Karla K. Gower

Public Relations Research at the Crossroads

This article briefly sets out where we are in terms of research and then discusses where I think we should go in the future. The emphasis in this article is on what I see as the dominant theoretical paradigm in the field—2-way symmetrical communication. Although relationship building is also a prominent feature of the literature (L. A. Grunig, Toth, & Hon, 2000), it is 2-way symmetry that dominates. Todays public relations practice is fluid and complex. Thus, we need to bring into our literature new theories from other disciplines to enhance our conceptual understanding of the field and explore more fully the implications of postmodern theories for the practice of public relations. The management literature has embraced postmodernism, leading to an evolution in thinking about strategy with which we have failed to keep up (McKie, 2001; Moss, Warnaby, & Newman, 2000). If we are to be a management function, we need to bring that literature into ours and update what we do and how we do it.

Effective media communication of disasters: Pressing problems and recommendations

BackgroundPublic health officials and journalists play a crucial role in disseminating information regarding natural disasters, terrorism and other human-initiated disasters. However, research suggests that journalists are unprepared to cover terrorism and many types of natural disasters, in part because of lack sufficient expertise in science and medicine and training. The objective of this research was to identify solutions to problems facing journalists and public health public information officer (PIOs) of communicating with the public during natural and human-initiated disasters.MethodsTo assist in identifying the most pressing problems regarding media response to health-related risks such as terrorism and large-scale natural disasters, 26 expert advisors were convened, including leaders representing journalists and public information officers, state health officials, experts in terrorism and emergency preparedness, and experts in health, risk, and science communication. The advisory group participated in pre-arranged interviews and were asked to identify and review bioterrorism educational resources provided to journalist. All advisory group members were then invited to attend a day long meeting January 29, 2004 to review the findings and reach consensus.ResultsThe most pressing problems were found to be a lack of coordination between PIOs and journalists, lack of resources for appropriately evaluating information and disseminating it efficiently, and a difference in perception of PIOs and journalist towards each others role during emergency situations. The advisory board developed a list of 15 recommendations that may enhance communication plans betweens PIOs, journalist and the public. The solutions were meant to be feasible in terms of costs and practical in terms of the professional and organizational realities in which journalists and PIOs work.ConclusionIt is clear that PIOs and journalists play crucial roles in shaping public response to terrorism and other disasters. The findings from this formative research suggest that perspectives and organizational processes often limit effective communication between these groups; though practical solutions such as participation of journalists in drills, scenario exercises, sharing of informational resources, and raising awareness at professional trade meetings may enhance the timely dissemination of accurate and appropriate information.

A Test of Excellent Leadership in Public Relations: Key Qualities, Valuable Sources, and Distinctive Leadership Perceptions

To better understand leadership in public relations and explore its value in successful communication management, this article captured the perceptions of mid- and senior-level public relations executives (N = 222) regarding the important qualities and dimensions of excellent leadership in the practice. According to study participants, strategic decision-making capability, problem-solving ability, and communication knowledge and expertise are the three most important qualities of excellent leadership. In addition, respondents said that on-the-job experiences, individual initiative and desire, and role models are the most valuable sources of leadership skills and development. About half of the respondents indicated that excellent leaders in public relations are different from leaders in other fields in three ways: They must hold a compelling vision for communication, possess comprehensive understanding of media and information systems, and effectively develop and implement strategic communication plans. Professional women and men in the study viewed excellent leadership in more or less similar ways. The study advances understanding of leadership in the field, which has been little explored in the public relations literature.

The Internet and Litigation Public Relations

The Internet is an emerging new tool in litigation public relations. This article explores this new phenomenon of personal litigation Web sites by content analyzing the Web sites of 3 celebrities who were involved in high-profile litigation at the time: Martha Stewart, Richard Scrushy, and Michael Jackson. The analysis revealed that traditional litigation public relations standards transfer well to the Internet and suggests that such Web sites are a promising means for disseminating and controlling a clients message. Implications for public relations theory, particularly the role of asymmetrical communication in public relations, are discussed. Suggestions for litigation public relations Web sites are proposed.

Level of crisis responsibility and crisis response strategies of the media

Purpose – This paper aims to identify how the news media cover organizational crisis responsibility and crisis response strategies and, if at all, how they differ by crisis types.Design/methodology/approach – The approach takes the form of a content analysis of level of responsibility (individual versus organizational level) and organizational response strategies in news coverage of major crisis events during 2006 in three newspapers.Findings – Significant differences were found between preventable crises and accidental crises: most preventable crises news coverage focused more on the individual level of responsibility, while accidental crises news used the organizational level of responsibility. The significant differences of organizational response strategies indicated that preventable crises news coverage frequently reported denial strategies, while accidental crisis news covered deal with strategies more.Research limitations/implications – The study is limited to the samples of the three newspapers an...

US corporate public relations in the progressive era

Purpose – This paper aims to explore the concept of public relations in the progressive era to gain a greater understanding of the historical development of corporate public relations in the USA.Design/methodology/approach – The paper provides historical analysis of 87 magazine articles dating from 1900 to 1917, which discussed press agentry, publicity, and public relations.Findings – In the early 1900s, publicity meant both legal requirements of corporate disclosure and press exposure of secret corporate activities. The purpose of publicity was to reveal excess and corruption. The term press agent was used in two ways. First, it was used to refer to literary and theatrical press agents, and second, it was used interchangeably with publicity agent to signify individuals hired by corporations to respond to the publicity and explain corporate policies to the public. By the second decade of the twentieth century, corporations, specifically the railroads, were using the term public relations to refer to the p...

Status of Image Management Research in Public Relations: A Cross-Discipline Content Analysis of Studies Published Between 1991 and 2011

This study reviews the status of image management research published in public relations-specific journals, as well as broader management, business, strategic communication, and communication journals, to extrapolate important trends for future research and practice. A content analysis of relevant research (n = 261) was conducted based on several criteria (area focus, application group, country of study, methodology, application of theory or conceptual framework, type of focus on image, communication type and medium). Findings suggest two considerations for the strategic communication of organizational image: 1) image as outcome, and 2) image as social influence in online communication.

Source effects in the micro-mobilization of collective action via social media

Research has shown that micro-mobilization efforts that invoke social media rely heavily on the influence of personal networks to motivate collective action participation. This study examines whether this trend applies (a) to networks of different levels of personalness, (b) to causes and organizations which people are either unaware of or not affiliated with, and (c) how personal networks affect peoples willingness to participate in online versus offline forms of collective action, when personal dispositional factors (activism- and issue involvement, perceived self-, technological-, and group efficacies) are considered. An experiment (N = 315) tested whether calls-to-action by different sources via social media (close personal networks v. distant social networks v. organization officials) influence individuals’ willingness to publicly express support online through social media-based collective activities (e.g. commenting, hyperlinking, ‘Liking’, etc.) and offline activities (e.g. demonstrations, donning campaign materials, etc.). Findings are leveraged to provide practical insight and to inform theoretical development in these domains.

Connective-Collective Action on Social Media Moderated Mediation of Cognitive Elaboration and Perceived Source Credibility on Personalness of Source

Taking the logic of online connective action from an information-processing viewpoint, an online experiment (N = 208) was done to examine whether individuals’ cognitive elaboration on messages received from different sources (personal: friends, family, vs. impersonal: organization) mediates their willingness to engage in connective-type collective activities on social media (e.g., commenting, “Liking”); and whether this indirect influence is biased by perceived source credibility. Results revealed significant influence from personal sources. Cognitive elaboration positively mediates this influence and was conditionally affected by high source credibility. Direct influence from personal issue involvement and perceived self and technological efficacy was also observed. Theoretical contributions (i.e., cognitive demands at individual level) and practical implications (i.e., enhancing organizational credibility, popularity of easy-to-do acts) are discussed.

Avow or Avoid

Abstract Sixteen press releases from Enron and 16 releases from WorldCom representing the first three months of each organizations financial crises were gathered from the organizations web sites. The goal of this study was to determine whether the dominant public communication tactic of these companies was to avow or promote frankness, a traditional public relations stance, or to avoid or be evasive, a traditional legal stance. The releases were compared with 47 published accounts of the unfolding financial crises to determine whether the organizational messages remained intact. The findings show no dominant communication strategy in either company. Both professed openness but engaged in blame shifting. The combined message strategy suggests cooperation between legal and public relations counsel. The messages of both organizations were successfully transmitted via the mass media but were tempered by solid reporting. These findings suggest additional evidence that legal and public relations crisis communication strategies are starting to blur.