Precepts of Reflective Public Relations: An Isocratean ModelMarsh, Charles
2010 Journal of Public Relations Research
doi: 10.1080/10627261003801396
The reflective paradigm, an emerging philosophy of public relations, involves an organization's “production of self-understanding in relation to the environment,” (Holmström, 2004, p. 126). An instructive antecedent of reflection may lie in the works of Isocrates (436–338 BCE), who has gained increasing scholarly recognition as a progenitor of modern public relations. As Isocrates sought to strengthen Athens via a unified Greece, he promoted panhellenism over the narrower interests of individual Greek city-states. In highly self-analytical addresses to Greek leaders, he advocated, in words and deeds, specific precepts of nascent reflection, including conducting thorough research on a diverse society and the encouragement of dissent.
Contextual and Audience Moderators of Channel Selection and Message Reception of Public Health Information in Routine and Crisis SituationsAvery, Elizabeth
2010 Journal of Public Relations Research
doi: 10.1080/10627261003801404
A richer understanding of audience channel selection and message reception during routine and crisis situations through receiver-oriented research offers great promise to extend situational theory's predictive utility. Key variables of situational theory, including involvement, constraint, and problem recognition in information seeking and processing may be moderated by broader demographic and contextual factors in consumption of health information. Thus, situational theory frames this analysis of channels most important for public use in routine and crisis contexts in health information seeking, differences in preferences between contexts, and the criteria publics apply when evaluating the quality of health information. Results of a national random telephone survey (n = 400) indicate a need for more receiver-based studies in public relations, as involvement and demographics played key moderating roles in channel preferences. Use of several channels including radio, magazine, and television differed between crisis and routine contexts for health information consumers. In both crisis and routine contexts, those with high health involvement were more likely to use active media channels such as newspapers and magazines. Perceived accuracy is also revealed as a key criterion in evaluating the quality of health information consumers receive.
The Blog-Mediated Crisis Communication Model: Recommendations for Responding to Influential External BlogsJin, Yan; Liu, Brooke
Fisher
2010 Journal of Public Relations Research
doi: 10.1080/10627261003801420
Practitioners and academics are buzzing about the impact of the blogosphere on public relations practices. Emerging evidence indicates that strategically managing blog-mediated public relations may be especially critical for crisis managers. Yet, no known research provides a comprehensive, theoretically sound approach indicating how crisis managers should engage with the blogosphere. Therefore, this study proposes a new conceptual model to help public relations professionals navigate the evolving blogosphere: the blog-mediated crisis communication model. This model helps crisis managers monitor the blogosphere and respond, when appropriate, to influential bloggers. Future research will test the model in applied contexts, working with corporate, government, and nonprofit organizations.
Evolutionary Theory: The Missing Link for Conceptualizing Public RelationsGreenwood, Cary A.
2010 Journal of Public Relations Research
doi: 10.1080/10627261003801438
This article introduces the concept of using Charles Darwin's (1859/1979) evolutionary theory as the metatheory for conceptualizing public relations thought. It examines the state of public relations theory development and explores theories that have been proposed as metatheories for the field, including systems theory, complexity theory, and symmetrical/Excellence theory. It also explores the tenets of evolutionary theory that have relevance for public relations theory, including social intelligence, Machiavellian intelligence, cheater detection, cooperation, reciprocity, and reciprocal altruism. It then makes the case for the role that evolutionary theory could play as a metatheory in the further development of public relations theory.
Mediation Effects of Organization–Public Relationship Outcomes on Public Intentions for Organizational SupportsKang, Minjeong; Yang, Sung-Un
2010 Journal of Public Relations Research
doi: 10.1080/10627261003601614
The purpose of this study is to demonstrate the value of organization–public relationship (OPR) outcomes by examining the mediation effects of relationship outcomes on key antecedents of stakeholders' support for a not-for-profit organization, which include awareness, attitude, and behavioral intention toward supportive relationship-building. To this end, a survey was conducted with individual donors of a not-for-profit organization. Key findings include strong positive effects of awareness of organizational relationship-building activities in beliefs about OPR outcomes and on the intention to engage in relationship-building, such as giving donations. In addition, this study found that OPR outcomes play a critical role in connecting such effects of awareness to the intention of supportive behaviors.