Journal of Public Relations Research

Rhee, Yunna

2002 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1403_1

This study applies the global theory of generic principles and specific applications, based on the excellence study, to South Korea. Data were collected using the International Association of Business Communicators's excellence questionnaire and Hofstede's cultural values questionnaire. Results show that the excellence theory could be used to explain South Korean public relations practice. In addition, findings on influence of societal culture show that excellent public relations practice in South Korea may be enhanced by collectivism and dynamic elements of Confucianism.

Ihlen, Øyvind

2002 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1403_2

Mercedes-Benz faced a major public relations problem when the newly launched A-Class overturned during a test drive journalists in Sweden conducted. The reputation of Mercedes's star was at stake as critics accused the German company of producing an unsafe car. This interpretive article uses theories of rhetoric, crisis response, and coherence to analyze the changing strategies employed by Mercedes in response to this crisis. The article advises public relations managers that the characterological coherence of standing one's ground must be weighed against argumentative and material coherence. Characterological coherence might instead be reached by admitting error.

Freitag, Alan R.

2002 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1403_3

This research predicts and supports a model of potentially ascending cultural competence beginning with public relations practitioners' preparation for international assignments, leading to assignment-seeking behavior, success, and satisfaction in those assignments, leading to consequently increased cross-cultural competence. Results indicate that academic and professional preparation for international assignments among U.S. practitioners is limited, but that preparation correlates positively with success and satisfaction in international assignments.

Choi, Youjin; Hon, Linda Childers

2002 Journal of Public Relations Research

doi: 10.1207/S1532754XJPRR1403_4

This article examines the way women's proportional representation in powerful positions affects practitioners' perceptions of gender differences and evaluation relative to success. This study investigated 2 types of organizations defined by women's proportional representation in powerful positions: male-dominated and gender-integrated. A mail survey was administered among members of the Public Relations Society of America (PRSA). Female respondents perceived larger gender differences and evaluated men more favorably relative to success than male respondents. In particular, female and male respondents in male-dominated organizations were more likely to evaluate men favorably relative to success than practitioners in gender-integrated organizations. Members of the Arthur W. Page Society, who hold executive positions in public relations, also were surveyed to determine whether any difference exists in evaluating their subordinates' performance depending on the gender ratio in powerful positions. Arthur Page respondents in gender-integrated organizations were more likely to evaluate their female subordinates favorably relative to success than those in male-dominated organizations. Results indicate that numerical balancing of women and men affects top communicators' evaluations of female practitioners and decreases income inequity between female and male practitioners. Yet, this study found that a gender balance in powerful positions was not enough to change women's gender-related perceptions. The researchers suggest that in addition to increasing the number of women in power positions, changes in organizational value systems related to gender also must occur before equity for women in public relations is realized.