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This study proposed a conceptual model of organization-public relationships (OPRs) that draws distinctions between the distal (enduring individual, organizational, and environmental factors) and proximal (situational individual and organizational behaviors and interactions) antecedents that precede and influence OPR perceptions. Using an online survey of 514 adults residing in the United States, this study identified which relational antecedents motivated individuals to enter OPRs across different types of organizations. Additionally, the study examined the relative influence of motives, perceived issue congruence, and perceived value congruence on individuals' perceptions of OPRs. Findings suggest social/cultural expectations and risk reduction are the most common motives for entering OPRs; however, perceived issue and value congruence with the organization are more influential than other antecedents in shaping cognitions regarding OPRs. [ABSTRACT FROM AUTHOR]

The increasing popularity of social network sites (SNSs) in election campaigns provides a unique climate for scholarly inquiry. The study reported here builds upon Zhang, Johnson, Seltzer, and Bichard and investigates the impact of different types of SNS use on voters’ attitudes and behavior during the 2012 U.S. presidential campaign. Sites such as Facebook, Google Plus, Twitter, and YouTube are included to offer a robust assessment of distinct relationships. A national online panel of Internet users was utilized to examine reliance on SNSs and the multiple consequences on political attitudes and behavior such as political participation, political interest, selective exposure, selective avoidance, and strength of party affiliation. The findings are evaluated for theoretical and practical implications on democratic governance. [ABSTRACT FROM AUTHOR]

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]

A survey of U.S. citizens (N = 420) was conducted to examine the influence of strategic communication regarding healthcare reform on perceptions of organization-public relationships (OPRs) with political parties. Results indicate that issue-specific strategic communication--and dialogic communication in particular--not only improved perceptions of the OPR with the sponsoring political party, but also destabilized relationships with the opposition party. Positive perceptions of political OPRs resulted in favorable attitudes toward parties and support for the parties' position on the issue. [ABSTRACT FROM AUTHOR]

This study examined the organization-public relationship between citizens and their political parties against the backdrop of the 2008 presidential general election. Employing a telephone survey of registered voters (n = 508), we investigated the interaction of politically relevant relationship antecedents, relationship cultivation strategies used by political parties, perceptions of the organization-public relationship between voters and their party, and outcomes of the relationship to test a model of political organization-public relationships (POPRs). Time, interpersonal trust, mediated communication, interpersonal communication, and dialogic communication emerged as significant predictors of POPR strength. The findings lay the groundwork for further investigation of POPRs. [ABSTRACT FROM AUTHOR]

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]

Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable business practices can influence consumer behavior. To examine these effects on macro and craft brewers, we conducted a 2 (brewery type) by 3 (conservation practice) between-subjects online experiment. Results indicated any type of conservation practice increases purchase intentions for craft or macro breweries. However, although craft beer drinkers report being more concerned about water scarcity and more supportive of sustainability efforts, water conservation practices do not increase purchase intentions for macro beers among those who typically drink craft beer. [ABSTRACT FROM AUTHOR]

Social networking is a phenomenon of interest to many scholars. While most of the recent research on social networking sites has focused on user characteristics, very few studies have examined their roles in engaging people in the democratic process. This paper relies on a telephone survey of Southwest residents to examine the extent to which reliance on social networking sites such as Facebook, MySpace and YouTube has engaged citizens in civic and political activities. More specifically, this study looks at the extent to which social networking sites influence political attitudes and democratic participation after controlling for demographic variables and the role of interpersonal political discussion in stimulating citizen participation. The findings indicate that reliance on social networking sites is significantly related to increased civic participation, but not political participation. Interpersonal discussion fosters both civic participation and political activity. Implications of the results for democratic governance will be discussed. [ABSTRACT FROM AUTHOR]

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]

This study explores the role of candidate news releases, media content, and public opinion in shaping the salience of political issues and candidate images during the 2002 Florida gubernatorial election. The study analyzed 77 news releases, 654 newspaper stories, and public opinion data from a statewide survey of 572 respondents. Significant correlations were found supporting both first- and second-level agenda building and agenda-setting effects. Theoretical and practical implications of the findings are discussed. [ABSTRACT FROM AUTHOR]