Journal of Public Relations Research

Sung, Minjung; Yang, Sung-Un

2008 Journal of Public Relations Research

doi: 10.1080/10627260802153207

Although the concepts of image and reputation have been increasingly emphasized in the fields of public relations and marketing, the association of these 2 concepts has not been empirically studied within the public relations domain. Furthermore, although significant research into corporate image has been established, relatively less image research has been conducted on service-oriented organizations such as universities. The purpose of this study is to assess the impact of institutional image and image-related constructs on students' supportive attitude, which represents the student's commitment to and identification with the organization. After identifying the components that construct corporate image, the study examines the relationships among these constructs under the concept of corporate image. It also attempts to analyze the impact of this image in order to understand its influence on student recruitment, and to describe the strategic implications for university communication management. Structural equation modeling was used to analyze data obtained from a survey of 1,642 university students. The result of statistical analysis is provided with a proposed model of university image.

Cheng, I-Huei; de Gregorio, Federico

2008 Journal of Public Relations Research

doi: 10.1080/10627260802153298

Although it has been commented that public relations academics should link their work to the needs of the industry, the general views of public relations scholars on various aspects of the academic-industry interface are unknown. To address this, we conducted a survey of 966 public relations academics. Findings showed that the respondents, overall, were in favor of building closer ties with the industry to advance the field, but certain opinions varied by education level and extent of professional experience. In addition, major conceptual dimensions in this academia-industry relationship were identified. Implications, recommendations, and directions for future research are discussed.

Plowman, Kenneth D.

2008 Journal of Public Relations Research

doi: 10.1080/10627260802153371

Multiple party negotiations may be the next step in the stream of research combining public relations and conflict resolution. This study undertook a qualitative role-playing design with 11 graduate students taking on different roles in the hot waste issue in Utah. These students framed the issue, defined their self-interests as stakeholders, and then conducted a series of 5 role-plays on the issue. All 9 conflict resolution strategies were paired against each other in different combinations. Preliminary findings revealed that the strategy most often used was contention, but it was used most often in combination with principled. If those strategies were not successful, then the role that players turned to was avoidance. During the third round, role-players started using cooperation and compromise. Using these two strategies created a less confrontational atmosphere and the role players were more inclined to discuss alternatives. The most useful strategy, however, throughout all 5 rounds was mediation and the issue of power in resolving the hot waste issue.

Yang, Sung-Un; Shin, Hochang; Lee, Jong-Hyuk; Wrigley, Brenda

2008 Journal of Public Relations Research

doi: 10.1080/10627260802153579

A country's reputation is a subject of increasing interest for the practice and research of public relations and public diplomacy. South Korea's reputation as viewed by Americans, the country's most strategic foreign public, is the topic of this study. It aims to (a) demonstrate a reliable, valid measurement model of country reputation in multidimensions for the research context; (b) examine effects of individual experience with and awareness of the country on country reputation; (c) assess the effects of country reputation on foreign publics' supportive intentions toward the country; and (d) explore strategic communication channels that can be effectively used for country reputation management. Key findings of this study include a valid, reliable measurement instrument of country reputation, strongly mediating effects of public awareness between individual experience and country reputation, and the encouraging effect of country reputation on nation branding.

2008 Journal of Public Relations Research

doi: 10.1080/10627260802243644