Journal of Public Relations Research

Hamilton, Peter K.

1992 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr0403_01

Grunig's situational theory segments publics from a larger population based on the activeness or passiveness of communication behavior. This study found support for the Grunig model in a survey conducted during the 1990 governor's race in Kansas. The variables of the theory—problem recognition, level of involvement, and constraint recognition—accurately predicted different levels of communication activity about the election. The theory also predicted the outcomes of communication successfully. In contrast to previous studies using the situational theory, this study found a strong relationship between the situational variables and standard demographic characteristics of age, education, and income—thus suggesting the possibility of using segmentation procedures that include both situational variables and media demographics. Finally, the article suggests that the situational theory could be enhanced by including an energy variable—specifically Hull-Spence's behavior equation—and a media use variable.

Anderson, Deborah S.

1992 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr0403_02

Activist groups are strategic publics because they constrain an organization's ability to accomplish its goals and mission. Activists create issues; they appeal to government, the courts, or media for litigation, regulation, or other forms of pressure. As a result, research on activism has become one of the most important domains of public relations research. I begin this article with the premise that public relations practitioners must develop sensitivity to activists, he able to identify activist publics before they become active, and develop communication strategies to foster mutual understanding with them. The results are reported of a case study of environmental activism against a multinational company working in the Central American country of Belize. The organization failed to identify activist publics at the beginning of its Belize project and made no attempt to communicate with them. The activists then went elsewhere for information and escalated overt pressure on the organization. Media coverage, however, had little effect on the activists because they had their own specialized communication networks and newsletter. The organization then used press agentry and public information models of public relations to counteract the activists; as a result, the pressure escalated. I also found evidence that the organization became more successful with activists when it used a symmetrical model of public relations during a radio debate.

Pasadeos, Yorgo; Renfro, Bruce

1992 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr0403_03

From time to time, scholars in an academic or professional discipline need to assess the quality and stature of their field. Studies of citation patterns in journals—of who cites whom and of the nature of the citations—offer a method for taking stock of a discipline. This article reports the results of the first citation study of public relations. The results show that public relations has matured greatly as a discipline over the 15-year period studied. In articles published early in the period, most citations were to other fields, especially to the social sciences. In more recent articles, public relations scholars cite each other more often—showing that the discipline is coalescing around its own body of knowledge. We conclude that public relations developed a literature that is not only voluminous but also relevant during this period. The study also shows that public relations has become a scholarly discipline as well as a professional one. There was a dramatic increase in the relative number of educator-authors, and a relative decrease in the number of practitioners, contributing to the scholarly public relations literature over the 15-year period examined in this study.