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Abstract: Focusing on a university-affiliated emergency department, this case study investigates the antecedents and outcomes of internal organization–public relationships as well as the cultivation strategies used to manage internal organization–public relationships (OPRs). The case study includes interviews with members of the emergency department''s (ED) dominant coalition and focus groups with ED staff, as well as field observations in the ED itself. Findings illustrate that structural and policy antecedents acted as barriers to relationship maintenance, that a reliance on asymmetrical cultivation strategies culminated in poor internal OPRs, and that these poor relationships fostered negative attitudes, non-compliant behavior, and an arguably toxic organizational culture. Also, there was some evidence of symmetrical cultivation strategies (e.g., positivity and networking) fostering positive OPR perceptions among some employees. This case study can be used to guide best practices in internal public relations and answers the call for more research on public relations and health communication. Moreover, the current study suggests avenues for extending the relationship management perspective by considering organizational culture as a possible outcome of internal relationships. [Copyright &y& Elsevier]

Abstract: 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%). [ABSTRACT FROM AUTHOR]

Abstract: This longitudinal study presents the results of three biennial surveys of key national journalists who routinely report on Southwest Airlines, a company widely recognized for its extraordinary public relations efforts. Synthesizing data garnered through relationship, utility, and perception scales as well as robust open-ended responses, the results support and advance media relations best practices. Ultimately, data confirm that practitioner responsiveness and accessibility to reporters are the keys to ensuring that journalists maintain positive perceptions of Southwest Airlines’ public relations. The results provide an instructive case study and recommendations to corporate public relations practitioners for cultivating favorable media relationships through a commitment to dialogic communication principles. [Copyright &y& Elsevier]

• The current study combined crisis communication and message transparency. • Using an experimental methodology, the sample yielded 898 participants. • Victim crises, rebuild strategies and transparent messages had positive impacts. • Transparency contributed to a three-way interaction on organizational credibility. • Theoretical and practical implications are discussed. Public relations practitioners allocate a vast number of resources to constructing and building strategic messaging for targeted stakeholders. Two important factors within this message construction deal with organizational crisis responses and message transparency. The present study sought to combine concepts from Situational Crisis Communication Theory (SCCT) and message transparency to investigate what combined impact these two fields in public relations research have on perceptions of an organization. By utilizing a 3 (crisis type) X 3 (crisis response) X 2 (message transparency) experimental design, this study (n = 898) found that victim crisis types, rebuild strategies, and high transparency messages resulted in more positive perceptions of the organization. A three-way interaction was also found, namely that use of highly transparent messages contributed to greater perceived organizational credibility when a rebuilding or denial strategy was used in response to a preventable crisis and when a diminishing strategy was used in response to a victim or accidental crisis. Practical and theoretical implications are also discussed. [ABSTRACT FROM AUTHOR]

Abstract: Previous studies of advocacy groups’ Web sites suggest that the use of dialogic strategies could lead to greater dialogic communication. This study examined whether dialogic strategies utilized by environmental advocacy groups via their social networking profiles lead to greater dialogic engagement between organizations and visitors. This study offers the first examination of the relationship between the creation of an online space for dialogue and actual dialogic engagement by identifying and measuring six dialogic outcomes. [Copyright &y& Elsevier]

Abstract: A gap exists between the relationship-building potential of traditional Web sites, the objectives of public relations practitioners, and the actual design of organizational Web sites. This study extends the investigation of online relationship building through a content analysis of 50 environmental weblogs. A comparison of weblogs to traditional Web sites suggests that weblogs incorporate dialogic communication principles to a greater degree than traditional Web sites, potentially making them better suited for online relationship building. [Copyright &y& Elsevier]

Abstract: A case study of the Orlando Magic NBA franchise was conducted to understand media relations, community relations, and foundation efforts in support of a new or renovated arena, examining how either accommodation or advocacy was used when the franchise was in direct conflict with one (or many) of its publics. The contingency theory of accommodation in public relations served as the framework for understanding the franchises efforts. Over the time frame covered by the study, the organization was found to move along the continuum from advocacy to accommodation in its public relations efforts regarding the arena issue. [Copyright &y& Elsevier]

Two national surveys of the U.S. public in 2003 and 2012 asked participants to list words describing public relations practitioners. Analyses reveal that the majority of the words related to practitioner personality and intellectual traits were positive, while the ethical terms used to portray practitioners remained predominately negative over the last decade. [ABSTRACT FROM AUTHOR]

The concept of transparency has been promoted within the public relations and business literature as both ethical and advantageous; however, the effectiveness of transparency is seldom empirically put to the test. In particular, the use of clarity, disclosure, and accuracy in organizational messages needs to be empirically examined. To this end, we conducted an online experiment using a 2 (high vs. low message transparency) x 2 (news story placed before or after an organizational statement) between-subjects design. Participants ( n  = 357) perceived organizations as more transparent and credible when exposed to messages exhibiting greater levels of clarity, disclosure, and accuracy as opposed to messages that did not. Placement of an information anchor in the form of an objective news story before the organizational message increased the perceived organizational transparency when messages employed transparent design features and decreased the perceived organizational transparency when messages did not use these features. These results provide significant implications for practitioners attempting to convey organizational transparency at the tactical level through message features. [ABSTRACT FROM AUTHOR]