Toward Public Relations Theory-Based Study of Public Diplomacy: Testing the Applicability of the Excellence Study

This study tested the applicability of the Excellence Study (L. A. Grunig, J. E. Grunig, & Dozier, 2002) to developing the study of public diplomacy to respond to Signitzer and Coombs's (1992) call for empirical research to "delineate and test" (p. 145) transferable public relations theories and to rigorously examine conceptual convergence between both spheres. This study delineated underdeveloped conceptions of public diplomacy practices and excellence in public diplomacy as a gap preventing theory building for both practices and excellence. It proposed the conceptual frameworks for public relations behavior and excellence in public relations in the Excellence Study to be applicable to developing the underdeveloped conceptions. In testing the applicability, this study examined the fits of 2 measurement models of public relations behavior and excellence in public relations developed from the conceptual frameworks of the Excellence Study. It tested the models with survey data on public diplomacy practices and management collected from 113 embassies in Washington, D.C. The findings showed that the conceptual and measurement frameworks of the Excellence Study are applicable: The 2 measurement models fit the public diplomacy data.     

Getting past the impasse: Framing as a tool for public relations

J. Grunig, L. Grunig, and Dozier (1995) have proposed a two-dimensional model of public relations that combines the two-way symmetrical and asymmetrical models. They also have named strategies important for both public and organizational influence and called for research dealing with others. This article proposes frame analysis as such a strategy. To demonstrate the technique’s potential, the author employs framing to show how sex education can be promoted more effectively within public schools.Myra Gregory Knight is a doctoral candidate in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill.     

Types and dimensions of organization–public relationships in greater China

Public relations are the major force in the establishment of organization–public relationships (OPRs) in the United States and other countries. This study is a metaresearch that reports a meta-analysis of three studies on relationship management with publics in the greater China area, including mainland China and Hong Kong. A metaresearch is used to gain general and theoretical conclusions on a specific topic by synthesizing research results from similar studies [Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations Research, 7, 163–186]. The purpose of this study is to extend the concepts of relationship management to the Chinese context by investigating the types of relationships between organizations and the Chinese publics and other possible factors that affect the outcomes of the relationships. This article first provides a brief literature review on relationship management of public relations. It is followed by a report of the result analysis of the three studies in relation to OPR types and cultivation strategies. Finally, the research results, their implications, and future research directions will be discussed.     

Constituency Building: Determining Employees' Willingness to Participate in Corporate Political Activities

Employing a sample drawn from employees of Fortune 500 companies, this study helps define which employees are likely to participate in corporate constituency building efforts and the relation between the variables leading to participation. Supporting and expanding findings by J. E. Grunig (1989) and Baysinger, Keim, and Zeithaml (1985), the present study revealed that employee political activity can be predicted by a model that features employee organizational commitment (based on each employee's position in the corporate organizational hierarchy, amount of company stock owned, and tenure with the company), prior record of noncompany political activism, amount of information seeking to become informed on public policy matters, degree of cognitive involvement, and willingness to support corporate public policy efforts. These findings can assist public relations practitioners who seek to create employee constituency efforts in the most feasible and efficient manner.     

Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry

In an attempt to reconcile public relations research with a range of critical concerns, J. Grunig and colleagues have proposed a two-way symmetrical model that reformulates public relations as a more inclusive, balanced, and ethical practice. A contradiction exists, however, between two-way symmetrical theory and the asymmetrical research agenda it perpetuates: an agenda that continues to subsidize commercial and state communications at the expense of other segments of the population. To achieve real inclusion and balance in public relations, research must begin to address the public communications needs and constraints of previously excluded segments of the population     

Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract

This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.     

Institutionalizing government public relations in Romania after 1989

Public relations are a new profession in Romania, an Eastern European former communist country which changed to a democratic regime in December 1989. It is generally considered to have emerged after 1990, although publicity and political propaganda preceded it (Rogojinaru in Sriramesh and Ver?i?, 2009, p. 553). Although the Romanian practice of public relations evolved and developed quickly aligning with the international practice, several campaigns and programs receiving awards during the last editions of IPRA Golden World Awards, SABRE Awards, Cannes Lions Awards or European Excellence Awards, there is still very little focus on research and theory. Thus, there is no major study on the history of public relations in Romania prior to 1989 to either confirm or challenge the conclusion of Grunig, Grunig and Ver?i? (2004) that there was no public relations in Eastern Europe before 1989 because the concept was not acceptable for socialism (p. 137). Even after 1989 while there is a growing body of literature on public relations in general published in Romanian, few studies addressed Romanian public relations which are more frequently described in practice than researched from the viewpoint of public relations theory. This exploratory research aims at identifying the characteristics of government public relations in Romania in 2011, the main stages in institutionalizing government public relations after 1989 and correlates them with the general evolution of public relations in Romania between 1989 and 2011.     

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.     

The link between strong public relationships and donor support

Based upon a mail survey completed by 275 donors of a non-profit organization, this study measured the association between perceptions of public relationships and donor support. A modified version of Hon and Grunig's [Hon, L. & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainsville, FL: Institute for Public Relations] relationship scale was used. Results of one-way analyses of variance indicate that strong public relationships are not related to amount donated, but they are associated with years of support, happiness to continue donating, and happiness to recommend others to donate.     

Testing an environmental framework for understanding public relations practitioners’ orientation toward relationship management

This study offers an alternative conceptual framework for an integrated understanding of public relations practice globally. It investigates the relationships between political, economic, and media constructs and relationship management in public relations by building upon an environmental framework for understanding public relations. Based on a survey of public relations practitioners in Singapore, this study positions relationship management as a conceptual locus for public relations theory and practice. Four environmental variables—perceptions of the degree of democracy in the political system, level of economic development, level of economic freedom, and level of media freedom—are found to be associated with public relations practitioners’ orientation toward relationship management, based on Hon and Grunig’s relationship management scale.     

Public relations in public administration: a disappearing act in public administration education

How is public relations viewed when it is considered a sub-field of another discipline? In the profession of public administration, from its first textbook in 1924 through the end of the 1950's, public administration training—as mirrored in the most widely cited texts of the era—included teaching about the uses, importance and benefits of public relations to the public administrator-in-training. However, as measured by the most widely cited textbooks of the 1980's and 1990's, the subject of communications in general, and public relations in particular, largely disappeared from the agenda of public administration education.This article documents the rise and fall of public relations in public administration education, notes some early signs of renewed attention and suggests re-establishing public relations as a valuable part of contemporary public administration education.     

Milestones in Turkish public relations history

This study aims to mention the most important events, cases and names that have had an impact on the public relations profession in Turkey within historically-divided developmental periods between 1920 and 2012. While forming the historical periods into sub-phases, socio-political and economical contexts are considered. Three separate periods are named: antecedents, emergence and developmental. Concerning these periods, the applicability of Grunig and Hunt's (1984) four models of PR is discussed within a Turkish context, and it is concluded that the typology does not totally fit into Turkish PR history.     

Explicating Public Diplomacy as Organization–Public Relationship (OPR): An Empirical Investigation of OPRs between the US Embassy in Seoul and South Korean College Students

Based on a theoretical proposition that public diplomacy can be explicated as management of organization–public relationship (OPR) between an organization concerned and foreign publics, practical and functional utility of OPR measures was empirically investigated in this preliminary study within a public diplomacy context involving the US embassy in Seoul and South Korean college students. Validating reliability and validity of Hon and J. E. Grunig's (1999 Hon , L. C. , & Grunig , J. E. ( 1999 ). Guidelines for measuring relationships in public relations . Gainesville , FL : Institution for Public Relations . [Google Scholar]) OPR measures in evaluating the quality of relationships between the US embassy and South Korean college students, the findings help further advance the theoretical and practical convergence of public relations and public diplomacy. In addition, with statistically significant links between South Korean college students' perceived relationships with the US embassy and their attitudes and behavioral intentions toward the United States and its citizens, the findings suggest that public diplomacy outcomes are related to OPR management, to some degree.     

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. Today's 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.     

An examination of the resurgence of ethnicity literature

This paper presents a critical review of the most frequently cited resurgence of ethnicity studies. Many of the sources cited in recently published ethnic relations books are found to lack an empirical base. They are essentially polemical, impressionistic and anecdotal works. Empirical studies that support the resurgence of ethnicity theme are also examined. Their shortcomings are noted. Nevertheless, these empirical studies provide convincing evidence that ethnic differences persist into the later generations. Overall, however, the empirical studies overwhelmingly document increasing assimilation. Virtually no evidence is found for the notion of a third generation resurgence.     

Privileging an activist vs. a corporate view of public relations history in the U.S.

This article elaborates on the argument that the history of U.S. public relations has been distorted by the emphasis on corporate functions of public relations. The dominant corporate-centric view of U.S. public relations history often claim that public relations developed as a response to activists who attempted to interfere with business operations. That myopic, corporate-centric view has perpetuated a negative view of public relations as merely a tool of “big business”. In the past as well as the present, corporations have been learning from and co-opting activists’ innovative public relations techniques. By alternatively grounding U.S. public relations history in the works of activists, we open possibilities for re-imagining the field and legitimizing activists’ works as a positive, central component in public relations theory and research. We end by providing resources educators can utilize to teach a more balanced view of public relations history in the U.S.     

Social construction of public relations knowledge by academic institutions worldwide: A bibliometric network analysis

This VOSviewer-enabled bibliometric study examines scientific knowledge construction in public relations research since 1955. A co-citation analysis indicates that while sustaining its cross-disciplinary nature, public relations increasingly relies on scholarship generated within its own discipline, with Public Relations Review, Journal of Public Relations Research and Journalism & Mass Communication Quarterly most cited academic sources. A citation analysis of author affiliations revealed a number of findings, including universities with the highest count of publications, university pairs that tend to cite each other, as well as regional university groups and large clusters within a broader, citation-based network. Among the 108 most productive academic institutions from four continents included into the study, U.S.-based universities produced the highest number of publications in nine peer-reviewed journals. Cross-referencing citation relationships among university clusters in different world regions illustrates an ongoing pattern of globalized construction of public relations knowledge.     

Testing the contingency theory of accommodation in public relations

We conducted 18 interviews with public relations professionals to provide grounding and refinement of the contingency theory of accommodation in public relations. Support was found for a continuum from pure accommodation to pure advocacy and for a matrix of variables affecting the continuum. Predisposing and situational categories of variables were identified that affect the degree of accommodation and advocacy undertaken by public relations practitioners in a given situation. Overall, the findings suggest that practitioners are quite sophisticated in considering a welter of factors affecting accommodation of publics. Findings also provide additional factors to add to the matrix of 86 variables in the contingency theory, while calling into question some variables offered initially in the matrix. Although generally overlooked in the literature, philanthropic/ community relations functions are viewed by practitioners as important opportunities to be accommodative. Overall, the practitioners' view of their communication world offers validity to the contingency theory and suggests further theory development is in order.Amanda E. Cancel works in public relations in the private sector, Michael A. Mitrook is an assistant professor at Central Florida University, and Glen T. Cameron is the Maxine Wilson-Gregory Chair in Journalism Research at the Missouri School of Journalism.     

Contingent factors: Modeling generic public relations practice in South Korea

This study identified which contingent variables public relations practitioners perceive as influential to their practice in South Korea. They responded that a number of contingent variables influence public relations activities and emphasized the influence of individual and organizational level variables on their practice. Practitioners at the management level perceived organizational level variables as influential while the staff level indicated PR department variables as dominant to their practice. Public relations practitioners whose main function is government relations tended to acknowledge a greater influence of organizational level variables. Most notably, public relations practitioners cited the constraints of negative information release and conflict situations.     

Public Relations as a Maturing Discipline: An Update on Research Networks

Pasadeos, Renfro and Hanily (1999) investigated the public relations literature's most-cited works in the 1990s and identified research networks. In the present study we expand that work by examining public relations scholarship ten years later. We identify current authors and their publication outlets, taxonomize most-cited works, and draw a co-citation network. Further, we compare current findings with those of ten years earlier and speculate on the state of public relations as a scholarly discipline.