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.     

Dropping the ball on media inquiries: The role of deadlines in media catching

Deadlines have always played a significant role in the practice of public relations, especially the media relations specialization. Public relations textbooks and practitioner handbooks encourage budding practitioners to learn how and when journalists, broadcasters, and Internet authors work so that they may pitch story ideas to them appropriately. Even though media catching, an emerging trend in media relations, reverses the traditional direction of story pitching, deadlines are still critical for this new media relations approach. Through a content analysis of 2802 Help-A-Reporter-Out media requests, this study examines how deadlines vary among media outlets engaging in this new media relations story. Statistically significant differences provide insights for public relations practitioners as to how they can best utilize the service to compete for media placements.     

Relationship building and the use of Web sites: How Fortune 500 corporations use their Web sites to build relationships

This study examines the dialogic features of corporate Web sites in order to determine the Web site practices of the corporations for building relationships with their publics. Content analysis of 100 Fortune 500 companies’ Web sites revealed that the corporations designed their Web sites to serve important publics and foster dialogic communication. The corporate Web sites appear to promote control mutuality, trust, satisfaction, openness, and intimacy. However, the corporations need to maintain repetitive interactions with their publics to enhance trust, commitment, and exchange relationship.     

Beyond excellence: Extending the generic approach to international public relations: The case of Bosnia

This article extends the generic approach to international public relations research. The current generic approach, based on the Excellence theory of public relations, suggests a normative framework to study and evaluate international public relations practices. This generic approach has great potential for focusing international research and clarifying infrastructure, geopolitical, legal, cultural, media, and other important variables. Unfortunately, this generic approach has been mainly used to confirm the Excellence model of public relations. Thus, it falls short of providing scholars and practitioners the tools they need to conduct and study global public relations. This paper seeks to clarify international public relations research by explicating rhetorical generic theory (RGT).     

Mutual benefit as outcome indicator: Factors influencing perceptions of benefit in organization–public relationships

The notion of mutual benefit has been a foundational assumption for scholars who use the relationship management perspective. Although many studies have inferred that mutual benefit links to organizational outcomes, no study to date has linked quantitatively key public member perception of benefit to positive organizational results. The current investigation sought to quantify the link between respondent perception of benefit and traditional organizational outcomes such as satisfaction and behavioral intent.     

Public-private partnerships: How institutional linkages help to build organizational legitimacy in an international environment

Gaining legitimacy in their host country environment is a key priority for multinational corporations’ public relations efforts since it secures their local social license to operate. By applying neo-institutional public relations to corporate diplomacy, this paper argued that institutional linkages between corporations and local government could enhance the building of legitimacy. The study sought to determine whether institutional relations affect the perception of organizational legitimacy, focusing on the United Arab Emirates. In non-democratic countries, public relations tends to be perceived as less sophisticated, and legitimacy becomes even more critical for foreign corporations. Therefore, a one-factorial (corporate diplomacy with/ without governmental involvement) between-subjects experimental design study surveying a representative sample of residents in the United Arab Emirates (N = 199) was conducted. The results imply that corporate diplomacy with governmental linkages leads to a higher perception of moral, pragmatic, and regulative organizational legitimacy, partially mediated by media credibility, governmental legitimacy, and issue legitimacy.     

Power to the people—health PR people that is!

Inspired by the seminal typology of power first suggested by French and Raven, this study identified five types of power (Expert, Information Reward, Information Coercive, Advertising Coercive, and Influence Powers) that health public relations practitioners believed they have in media relations. This study also examined the effect of four variables, such as personal closeness with reporters, openness towards the media, perceived media job performance, and perceived expertise in the health field, on these five types of perceived power. The results suggested that public relations practitioners who highly evaluate themselves as an expert in health and as a competent media communicator, and who are personally close with reporters have greater Expert Power in media relations. Also, when practitioners are personally close to reporters, they are more likely to use Information Reward Power.     

A media framing analysis of a U.S. presidential advisor: Alternative flacks

Political public relations became headline news when Kellyanne Conway, Advisor to U.S. President Trump, described provable falsehoods as alternative facts. Other memorable/misstatements became part of the cultural zeitgeist even as journalists continued to interview her. Public relations professionals are inextricably connected to the journalists who shape public opinion. The author therefore conducted a qualitative framing analysis to understand how journalists framed her occupational role and job performance. Articles from The New York Times and The Wall Street Journal revealed that journalists assigned Advocacy and Gendered framing for her occupational role. Analysis also indicated that journalists alternately depicted her performance as adequate, unreliable, and manipulative. The author considers implications of findings for public relations professionals.     

Keeping up with the digital age: How the American Red Cross uses social media to build relationships

Forty individuals from the American Red Cross were interviewed to explore the use of social media in communicating with key publics. Results show that practicing public relations through social media is effective and necessary in the emerging digital age, as shown through the Red Cross’ development of a two-way dialogue with younger constituents, the media, and the community. This two-way dialogue has been accomplished primarily through Twitter and Facebook, with barriers such as lack of staff and time, and opportunities to improve National Headquarters and local chapter relations. The insights shared by the American Red Cross are useful for both public relations scholars and professionals to help them understand and apply social media practices to build strong, lasting relationships.     

Mediating the power of antecedents in public relationships: A pilot study

This study presents one of the first examinations of the influence of antecedents of relationships on the organization-public relationship. Results from a pilot study of adolescent volunteers suggest that reason for volunteering with a nonprofit organization was a significant predictor of volunteers’ future intentions toward the organization. Two variables partially mediated the relationship between antecedents and future intended behavior, involvement and relationship quality. Findings suggest that while reasons for relationship initiation play a powerful role in the organization-public relationship, organizations can minimize the impact through relationship management.     

Using evidence-based research to redirect a conversation: Newspapers’ coverage of strategies to address college binge drinking

This study examines selected newspapers’ coverage of college binge drinking while also serving as an example of evidence-based practices that can be of use to public relations practitioners and health care professionals working to draw attention to important factors that are not being addressed in either public or policy conversations related to this issue. We examine newspaper coverage in 32 newspapers from 1997 to 2006 to determine which strategies to address college binge drinking are being covered and which of those are evidence-based and implemented by colleges. The mix of individual versus environmental strategies was examined based on Social Cognitive Theory. In the 255 articles analyzed, the majority of strategies covered were environmental. The most frequently covered strategy, increasing student knowledge, is individual and not evidence-based. Strategies classified as effective were not frequently covered. Media advocacy is offered as an evidence-based practice that public relations and health care professionals can use to affect change.     

Journalists’ assessments of public relations subsidies and contact preferences: Exploring the situation in Spain

The aim of this article is to offer journalists’ assessment of their relationships with public relations professionals in the Autonomous Community of Catalonia (Spain). We analyzed quantitative interviews (questionnaires) and in-depth interviews conducted with 68 Catalan journalists regarding their relationship with public relations practitioners and investigated their assessments of public relations subsidies and contact preferences. An explanatory view is offered.     

Agenda-Building role of state-owned media around the world: 2014 Hong Kong protest case

ABSTRACT

This study aimed to advance theoretical and practical knowledge of political public relations and mediated public diplomacy through analyzing the agenda-building relationships between state-owned media and foreign news coverage in 16 countries during the 2014 Hong Kong protest. The results indicated significant correlations of issues and stakeholders between the Chinese state-owned media and the English language media outlets of 16 foreign countries, thereby supporting the international agenda-building role of Chinese state-owned media. An exploratory analysis was conducted to test the role of intercultural or international relations variables in the agenda-building process.     

The impact of newsroom changes and the rise of social media on the practice of media relations

Recent changes in American media have resulted in direct impacts on the work of PR professionals, from newsroom reductions in traditional media outlets to the rise of social media. This study examines changes in the media relations dynamic with qualitative, in-depth interviews from 12 PR professionals in a medium, eastern U.S. city. Findings include PR professionals doing less traditional media relations, mostly attributable to downsized newsrooms, and frustration with the resulting dearth of institutional knowledge, influx of young, inexperienced reporters, and shallow stories. While participants see opportunities to inject unfiltered messages in media, overall they value reporter relationships and using social media in communication with them and in their job. Although new media are seen as one more task on an already very full PR plate, participants acknowledge their importance and growing relevance. Overall, PR professionals see their and the industry's future including both traditional and new media.     

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.     

Blog bias: Reports,inferences, and judgments of credentialed bloggers at the 2004 nominating conventions

Public relations practitioners awarded bloggers media credentials in 2004 to the summer presidential nomination conventions. Using the Hayakawa–Lowry bias categories, this quantitative content analysis reviewed sentences posted by credentialed bloggers during the convention to examine blogger reports (attributed, unattributed), inferences (labeled, unlabeled), and judgments (attributed and favorable, unattributed and favorable, attributed and unfavorable, unattributed and unfavorable) to analyze potential bias in “coverage”.     

Exploring the origins of careers in public relations

This study of the origins of careers in public relations seeks to contribute towards historical knowledge of public relations through content analysis of biographies and other published narratives of those who worked in the field within the US and Britain in its formative years. Opportunities for public relations to offer a career rather than simply a transitory job or occupation were identified. The potential for enhanced benefits, including greater income and higher social status, were noted as a result. However, despite evidence of the possibility of professional and bureaucratic career paths, public relations pioneers tended to reflect entrepreneurial, opportunistic and primarily commenda (agency) forms of career. Most early practitioners entered the field by chance revealing a lack of deliberate focus on seeking employment in the occupation. Their varying entry points suggest the concept of equifinality (whereby different routes may lead to the same end); although career progression for those employed in public relations support functions, and the experiences of women are largely undocumented. Overall, the tapestry of early careers in public relations reflects a common thread of communications and openness to take advantage of the changing times. Otherwise, few patterns can be detected, with individual opportunities than a specific career path being the dominant theme.     

An exploratory study of transformed media relations dimensions after the implementation of an anti-graft law in Korea

The Improper Solicitation and Graft Act, which went into effect on September 28, 2016, strictly prohibits gift giving to journalists, thereby making a traditional media relations practice in Korea illegal. A survey of 342 public relations practitioners revealed that providing monetary gifts, performing formal responsibility, building informal relationships, receiving paid media coverage, and giving and accepting informal support were found to be significant subdimensions of media relations. After implementation of the anti-graft law, public relations practitioners expressed a belief that the practice of providing monetary gifts would shrink the most and that performing formal responsibility would experience the most growth. The formal responsibility factor was significantly positively related to support for the new law and public relations ethics, while giving and accepting informal support was negatively linked to public relations ethics. Paid media coverage showed a positive relationship with public relations practitioners’ perceptions about difficulties of increasing outputs of media relations. Finally, this empirical study shows how new external regulations arising from implementation of the anti-graft law can affect the personal influence model of media relations in Korea.     

Town–gown relationships: Exploring university–community engagement from the perspective of community members

An increasing number of colleges and universities have developed strategies for community engagement. The engagement, however, has been one-sided in that colleges and universities send students, faculty, and staff members out into the community. The current investigation sought to further broaden the definition of community engagement by exploring the benefits that can be accrued by a university when community members are encouraged to explore the cultural, intellectual, athletic, and artistic benefits that are provided in college and university campuses.