2010 - Public Relations Society of America
2010 - Public Relations Society of America
2010 - Public Relations Society of America
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viewed to some degree as a valuable public relations practice by practitioners and business<br />
people because <strong>of</strong> perceived multiplier effects.<br />
The commonly held belief in implied third-party endorsement effect <strong>of</strong> news media may<br />
well be merited despite mixed results <strong>of</strong> academic experiments and surveys. Perhaps the<br />
definition <strong>of</strong> “media” needs to be reconsidered beyond “news media” when analyzing<br />
endorsement effects. In today’s communication landscape, more media formats and forums exist<br />
– many <strong>of</strong> them online – and many may <strong>of</strong>fer an implied an endorsement effect to different<br />
audiences. The “a-ha” realization may be that the endorsement effect actually comes from<br />
multiple media types, not just the news media. Consequently, a multifaceted approach to<br />
communication may, ultimately, produce the most successful and effective results for public<br />
relations pr<strong>of</strong>essionals and their clients. Rather than limiting or diminishing the role and value <strong>of</strong><br />
public relations, this expanded idea <strong>of</strong> third-party endorsement may require practitioners to<br />
develop new, more sophisticated communication strategies using a variety <strong>of</strong> media channels.<br />
Certainly these notions warrant future research.<br />
In conclusion, the long-time role <strong>of</strong> public relations to pitch and secure story placements<br />
in independent media channels such as newspapers, magazines and trade journals, is likely to<br />
continue based on the perceived value <strong>of</strong> these stories by PR practitioners, their clients and<br />
business people.<br />
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