2010 - Public Relations Society of America

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information conveyed through the media filter is thought to be perceived by consumers as more fact-based and credible and less-biased than information provided in a paid advertisement or other information that is prepared, funded and distributed by a self-interested party (Grunig & Grunig, 2000; Guth & Marsh, 2007; Hallahan, 1999a, 1999b; Harris, 1998; Smith, 2009.) The term derives from applying a “multiplier” to public relations-generated media coverage compared with advertising to reflect an added value. However, there are different views on exactly what the multiplier, or added value, is. Some calculate the multiplier effect by multiplying the advertising value (dollar cost of placing an ad of identical size or length) by a factor of 3, 5 or 7 (Grunig & Grunig, 2000). A “multiplier” factor also may be applied to actual circulation figures to estimate a total number of media impressions, taking into account passalong readers. Estimates of these multipliers vary, but their use results in a higher measurement of total reach (Weiner & Bartholomew, 2006). Value enhancements also are often attributed to an audience’s perception of greater credibility because gatekeeper (reporter or editor) of the information provider (the news media) is not directly beholden to the originating source. In contrast, the originating source of information in paid advertising or other “controlled” media (such as newsletters produced by organizations) is seen to have a vested interest in the effects on an audience; the information is thought to reflect bias and carry diminished credibility (Grunig & Grunig, 2000; Guth & Marsh, 2007; Hallahan, 1999b). The implied third-party endorsement effect of published or broadcast information has been studied from multiple perspectives, often focusing on comparing perceptions of credibility and impact of information conveyed through mock “published” editorial news stories versus mock paid advertisements (Cameron, 1994; Hallahan, 1999a; Hallahan, 1999b; Jo, 2004; Michaelson & Stacks, 2007; Stacks & Michaelson, 2009). These studies’ results provide little-tono support for the conventional wisdom among public relations professionals that media coverage has enhanced value to organizations (Cameron, 1994; Hallahan, 1999a,1999b). Hallahan (1999b) even titled one article, “No Virginia, It’s Not True What They Say About Publicity’s ‘Implied Third-Party Endorsement’ Effect,” a review and analysis of 11 studies comparing the effects of news and advertising which yielded only mild overall support for the concept of third-party added value for news articles. Typically these studies have used between-subjects or within subjects experimental or survey methodology; limitations have often included small sample sizes and reliance on collegestudent participants, absence of reliability and validity measurements, lack of theoretical grounding and insufficient differentiation among the various test materials (Stacks & Michaelson, 2009). Additionally, surveys showing declining trust and confidence in the news media by the public (Geary, 2005; Pew Research Center for the People & the Press, 2009), further call into question implied third-party endorsement effects. Yet anecdotal evidence suggests the widely held belief persists in PR practice that information published or broadcast in news media takes on added value or “multiplier” effect because it has been approved by an independent third-party gatekeeper and conveyed by an independent, supposedly unbiased news medium. Up to now, no qualitative studies are believed to have probed the multiplier effect nor compared perceptions and attitudes of editorial endorsement values held by PR practitioners and business people; this study was conducted to address these gaps in the literature. Research Questions The following research questions were explored: 66
RQ1: Do PR practitioners and business people differ in their assessments of the presence and value of implied third-party endorsement effects of independent news media (such as newspapers) versus controlled media (such as advertisements)? RQ2: How do PR practitioners and business people assess each others’ perceptions of the presence and value of implied third-party endorsement effects of independent news media (such as newspapers) versus controlled media (such as advertisements)? RQ3: How do PR practitioners and business people assess the publics’ perceptions of the presence and value of implied third-party endorsement effects of independent news media (such as newspapers) versus controlled media (such as advertisements)? Method Interviews consisting of guided, open-ended questions were conducted with 10 public relations professionals and 10 business people by the first author between March 1 and May 1, 2009. A purposive selection process was used to secure input representative of a variety of types of public relations practices, organization sizes and industries. Fourteen public relations practitioners and 15 business people were invited, with 10 of each group agreeing to participate. Seventeen interviews were conducted by telephone and three in person. The interviews were recorded and transcribed. Participants were assured confidentiality under guidelines of the Institutional Review Board of (name of university). Four of the public relations practitioners worked for corporations, three for PR agencies (including a large firm with diversified clientele, a mid-sized regional firm and a small boutique agency), two worked for nonprofit organizations, and one was a sole practitioner. Their roles included media relations, marketing communications, internal communications, strategic communication and planning for commercial banking, consumer products, financial management and telecommunications, a major national nonprofit organization and a small educational foundation. Organization size varied from fewer than 50 employees to more than 20,000 employees. Experience ranged from less than a year to more than 16 years; five were male and five were female; seven held bachelor’s degrees and three received master’s degrees in communications-related studies. Business people interviewed represented industrial machinery manufacturing, entertainment, consumer services, metals manufacturing, business consulting, electric power utilities, consumer products, construction engineering, chemical manufacturing, and advertising. Eight of the companies were public and two were privately held; they ranged from fewer than 500 employees to more than 20,000 employees. Participants were mid-level to senior management (member of board of directors, vice president and director) with 11-25+ years of experience. Five participants were male and five were female; five had bachelor's degrees, two had MBA degrees, one had a master’s degree in human resources; two had J.D. degrees. The analysis entailed listening to the audio recordings of all interviews twice. Transcriptions and notes taken during the interviews were read a minimum of two times and cross-checked for accuracy against the actual recordings. Following qualitative data analysis protocol suggested by Bogdan and Biklin (1998), transcripts were organized by specific question responses grouped by the two respondent groups. In initial coding, responses were categorized and labeled line-by-line. Focused coding then eliminated, combined or further refined categories to identify repeating concepts and broader themes. Guidelines detailed by Berkowitz (1997) identified common themes and presence or absence of patterns and repetition in the answers, any deviations from identified patterns and possible explanatory factors, considered the influence of participants’ background and experience on their responses, sought illuminating stories and 67
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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 and 54: Gamson, W. & Lasch, K. (1983). The
Page 55 and 56: Reputation Matters: Impact of Organ
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: Investigating Multiplier Effects of
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
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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
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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
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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
Page 147 and 148:
--------------------------------- 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
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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
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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
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presented to the annual conference
Page 195 and 196:
Prioritizing Stakeholders for Publi
Page 197 and 198:
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
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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
Page 237 and 238:
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
Page 251 and 252:
Using the Case Study approach to an
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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 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
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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2010 - Public Relations Society of America

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