2010 - Public Relations Society of America

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cheaper for them to pay a PR person, not just because that it’s cheap, but because the costs of advertising are very high,” she said. She recalled a sleep-disorder doctor who sought public awareness of his work but had a very limited budget. “We got him some TV coverage and he was pleased with that,” she said. Discussion The primary purpose of this qualitative research was to determine the implied third-party endorsement or multiplier effect was perceived by public relations practitioners and business people and what levels of acceptance each group projected of the other and of the public. Indeed, the idea that information conveyed through independent news media channels was perceived as somewhat more credible than information conveyed through controlled channels was supported by both public relations and business professionals. That said, individuals in both groups observed that the credibility of the news media, in general, is declining and this moderated their belief in the strength of the third-party endorsement effect. At the same time, public relations and business professionals are skeptical of quotations attributed to company officials that appear in press releases and published articles. The inside knowledge that press releases, including quotes, are typically written by public relations practitioners and extensively reviewed and edited prior to distribution raised doubts about credibility. Despite their personal views, most public relations practitioners and business people felt that the public viewed such quotations in a more positive, believable light. This view might be based partly on the belief that the general public is less knowledgeable and discerning about the news media and also due to the desire to validate their own ability to present believable statements through company-prepared materials. In considering the credibility of customer testimonials, another type of third-party endorsement, most public relations practitioners and business people felt they were somewhat credible. Both groups generally believed, however, that the public finds customer testimonials quite credible and valuable as a communication strategy. Several of the public relations and business professionals noted they use customer testimonials in their own communications with target audiences, clients and customers. All of the public relations practitioners interviewed said they believed their clients generally saw value in media coverage in independent media channels. However, this belief was not consistent across the board. For example, one corporate public relations practitioner noted that while his company’s new chief executive officer recognized value in media coverage, not all of the company managers in the organization shared that view. Consequently, the public relations practitioner spent a good amount of time attempting to educate company managers about and demonstrate to them the potential value of media coverage, including the multiplier effect. For some practitioners, the reality of their jobs remains all about getting their stories placed in the independent news media. As one practitioner noted, “I think that you can consider any good hit a victory. At the end of the day, you take what you can get.” Limitations of This Study As with all qualitative research, the findings from this study are not generalizable to populations of public relations practitioners and business people. Conclusions and Implications for Public Relations Practitioners The implied third-party endorsement effect remains a somewhat elusive “holy grail” of public relations practitioners and scholars. Yet communicating messages via independent news media that go through an editorial process of review and selection of content continues to be 74
viewed to some degree as a valuable public relations practice by practitioners and business people because of perceived multiplier effects. The commonly held belief in implied third-party endorsement effect of news media may well be merited despite mixed results of academic experiments and surveys. Perhaps the definition of “media” needs to be reconsidered beyond “news media” when analyzing endorsement effects. In today’s communication landscape, more media formats and forums exist – many of them online – and many may offer an implied an endorsement effect to different audiences. The “a-ha” realization may be that the endorsement effect actually comes from multiple media types, not just the news media. Consequently, a multifaceted approach to communication may, ultimately, produce the most successful and effective results for public relations professionals and their clients. Rather than limiting or diminishing the role and value of public relations, this expanded idea of third-party endorsement may require practitioners to develop new, more sophisticated communication strategies using a variety of media channels. Certainly these notions warrant future research. In conclusion, the long-time role of public relations to pitch and secure story placements in independent media channels such as newspapers, magazines and trade journals, is likely to continue based on the perceived value of these stories by PR practitioners, their clients and business people. References Baran, S.J. & Davis, D.K. (2006). Mass communication theory: Foundations, ferment, and future. Belmont, CA: Thomson Wadsworth. Berkowitz, S. (1997). Analyzing qualitative data. In J. Frechtling and L. Sharp (Eds.), User- Friendly Handbook for Mixed Method Evaluations. Arlington, VA: Division of Research, Evaluation and Communication, National Science Foundation. Bogdan, R.C., & Biklin, S.K. (1998). Qualitative research for education: An introduction to theory and methods. 3 rd ed.. Boston: Allyn & Bacon. Cameron, G.T. (1994). Does publicity outperform advertising? An experimental test of third -party endorsement. Journal of Public Relations Research. 6(3), 185-207. Cameron, G.T., Wilcox, D.L., Reber, B.H., & Shin, J.A. (2008). Public relations today: managing competition and conflict. Boston, MA: Pearson Education, Inc. Geary, D.L. (2005). The decline of media credibility and its impact on public relations. Public Relations Quarterly, 50, 3, 8-12. Grunig, J.E., & Grunig, L.A. (2000). When conventional wisdom meets research: The myth of implied third-party endorsement. Research: A supplement of pr reporter, 8, 1-4. Guth, D.W., & Marsh, C.M. (2007). Public Relations: A values-driven approach. Boston: Pearson Education, Inc. Hallahan, K. (1999 a). Content class as a contextual cue in the cognitive processing of publicity versus advertising. Journal of Public Relations Research, 11(4), 293-320. Hallahan, K. (1999 b). No Virginia, it’s not true what they say about publicity’s “Implied Third-Party Endorsement” effect. Public Relations Review, 25, 331-350. Jo, S. (2004). Effect of content type on impact: Editorial vs. advertising. Public Relations Review, 30, 503-512. Michaelson, D., & Stacks, D.W. (2007). Exploring the comparative communications effectiveness of advertising and public relations: An experimental study of initial branding advantage. Institute for Public Relations. www.instituteforpr.org Pew Research Center for the People & the Press. (2009, September 13). Press Accuracy Rating 75
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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
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
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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
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 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: Even when testimonials do not withs
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
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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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