2008 PROCEEDINGS - Public Relations Society of America

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Method Journal Inclusion Criteria Sallot et al. (2003) conducted theory development research to find how public relations theories and public relations research have developed from 1975 to 2000 in public relations academic journals: Public Relations Review, Public Relations Research Annual, and Journal of Public Relations Research suggesting that these journals have served significant roles to present public relations research. Along with this notion, these same three journals were chosen for this study to review PR effectiveness research. Article Inclusion Criteria A total of 948 articles were reviewed by title, all 697 articles through volume 33, issue 4 (2007) in Public Relations Review; all 30 articles in Public Relations Research Annual; and 221 articles through volume 19, number 4 (2007) in Journal of Public Relations Research. First, articles chosen included “image” “reputation” “relationship” “OPR” “conflict” “contingency theory,” and “collaboration” in their titles. A total of 95 articles were selected. Second, among selected articles, 22 articles were excluded through reading their abstract and literature review. Finally, 77 articles were content analyzed. As a pilot test, I was the only coder. In further studies, more coders will participate and coder reliability will be checked. Coding Schema Type of management philosophy. Articles were reviewed to determine whether they fell into one of four mutually exclusive categories: conflict, relationship, reputation, and image management. Descriptive characteristics. Each article was coded for its descriptive characteristics: year of publication and journal title. PR effectiveness. Each article was reviewed to determine whether it mentioned that its type of management demonstrates one of four mutually exclusive statements: PR effectiveness, importance, strategic management, and none of three. Content of article. Articles were reviewed to determine whether they fell into one of four mutually exclusive categories: theory development studies, implementation of theory or campaigns, exploratory research, and retrospective research. Type of theory. Articles were reviewed to determine what kinds of theory or theoretical model drove their research. After the first review of articles, all theories and theoretical models were written and coded. Type of context. Each article was reviewed to determine in what kind of context it was studied. All contexts were written and coded. Articles using multiple contexts were coded multiple times. Type of research design. Articles were reviewed to determine whether they fell into one of nine mutually exclusive categories: content analysis, experiment, survey, secondary data analysis, interview, focus group interview, case study, mixed method, and other. Type of statistics. Articles were reviewed to determine what kinds of statistical method were used to analyze their data. After the first review of articles, all statistical methods were written and coded. 10
Results PR Effectiveness In responding RQ 1, a total of 21 articles mentioned ‘PR effectiveness’ in their content (27.3%). half of articles (n = 56) did not mention ‘PR effectiveness’ in their articles (72.7%). Table 1 shows the numbers of articles, which mention ‘PR effectiveness’ by types of management. Table 1. Descriptive statistics of statements of ‘PR effectiveness’ Statement of ‘PR effectiveness’ Conflict management Relationship management Reputation management Image management Total 1 14 4 2 21 (27.3%) No statement 18 23 4 11 56 (54.2%) Total 19 37 8 13 77 (100%) Frequency of Each Management Articles In answering RQ 2, the most frequent category was relationship management (n = 37, 48.1%). Table 2 shows the number of articles by journals and types of management. The total number of articles in Public Relations Review was 697, and the portion of four managements research (i.e., PR effectiveness research) in this journal was 6.7%. Total number of articles in Journal of Public Relations Research was 221, and the portion of PR effectiveness research was 12.7%. The portion of PR effectiveness research in Public Relations Annual was 10%. Table 2. Descriptive statistics of PR effectiveness research by journals JPRR PRR PRA Total n % n % n % n % Conflict management 5 13 1 19 24.7 Relationship management 12 25 37 48 Reputation management 3 5 8 10.4 Image management 8 4 1 13 16.9 Total 28 36.4 47 61 2 2.6 77 100 Content of Research In answering RQ 3, a total of 32 articles delved into theory building (41.6%), 35 articles were focusing on implementation (45.5%) such as utilizing OPR models. Eight articles were under exploratory research category (10.4%), and two articles were about retrospective research (2.6%). Figure 1 is representing the research content for each management philosophy. Within the Journal of Public Relations Research, 14 out of 28 articles were focusing on theory building (50%) and nine journals were focusing on implementation (32%). Within the Public Relations 11
Page 1 and 2: 2008 PROCEEDINGS DETROIT, MICHIGAN
Page 3 and 4: Page Pedagogy Posters _____________
Page 5 and 6: RESEARCH PAPERS 5
Page 7 and 8: many researchers and professionals
Page 9: evenue, or activists provide suppor
Page 13 and 14: Applied Context In answering RQ 5,
Page 15 and 16: Figure 8. Distribution of PR effect
Page 17 and 18: fifteen years, and it is now a grow
Page 19 and 20: Ni, L. (2006). Relationships as org
Page 21 and 22: Based on a review of public relatio
Page 23 and 24: Barriers to Online Course Delivery
Page 25 and 26: and “Learners are able to track a
Page 27 and 28: an excellent tool for collaboration
Page 29 and 30: audiences. Further, it is critical
Page 31 and 32: course site. Develop projects so th
Page 33 and 34: Examples of student blogs can be fo
Page 35 and 36: Technorati. Retrieved on May 15, 20
Page 37 and 38: Characteristics of Organizational o
Page 39 and 40: Table 1. Summary Definitions of Cri
Page 41 and 42: Table 3. Organizational Image Resto
Page 43 and 44: Table 5. Hierarchical Rankings of E
Page 45 and 46: strategies public relations profess
Page 47 and 48: Stephens, K. K., Malone, P. C., & B
Page 49 and 50: Testing Crisis Response Strategies:
Page 51 and 52: example Coombs & Schmidt (2000) emp
Page 53 and 54: Table 1.0 Tactics And Examples As O
Page 55 and 56: Discussion The purpose of this rese
Page 57 and 58: Benoit, W.L. (1995b). Sears repair
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umbrella. This arrangement more clo
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3B: How do institutional factors pr
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academic units. Responses were code
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RQ3A: How do institutional factors
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The lowest mean scores, ranging fro
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In this study, respondents’ perce
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At this juncture, the challenge for
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education. Journalism & Mass Commun
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However, many inside the public rel
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Core Determinants UTAUT contains fo
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H5a: Computer self-efficacy will NO
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Table 2 Descriptive Statistics for
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Although hierarchical multiple regr
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Table 8 HMR Results for Facilitatin
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use blogs. In fact, nearly 86% of r
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Venkatesh, V. (1999). Creation of f
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What’s Guiding the Profession? An
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process. Arnett, Arneson, and Bell
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The interview process was guided by
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chef’s feelings or the server’s
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If you’re going to work with [com
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Professionals, however, offered sev
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Hemingway, C. A. (2005). Personal v
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Causing Our Own Problems? Women as
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What’s Critical About PR and New
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• PR strategy is still developed
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Discussion in Terms of Strategy, Et
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How the PRSA’s Certification in E
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1) How did the PRSA certification e
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Frances Lilly in a similar white pa
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Concerned that its sexual harassmen
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All respondents agreed that e-learn
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DL 3.0 were simple text and graphic
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technology that we lose sight of th
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Lowery, S. A., & DeFleur, M. L. (19
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and student groups in research clas
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Adoption of Participatory Adult Lea
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all had the same instructor, the sa
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Table 1: Thematic Analysis Results
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Improving Feedback, Interaction and
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will realize they all are expected
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How to Win Friends and Impact Stude
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6. After reviewing assignments to m
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The pre-assessment survey results s
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messages and she never even called
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Who Should Teach Investor Relations
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Relations Society of America (PRSA)
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From Britney Spears to Burger King:
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governmental entities. The professo
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Show Me! Portfolios as Instruments
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The Student. In a real sense, what
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Gill, K. (ed.). (1993). Process and
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Courses of Study The courses in the
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Table 1. Cluster Comparison of Grad
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Appendix Name________________ Semes
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Outcome Clusters (italicized are ne
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innovation; (2) Successful collabor
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Breaking Ground In A Public Communi
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O A Video Documentary O A mini-vide
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Reflection as an Assessment Tool in
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Creating a Multi-Layered Case Study
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Finally in phase three of the case
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Example 2 Online Assignment: Studen
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New Methods of Student-to-Student a
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2008 PROCEEDINGS - Public Relations Society of America

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