2010 - Public Relations Society of America

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Hits Two Decade Low; Public Evaluations of the News Media: 1985-2009. Retrieved October 1, 2009 from the World Wide Web: http://people-press.org/report/543/ Smith, R.D. (2009). Strategic planning for public relations. New York, NY: Taylor & Francis. Stacks, D.W, & Michaelson, D. (2009). Exploring the comparative communications effectiveness of advertising and public relations: A replication and extension of prior experiments. Public Relations Journal, 3(3), 2-22. 76
Perceptions of Product Blogs in Taiwan: The Impact of User Motivation, Blogger Affiliation and Language Valence Chen-Yi (Joyce) Huang and Kirk Hallahan Colorado State University kirk.hallahan@colostate.edu Abstract A survey among college students in Taiwan (n=314) found that readers of product blogs were primarily motivated by knowledge/information seeking rather than social utility/entertainment. Attitudinal assessments of credibility and value were positively related to bloggers being independent and using balanced (versus all-positive) language. However, no statistically significant main effects were discerned based on these variables for purchase intent or for the likelihood of sharing information with others. Notably, respondents were more likely to respond offline than online, and females were more likely than males to engage in information sharing. Participants also assess product blogs are more credible than reading product information in the form of ads or news. Introduction Blogs (also known as web logs) are personal diaries or journals that enable blog producers (bloggers) to comment on a wide range of topics (Kaye, 2005; Yang & Lim, 2009). Although the popularity of consumer blogs has waned somewhat in the United States since 2004- 2005, blogs remain viable marketing public relations tool despite the inroads of social networking sites such as Facebook in the West and in Asia (CheckFacebook.com; Lenhart, Purcell, Smith, & Zickuhr, 2010. This is especially true in Taiwan where blogging is particularly popular and one-quarter of Internet users maintain their own blogs, compared to 4% of Internet users in the United States (Institute for Information Industry, 2008; Lenhart & Fox 2006). Although blogging initially was most popular among young adults, the average age of bloggers in Taiwan has steadily increased. Today the age distribution of bloggers in the country roughly corresponds to that of the population as a whole (Zhang, 2007). Major marketers in Taiwan, such as McDonald’s, routinely invite bloggers to write reviews about new products. Numerous bloggers in Taiwan recommend electronic devices, travel tours, cosmetics, foods and other products or services on their blogs—anything that people can imagine. Several famous bloggers even assemble their blog articles into books (Queen, 2009; Wan-Wan, 2005). Most bloggers are conspicuously positive in terms of their recommendations, but others are not (Christabelle, 2008). In Taiwan, the ethics of blog marketing are not clearly delineated (Huang, Guo & He, 2008), and bloggers are not required to disclosure how they obtain the products that they review or whether they receive any form of compensation for writing reviews. In Taiwan’s blogosphere, there are many “professional bloggers” who write about new products on their blogs, such as 艾瑪隨處走走 , I am Queen, and 美食摩人 , and it is not easy for blog readers to differentiate whether these blogs are merely advertisements or authentic descriptions of a real user’s experience (“News finds,” 2009). Yet, most major marketers views bloggers as valuable sources of third-party endorsements. Cheng, a leading marketing practitioner, describes two types of marketing blogs (cited in He, 2007). One type includes company-sponsored blogs that promote product visibility and reader engagement. The second, more common type involves seeking exposure on independently 77
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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
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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
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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 and 74: Even when testimonials do not withs
Page 75: viewed to some degree as a valuable
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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