Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter

The current study extends the investigation of online relationship building by examining how Fortune 500 companies use the popular social network site Twitter to facilitate dialogic communication with stakeholders. A content analysis of a random sample of the Twitter profiles maintained by Fortune 500 companies (n = 93) and individual tweets posted on those profiles (n = 930) examined the use of dialogic features within the Twitter profiles as well as the individual tweets. Results indicated that organizations that have a dialogic orientation to Twitter use (61%) employed the principle of conservation of visitors to a greater degree and generation of return visits to a lesser degree than organizations with a non-dialogic orientation to Twitter (39%).     

Tweeting democracy? Examining Twitter as an online public relations strategy for congressional campaigns’

Considering the integral relationship between public relations and democracy (Martinelli, 2011) coupled with the growing use of social media for democratic aims (Smith, 2011) the current study examines the effectiveness of Twitter as a public relations communications tool for congressional campaigns. Specifically, as a means of testing Twitter's effectiveness in informing and engaging voters, congressional candidate and political party Twitter use for all 435 U.S. House of Representatives races (N = 1284) are compared with 2010 election outcomes. Results indicate that candidates’ Twitter use significantly increased their odds of winning, controlling for incumbency and Party ID. Additionally, significant differences between incumbents’ and challengers’ Twitter use during the election cycle emerged, which has important implications for public relations practices aimed at achieving democratic outcomes.     

Evaluation of international and non-governmental organizations’ communication activities: A 15 year systematic review

The purpose of this paper is to understand how intergovernmental organizations and international non-governmental organizations have evaluated their communication activities and adhered to principles of evaluation methodology from 1995–2010 based on a systematic review of available evaluation reports (N = 46) and guidelines (N = 9). Most evaluations were compliant with principle 1 (defining communication objectives), principle 2 (combining evaluation methods), principle 4 (focusing on outcomes) and principle 5 (evaluating for continued improvement). Compliance was least with principle 3 (using a rigorous design) and principle 6 (linking to organizational goals). Evaluation was found not to be integrated, adopted widely or rigorously in these organizations.     

Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates

Many of the relationship cultivation strategies and the dialogic principles assume symmetrical communication is taking place. However, significant amounts of information are shared in a one-way manner. Although they have fallen out of favor with many academics, the four models of public relations can provide significant insights into how organizations communicate. Using the models as the guiding framework, this brief study examines how nonprofit organizations from the Philanthropy 200 communicate on Twitter. The findings reveal that the organizations are more likely to use one-way models despite the potential for dialogue and community building on the social networking site.     

Scale development for measuring publics’ emotions in organizational crises

Although publics’ emotional responses have gained increasing importance in crisis communication research, reliable scales measuring crisis emotions specific to organizational crises are lacking. As the first study developing a multiple-item scale for measuring publics’ crisis emotions, this study examines the conceptualization and operationalization of attribution-independent crisis emotions versus attribution-dependent crisis emotions by employing two survey data sets (N = 490) for scale development and testing. Results indicate that three types of emotions are likely to be felt by publics when exposed to organizational crises: (1) attribution-independent (AI) crisis emotions; (2) external-attribution-dependent (EAD) crisis emotions; and (3) internal-attribution-dependent (IAD) crisis emotions. The scale's reliability, factorial structure, and validity are further assessed. The findings confirm that the underlying processes of publics’ emotions felt in crisis situations are different from those felt in non-crisis situations. Consequently, this scale provides a valid and reliable psychometric tool for researchers and crisis managers to measure publics’ different emotions that are relevant to a crisis situation, as a result of crisis attribution appraisal.     

A Dialogic Approach to Combating Hate Speech on College Campuses

The protection of speech under the First Amendment offers little support to those individuals who feel as though they are victims of hateful speech. Given that little can be done legally, exploring other possible responses to hate speech becomes even more pertinent. University and college campuses foster and encourage learning and growth of the individual. Campuses are precisely the places that should provide forums for discussion and deliberative dialogic communication. The goal of this article is to discuss the nature of hate speech, the issue of tolerance for it, and suggestions for how colleges and universities in the United States can begin to create change through dialogue on their own campuses. We offer an empirical examination of the effects of engaging students in dialogue about hate speech.     

Stakeholder Communication in 140 Characters or Less: A Study of Community Sport Foundations

Community sport foundations (CSFs), like other non-profit organizations, are increasingly employing social media such as Twitter to communicate their mission and activities to their diverse stakeholder groups. However, the way these CSFs utilize social media for communicating such practices remains unclear. Through a mixed-method approach of content analysis of tweets from 22 CSFs established by English professional football clubs and interviews with key individuals within these CSFs (n = 7), this study examines the extent to which CSFs’ core activities are being communicated through Twitter and identifies the strategies employed for doing so. Reflecting the target audiences CSFs are seeking to reach through Twitter and the challenges associated with communication about projects involving marginalized groups, tweets largely concern programs related to sports participation and education. The most frequently employed communication strategy is to inform, rather than interact or engage with stakeholders. However, CSFs with higher organizational capacity attempt to go beyond mere informing towards engaging with stakeholder groups that relate to their social agenda, highlighting the importance of trained and dedicated social media personnel in optimizing CSFs’ use of Twitter for communication.     

Initiating dialogue on social media: An investigation of athletes’ use of dialogic principles and structural features of Twitter

In this study, the authors examine the Twitter activity of professional athletes to determine how dialogue is initiated with followers using dialogic principles and the structural features of Twitter. Findings of a content analysis suggest that two-way dialogue is under-utilized but the structural features of Twitter (hashtags and multimedia) are used to keep users coming back to their Twitter feed.     

Identifying the best practices of media catching: A national survey of media relations practitioners

Web-based services, like Help-A-Reporter-Out (HARO), that allow journalists to send content requests to a multitude of public relations agents are becoming more popular among media relations practitioners. The purpose of this study is to examine how practitioners are using HARO and to measure success rates of media placements against the proposed best practices of “media catching”. An online survey (n = 110) was conducted of members of Public Relations Society of America who identified themselves as working in media relations. Analysis revealed five best practices that had a positive significant correlation to journalist response rates and placement success rates. The results also indicated what media outlets practitioners preferred to reply to using the HARO service. As more practitioners are integrating media catching services in their daily routine, it is important to ensure they are employing best practices in order to develop and maintain positive working relationships with journalists.     

Computer mediation vs. dialogic communication: How media affordances affect organization-public relationship building

The ontological conflict between computer mediation and dialogic communication—a normative ideal for ethical organization-public relationship building rooted in interpersonal literature—has attracted much scholarly attention, and in particular has generated the notion that mediated dialogue is a self-contradictory concept. In this study, we question this argument and provide empirical evidence by conducting a survey that links media channels’ affordances to their capability to carry organizations’ dialogic orientations. Results show that bandwidth and social presence affordances facilitate dialogic communication while anonymity slightly inhibits it, whether the communicative context is proactive or reactive. Social presence exerts the greatest impact on how publics perceive organizations’ dialogic orientations, and anonymity’s negative role was overstated by previous studies. Assessing media channels’ dialogic affordances, we found video conferencing and instant messaging to be the most dialogic channels for mediated organization-public communication.     

Social supports preferred by the teachers when facing school violence

Objectives

This study aims at examining whether the social support sources of teachers differ depending on the variables of gender and seniority when they encounter violence at school and investigating their opinions on precautions against school violence.

Methods

Data was collected via a questionnaire from a sample of 179 female and 166 male Turkish teachers. Chi-square and Mann-Whitney U tests were used for data analysis.Results: Male and female teachers preferred to share the experience of exposure to verbal (χ² (5) = 22.81, p < .01), physical (χ² (5) = 36.64, p < .01), emotional (χ² (5) = 26.13, p < .01) and sexual violence (χ² (5) = 37.43, p < .01) at school with different social support sources. Male teachers preferred their colleagues as social support sources whereas female teachers preferred their spouses/families. Social support sources which teachers prefer when they face any type of violence other than sexual violence differ due to the length of teaching experience. School administrators and counselors are not among the social support sources of teachers when they were exposed to violence.

Conclusions

Turkish teachers' preferences related to their victimization experiences indicate a need for prevention program encompassing teachers, school counselors and administrators.     

#Engagement: use of Twitter chats to construct nominal participatory spaces during health crises

Although Twitter chats and other forms of social media engagement events are idealized in the literature as opportunities for dialogic communication between organizations and individuals, less is known about how engagement is operationalized within these spaces. Using textual and content analysis, we conducted two studies to explore how health organizations engage with the public via Twitter chats during the Ebola and Zika outbreaks. In official records of Ebola chats, the organization addressed both hostile and neutral public questions that pressed for specification of disease characteristics and protocol. However, in a content analysis of all public tweets sent during a later Zika chat, we found that questions were privileged, and other tweet forms and themes were excluded from the participatory space. Specifically, public comments demonstrating expertise or extending the topic of the chat were not addressed by the organization. Our analysis provides insight into the implicit rules governing how organizations engage with the public online during a rapidly evolving health crisis. We argue that the question–response dyad is a form of ideal communication that suggests engagement but maintains organizational expertise.     

How the world's top universities provide dialogic forums for marginalized voices

Viewed through the lens of the dialogic theory of public relations, this study examines if universities use new media tools and how the world's top universities use Facebook as an interactive forum that give voice to key stakeholders. With the declining economy and limited access to resources, it is important to know how organizations utilize Web-based tools to build and maintain relationships at national and global levels. Because prior research found that users had negative feelings about lack of dialogue on college websites, it is also important to know whether universities are tapping into the dialogic potential. The content analyses of the websites and Facebook platforms show that more than half of the universities have Facebook pages. The results also show that users cannot post content or photos, or participate in discussions and wall posts. In essence, the voices of key stakeholders are being silenced via a media that is intended to provide open forums for dialogue.     

Exploring the embassy sampling strategy for large-scale cross-national study in replicating the normative theory of global public relations

This study explored a new sampling strategy of using embassies as cultural enclaves for large-scale cross-national research in testing the generic status of individual excellence principles in the normative theory of global public relations. Based on survey data, the investigation looked at factorial invariance for six organizational process-related excellence principles across two cultural groups of embassies (N = 113) in Washington, D.C.: individualist and collectivist. The findings suggested that the principle of symmetric internal communication may not be generic whereas the others are universal in factor structure and further put into question the generic status of the notion of symmetry so fundamental to symmetric internal communication.     

Developing the scale of presidential candidate's dialogic communication (PCDC) during the 2017 presidential campaign in South Korea

This study aims to develop and validate a measure of presidential candidates’ dialogic communication (PCDC) in political public relations. We conceptualized the construct of PCDC with two dialogic dimensions, voicing and listening, from the relational perspective. Through the scale development process, we conducted an online survey of 1,195 Korean participants during the Korean presidential campaign in February 2017. The results showed that the proposed two-dimensional PCDC scale with 12 items was statistically reliable and valid. The findings also revealed that voicing and listening were significantly associated with publics’ intention to support or oppose a candidate and their supportive or critical communication behavior regarding the candidate. Theoretical and strategic implications are further discussed.     

Reasons for low levels of interactivity: (Non-) interactive CSR communication in twitter

The interactivity levels of online CSR communication are typically low. This study explores the reasons for the low levels of interactivity in the popular social media tool Twitter. An analysis of 41,864 Twitter messages (tweets) from the thirty most central corporate accounts in a CSR Twitter network is conducted. Comparisons (t-test) between CSR tweets and general tweets and between specialized CSR Twitter accounts and general accounts reveal that the low levels of interactivity are due to a reactive interaction approach and a lack of specialization.     

Aligning theory with practice: Understanding school-family partnerships at an inner-city high school

Ideally, theoretical constructs and real world practice should be closely related. The aim of this study was to examine the ways in which ecological principles (i.e., cycling of resources, adaptation, interdependence, and succession) were reflected in school-family partnerships. Parents (n = 15) and school personnel (n = 10) at a predominantly African American inner-city high school participated in in-depth interviews regarding their conceptualizations of parental involvement, home-school interactions and strengths and weaknesses of home-school communication. Four major themes emerged to highlight the connection between the theoretical principles of ecology and the practice of parental involvement: effective communication, initiation of contact, provide and protect, and contextual conditions. Although theory and practice overlap, study findings suggest ways in which the ecological principals might expand to better align with the practice of school-family partnerships in inner-city high schools. Future directions for theory and practice are discussed.     

Economic experts or laypeople? How teachers and journalists judge trade and immigration policies

It is widely acknowledged that lay and expert perspectives on the economy widely diverge. In this context, teachers and journalists play a major role because they act as promoters for economic knowledge transfer through schools and media. This study analyzes how teachers and journalists judge economic policies and whether they are closer to an expert or a lay way of thinking. In four separate surveys, randomly chosen German adults (n = 190), economists (n = 80), social studies teachers (n = 97) and economic journalists (n = 90) were presented two policy proposals from the trade and immigration policy domain. Consistent with existing evidence, a large majority of the economists favored free trade and labor mobility and judged them as economically efficient and fair, while most of the laypeople hold contrary views. The answers from journalists and teachers generally lay in between economists and laypeople—with teachers being closer to laypeople and journalists tending more towards the economists. Interestingly however, teachers and journalists reverted to the same criteria for the judgment of economic policies as laypeople. All three groups based their judgments nearly exclusively on a policy proposal’s perceived fairness, while economists strongly focused on its economic efficiency.     

University teachers’ perceptions and evaluations of ethics instruction in the public relations curriculum

This study examined the present state of teaching ethics in university public relations departments in the U.S. and abroad. The results of this online survey indicated that PR teachers (N = 249) perceived ethics instruction in PR education to be essential, and they believed in a close tie between general morality and professional ethics. However, the results also showed that the higher the participants’ academic rank, the less favorable attitude they held toward the value of ethics education to students.