Environmental Concern and Situational Communication Theory: Implications for Communicating With Environmental Publics

Public relations practitioners will find Grunig's situational communication theory to be a useful tool for identifying environmental publics and their orientations toward specific environmental issues. The research reported here explores the utility of Van Liere and Dunlap's (1981) measure of environmental concern in differentiating situational publics. The data were collected by telephone survey from 1,002 adult respondents. Members of the routine public did not perceive environmental issues to be a problem because they favored economic development over concern for the environment. The fatalistic public reported watching television news about pollution and held a pro-environmental attitude. Problem recognition provided a cognitive measure of environmental awareness and was consistently associated with communication behavior. Level of involvement and environmental concern provided attitudinal measures of the respondent's orientation toward environmental issues; however, these variables were not consistently associated with communication behavior. Public relations objectives designed to increase awareness and knowledge of an organization's environmental position may be far more effective than attitudinal objectives designed to create a more favorable image for the organization in view of the fact that the relationship between cognition and communication is much stronger than that between affect and communication.     

Situational Theory of Publics: Exploring a Cultural Ethnocentric Bias

The situational theory of publics demonstrates that stakeholders are best segmented into active publics, given their high problem recognition, low constraint recognition, and high level of involvement in an issue. This study further demonstrates that low identification with an issue is significant as the public's situational drivers are increased by a high ethnocentric bias. This argument is investigated with regard to a specific type of public: journalists. The results confirmed previous discussions of how a specific public's situational behavior might be influenced by a referent criterion representing a biased mindset of that public toward the topic.     

Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics

This article expands on the theoretical idea that public relations should be a two-way symmetrical process in which organizations use principles of communication, negotiation, and conflict resolution to manage relationships with strategic publics. We point out that the symmetrical model is two-way and does not explain the situation in which an organization must communicate with multiple publics about a problem. In the typical public relations case, the organization carries on a public debate with at least one relevant public in front of numerous other publics. This article adapts the method of field dynamics for assessing the relative positions of publics and organizations. The method makes it possible to compare organizations and publics on the dimensions of dominance—submissiveness, friendly-unfriendly, and group versus self-orientation. We compare our method with the situational theory of publics, co-orientation, and cultural analysis—all of which have been used in public relations theory and research. We then apply field dynamics to a dispute with Native Americans in Wisconsin and suggest intervention strategies for dealing with the dispute.     

Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Attributes of Publics

Experimental methods were used to examine the influence of public relations strategies on attributes of publics. Specifically, public relations strategies derived from Hazleton and Long's (1988) public relations process model were tested to determine strategy influence on problem recognition, involvement, constraint recognition, and goal compatibility toward an organization responding to activism. Results indicate that the attributes of problem recognition and involvement are influenced by public relations strategies. In addition, the findings of this study support the situational theory of publics. Items measuring involvement and goal compatibility were the strongest predictors of information seeking behavior. Findings indicate that goal compatibility is a predictor of strategy effectiveness.     

Memory for Investor Relations Messages: An Information-Processing Study of Grunig's Situational Theory

Marketing managers have used segmentation techniques to divide mass markets into specialized markets for some time, and many public relations practitioners have adopted the same techniques for their practices. Most marketing techniques segment markets more effectively than publics, however, and thus have limited value in public relations. Few public relations scholars have developed segmentation techniques for publics that are comparable to those used to segment markets in marketing. Grunig and Childers (1988) developed a situational theory of publics that has been tested and used widely by academic researchers. The theory segments publics by the activeness and passiveness of their communication behaviors and the extent to which their behavior affects organizations. Grunig maintained that active publics are more likely to process information actively and to remember it than are passive publics. This study uses the context of investor relations to test the cognitive effects of Grunig's theory. In doing so, it applies cognitive psychological methods of experimentation rarely used in public relations research and tests the effects of involvement, problem recognition, and constraint recognition on two types of memory performance. Differences were found in cued recall and recognition memory; the implications of these differences are discussed.     

Identifying and Responding to Activist Publics: A Case Study

Activist groups are strategic publics because they constrain an organization's ability to accomplish its goals and mission. Activists create issues; they appeal to government, the courts, or media for litigation, regulation, or other forms of pressure. As a result, research on activism has become one of the most important domains of public relations research. I begin this article with the premise that public relations practitioners must develop sensitivity to activists, he able to identify activist publics before they become active, and develop communication strategies to foster mutual understanding with them. The results are reported of a case study of environmental activism against a multinational company working in the Central American country of Belize. The organization failed to identify activist publics at the beginning of its Belize project and made no attempt to communicate with them. The activists then went elsewhere for information and escalated overt pressure on the organization. Media coverage, however, had little effect on the activists because they had their own specialized communication networks and newsletter. The organization then used press agentry and public information models of public relations to counteract the activists; as a result, the pressure escalated. I also found evidence that the organization became more successful with activists when it used a symmetrical model of public relations during a radio debate.     

Getting emotional: An emotion-cognition dual-factor model of crisis communication

The effect of emotional experience on cognitive processes is an under-explored phenomenon in crisis communication research, despite indications of the increasing importance of emotion-based communication in the digital era. Emerging evidence indicates that the emotional experiences of publics play a critical role during organizational crises and determine the degree to which organizations are able to successfully devise communications that help them deal with such crises. Yet no comprehensive, theoretically sound model exists for analyzing how emotions influence the cognitive processing of crisis information. Our study proposes just such a model, capable of describing how cognition and emotion, separately or interactively, influence the publics’ processing of crisis information and consequently their attitudes and behaviors. Our model describes how emotional variables determine whether the publics take a cognition-oriented approach or an emotion-oriented approach to information processing and subsequent formation of interpretations, evaluations, and judgments directed toward organizations. Moreover, our model explains how an emotion-to-cognition assessment of publics’ attitudes is possible and makes a case for how it is critical for predicting and influencing the publics’ behavior during organizational crises. The hope is that this model will aid practitioners and academics in understanding why the publics’ emotions matter during crisis communication as well as how to craft more effective communication strategies as a result. Finally, several avenues for future research are suggested in order to test the validity of our conceptual model in different contexts.     

Grunig's Situational Theory: A Replication,Application, and Extension

Grunig's situational theory segments publics from a larger population based on the activeness or passiveness of communication behavior. This study found support for the Grunig model in a survey conducted during the 1990 governor's race in Kansas. The variables of the theory—problem recognition, level of involvement, and constraint recognition—accurately predicted different levels of communication activity about the election. The theory also predicted the outcomes of communication successfully. In contrast to previous studies using the situational theory, this study found a strong relationship between the situational variables and standard demographic characteristics of age, education, and income—thus suggesting the possibility of using segmentation procedures that include both situational variables and media demographics. Finally, the article suggests that the situational theory could be enhanced by including an energy variable—specifically Hull-Spence's behavior equation—and a media use variable.     

The influence of perceived shared risk in crisis communication: Elaborating the situational theory of publics

The study explored whether perceived shared experience with a media portrayal could influence various cognitions—such as concern, sense of personal involvement, and desire to learn more—that are important for behavior change. This research used the situational theory of publics in order to evaluate whether perceived shared risk is an antecedent to the factors leading to communication behavior. In general, the findings from this experiment supported the idea that shared risk experience with portrayals in news coverage has the potential to influence problem recognition, involvement recognition, and a new variable that combines information seeking and processing: that of information gaining.     

Prioritizing relationships: The investment model and relationship maintenance strategies in organizational crises

Crisis communication and crisis management are dominated by research in image repair and restoration, but much has to be done to address the lack of research that engages relational perspectives in these fields. Adopting the investment model (Rusbult, 1980) as a theoretical framework and using structural equation modeling, the study develops a crisis relational maintenance model to explain how organizations can (re)build relationships with publics. Survey results show that publics’ commitment and publics’ trust are two significant mediators that influence publics’ relational behaviors post-crisis. The investment model provides a suitable framework to explain publics’ commitment to an organization, with explained variance more than 90 percent, and an organization’s relationship maintenance strategies during and post-crisis significantly affect publics’ trust. Whether an organization’s relationships with the publics can be maintained or repaired depends on whether an organization engages in these relationship maintenance strategies that prioritize publics’ need, which can be reciprocated from publics as publics reorient themselves along with the long-term goals and well-being of the relationships. Results of this study call for further attention on relationship maintenance approaches in crisis communication and management research.     

How publics’ active and passive communicative behaviors affect their tornado responses: An integration of STOPS and SMCC

During imminent threat crises, such as natural disasters, publics have minutes to decide how to respond after receiving a warning. This study advances understanding of publics’ crisis communicative and noncommunicative behaviors in the context of tornadoes through combining and extending two theories: the social-mediated crisis communication (SMCC) model and the situational theory of problem solving (STOPS). Findings from a survey of Southeast U.S. residents (n = 1,585) indicate that STOPS is internally consistent and accurate at measuring its intended outcomes of communicative action in problem solving. However, the STOPS measures do not have a significant relationship with the desirable outcome for imminent threat crisis communication: individuals following government’s protective action guidance about tornadoes. In comparison, the expanded SMCC model predicts individuals’ self-reported compliance. Finally, variables from the SMCC model and tornado-specific variables were integrated into the STOPS model to explain individuals’ communicative engagement. Implications for theory and public relations practice are discussed.     

Mobilizing Urban Publics,Imagining Democratic Possibilities

Publics are not what they were once imagined to be. A growing body of interdisciplinary work is shifting attention to processes in which publics are summoned, constituted and mobilized within political struggles. Nowhere is the formation of publics, as multiple, contingent and contested, more evident than in the varied responses to the transformation of urban spaces. Publics are emerging around issues of belonging, heritage, rights and participation within increasingly divided and unequal cities. Through a close reading of discourses of revitalization and gentrification in the case study of the controversial redevelopment of the Woodward's building in Vancouver, Canada, I examine how the formation of issues imagines and mobilizes publics and further how these discourses work to define possibilities of democratic participation. I show that discourses of revitalization, relying on economic and cultural logics of urban redevelopment, imagine an exclusive, individualized and passive public. In contrast, anti-gentrification discourses, advancing social and political logics of redevelopment, mobilize a collective, active and more inclusive public. In exploring publics within the relationship between issue formation and political participation, I suggest that urban struggles, such as that at Woodward's, are sites in which to understand how meanings of democracy are being contested and rewritten in the contemporary moment.     

Political Participation of Local Publics in the Unemployment Field: A Comparison of Lyon and Turin

This article focuses on political participation of local publics in the unemployment field, examining networks of collective actors in Lyon and Turin. Our main question is: Is the participation of local publics fostered under conditions of more developed governance that increases bottom-up access (formal or informal) to elites and institutions in the policy domain? Drawing upon the most recent developments in literatures on social movement theory, governance and network analysis, this article discusses the main variations in terms of political participation of local publics in Lyon and Turin. It then enquires into the main explanatory factors accounting for these variations, thus showing that the openness of governance does influence the level of political participation of local publics. The main argument is that in an open context participation is low, while in a closed (or underdeveloped) context local publics participate more, with differential access to decision-making according to their resources.     

United Airlines’ and American Airlines’ online crisis communication following the September 11 terrorist attacks

The terrorist attacks of September 11, 2001, provided a challenging series of events for the crisis communication efforts of American Airlines and United Airlines. Based on crisis communication theory and organizational use of the Web, this study examined how the two companies used their Web sites during the first three weeks after the incidents as one means of conveying information following the attacks.Theoretically, analysis of incident-related segments of the two sites showed that the airlines evidenced key elements of crisis response. They provided instructing communication by giving facts, stating how their publics should take action, and providing information regarding how the problem was being corrected. Additionally, they offered adjusting communication through a series of condolence messages and links to relief organizations before emphasizing normal operations.From an online perspective, this study revealed that the Web enabled both companies to provide an immediate response to the attacks. The Web also allowed United and American to offer frequent updates about the incidents to their publics and to communicate their crisis response process to various publics simultaneously.     

Testing a Communication Theory-Method-Message-Behavior Complex for the Investigation of Publics

This article is an operational continuation of a theoretical model to investigate organizational publics. A test of the model was conducted as proprietary research in an actual public relations campaign. Major aspects of the model were supported; however, refinements were indicated. Application of the model resulted in theory-based recommendations for the organization, identified theoretical implications, and allowed for additional discussion of a Homo Narrans paradigm for public relations. This research effort conceptually and operationally establishes a communication theory-method-message-behavior complex and makes this model available for use by practitioners and researchers alike.     

The value of public relations: Different impacts of communal and exchange relationships on perceptions and communicative behavior

The study, using a survey of 508 university student publics, investigates (a) the impacts and mechanisms that a relationship has on a public’s perceptions and behavior around an issue and (b) how relationship types impact a public’s perception toward a tuition increase issue differently. The situational theory of publics was used as a theoretical framework. The results generally supported the theories. More important, the findings indicated that a communal relationship and an exchange relationship had different impacts on problem recognition, constraint recognition, and involvement recognition.     

Information vetting as a key component in social-mediated crisis communication: An exploratory study to examine the initial conceptualization

In order to understand publics’ crisis information consumption in an increasingly competitive and conflicting media environment, this study addresses how and why individuals vet information (or not) in social-mediated crisis situations. Built upon the social-mediated crisis communication (SMCC) model as well as grounded in the elaboration likelihood model and the meta-cognition theory, this study proposes an initial conceptual framework of crisis information vetting. An exploratory study, including four focus groups and 13 in-depth interviews, was conducted to investigate: 1) indicators of information vetting behavior according to participants’ self-reported experiences; and 2) what motivate and what prohibit participants from engaging themselves emotionally and cognitively in the process of crisis information vetting. Our qualitative data provide evidences for a two-step process of crisis information vetting, namely, primary vetting and secondary vetting. The 14 sub-constructs and 48 vetting behavior indicators rendered may serve in future scale development and further conceptual model refinement of the new crisis information vetting construct. By connecting publics’ crisis information consumption with their crisis information transmission in social-mediated crisis communication, this study also extends and enriches the SMCC model.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

Impacted publics’ perceptions of crisis communication decision making

This study focused on qualitative analysis utilizing the grounded theory approach to explore how impacted publics connected to an organization’s business interests perceive the complexities of crisis communication decision making. Referencing the Boeing 737 MAX 8 crashes in October 2018 and March 2019, respectively, the researcher conducted interviews with participants either affiliated with Boeing publics or affiliated with an organization within the same industry that could conceivably be connected in a similar hypothetical context. Coding resulted in the emergence of Publics’ Expectations, which are those expectations that an impacted public has in an organizational crisis situation where it is affected by the crisis communication of a central organization, as the core category. This was further subcategorized into Cognitive Empathy (impacted public empathizes or understands elements that introduce central organization reluctance to communicate), Crisis Communication (impacted public expectations of central organization communication), and Decision Making (impacted public expectations of complicated decision making), with corresponding components for each subcategory. Although the findings support many of the prevailing notions in Situational Crisis Communication Theory (SCCT) and other crisis communication theories, this study found that impacted publics might have higher levels of empathy for organizational realities than previously understood that reframes culpability as responsibility for the plight of your publics, not necessarily immediate outright responsibility for the crisis. This offers insights for a practical approach to crisis communication that is inclusive of publics, yet still fair to the organization that has to also represent its own interests.     

Understanding publics’ perception and behaviors in crisis communication: Effects of crisis news framing and publics’ acquisition,selection, and transmission of information in crisis situations

This study aims to better understand publics’ perception and communicative behaviors in crisis communication. The extant research has overlooked how framing factors and different publics’ communicative behaviors directly influence crisis outcomes, including reputation and behavioral intentions. An online experiment with 1,113 participants was conducted to fill the gap. The findings demonstrated that preventable crisis news framing was a strong negative predictor for crisis outcomes. Another finding based on Communicative Action in Problem Solving (CAPS) in Situational Theory of Problem Solving (STOPS) revealed that information attending, forwarding, and seeking are positively associated with reputation and behavioral intentions.