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Riffe, D., Lacy, S., & Fico, F. (2005) Analyzing media messages. Mahwah, NJ: Lawrence Erlbaum. Roberts, M. (1997). Political advertising's influence on news, the public and their behavior. In M. McCombs, D. L. Shaw, & D. Weaver (Eds.), Communication and democracy: Exploring the intellectual frontiers in agenda-setting theory (pp. 85-96). Mahwah, NJ: Lawrence Erlbaum. Rosa, E., & Dunlap, R. (1994). Nuclear power: Three decades of public opinion. Public Opinion Quarterly, 58(2), 295-324. Scheufele, D. A. (2004). Framing-effects approach: A theoretical and methodological critique. Communications, 29(4), 401-428. Schoenbach, K. (1982). The issues of the seventies: Electronic content analysis and the orange observation of agenda-setting effects of the mass media. Publizistik, 27(1) 129-140. Shah, D. V., Watts, M. D., Domke, D., & Fan, D. P. (2002). News framing and cueing of issue regimes: Explaining Clinton’s public approval in spite of scandal. Public Opinion Quarterly, 66(37), 339-370. Tversky, A. & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science 211(4481), 453-458. Tversky, A. & Kahneman, D. (1987). Rational choice and the framing of decisions. In Robin M. Hogarth and Melvin W. Reder (Eds.), Rational choice: The contrast between economics and psychology (pp. 67-94). Chicago: University of Chicago Press. Taylor, J. & Watkinson, D. (2007). Indexing reliability for condition survey data. The Conservator, 40, 49-62. Top media outlets 2009: Newspapers, blogs, consumer magazines & social networks. (2009). Retrieved April 11, 2009, from Burrelles Luce Web site: http://www.burrellesluce.com/top100/?cid=tpm_PR_A172XK3W Wahkstrom, B. (2005). Challenges in the nuclear industry: Perspectives from senior managers and safety experts. In B. Wilpert. N. Itoigawa & B. Fahlbruch (Eds.), Emerging demands for the safety of nuclear power operations (pp. 17-30). Boca Raton, FL: CRC Press. Walker, J. S. (2000). Permissible dose. Los Angeles: University of California Press. Weaver, D. (1977). Political issues and voter need for orientation. In D. Shaw & M. McCombs (Eds.), The emergence of American political issues: The agenda-setting function of the press (pp. 107-120). St. Paul, MN: West. 54
Reputation Matters: Impact of Organizational Reputation on Purchase and Investment Decisions Alan R. Freitag University of North Carolina at Charlotte arfreita@email.uncc.edu Abstract The researcher placed two questions in an omnibus telephone survey of 850 respondents in a major U.S. metropolitan area. The questions sought respondents’ expression of intention to purchase goods and services or invest in the stock of a company based upon that company’s reputation for socially responsible behavior. Reponses were analyzed based on demographic categories including income level, education level, age, ethnic identity and gender. Results indicate that consumers and investors do clearly factor organizational reputation into their purchase and investment decisions, with no consequential variations across demographic strata. The data suggest linkages between corporate reputation and profitability, bolstering the economic value of public relations counsel in matters of corporate policy vis-à-vis responsible business practices. Introducing the topic of corporate social responsibility to a professional or academic conversation is certain to generate lively, even animated discussion and debate among interlocutors and certainly among scholars, business leaders and activists. Questions these discussions might center on include: whether CSR is an appropriate role for profit-focused businesses at all; if it is, whether justification for CSR efforts stems from economic or altruistic motivations; what sorts of activities constitute CSR; whether a company’s promotion of its CSR activities constitutes “greenwashing;” and who within the organization should exercise authority over and administer CSR efforts. There are certainly additional central questions, and several recent books have tried to address these broad issues in depth (Werther & Chandler, 2006; Kotler & Lee, 2005). In addition, a growing literature is rapidly emerging, and this paper adds to that literature with a small project aimed at benchmarking one aspect of the CSR issue: whether consumers and investors are consciously making purchase and investment decisions based at least in part on a company’s reputation for responsible behavior. This paper is submitted in a public relations context; consequently, readers may argue that public relations scholars should not be making a business case for CSR, but should rather stress the ethical imperative of responsible community engagement on the part of corporations as a reasonable exchange for implicit permission from the community to function profitably. That’s a fair point, and, in fact, this author has argued that it is disturbing to find that the preponderance of CSR literature is found in business-oriented texts and journals and that the public relations community of scholars has a conspicuously limited profile in this arena (reference withheld to protect anonymity during review). Realistically, however, we in public relations should recognize the value in triangulating the argument – addressing both the rational/business and the moral/ideological aspects favoring CSR-driven practices. The bridging premise of this project is that corporations should consider the business/rational merits of CSR because consumers and investors are including moral/ideological factors in their purchase and investment calculations. That the question of the appropriateness and wisdom of CSR activities needs to be increasingly and continually addressed is made clear by current events and circumstances. On one hand, we have a string of episodes of corporate corruption and exploitation, especially over 55
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2 0 1 0 P R O C E E D I N G S W A S
Page 3 and 4: TABLE OF CONTENTS Research Papers _
Page 5 and 6: Public Relations Leadership through
Page 7 and 8: Millennial Students Relationship wi
Page 9 and 10: elationship approach to PR provides
Page 11 and 12: social media marketing is effective
Page 13 and 14: students who noted they were 17 or
Page 15 and 16: discussed previously, Millennial st
Page 17 and 18: strongly committed to maintaining a
Page 19 and 20: gender (male/female) and each of th
Page 21 and 22: social media. One focus of the arti
Page 23 and 24: Shah, A. (2007, June 18). Social me
Page 25 and 26: Appendix B Table 2 Differences Betw
Page 27 and 28: Appendix D Table 4 Differences Betw
Page 29 and 30: Appendix F Table 6 Pearson Correlat
Page 31 and 32: Mentoring 2.0: How PR Educators Use
Page 33 and 34: Despite this, however, studies have
Page 35 and 36: Sometimes using Facebook to IM is a
Page 37 and 38: Investing time. As with any relatio
Page 39 and 40: pursuing chosen fields. For public
Page 41 and 42: Tam, S. Y., Dozier, D. M., Lauzen,
Page 43 and 44: While favor towards nuclear energy
Page 45 and 46: frames present new considerations w
Page 47 and 48: Procedural -Licensing and applicati
Page 49 and 50: “Shoreham Board Begins a Hunt for
Page 51 and 52: While the story element “positive
Page 53: Gamson, W. & Lasch, K. (1983). The
Page 57 and 58: leadership had at hand a number of
Page 59 and 60: and 65+ (15.4%). More than half wer
Page 61 and 62: evealed significant differences for
Page 63 and 64: will be rewarded in the marketplace
Page 65 and 66: Investigating Multiplier Effects of
Page 67 and 68: RQ1: Do PR practitioners and busine
Page 69 and 70: accepting information they receive
Page 71 and 72: still smacks of news. News coverage
Page 73 and 74: Even when testimonials do not withs
Page 75 and 76: viewed to some degree as a valuable
Page 77 and 78: Perceptions of Product Blogs in Tai
Page 79 and 80: Uses and gratifications theory has
Page 81 and 82: Thus the degree to which blog reade
Page 83 and 84: hours). Blog reading was dwarfed by
Page 85 and 86: Effects of Language on Responses Ba
Page 87 and 88: esponse (M = 4.13). For online acti
Page 89 and 90: 5-item Index 4.41(1.030) 3.80(1.033
Page 91 and 92: ecommendations were more objective
Page 93 and 94: Choney, B. (2009, September 29). Mi
Page 95 and 96: Lenhart, A., Purecell, K., Smith, A
Page 97 and 98: elational trust. Journal of Public
Page 99 and 100: challenge will be to persuade survi
Page 101 and 102: of Avian Flu. It is important to no
Page 103 and 104: with an arousing stimulus or messag
Page 105 and 106:
Chen, N. (2009). Institutionalizing
Page 107 and 108:
Excellence in an Activist Organizat
Page 109 and 110:
public relations functions or tacti
Page 111 and 112:
Data Collection Documents. In an ef
Page 113 and 114:
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
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Another 15% of respondents (n = 8)
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Table 1 Respondents’ Perceptions
Page 139 and 140:
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
Page 161 and 162:
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
Page 171 and 172:
Intersections and Overlaps: Buildin
Page 173 and 174:
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
Page 187 and 188:
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
Page 211 and 212:
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
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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
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
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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
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
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prepare and do the research. I prov
Page 269 and 270:
• 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
Page 279 and 280:
evenings at home working on his poe
Page 281 and 282:
Another strategy for the students w
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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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