Internet: ―attackers, hackers, lurkers, rogues, and thieves‖ (p. 255). For each, he described legal ramifications and possible means of protection. Other articles discussed the role of the Internet in litigation public relations (Reber, Gower, & Robinson, 2006), the dangers of assuming business blogging is fully protected by the First Amendment (Terilli, Driscoll, & Stacks, 2008), commercial speech concerns related to CEO blogging (Terilli & Arnorsdottir, 2008), and cautions in responding to anonymous Internet speech (Terilli, Stacks, & Driscoll, 2010). Risk Using a cultural studies approach, Mickey (1998) took a critical look at the relationship between the technology industry and education. He warned: ―In the 1930s many argued that television would make for a more educated society but television became a vehicle to sell goods and services. The Internet is moving along the same path‖ (p. 335). Strobbe and Jacobs (2005) raised concerns about news becoming commodified through online press release services. In a BledCom keynote address, Hiebert (2005) suggested that new communication technologies could ―save democracy‖ (p. 1) but cautioned that ―the pathway ahead for public relations is strewn with landmines‖ (p. 1). Included in his landmines were privacy invasion, identity theft, information inequities, and cyberterrorism. He also acknowledged that new media could ―become tools of tyranny and suppression‖ (p. 8) but that ―what happens will ultimately depend on what we let happen, how vigilant we will be, how much we listen, and how much we participate in the world around us‖ (p. 8). Robards (2010) wrote about privacy concerns in his examination of how young Australians used social media. In their content analysis of PRSA‘s Public Relations Tactics, a publication widely distributed to college students, Taylor and Kent (2010) observed a blatant lack of discussion of the risks associated with using social media in public relations practice and called for a reconsideration of how the profession is socializing students. Ethics In 1995, Judd wrote about the role of ethics in the information age: ―While we may view it as amoral, a means to an end, technological innovation unsettles old values and creates new views of the world. Practitioners face a challenge‖ (p. 36). He went on to suggest ways to establish credibility for organizations in the midst of technological change. Related articles revealed that nondisclosure harms relationship building in social media environments (Sweetser, 2010) and the importance of corporations not only discussing ethical parameters on websites, but also building relationships with publics beyond just shareholders (Bowen, 2010). 58
Conclusion Figure 1 on the following page provides a pictorial representation of how six major themes have been distributed across 31 years of journal articles addressing new media and public relations. Clearly, application and perception studies comprise the bulk of our body of knowledge, with theory building at a distant third. Early Series1, Concerns, Predictions 7%, 7% 2% Series1, Theory Building, 11%, 11% Series1, Usability, 3%, 3% Series1, Perceptions, 28%, 28% Series1, Applications, 49%, 49% Figure 1. Thematic Distribution of Public Relations Journal Articles on New Media, 1981-2012 Admittedly, it is tempting to call for more theory building as it relates to building relationships online, as many authors have done. But, some caveats are in order. Of important note is that the distribution of scholarship shown in Figure 1 represents what has been published through the peer-review process of four public relations journals. This study examined articles from only select journals and not books, additional journals, or other scholarly venues (e.g., theses and dissertations) that are advancing our theoretical understanding of new media. It is also important to note that application and perception studies can and do contribute to theory building, though they were not necessarily classified as such in this particular analysis that focused on the title and primary intent of each article. There are other limitations to this study. The author was the sole reviewer and coder for these articles. Despite a conscientious effort to include every eligible article with a new media focus/title and accurately capture its primary intent, the potential for human error in this process is notable. Any oversight was certainly unintentional, though possible. Others conducting this analysis may have chosen different articles, different themes, different ways of selecting and/or organizing the articles, or different publications to study. This research looked only at general themes, leaving open the possibility for others to survey theoretical frameworks or research methodologies employed over time. This analysis, which is unique to the author‘s knowledge, will hopefully be of benefit in understanding where public relations has been as a discipline and where practitioners and scholars have yet to explore in new media. With these caveats in mind, this literature review alludes to opportunities for future research. Studies focusing on applications and perceptions of new/social media are popular, and their methodologies and ―lessons learned‖ are undoubtedly instructive for scholars and 59
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2 0 1 2 P R O C E E D I N G S S A N
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Table of Contents Research Papers A
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RESEARCH PAPERS 5
Page 7 and 8: campus public relations agency. Wor
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Page 11 and 12: showed generalizibility. Therefore,
Page 13 and 14: References Allen, M. J. (2004). Ass
Page 15 and 16: Table 2 Small sample of the evoluti
Page 17 and 18: Table 4 Instrument Refinement Data
Page 19 and 20: Table 5 Instrument Refinement Data
Page 21 and 22: Appendix Firm‟s Logo Client Satis
Page 23 and 24: This section addresses how you feel
Page 25 and 26: Communication Tools/Tactics Created
Page 27 and 28: Communication Skills of the Student
Page 29 and 30: Additional Comments This section al
Page 31 and 32: Hope for the Future: Millennial PR
Page 33 and 34: difference with their work, and the
Page 35 and 36: with participants lacking discretio
Page 37 and 38: advise on the best strategy, not to
Page 39 and 40: opportunities.‖ She also added th
Page 41 and 42: answering all of these questions th
Page 43 and 44: 2011). The lack of control some Mil
Page 45 and 46: References Berger, B. K., & Reber,
Page 47 and 48: Looking Back, Looking Forward: A Th
Page 49 and 50: Internet and Web would help democra
Page 51 and 52: In 2010, Smith (2010b) used Twitter
Page 53 and 54: ecently reported implications of Wi
Page 55 and 56: Internet, as well as the role of cu
Page 57: In 2011, Freberg, Graham, McGaughey
Page 61 and 62: How can new media be used to increa
Page 63 and 64: DiStaso, M.W. (2012). Measuring pub
Page 65 and 66: Johnson, M.A. (1997). Public relati
Page 67 and 68: McKeown, C.A., & Plowman, K.D. (199
Page 69 and 70: Sweetser, K.D. (2007). Blog bias: R
Page 71 and 72: Yang, A., & Taylor, M. (2010). Rela
Page 73 and 74: effective public relations practiti
Page 75 and 76: Additionally, many public relations
Page 77 and 78: evidence has suggested that public
Page 79 and 80: As indicated in the literature revi
Page 81 and 82: This study shows several areas in w
Page 83 and 84: Table 4: Distribution Across Employ
Page 85 and 86: Table 7: Frequency of Engagement in
Page 87 and 88: Table 8: Frequency of Use of KSAs b
Page 89 and 90: In the context of the public relati
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Page 95 and 96: practitioners were confronted with
Page 97 and 98: Organizational factors are importan
Page 99 and 100: extend one‘s social capital; in c
Page 101 and 102: Duhachek, A. (2005). Coping: A mult
Page 103 and 104: 5. Instrumental Support I tried to
Page 105 and 106: Table 2 Hierarchical Regressions Pr
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includes the effects of distributed
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[INSERT TABLE 3 ABOUT HERE] The Gra
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David, P., Kline, S., & Dai, Y. (20
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Table 2 Augmented Dickey-Fuller uni
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Table 6 The result of the Toda and
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Communication Excellence and Public
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organize and integrate a group of p
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agencies in the southwestern United
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One participant expressed her perce
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Dozier, D. M., Grunig, L. A., & Gru
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programs, [...] and the delineation
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Freidson, 2001; Krause, 1996). Moll
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and larger public relations departm
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Table 1 Professionalism Dimensions:
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Estimation for the initial measurem
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Figure 3: Coefficients are unstanda
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Bowen, S.A. (2007). Ethics and publ
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Krause, E. A. (1996). Death of the
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Weis, D., & Schank, M.J. (1997). To
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environments: inclusive and transfo
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Purpose How do PRSSA faculty advise
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Findings The descriptive data indic
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advisers were ethical values and or
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The recognition for long-term facul
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PEDAGOGICAL POSTERS 157
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Professional Development Assignment
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shadow a professional opened my eye
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Building Student Networking Skills:
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incentive for demonstrating great i
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Populating the E- Portfolio: Reflec
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Table 1: Management, Message Design
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Students were assigned 25 minute bl
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Some basic Google Analytics reports
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4. Some keywords generate more clic
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Do this Click on “Content,” the
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Preparing Backgrounders and Proposa
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going out to eat. But what does tha
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Teaching and Mentoring Through Soci
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prevalent in journalism students wh
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normalization was utilized as the r
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But what about the students in grou
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“How a Graduate Practicum Class H
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O How did the client feel about the
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students practice skills and educat
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References Bagglione, S. (2006) Rol
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etween client preferences, practice
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References Austin, L.L., & Toth, E.
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webinars that will be used in one o
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Assessing the State of Public Relat
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adequately prepares students for la
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eviewed articles; the other two may
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The remaining points possible were
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2012 PROCEEDINGS - Public Relations Society of America

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