Journal of Public Relations Research

Ki, Eyun-Jung; Hon, Linda Childers

2008 Journal of Public Relations Research

doi: 10.1080/10627260802520488

A multiple-item scale for measuring relationship cultivation strategies, the essential day-to-day activities of public relations practitioners, was developed to meet the standards of reliability and validity in measurement. After a discussion of the definition of the relationship cultivation strategies, the procedures used in developing and refining the multiple-item measures are described. The developed measures can help public relations professionals better understand how to nurture and sustain relationships with their target publics.

Sheldon, Catherine A.; Sallot, Lynne M.

2008 Journal of Public Relations Research

doi: 10.1080/10627260802520496

Benoit's (1995a, 2000, 2004; Brinson & Benoit, 1999) image repair theory and Coombs' (1995, 1998, 2004a; Coombs & Holladay, 1996, 2001, 2002; Coombs & Schmidt, 2000) crisis response standards theory and research methods provided the theoretical and methodological framework for a 3 × 2 factorial experiment testing effects of crisis communication strategy (mortification, bolstering, and corrective action) and performance history (positive and negative) in conjunction with a politician's faux pas. In evaluations of a politician following racial remarks, strategy and performance history had main effects independent of one another for 6 dependent variables. Contrary to previous research, performance history was not always a factor in achieving favorable evaluations, and sometimes bolstering was as effective as mortification. Generally, corrective action was least effective.

Okura, Masako; Dozier, David; Sha, Bey-Ling; Hofstetter, C. Richard

2008 Journal of Public Relations Research

doi: 10.1080/10627260802520504

Environmental uncertainty provides the context for public relations practices. Arguably, environmental uncertainty leads to greater organizational responsiveness to those environments through strategic planning. This survey of 505 American Public Relations Society of America members indicated, however, that perceived environmental conditions were less important to management decision-making than how those conditions were translated or packaged as decision-making inputs through formal environmental scanning mechanisms. Environmental uncertainty had no impact on decision making, once the mediating influence of formal scanning was controlled.

Rawlins, Brad

2008 Journal of Public Relations Research

doi: 10.1080/10627260802153421

The concept of organizational transparency has vaulted to prominence in recent years. While the virtues of transparency have been tied to trust and credibility, there have been no efforts to measure this abstract concept. Guidelines exist to help organizations be more transparent, but the real test is how stakeholders perceive an organization's transparency. This paper focuses on developing a stakeholder measurement of organizational transparency. Factor analyses, structural equation models, and reliability alphas on the measurement items indicate the instrument measures three transparency reputation traits (integrity, respect for others, openness) and four transparency efforts (participation, substantial information, accountability, and secrecy).

Ni, Lan

2008 Journal of Public Relations Research

doi: 10.1080/10627260802520512

Based on literature in relationship management and strategic management, this article explores the perceived connection between relationship building and the global strategies of multinational corporations, and in turn, the value of relationships as organizational resources that can contribute to the implementation of strategies. Interview data showed that different global strategies were perceived to be related to different types of relationships, as well as quality of relationships with employees in the local subsidiaries in China. This study extended the research in relationship management, as well as the strategic role of public relations in the global setting.