Journal of Public Relations Research

Yun, Seong-Hun

2006 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1804_1

This study tested the applicability of the Excellence Study (L. A. Grunig, J. E. Grunig, & Dozier, 2002) to developing the study of public diplomacy to respond to Signitzer and Coombs's (1992) call for empirical research to "delineate and test" (p. 145) transferable public relations theories and to rigorously examine conceptual convergence between both spheres. This study delineated underdeveloped conceptions of public diplomacy practices and excellence in public diplomacy as a gap preventing theory building for both practices and excellence. It proposed the conceptual frameworks for public relations behavior and excellence in public relations in the Excellence Study to be applicable to developing the underdeveloped conceptions. In testing the applicability, this study examined the fits of 2 measurement models of public relations behavior and excellence in public relations developed from the conceptual frameworks of the Excellence Study. It tested the models with survey data on public diplomacy practices and management collected from 113 embassies in Washington, D.C. The findings showed that the conceptual and measurement frameworks of the Excellence Study are applicable: The 2 measurement models fit the public diplomacy data.

Reber, Bryan H.; Kim, Jun Kyo

2006 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1804_2

Content analysis of activist organization Websites determined how activists use online resources in media relations. Seventy-four activist Websites were analyzed. About one-third (32.4%) included organized online press rooms. The most common media relations materials were organizational history (70.3%), organizational mission statement (54.1%), organizational publications (47.3%), press releases (33.8%), and policy papers (31.1%). Activist Websites did not provide strong dialogic features for journalists, but dialogic features were more available for the general public. Theoretical implications are examined and 6 recommendations are made for improving online activist press relations.

Werder, Kelly Page

2006 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1804_3

Experimental methods were used to examine the influence of public relations strategies on attributes of publics. Specifically, public relations strategies derived from Hazleton and Long's (1988) public relations process model were tested to determine strategy influence on problem recognition, involvement, constraint recognition, and goal compatibility toward an organization responding to activism. Results indicate that the attributes of problem recognition and involvement are influenced by public relations strategies. In addition, the findings of this study support the situational theory of publics. Items measuring involvement and goal compatibility were the strongest predictors of information seeking behavior. Findings indicate that goal compatibility is a predictor of strategy effectiveness.

Vlad, Ion; Sallot, Lynne M.; Reber, Bryan H.

2006 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1804_4

This study investigated crisis-response communication strategies Merck used in the first 4½ months following its recall of Vioxx by analyzing a variety of controlled corporate communications. As prescribed by Coombs's (1995) transgression decision flowchart and crisis communication standards (Coombs, 2004b), Merck used both rebuilding–mortification and reinforcing–ingratiation responses. However, Merck employed a new type of mortification—"rectification without assuming responsibility"—by making rectification through its corrective action of recalling Vioxx but without ever admitting fault, apologizing, or asking forgiveness for causing grave injury and death to Vioxx consumers. Analysis of 200 news or editorial items about Merck's Vioxx recall during the same period found The New York Times and The Wall Street Journal reported news of Merck's message strategies similarly. The study concluded the rectification without assuming responsibility response should be subjected to experimental testing and, depending on results, perhaps be added to the crisis strategy repertoire. Merck also used new "crisis events misrepresented" denial and "too soon to know/no answer yet" distance strategies, perhaps to its detriment, and these responses should be tested further.

2006 Journal of Public Relations Research

doi: 10.1207/s1532754xjprr1804_5