2010 - Public Relations Society of America

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examples to add depth and understanding, and compared responses to expectations based on other studies. Pseudonyms were assigned to all participants quoted in the study. Results Credibility of Independent Media vs. Controlled Media The existence of implied third-party endorsement effects of independent media stemming from perceived credibility of independent media compared to controlled media was supported overall by the interviews conducted with both public relations practitioners and business people. Nine of the 10 public relations practitioners interviewed said they definitely perceive independent media to be more credible than controlled media, and one person found independent media somewhat more credible than controlled media. Seven said that they thought business people definitely perceive independent media as more credible than controlled media, and three said that business people view independent media somewhat more credible than controlled media. PR practitioners said the general public does not feel as strongly about the credibility of independent media compare to controlled media. Four said that the public definitely views independent media as more credible than controlled media; four said the public sees independent media somewhat more credible than controlled media; and two said the public does not distinguish any difference in credibility of independent media and controlled media. Eight of the 10 business people interviewed said they definitely perceive independent media as more credible than controlled media, while two found independent media somewhat more credible than controlled media. Six of the business people said that other business people definitely perceive independent media as more credible than controlled media, three said that business people view independent media somewhat more credible than controlled media, and one said that business people do not distinguish any difference in credibility of independent media and controlled media. Seven of the business people said the general public definitely or somewhat views independent media as more credible than controlled media, and three said that the public perceives independent media and controlled media as having the same level of credibility. Public Relations Practitioners’ Views on Credibility of Independent and Controlled Media Interestingly, some PR professionals perceived greater credibility of independent sources because they recognized the advocacy role they play in their own work. Independent PR practitioner Barbara said, Part of my job is to put people in the best possible light. Not being dishonest, but just playing up their strengths. Ideally a good newspaper or radio, television and other media outlets are digging to get at the actual facts of the situation. So that gives more credibility. An assumption that editors and reporters are unbiased whereas companies are biased was another explanation for perceiving higher credibility of media. Marketing communications professional Jill observed that reporters are considered to have no bias, while a company that puts out an advertisement obviously has a self-interested perspective it wishes to advance. Because the controlled message is "scripted and approved," it lacks the credibility conveyed by a message communicated through an independent third-party channel, said strategic communications consultant Greg. A number of public relations professionals noted a cynicism toward and resistance to messages designed to “sell” or “persuade.” Wayne, a corporate communications executive, observed, “It makes sense that when people see advertising over the course of their lives, they become more cynical about it… and they think about the fact that they are being sold to.” He added that people consume news media and advertising differently and are less cynical about 68
accepting information they receive through the news media. "They have a fundamental belief that the news media is more objective, generally, and certainly more objective than advertising." Having an educational and/or professional background in journalism was a factor for some public relations professionals’ views that independent media channels are more credible than controlled channels. One corporate media relations expert with a journalism education background, Perry, said that “being trained that way, you want to believe that what you read and see in the news media is relatively unbiased and well-researched." Several public relations practitioners, while acknowledging the greater perceived credibility of the news media, still expressed some skepticism. A PR professional with extensive corporate and nonprofit experience, Ellen, said that coverage by independent media has greater credibility because “there is the possibility that it has been vetted and screened, and the fact that it is not paid for allows for some balance and for other voices in the story.” Nevertheless, she said she had worked with reporters who “never let the facts get in the way of the story,” selectively including or excluding information or failing to check facts. While agreeing that independent sources, such as the news media, are more credible than controlled sources, such as advertising, public relations professional Tim emphasized that independent sources did not guarantee credibility. Information that is conveyed through independent sources is not inherently credible, he said, but it is perceived as more credible than information coming from a controlled source, giving an example: “If company X puts out a press release, I am going to be more skeptical about that release versus a story about company X that was published in the New York Times.” Despite this view, Tim raised a concern shared by several practitioners about the declining credibility of the news media. “These days I’m going to be much more suspicious about that newspaper article in the Times than I might have been 10 or 20 years ago," he said. High-profile situations that call into question the veracity of certain mainstream media also have influenced practitioners’ perceptions of credibility, such as circumstances of plagiarism and inaccurate reporting, and retractions from lack of fact checking, have diminished the perceived believability of media in general. "That said," agency practitioner Tim commented, "I still think people will say, if you read it in the newspaper, there is some degree of credibility to it versus the company or the organization saying it.” PR Practitioners’ Views on Business People’s Perceptions of Credibility of Independent and Controlled Media Business people may have a slightly different perspective in viewing the credibility of media versus companies as a source of information, observed several public relations professionals. Agency practitioner Tim called it a "peer-to-peer type thing." He explained, There might be a certain level of camaraderie in business, where everyone knows that the media is going to interpret the way they want to interpret something. So it is sort of an ‘us’ and ‘them’ type of thing. If company A were to put out a press release, company B would probably think that basically everything that company A has said is more likely on the up-and-up only because they have been through that process themselves. Unless it is just someone notorious such as the Enron situation, which is totally tainted, I think that businesses are probably less suspect of each other because they know that the media can take things and twist and turn it to get the story that they want. "I think that business people would have a degree of cynicism about advertising or at least understand that they are being marketed to,” observed Kirk, a public relations executive. “Ironically, in my experience some of the most gullible tend to be marketers themselves because 69
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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 _
Page 5 and 6:
Public Relations Leadership through
Page 7 and 8:
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
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 and 66: Investigating Multiplier Effects of
Page 67: RQ1: Do PR practitioners and busine
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
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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
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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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