Journal of Public Relations Research

Lee, Betty Kaman

2004 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1601_1

Given the increasing globalization of business, 1 of the new challenges public relations practitioners have to face is meeting the needs of the more and more diverse and international audiences. In view of the potentially prospering China market in the future, the study reported here is to examine the reputation component in corporate image among young educated consumers in Hong Kong. Two hundred and fifty-four (54 men and 200 women) undergraduate students in Hong Kong participated in the study. An empirical measure called Corporate Image Scale was developed and used. Varimax factor analyses revealed 7 meaningful factors. Moreover, the 7 factors were further entered into multiple regressions hierarchically. The predictability of each factor on Overall Corporate Image was examined. Implications of findings are discussed.

van Ruler, Betteke; Vercic, Dejan; Bütschi, Gerhard; Flodin, Bertil

2004 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1601_2

Given the increasing globalization of business, 1 of the new challenges public relations practitioners have to face is meeting the needs of the more and more diverse and international audiences. In view of the potentially prospering China market in the future, the study reported here is to examine the reputation component in corporate image among young educated consumers in Hong Kong. Two hundred and fifty-four (54 men and 200 women) undergraduate students in Hong Kong participated in the study. An empirical measure called Corporate Image Scale was developed and used. Varimax factor analyses revealed 7 meaningful factors. Moreover, the 7 factors were further entered into multiple regressions hierarchically. The predictability of each factor on Overall Corporate Image was examined. Implications of findings are discussed.

Bowen, Shannon A.

2004 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1601_3

The central purpose of this article is to provide a theory and model for ethical issues management based on the principles of excellence in public relations. Excellence in Public Relations and Communication Management (J. E. Grunig, 1992b) assumed an ethical approach but omitted ethics as one of the generic principles of excellence in the public relations function. In 1996, the researchers added ethics as the 10th generic principle of excellence, but the concept deserves further exploration. This research expands on ethics as the 10th generic principle by using the deontological philosophy of Immanuel Kant (1724-1804). Issues management, as the highest decision-making function of public relations, is discussed in relation to ethical decision making. Based on this conceptual theory, a normative model of ethical decision making is proposed. That model allows for rational, symmetrical, and consistent analysis of ethical dilemmas. This theoretical model is based on Kantian autonomy, the categorical imperative, and the symmetrical model (J. E. Grunig & Hunt, 1984) of public relations.

Park, Dong-Jin ; Berger, Bruce K.

2004 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1601_4

Public relations researchers and practitioners acknowledge the importance of chief executive officers (CEOs) to the function and to organizational image, but studies of CEOs in media coverage are rare. This study used content analysis of 4 newspapers during the period from 1990 through 2000 to assess trends in the salience and valence of CEO press coverage and to examine dimensions of CEO images in the coverage. Results suggest increasing salience and a somewhat positive valence in coverage, as well as a sharp focus on competency and personal dimensions of CEO images. The study contributes to a thin literature on the topic by developing a baseline of data about CEOs and press coverage and by assessing implications of the findings for theory and practice.