2010 - Public Relations Society of America

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Discussion For Web site related functions, the findings suggest that the college and university practitioners have relative ease in ensuring delivery of accurate Web content, that the Web sites provide user-friendly navigation, and ensuring that the Web site is organized well. The respondents indicated that they have relative ease getting diverse interests to agree on the purpose of Web-based initiatives. This is good news, particularly because almost 60% of the respondents indicated that Web initiatives are managed through decentralized management processes. A common sense of purpose is imperative for success. Curtis et al. (2010) maintain that it is absolutely essential for public relations practitioners to recognize the resourcefulness of social media tools and take advantage of every available opportunity to effectively reach their publics. Kent and Taylor (2002) argue that, through the commitment of organizational resources and training, the Web can function dialogically rather than monologically. Unfortunately, although the respondents indicated that they do not believe that the administration understands the importance of Web-based initiatives, and that they are not receiving adequate levels of support. Furthermore, the findings suggest that they believe that they do not receive adequate allocations of staffing and financial resources, or training. Seo, Kim, and Yang (2009) surveyed communication representatives at 75 transnational nongovernmental organizations (NGOs) to find that promoting the organization’s image and fundraising were the two most important functions of new media tools, and that organizational capacity and main objective of the organization were significant predictors of NGOs’ new media use in their public relations. The findings support Seltzer and Mitrook (2007) − a gap continues to exist between the relationship-building potential of Web-based public relations tools and the objectives of practitioners. The findings of the current study, point to lack of time and organizational support as factors inhibiting practitioners’ abilities to realize the full potential offered by Web sites and new media tools. The findings of the current study are troubling because, as indicated by Bortree and Seltzer (2009), dialogic strategy use appears to be closely related to dialogic outcomes, including networking activity, network extensiveness, network growth, user responsiveness, and organization responsiveness (p. 318). Limitations As with all studies, there are limitations that must be acknowledged. Although e- mail surveys have demonstrated superiority over postal surveys in terms of response speed, it is important not to overlook one important element; the response rate (Sheehan, 2006). A purposeful sample of public relations professionals managing the development of college/university Web-based strategies and tactics was sought through a larger sample of communication professionals serving the higher education sector. Self-selection occurs when the entities in the sample are given a choice to participate. The data was collected from a convenience sample that opted to participate. Consequently, the response rate for the current study is low. Furthermore, the response rate for individual questions varied because respondents were provided the opportunity to skip questions. As explained by Sheehan (2006), there are numerous potential influences on response rate including survey length, respondent contacts, design issues, research affiliation, and compensation. Waters et al. 166
(2009) reminds us that the limitations should not discourage researchers, but give ideas for future research. Further testing of the instrument should be conducted before attempting to administer to a larger or different sample. Despite the limitations, this study lays the groundwork for future research in this area. Table 1 Ease and ability to manage Web-based tools Scale Item n M SD Ease in ensuring delivery of accurate Internet content 73 .65 1.23 Ease in ensuring user-friendly navigation 74 .49 1.40 Ease in ensuring Web site is organized well 76 .35 1.43 Ability to getting diverse interests to agree on Internet’s purpose 74 .29 1.57 167
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2 0 1 0 P R O C E E D I N G S W A S
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TABLE OF CONTENTS Research Papers _
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Public Relations Leadership through
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Millennial Students Relationship wi
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elationship approach to PR provides
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social media marketing is effective
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students who noted they were 17 or
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discussed previously, Millennial st
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strongly committed to maintaining a
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gender (male/female) and each of th
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social media. One focus of the arti
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Shah, A. (2007, June 18). Social me
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Appendix B Table 2 Differences Betw
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Appendix D Table 4 Differences Betw
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Appendix F Table 6 Pearson Correlat
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Mentoring 2.0: How PR Educators Use
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Despite this, however, studies have
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Sometimes using Facebook to IM is a
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Investing time. As with any relatio
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pursuing chosen fields. For public
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Tam, S. Y., Dozier, D. M., Lauzen,
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While favor towards nuclear energy
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frames present new considerations w
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Procedural -Licensing and applicati
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“Shoreham Board Begins a Hunt for
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While the story element “positive
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Gamson, W. & Lasch, K. (1983). The
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Reputation Matters: Impact of Organ
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leadership had at hand a number of
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and 65+ (15.4%). More than half wer
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evealed significant differences for
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will be rewarded in the marketplace
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Investigating Multiplier Effects of
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RQ1: Do PR practitioners and busine
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accepting information they receive
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still smacks of news. News coverage
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Even when testimonials do not withs
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viewed to some degree as a valuable
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Perceptions of Product Blogs in Tai
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Uses and gratifications theory has
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Thus the degree to which blog reade
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hours). Blog reading was dwarfed by
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Effects of Language on Responses Ba
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esponse (M = 4.13). For online acti
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5-item Index 4.41(1.030) 3.80(1.033
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ecommendations were more objective
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Choney, B. (2009, September 29). Mi
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Lenhart, A., Purecell, K., Smith, A
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elational trust. Journal of Public
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challenge will be to persuade survi
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of Avian Flu. It is important to no
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with an arousing stimulus or messag
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Chen, N. (2009). Institutionalizing
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Excellence in an Activist Organizat
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public relations functions or tacti
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Data Collection Documents. In an ef
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Research. A key area of CTFK’s we
Page 115 and 116: Engaging individuals. Many times ac
Page 117 and 118: Washington, DC, and Puerto Rico; ge
Page 119 and 120: Murphy, P. & Dee, J. (1996) Reconci
Page 121 and 122: of Educational Progress (NAEP), 80%
Page 123 and 124: school assessment, and that the pro
Page 125 and 126: Both the paper and Web-based survey
Page 127 and 128: student was admitted to their acade
Page 129 and 130: Problems with the measures: Here, s
Page 131 and 132: Patterns in the open-ended response
Page 133 and 134: Trends evident in K-12 education, t
Page 135 and 136: Another 15% of respondents (n = 8)
Page 137 and 138: Table 1 Respondents’ Perceptions
Page 139 and 140: Table 4 Frequencies of Listed Writi
Page 141 and 142: Hansen, R.S. (1993). Clear, concise
Page 143 and 144: so, this study follows up on recent
Page 145 and 146: 2009). In BMCC context, in addition
Page 147 and 148: --------------------------------- I
Page 149 and 150: social media is not crisis communic
Page 151 and 152: and uses and gratifications theorie
Page 153 and 154: Hennig-Thurau, T., Gwinner, K. P.,
Page 155 and 156: Table 1 BMCC Model Propositions (__
Page 157 and 158: FIGURE 1 BMM Model (_____ & _____,
Page 159 and 160: practitioners and scholars argue fo
Page 161 and 162: Several studies, however, suggest t
Page 163 and 164: factors that impact the development
Page 165: perceptions of administrative suppo
Page 169 and 170: 412-414. Gonzalez-Herrero, A., & Ru
Page 171 and 172: Intersections and Overlaps: Buildin
Page 173 and 174: elations excellence, relationship-b
Page 175 and 176: 2002), all of which encourage emplo
Page 177 and 178: Conley and Wagner-Marsh (1998) prop
Page 179 and 180: passion, caring for people.” Note
Page 181 and 182: done.” Accommodations such as fle
Page 183 and 184: organizational commitment and loyal
Page 185 and 186: Founder/Leader Faith & Vision Authe
Page 187 and 188: Practical implications This study a
Page 189 and 190: public relations (pp. 3-22). Mahwah
Page 191 and 192: Grunig, L. A. (1992). Power in the
Page 193 and 194: presented to the annual conference
Page 195 and 196: Prioritizing Stakeholders for Publi
Page 197 and 198: developed by Grunig and Hunt (1984)
Page 199 and 200: expectant stakeholders possess two
Page 201 and 202: each other” (p. 125). Examples of
Page 203 and 204: Priority publics are those whose pa
Page 205 and 206: Collection of data triangulated (Yi
Page 207 and 208: Diffused Linkage. A diffused stakeh
Page 209 and 210: Envirocare take it. They are also m
Page 211 and 212: Dunham, L., Freeman, R. E., & Liedt
Page 213 and 214: PEDAGOGICAL POSTERS 213
Page 215 and 216: seem to be context-dependent (Lauri
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Shapiro, A. (2003). Case Studies in
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Argument #2: stories are for childr
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Physiology “…your mind was evol
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Conclusion In the movie, Indiana Jo
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Pitching on your Feet: Using a Mock
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speaker(s) are available after the
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college’s connection to the commu
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“I felt the class built upon our
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community. Many participants have c
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posting content to the Internet, bu
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What’s All The Hype About Skype?
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In between the times the class meet
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Best Practices in Public Relations:
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Assignment Structure Client Selecti
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Conclusion Integrating real-world c
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equires true fluency in the host co
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living in London. Because visa and
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Using the Case Study approach to an
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tier responders hadn’t participat
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Harnessing the Web for Teaching Wri
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these tools and platforms. With wri
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article 2. 259
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Experimental methods may be better
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The third hypothesis asked whether
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Crisis in the Classroom: A cross-de
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prepare and do the research. I prov
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• September 2009 - More students
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Public Relations Leadership Through
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from using it multiple times a day
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Kent, M. (2010). Directions in soci
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Professor Clare Morgan at Oxford no
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evenings at home working on his poe
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Another strategy for the students w
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Media list and crisis media list So
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understand that knowledge of the cl
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If creating separate teams for one
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Integrating ethics into the undergr
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Three-step approach The present aut
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Putting Theory, Research and Strate
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2010 - Public Relations Society of America

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