Journal of Public Relations Research

Bowen, Shannon A.

2005 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1703_1

The deontological philosophy of Immanuel Kant (1724–1804) provides a powerful framework for the analysis of ethical dilemmas. Kant's philosophy is discussed and applied to what this research poses as the "practical model for ethical decision making" (see Figure 1). This Kantian model establishes an ethical consideration triangle and incorporates symmetrical communication. The issues management of 2 global organizations was used as an empirical test of the model and to refine it for practical implementation. I argue that rigorous analysis of ethical decisions and symmetrical communication result in ethical issues management.

Werder, Kelly Page

2005 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1703_2

This study replicates and extends previous research by examining the influence of problem recognition, constraint recognition, involvement, and goal compatibility on use of informative, facilitative, persuasive, and cooperative problem-solving strategies. Members of the Public Relations Society of America (n = 403) were surveyed using direct mail and online modes of administration. The results indicate that perceived attributes of publics significantly influence public relations strategy use in organizations. In addition, attributes of publics were significant predictors of strategy effectiveness. Goal compatibility was found to be the strongest predictor of effectiveness across strategies.

Dutta-Bergman, Mohan J.

2005 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1703_3

Recent articles appearing in communication outlets such as Human Communication Research and Public Relations Review celebrate the emancipatory power of civil society projects as the solution to the primitive forms of totalitarian governance in Third World nations, suggesting the central role of public relations scholars and practitioners in development communication. Having embraced the mantra of civil society, these public relations scholars suggest that the concept of civil society offers a paradigm shift in the field of development communication by facilitating "true" participatory communication. This article takes a critical approach to the rhetoric of civil society and points out that the civil society trope is not a novel innovation in the field of development communication. Using the narratives of the Philippines, Chile, and Nicaragua, it is demonstrated that civil society serves the goals of the transnational elite and actively participates in the marginalization of the Third World participant; the subaltern subject in the Third World exists outside the realm of civil society in its cracks and fissures. The author takes a political economic approach to problematize civil society efforts and draw out the linkages among civil society, colonialism, and transnational market hegemony. Finally, subaltern studies are offered as an alternative point for communication scholars interested in understanding the communicative practices in the marginalized spaces of the world.

David, Prabu; Kline, Susan; Dai, Yang

2005 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1703_4

The relationships among corporate social responsibility (CSR) practices, corporate identity, and purchase intention were evaluated for 4 corporations: Microsoft, Nike, Philip Morris, and Wendy's. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected purchase intention. For 2 of the 4 companies, Nike and Wendy's, both corporate expertise and corporate social values were significant predictors of purchase intention. For Microsoft, only the expertise dimension was predictive of purchase intention, whereas for Philip Morris, only the corporate social values dimension was a significant predictor of purchase intention. The results are interpreted within a dual-process model of corporate identity.