Greg Leichty

Social responsibility and corporate web pages: Self-presentation or agenda-setting?

Abstract The recent growth of the Internet and World Wide Web has become a focus for both the popular press and social science scholars. The authors of this study examined how large corporate entities are making use of the Web to present themselves as socially responsible citizens and to advance their own policy positions. Analysis of a random sample of Fortune 500 companies revealed 90% had Web pages and 82% of the sites addressed at least one corporate social responsibility issue. More than half of the Web sites had items addressing community involvement, environmental concerns, and education. Few corporations, however, used their Web pages to monitor public opinion on issues or advocate policy positions. The number of social responsibility items on a Web page was positively correlated with the size of an organization and the implementation of tools to make a Web site more navigable, but was unrelated to a corporations ranking within its industry. The researchers also distinguished between messages that proclaim the corporation does “no-harm”, and items that extol an organizations “good deeds.” Industry groups differed on the no-harm subscale but not good deeds.

Organization of corporate web pages: Publics and functions

Abstract This article reports on two sets of data that were collected to lay the groundwork for developing an empirically based typology of corporate World Wide Web sites. A systematic, random sample of Fortune 500 corporation Web sites was employed. The first wave of data showed that more than 85% of the sample had substantial content that addressed two or more publics. The most frequent combination of publics addressed by Web site content was that of investor/customer/press. The second part of the study examined the prominence organizations gave to audiences and features on the front or “home” page. The findings indicated that many corporate Web pages were designed to be accessible and easily navigated. This part of the study clearly distinguished between primary and secondary publics. In particular, the press emerged as a secondary public in the second wave of data. The results point toward the investor/financial community as the paramount audience for corporate Web sites. The research suggests that both content and organization need to be employed as corporate Web typologies are developed and that practitioners should think about exactly where navigational and interactive features are employed as a site is created. Stuart L. Esrock, Ph.D., is an assistant professor and Greg B. Leichty, Ph.D., is an associate professor in the Department of Communication at the University of Louisville.

Corporate World Wide Web Pages: Serving the News Media and Other Publics

Against the backdrop of the rapid growth of the Internet, this research study investigates the intersection between corporate World Wide Web pages and the publics they serve. Content analysis revealed that, while the typical corporate Web page is used to service news media, customers, and the financial community, it is not being used to its fullest potential to communicate simultaneously with other audiences. Through a cluster analysis procedure, the researchers found about one-third of corporate Web sites are assertively used to communicate with a multiplicity of audiences in a variety of information formats.

Reconsidering public relations models

Abstract This essay examines some of the methodological and conceptual problems involved in measuring public relations models. The analysis suggests that there are several contradictions between the relationship management metaphor underlying this work and how public relations models are conceptualized and measured. Drawing on examples from the historical evolution of leadership studies, the authors argue that “public relations models” need to be measured at the relational level, rather than being aggregated across publics and relational stages. They also argue that an adequate normative theory of organizational practice will have a developmental component built into it.

Elaborating Public Relations Roles

This study investigated the structure of public relations roles. Broom and Smiths role questionnaire was factor analyzed in conjunction with items used in studies of organizational boundary spanning. Eight activity factors were extracted in the analysis. Four primary practitioner roles and one minor role were subsequently identified in a cluster analysis. The clusters refined and elaborated previous PR roles concepts in important ways. Two practitioner types give high priority to technical activities even though they also scored high on managerial and boundary spanning activities. A validation analysis showed that the practitioner groups could be differentiated on relevant criterion variables.

Feminism and Advertising in Traditional and Nontraditional Women's Magazines 1950s-1980s

In this study researchers content coded advertising images in traditional and nontraditional womens magazines in 1959, 1969, 1979 and 1989 to determine the impact of the feminist movement on consumer imagery. This timeframe allowed analysis from several historical vantages: 1959 (pre-feminist movement), 1969 (developing feminist ideology), 1979 (social implementation of ideology), 1989 (post feminist movement). The data were analyzed from the perspective of three major variables, the first being time (a specific decade); the second being magazine type (traditional or nontraditional womens magazines); and the third being product category. The study answers a primary research question: To what extent do ads in womens magazines (traditional and nontraditional) reflect the goals of the second feminist movement? A secondary research question is explored: Are advertising and the feminist movement incompatable, thus dooming “feminist publications” depending on ad dollars to demise?

The limits of collaboration

Abstract The premise of the essay is that collaborative public relations is unfeasible in some situations. Certain types of conflicts virtually require asymmetric or win-lose public relations efforts. The involvement of multiple parties in a dispute or the timing of a dispute, may necessitate reactive and confrontational responses on the part of public relations personnel. Practitioners sometimes perceive few degrees of freedom in how they may respond to a situation. There are also cases in which activist publics are motivated to pursue confrontation and to avoid open communication and collaboration.

The Cultural Tribes of Public Relations

This article applies a cultural theory of rhetoric to discourse about public relations. It proposes that 5 distinct cultural voices are recognizable in conversations about public relations. These voices are illustrated in texts that define and critique public relations practice. These competing cultural visions cannot be united into 1 coherent vision. Public relations is a multicultural field that is constituted by this ongoing competitive dialogue.

Blowing Smoke and Billowing Logic: Consulting on Cigarette Excise Tax Increase Messages

This article describes a consulting project with an advocacy organization to raise cigarette excise taxes in Kentucky and to improve public health in the state. We describe the theoretical underpinnings of the project, the client, and our consultation process, objectives, products, and results.