Journal of Public Relations Research

Qu, Yan; Saffer, Adam J.

2023 Journal of Public Relations Research

doi: 10.1080/1062726X.2023.2227300

This study examines publics’ issue engagement to extend theory building about publics regarding their sociological dynamics. Integrating the situational theories, the framework of engagement, organization–public relationships, and personal networks, this study constructs an issue engagement model consisting of cognitive and affective issue engagement, issue engagement with organizations, and intra–public issue engagement. We hypothesized and confirmed with a nationally representative sample that individuals’ perceptions, feelings, and communicative actions about an issue are positively associated with the communicative resources in their networks. Individuals’ substantive actions were mobilized by the norms and expectations perceived from their issue discussants (i.e., people who discuss an issue with them). These findings extend the situational theories by revealing the social forces shaping publics’ issue engagement in addition to the psychological and perceptual factors. Importantly, recognizing and accounting for these social forces can equip practitioners with ways to mobilize publics via their social ties.

Harrison, Virginia S.

2023 Journal of Public Relations Research

doi: 10.1080/1062726X.2023.2198237

Stewardship in public relations is how nonprofits deepen relationships with donors over time. However, reality has demonstrated many instances where organization-donor relationships still fail despite communication. This study takes a unique look at the practice of stewardship in public relations by examining why some donor-nonprofit relationships are unsuccessful. Drawing upon theories of contingency and dialogue as well as concepts related to donor dropout, this paper seeks to apply recent developments in public relations literature to stewardship and donor OPRs. The paper takes a qualitative approach, using semi-structured interviews with 26 donors from nonprofits across the United States to examine their experiences with nonprofits. Inductive analysis found seven key themes relating to stewardship practices that could make or break a donor relationship: Irresponsible Reporting, Meaningless Engagement, Unsanctioned Recognition, Legal and Policy Constraints, Financial Instability, Poor Fit with Mission and Personal Interests, and Social Mismatch. Together, these elements show that donors leave when they do not find opportunities to engage in true dialogue, that good relationships can fail over time, and donor disloyalty is worth further investigation.

Kim, Sojeong; Kim, Jarim

2023 Journal of Public Relations Research

doi: 10.1080/1062726X.2023.2181814

Using a survey of 400 full-time employees in Korea, this study investigates the underlying processes through which internal brand communication influences organizational outcomes. Specifically, the study examines how internal brand communication influences turnover intentions through brand identification and employees’ in-role and innovative behaviors. The analysis showed that internal brand communication increases brand identification, which further increases the in-role and innovative behaviors of employees. It also revealed that in-role behaviors increase turnover intentions.