Journal of Public Relations Research

Kang, Minjeong; Moon, Bitt

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2390466

This study proposes participatory employee communication as a conceptual framework for exploring and developing excellent organizational employee listening characteristics. Further, this study aims to address key characteristics of internal organizational listening competency, with 20 in-depth interviews with full-time US employees. From the interview data, 12 characteristics emerged in three critical dimensions of cognitive, affective, and behavioral competencies in listening. The findings indicate that employee listening should be considered part of the participatory organizational communication system and culture, supported by organizational structure, policies, procedures, and culture, and grounded in mutual orientation, which values employee voices as legitimate and valuable partners for organizational success. Based on the findings, the study proposes an organizational framework for employee listening competency with four dimensions and 13 attributes.

Rim, Hyejoon; Kim, Katie Haejung; Cho, Moonhee; De Moya, Maria

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2371879

This study aims to understand how practitioners define and describe corporate engagement with social issues within the larger context of their organization’s social obligations. Semi-structured online interviews were conducted with 20 communication professionals involved in CSA practices of large U.S. corporations. This study proposes an expanded definition of CSA as a part of social impact communication. Additionally, we present a social impact valuation process model, offering an initial theoretical grounding for understanding CSA decision-making processes. The study contributes to public relations literature by extending our understanding of the dynamics of CSA in practice and bridging the gap between practice and theory.

Harrison, Virginia S.; Overton, Holly; Vafeiadis, Michail

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2385318

This study investigates the emerging context of athlete activism, social identity, and prosocial outcomes. While public relations have long held the belief in its role as a prosocial corporate conscience, little empirical work has made the connection between athlete activism in sport and potential influence for a prosocial cause. Specifically, our findings aim to shed light on how the current wave of athlete activism may impact support for the espoused cause through social identity theory. Our paper undertakes a quantitative approach to analyze this context. An online survey (N = 335) of sport fans examines how perceptions of athlete activism can motivate support for the athlete themselves (watching competition, buying merchandise, cheering for the athlete) and for their cause (donating and volunteering). Findings revealed that issue involvement, parasocial relationships, and athlete-cause fit can boost these supportive intentions. Implications for communicating and amplifying athlete activism – with a focus on cause support – are discussed.

Yue, Cen April; Men, Linjuan Rita; Davis, Donna Z.; Mitson, Renee; Zhou, Alvin; Al Rawi, Ahmed

2024 Journal of Public Relations Research

doi: 10.1080/1062726X.2024.2400622

This study delves into how public relations leaders are engaging with AI, drawing on the insights of experts with deep expertise in the field. Through interviews with 20 public relations leaders well-versed in AI, the research reveals their current attitudes, practical applications, and assessments of AI’s role in the field. It further examines their perspectives on the associated risks, ethical dilemmas, and future trajectories of AI in public relations. By capturing these expert voices, the study provides a timely and nuanced understanding of AI’s potential to drive innovation, enhance strategies, and shape the future of public relations.