2010 - Public Relations Society of America

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o No one has seen the students from the suite that set the fire alarm off since evacuation began • The City of Plattsburgh Fire Department is assisting on a large structure fire outside of town and have been delayed in responding to Moffitt Hall. They will be arriving as soon as possible… THIS JUST IN! • By the time the fire department arrives, the suite that started the fire is engulfed in flames. Heavy smoke has filled the building and outside region. • Fire department crews are actively searching the building for students THIS JUST IN! • 10 students who were found in the suite that caused the fire alarm to go off have just been taken to CVPH unconscious. EMT crews fear that the students have suffered from excess smoke inhalation. • The Fire Department has experienced difficulty in assessing the fire alarm situation due to the Control Panel malfunctioning. The Resident Assistant on duty was not able to assist in the analysis of the situation due to lack of knowledge with the Control Panel. THIS JUST IN! • The students who were admitted to CVPH have just been declared deceased by the county coroner. Autopsies have shown that the 10 students were found with drug and alcohol in their blood upon death. • The Fire Department has analyzed the scene of the fire and has concluded that Marijuana was present at the origin of the fire. 270
Public Relations Leadership Through Social Networking: An Analysis of Undergraduate Use and Attitudes Bonita Dostal Neff, Ph.D., IEL Fellow, and Jennifer Halbert Valparaiso University, Indiana Bonita.neff@valpo.edu Introduction Social media is clearly a factor in the public relations communication process. Students on the undergraduate level view their involvement or emersion in the social media from a variety of perspectives. Informal responses during classroom discussion seem to indicate a wide variety of approaches to social media. Perhaps with the college undergraduate group, the Facebook site is as close to home as you can get. What this means in terms of training those who will be in the public relations profession is not exactly clear yet. Academics in the classroom will see some students tied to their mobiles unable to disconnect during class. Sometimes the computer is used as a guise for this behavior. Others are totally not interested. Emerging discussion suggests the profession of public relations is considered to be the leader in the area of social media usage. But are the students ready and willing to accept this leadership? What is this “use” of social media mean for the emerging public relations leaders? The evolution of the technological interface on Facebook, Twitter, FourSquare, LinkIn, and a myriad of other approaches is obviously becoming an ongoing challenge in the educational process. Literature As noted in Born Digital: Understanding the First Generation of Digital Natives, the authors point out “this is the most rapid period of technological transformation ever….” Meanwhile, the landscape for social media is nascent and very complex. There is on one hand the bare usage of social media individually vs. the organizational usage of social media. Taylor and Kent in their “Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA’s public relations tactics” present a rather strong contrasting argument of the need for better research in presenting the social media impact to students. For public relations educators simple hype does not work. The fact remains at the moment that publications, especially academic research, is also nascent and this makes sense since the social media process per se is just catching on. The first public relations and social media journal dedicated to this topic features a variety of substantive articles including: how social media is affecting the practice of media relations (Waters, Tindall, and Morton, 2010), organizational image based on social media (Gilpin, 2010), nondisclosure as a barrier to relationships (Sweetser, 2010), social media usage in political campaigns (Levenshus, 2010), and the use of social media by health practitioners (Avery, Lariscy, Amador, Icowitz, Primm, and Taylor, 2010). Another research presentation focused on a twitter content analysis and analyzed the “40 Best Twitter Brands” in terms of “usage and authenticity/transparency of the organizational tweeters”(McCorkindale, 2010) Such a study provides instructive guidelines for developing more critical approaches to social media, especially for the students entering the profession. These recent and very well-designed studies offer a 271
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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
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Engaging individuals. Many times ac
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Washington, DC, and Puerto Rico; ge
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Murphy, P. & Dee, J. (1996) Reconci
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of Educational Progress (NAEP), 80%
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school assessment, and that the pro
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Both the paper and Web-based survey
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student was admitted to their acade
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Problems with the measures: Here, s
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Patterns in the open-ended response
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Trends evident in K-12 education, t
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Another 15% of respondents (n = 8)
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Table 1 Respondents’ Perceptions
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Table 4 Frequencies of Listed Writi
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Hansen, R.S. (1993). Clear, concise
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so, this study follows up on recent
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2009). In BMCC context, in addition
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--------------------------------- I
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social media is not crisis communic
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and uses and gratifications theorie
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Hennig-Thurau, T., Gwinner, K. P.,
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Table 1 BMCC Model Propositions (__
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FIGURE 1 BMM Model (_____ & _____,
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practitioners and scholars argue fo
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Several studies, however, suggest t
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factors that impact the development
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perceptions of administrative suppo
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(2009) reminds us that the limitati
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412-414. Gonzalez-Herrero, A., & Ru
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Intersections and Overlaps: Buildin
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elations excellence, relationship-b
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2002), all of which encourage emplo
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Conley and Wagner-Marsh (1998) prop
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passion, caring for people.” Note
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done.” Accommodations such as fle
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organizational commitment and loyal
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Founder/Leader Faith & Vision Authe
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Practical implications This study a
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public relations (pp. 3-22). Mahwah
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Grunig, L. A. (1992). Power in the
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presented to the annual conference
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Prioritizing Stakeholders for Publi
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developed by Grunig and Hunt (1984)
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expectant stakeholders possess two
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each other” (p. 125). Examples of
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Priority publics are those whose pa
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Collection of data triangulated (Yi
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Diffused Linkage. A diffused stakeh
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Envirocare take it. They are also m
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Dunham, L., Freeman, R. E., & Liedt
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PEDAGOGICAL POSTERS 213
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seem to be context-dependent (Lauri
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Shapiro, A. (2003). Case Studies in
Page 219 and 220: Argument #2: stories are for childr
Page 221 and 222: Physiology “…your mind was evol
Page 223 and 224: Conclusion In the movie, Indiana Jo
Page 225 and 226: Pitching on your Feet: Using a Mock
Page 227 and 228: speaker(s) are available after the
Page 229 and 230: college’s connection to the commu
Page 231 and 232: “I felt the class built upon our
Page 233 and 234: community. Many participants have c
Page 235 and 236: posting content to the Internet, bu
Page 237 and 238: What’s All The Hype About Skype?
Page 239 and 240: In between the times the class meet
Page 241 and 242: Best Practices in Public Relations:
Page 243 and 244: Assignment Structure Client Selecti
Page 245 and 246: Conclusion Integrating real-world c
Page 247 and 248: equires true fluency in the host co
Page 249 and 250: living in London. Because visa and
Page 251 and 252: Using the Case Study approach to an
Page 253 and 254: tier responders hadn’t participat
Page 255 and 256: Harnessing the Web for Teaching Wri
Page 257 and 258: these tools and platforms. With wri
Page 259 and 260: article 2. 259
Page 261 and 262: Experimental methods may be better
Page 263 and 264: The third hypothesis asked whether
Page 265 and 266: Crisis in the Classroom: A cross-de
Page 267 and 268: prepare and do the research. I prov
Page 269: • September 2009 - More students
Page 273 and 274: from using it multiple times a day
Page 275 and 276: Kent, M. (2010). Directions in soci
Page 277 and 278: Professor Clare Morgan at Oxford no
Page 279 and 280: evenings at home working on his poe
Page 281 and 282: Another strategy for the students w
Page 283 and 284: Media list and crisis media list So
Page 285 and 286: understand that knowledge of the cl
Page 287 and 288: If creating separate teams for one
Page 289 and 290: Integrating ethics into the undergr
Page 291 and 292: Three-step approach The present aut
Page 293: Putting Theory, Research and Strate
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