Journal of Public Relations Research

Huang, Yi-Hui

2001 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1304_01

This article identified two important measures of public relations effects i.e., organization-public relationships and conflict resolution, and investigated how they functionally related to public relations strategies. The research hypothesis posited that the effect of public relations strategies on conflict resolution was mediated by organization-public relationships. Two survey data sets were used and incorporated to derive possible answers for the proposed research hypothesis and research question. The 1st data set (n = 301) was used as a starting point for investigating the complex relationships among variables. The 2nd data set (n = 235) was tested, and replication procedures were adopted to further cross-validate the results obtained from the 1st study. The results supported the research hypothesis positing that the effect of public relations on conflict resolution is mediated by organization-public relationships. Theoretically, this study makes evident the values of public relations in terms of relationship management and conflict resolution. On a pragmatic level, the results of this study may serve to benefit public relations practitioners interested in generating favorable relationships and resolving conflict with their publics in general, and conducting international business in Far Eastern countries in particular.

Kelleher, Tom

2001 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1304_02

A national survey of Public Relations Society of America members (n = 267) was conducted to examine the relationship between public relations roles and media choice based on the integration of public relations theory and media richness theory. Respondents were identified as either public relations managers or technicians using confirmatory factor analysis, corroborating previous research. Managers reported spending more time in oral communication than technicians, whereas technicians spend more time using written communication. E-mail use in public relations and related communities is discussed, and areas for future research on new media and media choices in public relations are explored.

Coombs, W. Timothy; Holladay, Sherry J.

2001 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1304_03

This article begins to integrate ideas from the relational management perspective of public relations with the symbolic approach to crisis communication. The fusion centers on the relation history as part of an organization's performance history. The belief is that relationship affects the crisis situation by shaping perceptions of the crisis and the organization in crisis. The experimental study found support connecting relationship history to the crisis situation. The results are termed the velcro effect because only a negative relationship history produced an effect on organizational reputation and crisis responsibility. The article offers a model of the crisis situation to explain how relationship history fits with the variables used in the symbolic approach.