Journal of Public Relations Research

Pieczka, Magda

2000 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1203_1

This article investigates objectives and evaluations used in 111 prize-winning case studies to understand types of knowledge used in public relations and ways that the effectiveness of such a professional service is ascertained in practice. The discussion of the empirical findings is framed by ideas from the sociology of the professions, focusing specifically on the complex relationships between the professional body of knowledge, skills, and power strategies used by professional groups as well as ideas from the ongoing debate about evaluation in public relations. This article concludes by identifying 2 strategies in current practice: introspective focus and public performance.

Austin, Erica Weintraub; Pinkleton, Bruce E.; Dixon, Andrea

2000 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1203_2

A mail survey (n = 300) of public relations practitioners assessed role orientations, research orientations, and perceived barriers to performing public relations research. The data showed 2 distinct but correlated groups of practitioner orientations (managers and technicians) and 2 orthogonal groups of research orientations (source orientation and receiver orientation). Budget was considered more of a constraint for management-oriented practitioners, with time and training more of a problem for technician-oriented practitioners. Supervisor interest and training were motivators to research for those with a management orientation. Client interest had no positive or negative associations with the perceived ability to perform public relations research. The results suggest that management-oriented practitioners appreciate the need for receiver-oriented data but may not communicate its value effectively when budgeting decisions are made. Technician-oriented practitioners, meanwhile, appear aware of the limitations of source-oriented practices but need further training to enable them to change operating styles.

Woodward, Wayne D.

2000 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1203_3

This article explores how a transactional approach to communication contributes to theory building and professional practice in public relations. Developing on foundational studies of dialogue, 2-way symmetrical communication, and community building as models for public relations, the study elaborates the transactional notion of situated creativity as a reference point for eliciting supportive action from constituents. The origins of transactional philosophy in American pragmatism are connected to contemporary research on the reflective practitioner, contributing to efforts by public relations scholars to apply the pragmatist legacy to this field. The article concludes that the transactional approach significantly refines the dialogic model of public relations theory and management practice.