March 2010

This study reports data from a nationwide survey of the Millennial Generation of public relations agency employees. We examined organization-employee relationships and factors affecting ethical decision making. The survey employed Hon and Grunig's (1999) scales to measure relationship outcomes: control mutuality, trust, commitment, and satisfaction. The results of the organization-employee measures were reported in previous research, and they are only used here to illuminate the relationship between ethics and the organization-employee relationship. In addition, the survey explored the usefulness of Bowen's (2005) practical model for ethical decision making from the perspectives of Millennial agency practitioners. Millennials were also asked to share their opinions about the helpfulness of educational training and PRSA's code of ethics.

March 2010

The concept of corporate social responsibility (CSR) is intrinsically linked to both ethics and the practice of public relations. While past research has shown us that it is no longer a question as to whether or not a corporation should be socially responsible, but is a requirement of organizations by consumers, modern research has yet to conclusively show that organizational involvement in socially responsible activities positively affects financial performance. This study extended the existing body of literature related to CSR and financial performance with the inclusion of consumers' perspectives. In combination with Ajzen and Fishbein's Theory of Reasoned Action model for predicting behavior, this study used interviews and surveys of consumers to show that a positive relationship exists between CSR and financial performance or that consumers are more likely to purchase a product if they perceive the company that makes it as socially responsible. Additionally, comparisons were made among populations within the study based on demographic data, resulting in conclusions about those populations that are more likely to purchase products based on CSR activities. Some qualitative data was also included in order to further explicate consumers' understanding of CSR in general as well as in regards to specific organizational involvement in socially responsible activities.

Miami, Florida
March 9-12, 2011

Holiday Inn University of Miami
1350 South Dixie Highway (US 1)
Coral Gables, FL 33146

The Institute supports this academic research conference in conjunction with the University of Miami and other sponsors. Over its 14-year history, IPRRC has become one of the top venues for presentation of new public relations research and for interaction among scholars and professionals.

The prizes for 2011 and ongoing deadlines for authors whose abstracts have been accepted can be found in the Call for Papers.

The registration cost is $350 (and $300 for students), which includes social events and most meals. This conference sells out each year, so please register as soon as possible. All refunds will be subjected to a $25 cancellation fee.

Special rates of $139 per night are available at the Holiday Inn University of Miami, for rooms with king bed or double beds. Make your reservations directly by calling 1-800-HOLIDAY or 305-667-5611. Use the three-letter code "IPG" to receive the discounted rate for the IPRRC group. The deadline for making reservations in the room block is February 9, 2011.

To make hotel reservations online, please click this link. If you would like to check-in before March 9 or leave after March 12, please call the hotel directly.

See you in South Miami!

A new declaration of standards and practices to guide measurement and evaluation of public relations was first adopted at the 2nd European Summit on Measurement in Barcelona, Spain, in June 2010 and subsequently updated with input from Summit delegates. The annual Summit is organized by the International Association for Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations (IPR). The Barcelona Principles will be the subject of ongoing dialogue as industry professionals seek to apply the standards to the public relations practice.

March 2010

This paper examines different dimensions of the media environments in which corporate communications occurs in five European countries. The author suggests that media relations as practiced by public relations professionals requires an understanding of media systems including the economic and political systems in which media operate. The author concludes that the differences or "cultural gaps" between the selected countries are significantly more prominent than the similarities, leaving little potential for a homogenized model for "European" journalism. The country from which information comes will invariably possess different values than the country that into which the information is sent. The author proposes a kind of "compass" to provide PR professionals with an adaptable tool to recognize and prepare for the potential problems that arise from intercultural communication within Europe.

March 2009

This essay seeks to illustrate the complexity in which international corporate communications occurs and how important is it for globally-engaged corporate communicators to be knowledgeable about target countries, target institutions, target contents and target actors (and why public relations professionals must ensure that employees or service providers have the necessary knowledge). With the right information at hand, PR professionals are in a position to create a kind of international corporate communications compass with regard to four contexts: 1) the norms or general characteristics of political, economic and media systems; 2) the structures or models on which companies are organized; 3) a functional context that includes distinctive dimensions of culture, and 4) the role context, which includes knowledge of the characteristics and alignment among various players. How many and which particular compass axes should be selected for an individual strategic communications goal depends upon the situation. In any case, by combining the points on the individual axes, a kind of rough map emerges to guide international corporate communications strategies and actions.

March 2010

Transparency is a critical addition to the literature and practice of ethical public relations, as some entities have suffered major damages or have even been forced to close after deceptive withholding of information that was vital to stakeholders. The purpose of this paper, however, is to show that the term transparency has been so broadly interpreted, invoked, and abused that it risks losing its intent of open communication that enhances dialogue and benefits both organizations and society.

March 2010

Using data collected in a national survey of the professional group Public Relations Society of America (PRSA), this study examines the way that organizations are communicating about the environment. This baseline study reports on the most common environmental topics that corporations and government entities communicate about, the most common channels of communication used to deliver messages about the environment, the publics most often targeted with environmental messages, the level of transparency in organizations' environmental communication, and the level of environmental knowledge and attitude among public relations practitioners.

"Dedicated to the pursuit of pleasure, power and politics for over 300 years."

Cliveden is unique. One of the world's finest luxury hotels, this grand stately home is set in the heart of the Berkshire countryside, surrounded by 376 acres of magnificent formal gardens and parkland. The chalk cliffs that give the estate its name provide visitors panoramic views over the beautiful Berkshire countryside and an idyllic bend in the River Thames.

Professionalism, unbeatable service and attention to detail are the hallmarks of Cliveden as a meeting venue. The finest of luxury conference hotels, Cliveden is just twenty minutes drive from Heathrow and forty minutes from central London and Oxford.

September 16-17, 2010
Cliveden, Taplow, Berkshire UK

Thursday - September 16

Noon to 12:30 pm -- Guests arrive at Cliveden. European Colloquium registration

12:30 pm to 1:30 pm -- The Colloquium will begin with lunch in a private dining area of Waldos.

Brief Break -- Reassemble in the Lady Astor Suite

1:45 pm to 2:00 pm -- Welcome and Introductions -- Robert Grupp, President and CEO of the Institute for Public Relations

2:00 pm to 3:40 pm -- To set the stage for discussion, Donald A. Baer, Worldwide Vice Chairman, Burson-Marsteller, and Chairman, Penn Schoen Berland, will share data that illustrate current levels of trust. Mr. Baer will prompt discussion about the challenges involved in recovering confidence among key stakeholder groups. He will be joined by Matt Carter, CEO Burson-Marsteller U.K. and Chairman, Penn Schoen Berland, EMEA.

Sandra Macleod, Group Chief Executive of Echo Research will reveal insights on the impact of CSR as we identify initiatives that have tangible impact on trust of CEOs, corporations and other organizations. Sandra has more than 25 years' experience in communication, reputation analysis and evaluation and is a long-time Institute for Public Relations Trustee.

Moderator: Sandra Macleod

3:40 pm to 4:00 pm -- Tea and Coffee Break

4:00 pm to 5:00 pm -- James Harding, Editor of The Times, will join the Colloquium and engage participants in Q&A by presenting a provocative and informative case study about building and recovering trust. Mr. Harding was named editor of The Times in 2007 after serving as its business editor. Prior to joining The Times, he enjoyed a 12-year career at the Financial Times, where he served as a corporate reporter, going on to work as Washington bureau chief, media editor and correspondent in China, where he opened the Shanghai bureau for the FT.

Moderator: Matthew Anderson

5:00 pm to 5:15 pm -- Brief Break -- Tea and Coffee

5:15 pm to 6:15 pm -- Jeremy Darroch, CEO of BSkyB, will join us in a conversation moderated by Matthew Anderson, Group Director of Strategy and Corporate Affairs for Europe and Asia at News Corporation. At British Sky Broadcasting, Mr. Darroch is building trust as a central component in business strategy and action. He was appointed CEO in December 2007. Previously, he was Group Finance Director of DSG International, and he spent 12 years at Procter & Gamble in a variety of roles in the UK and Europe. Also, he is a Non-Executive Director and the Chairman of the Audit Committee of Marks & Spencer plc. Expect a candid give-and-take with this thoughtful and energetic CEO.

Moderator: Matthew Anderson

6: 15 pm to 6:45 pm -- Break

6:45 pm to 7:30 pm -- Drinks Reception for Speakers and Guests in the Library

7:30 pm to 9:00 pm -- Dinner for Participants and conversation with a Special Guest in the French Dining Room

-- Close of Day 1 --

Friday, September 17

A. Rebuilding Trust through Brand Reputation in the Financial Sector

In the aftermath of the financial sector's 2008-2009 meltdown, reputation management challenges remain acute. Compounding the reputation challenges, an uneven economic recovery has helped entrench a perception that unprecedented government intervention succeeded only in "socializing the losses and privatizing the gains" in the financial industry Particularly for private sector entities, public education programs likely will be fundamental to efforts to rebuild consumer trust and earn goodwill among opinion leaders. There is clearly a compelling role for public relations to play across a wide range of trust-building initiatives.

Discussion Leaders
Andrew Wilson, Head of Group Corporate Affairs, Royal Bank of Scotland
Charles Naylor, Global Head of Corporate Communications and Branding, Credit Suisse

Moderator
Andrew Laurence, Chairman, Worldwide Corporate Practice Committee, Hill & Knowlton

B. Communicating Across Cultures to Build Trust in Global Brands

For too many practitioners, the challenge to have our organizations "think globally and act locally" remains a cliché today more than ever. Without a deep understanding of the societies and cultures within which we must operate, our chances of succeeding are minimal at best . . . and the opportunity to do great damage to our organizations increases mightily. What are the political, economic, media, and societal variables impacting current public relations practice? What is the relationship between culture and corporate communications best practices?

Discussion Leaders
Euart Glendinning, Global Head of Corporate Communications, Abu Dhabi Investment Authority
Adrian Monck, Managing Director and Head of Communications, World Economic Forum

Moderator
Kate James, Chief Communications Officer, Bill & Melinda Gates Foundation

10:30 am to 10:50 am -- Tea and Coffee Break

C. Rebuilding Consumer Confidence in a Turbulent Recovery

A lack of consumer confidence may be the greatest single challenge facing businesses during the slow global economic recovery. While this year began with cautious optimism for economic recovery, more recent data suggest the future remains uncertain. What lasting imprints has the economic crisis left on consumer behavior around the world? How should we serve consumers across regions whose economies are recovering at different rates? How can we encourage tentative consumers to open their purse strings in our various industry categories?

Discussion Leaders
DJ Collins, Director, Communications and Public Policy EMEA, Google
Dominic Fry, Communications Director, Marks and Spencer (Invited)

Moderator
Stephen J. Pain, Vice President, Global Communications, Unilever plc

11:40 am to Noon -- Wrap-up, Learning and Takeaways

Noon to 1 pm -- Buffet Lunch in the Churchill Lobby

-- Close of Day 2 and Departure from Cliveden --

July 2010

This paper deals with the media relations activities performed in the Council of the European Union and more specifically explores the communication tasks and practices of press officers in the Press Service of that institution. Press officers at the Council Press Service affirm to be subject to at least three constraints that are of a different nature from constraints found in the corporate world, i.e. dependency on other DGs for detailed information, the Council Secretariat's general guidelines for conducting media relations and member states' and the Presidency's often competing media agendas.

"The difference between leadership and
mere management is communication."
Winston Churchill

By Marco V. Herrera

Stockholm, Sweden – The Global Alliance for Public Relations and Communications Management recently launched an initiative named the Stockholm Accords. The Accords propose standards to guide the performance of public relations activities worldwide. This initiative was created by a group of 29 communications professionals from various countries, and it was my honor to take part when the Accords were ratified by delegates attending the World Public Relations Festival in Sweden on June 14-15. The Accords now will be promoted worldwide. It was a privilege to have Dr. Karl Schwab, Founder and Executive Chairman of the World Economic Forum as the keynote speaker for this important meeting.

This initiative is to become a reference framework for all public relations experts and communicators, not just those representing private enterprise but also the public sector and NGOs. There is a need to understand the value of public relations and strategic communications in preparing organizations for the future, and to demonstrate the value this discipline will have in the development of new social relationships in an increasingly interconnected world. It will be very useful for communications professionals to have reference frameworks for the novel responsibilities to be shouldered in the new world we live in, as well as understanding the new business models that are emerging globaly.

Although these Accords are designed for communicators, it is essential that they be read, consulted and even adopted by company Presidents and CEOs, business leaders, and even politicians holding public office, so they might understand two things: First, the type of organization needed in future, and second, the use and importance of communications management in the new society taking shape.

Today’s organizations are in the process of changing their model, recognizing stakeholders – to whom they owe the company’s very existence – as the main clients of their organizations. These main clients include investors, Boards of Directors, society at large, company executives and employees, service providers, strategic partners, and more. All this should be in keeping with a business governance model with full transparency and seeking the sustainability of the company, society and the environment. The challenge for directors today is: How to survive in business in an increasingly interconnected society where communities of individuals are taking control of social demands and creating networks that persuade and influence business leaders and government. The only way to accomplish this is through the strategic and tactical use of public relations and strategic communications.

In part, changes in business models and public institutions are occurring because organizations no longer can be perceived of as mere companies or business units. This does not mean they should lose sight of their objectives. Rather, organizations need to do a better job dealing with a more interconnected world where economic crises are giving rise to increased stress in society. Organizations must become more communicative. Communications must cease to be the last link in the business chain and develop into business drivers.

This, in turn, implies that organizations – and particularly so their presidents and CEOs – need to make a complete turnaround from merely informing others of their decisions. They must listen to society and try to negotiate with stakeholders and target audiences regarding the decisions made that affect the community and target audiences. Stakeholders are the audiences on which the growth and sustainability of companies are founded, and their existence and importance must be duly recognized. For example, there are companies, institutions and organizations that are setting up social boards to listen to the demands expressed by society and, in turn, making transparent decisions internally.

In like manner, “public” organizations (all government bodies and institutions) must undergo the same process and become communicative organizations capable of listening to society and being transparent in the use of public resources; they must listen to demands expressed and inform audiences of decisions that may affect citizens. As proof of this growing need, certain public works that governments launch are not readily accepted by society when the latter perceives the decision-making process as being murky. There are even cases in which entire communities grip their machetes and take to the streets.

This is why the Stockholm Accords are important, not only for communicators, but also for company directors and civil servants. This is why we have once again taken up Winston Churchill’s renowned saying. The problem is not management, rather, the problem lies in leadership; the only difference has always been and will always be the level of communication and its appropriate use.

Mail: marco.herrera@grupopublic.com
Blog: http://esferapublica2.blogspot.com
Twitter: http://www.twitter.com/@Marcovherrera

Editor’s Note: I had the privilege of attending the recent World Public Relations Festival in Stockholm organized by the Swedish Public Relations Association and the Global Alliance. There, some 400 public relations professionals from 29 countries adopted the Stockholm Accords. We were encouraged to communicate these new global standards for our profession to colleagues and other communities when we returned home. Marco V. Herrera was present in Stockholm and his column (translated here) was published by El Financiero, México’s largest financial newspaper. Marco is a member of the Institute’s Commission on Global Public Relations Research and he is President of Grupo Public in México.
Bob Grupp
President and CEO
The Institute for Public Relations

June 2010

This paper defines marketing mix modeling, shares approaches for incorporating public relations results into the model - primarily through media content analysis - and provides a recent case study. The featured case study confirms what PR professionals believe to be true: PR is a most powerful marketing agent. What is more, public relations consistently surpasses the return-on-investment and relative selling power of other MARCOM activities within the marketing mix, including those which command much larger budgets.

Today's marketers, with the benefit of advanced mathematical methods along with new technologies for data-collection, data-warehousing and data-mining, are unraveling marketing's mysteries to answer fundamental questions about business performance and sales. In this paper, the authors put marketing mix modeling into the broader framework of public relations practice. First, they recognize that media relations is one aspect of the professional scope of public relations. References to "public relations" refer to "media-centric public relations." Second, while public relations often resides within marketing organizations, the authors acknowledge that public relations serves many purposes beyond marketing. Third, while the paper seeks to explore how marketing public relations activities drive sales specifically, the modeling techniques presented here apply just as well to other business outcomes.

While marketing mix modeling has become more common and more reliable in the past decade, relatively few cases integrate public relations. Among those few cases which do integrate public relations results, even fewer are available for public dissemination. This paper shares a case study that reveals both the company and the brand.

Every category winner in the 2010 PRSA New York Chapter Big Apple Awards competition was automatically eligible for this Best Use of Research, Measurement and Evaluation Award sponsored by the Institute for Public Relations. Our judges chose the entry "It's All About Choices" by the North Shore LIJ Health System, which also won top honors for Internal Communications in the Big Apple Awards.

The primary goal of the public relations campaign was to clearly explain new health plan choices for 16,000 employees and dependents. The objective was to ensure that employees had a solid understanding of the value and selection of their healthcare benefits and to ultimately motivate employees to take action during an open enrollment period.

Our judges chose this winning entry because it was driven by up-front research into audience needs and expectations. Also, the campaign had clear, measureable objectives and the results were quantified - the metrics exceeded all expectations.

"In short, the North Shore LIJ Health Systems campaign was outstanding public relations," said Robert Grupp, Institute for Public Relations President and CEO.

Click on the link to download the winning entry in PDF format.

"It's About Choices" Open Enrollment Campaign

For years, the Institute for Public Relations' website has been the primary channel we use to deliver cutting-edge knowledge that helps business management achieve their goals through effective public relations. It showcases best practices and insights from thought leaders in the field, provides research studies that demonstrate and enhance the value of public relations and offers forums to promote conversations between practitioners and academics.

As you know, technologies are rapidly advancing and so is the way that information is viewed and exchanged. In order to keep up with the changing landscape created by the social media revolution, the Institute's website must go through a reinvention.

We have enlisted the help of Prescient Digital Media to update our web site but we can't do this without your help and financial support. Since our mission to provide the latest in public relations research to you and your students, free of charge, in an easy-to-access format, we would like to ask you to please contribute.

We need your financial support. Our new website will come at a cost. We must raise $25,000 in the next three months to pay for the project. Won't you help us by making a tax-deductible cash contribution? Just think, it would only take 25 individuals giving $1,000 a piece (or 50 folks giving $500 or 100 giving $250) to reach this goal. Any amount will be appreciated. Please contribute online today.The Institute is dedicated to actively sharing our knowledge with the field. We want to continue to do just that.

The proceedings from this conference are available below. For more information about the event, contact Michelle Hinson, Director, Development, mhinson@jou.ufl.edu -352-392-0280.

Click here to view the entire 2010 Proceedings

We would like to thank the following for supporting socially beneficial public relations research that increases understanding, builds relationships, supports ethical socially responsible performance, and advances the development of an increasingly democratic global society:

ABERJE - Brazilian Association for Business Communication
Arthur W. Page Society
APCO Worldwide
BYU Department of Communications
Echo Research
Edelman
FedEx
GM
IBM
Institute for Public Relations
ITT
Jackson Jackson & Wagner
Johnson & Johnson
Likely Communication Strategies
University of Miami
Peter Debreceny
The Plank Center for Leadership in Public Relations
Shell
Texas Tech University College of Mass Communications

Program Content

The program for the August 25-27, 2010 Public Relations Leadership Forum in New York City will consist of seven program sessions with each one lasting between 75 and 90 minutes. This will permit adequate time for networking breaks where those attending can learn from each other and from members of the instructional team.

Wednesday Afternoon: The Leadership Forum begins at 2:45 p.m., Wednesday, August 25 with an opportunity for event organizers and sponsoring professional societies to welcome attendees and for registered participants to introduce themselves. The first program session will take place from 3:30 until 5 p.m. that afternoon and will feature Tom Kowaleski, Vice President - Corporate Communications, BMW of North America who will speak about how they have changed the outlook of communications at BMW in the last two years at a company that enjoys the reputation of being one of the world's most admired automobile companies with one of the world's most valuable brands. Prior to his appointment at BMW, Tom was Vice President in charge of Global Communications at General Motors. The Opening Night Welcome Reception will take place between 5 p.m. and 6:30.

Thursday Morning: Our Thursday morning programming begins withRoger Bolton, a Page Society Past President and the former Senior Vice President - Communications at Aetna leading a program session speak about the importance of values in corporate communication. This presentation will focus on the noted Aetna case which shows the effective results a large company can realize when it incorporates values into corporate communications. Then Harold Burson, Founder and Chairman of Burson-Marsteller, who was called the "most influential public relations figure" of the 20th century by PR Week, will lead a highly-interactive program session that will examine the challenges and opportunities public relations faces today.

Thursday Afternoon: Following an offsite networking lunch the Thursday afternoon program will consist of two panel discussions. The first will feature seasoned communications professionals who have worked in both the agency and corporate worlds discussing how public relations firms and corporate communications departments can work more effectively together. Participating in this panel are Aedhmar Hynes, Chief Executive Officer of Text 100; Valerie Di Maria, Director, Client Strategy & Growth for Peppercom; and Steve Dishart , Executive Director of the Blue Ocean Institute and until recently Managing Director - Communications and Human Resources with Swiss Re. The second panel will discuss career development and will feature George Jamison a Consultant at Spencer Stuart; Richard Marshall, a Senior Client Partner with Korn/Ferry International, and Lisa Ryan, a Senior Vice President and Managing Director with Heyman Associates. An offsite reception and dinner will take place Thursday evening.

Friday Morning: The Leadership Forum concludes with two program sessions Friday morning. The first of these features Tom Martin, the Executive-in-Residence of the Department of Communication at the College of Charleston, who will discuss the increasing importance of ethics in public relations and corporate communications. This will be followed by a presentation about the impact digital media is having on public relations and corporate communications. The Leadership Forum will conclude no later than 12 Noon on Friday.

This paper provides a case study of the South African Truth and Reconciliation Commission (TRC), a six-year national initiative intended to shed light on human rights abuses and bridge the deep divides caused by decades of Apartheid, as an example of symmetrical public relations. Although many scholars, professionals, media and the general public view the role of public relations as persuasion, of convincing someone what to think, believe, or do, many observers have been proposing and exploring a relationship-based, "symmetrical" type of public relations for more than 20 years. The paper argues that the work of the TRC was an example of a "co-creational" approach to relationships, based on Excellence Theory established by Dr. James Grunig and his collaborators. It gives an example of the theory in action, explores the real-world complexities of applying the theory in a critical and volatile national peace context, and adds some practical propositions to the theoretical concept of symmetry.

Messages about the environment have increased significantly within the past decade and are especially evident around Earth Day when people gather to celebrate efforts to protect our environment. Attempts to "Go Green" have not only influenced public policy makers, they have influenced organizations and corporations that are communicating about social responsibility in both the public and private sectors. This study - recognized by the Institute as one of the Top Three Papers submitted to the 2010 International public Relations Research Conference -examines the dynamics of conflict between an organization and its activist publics within the framework of an environmental crisis. A qualitative analysis of news content from major U.S. newspapers was employed to identify how two organizations in conflict - BP and Greenpeace - were framed. This study also explored impact on corporate reputation and on corporate social responsibility as well as the impact that conflict with activist publics had on organizational credibility. An in-depth discussion of six dominant frames that emerged from the sample under study is included.

This paper positions effective governance of stakeholder relationships as the new global frontier of the public relations and communication profession. This paper is dedicated to the art and science of stakeholder relationships governance from an organizational, systemic and relational perspective. The author contends that however complex it may be in today’s environment, the process of communication is probably the most relevant of the available tools to enable stakeholder relationships. The paper identifies and integrates societal perspectives with the value and network society models of organizations, and the argument is made that in the absence of a global- and relationship-based perspective, a professional communicator is not able to effectively perform at any level (local, regional, national, international). In order to effectively govern its different stakeholder relationships, the author suggests adoption of a generic “scrapbook approach,” which is defined as GOREL (governance of relationships), first developed in the mid-1980s and subsequently adjusted many times to remain useful in our ever-changing environment.

This paper addressed findings from two research projects related to how top business communicators measure the effectiveness of their organization's internal communications. Findings suggest that internal communications effectiveness has not been widely assessed despite its avowed importance. At the same time, some aspects of internal communication initiatives (e.g., improved job performance, changed employee behaviors, and concentrated employee engagement) have been given special attention in measurement efforts. Findings from the international survey and the in-depth interviews are discussed and implications for communication professionals are suggested.

This new Institute-sponsored research probes the knowledge, skills, relationships, 360-degree vision, and managerial abilities that senior communications professionals will need in five years’ time, and what it takes to prepare the next generation of leaders in globally integrated organizations.

The 2009 Pathfinder Award winner, Stephen A. Greyser is the Richard P. Chapman Professor of Business Administration Emeritus at Harvard Business School, where he specializes in brand marketing, advertising, corporate communication, sports management, and nonprofit management. A graduate of Harvard College, he received his MBA and DBA degrees from Harvard University where he was the Chirurg Advertising Fellow. Dr. Greyser has held an international reputation in marketing and communication research and teaching for more than half a century. His longtime association with the Harvard Business Reviewincluded five years as an editor and research director, and subsequently as Editorial Board Secretary and as Board Chairman.

Professor Greyser is known to many as the "Father of Modern Sports Marketing." Outside the classroom he has provided marketing and public relations counsel to the NCAA, the NBA, the NHL, the NFL, the Olympic movement, Major League Baseball and more, including his beloved Red Sox.

Professor Greyser conceived and developed the Harvard Business School course in Corporate Communications, which in turn has led to more than 40 new case studies and articles on business-media relations, crisis/issues management, corporate identity and images, investor relations, changing roles for public relations/public affairs, sponsorship, and corporate reputation.  Professor Greyser also has supported the Case Study Competition in Corporate Communications conducted in an alliance between the Institute for Public Relations and the Arthur W. Page Society

To his students at Harvard Business School and specifically in his book,  Revealing the Corporation,  co-authored with John Balmer, Stephen Greyser logically and passionately believes that managing and communicating about corporate brands, building corporate identity, and protecting corporate reputation are vital issues for the boardrooms of entities global and local, large and small, corporate and non-profit.

The Institute for Public Relations and the Arthur W. Page Society are pleased to bring another in a series of very successful Summit events to Washington DC. This Summit is dedicated to enhancing the value of strategic communications and effective engagement with internal and external stakeholders on the critical issues faced by organizations globally.

The National Summit on Strategic Communications assembles senior leaders from government, the military and the private sector, the academic community and NGOs. It is increasingly clear to that strategic communications by professionals in these various sectors overlap. This conference is designed to identify and share best practices in our attempts to:

• Create organizational cultures that value communications
• Synchronize and integrate PR/PA among all departments and functions
• Take an enterprise-wide approach to social media
• Use ‘business diplomacy‘ to achieve strategic communications objectives
• Organize, train and equip professionals to achieve impact
• Prove value by measuring the results of communications
• Use next-generation technologies to reach target audiences, and
• Build partnerships with multiple stakeholders in diverse cultures.”

This event will meet specific needs of your management and your communications and public affairs teams. We are confident that you and your colleagues will gather valuable information, many actionable new ideas and strategic insights.

Among the Speakers:

Price B. Floyd, Principal Deputy Assistant Secretary of Defense for Public Affairs,
US DEPARTMENT OF DEFENSE

Tony Cervone, Senior Vice President, Communciations, UNITED AIRLINES

Admiral Mark Handley, Commander, First Naval Construction Division,
“The Seabees,” UNITED STATES NAVY

William Nixon, Chairman & CEO, POLICY IMPACT COMMUNICATIONS

Gary Sheffer, Executive Director, Communications and Public Affairs, GE

Karen Hughes, Global Vice Chair, BURSON-MARSTELLER; former Undersecretary of State for Public Diplomacy and Public Affairs

General Jerrry McAbee (USMC ret) CUBIC CORPORATION

Sponsorship
Opportunities are available for your organization to show its support for research-based knowledge and learning in the field of public relations and corporate communications. Please contact the Institute or Steven Decker, Business Development Manager, ExL Events, 212-400-6234 -- sdecker@exlevents.com.

For some time, communications teams have been measuring PR ROI through outputs, such as media coverage volume, coverage sentiment, and share of voice, rather than business outcomes. With the relatively recent developments in web analytics, organizations are now able to directly measure how prospects and customers find information that lead them to a brand's web site or other digital assets -whether through search, paid media or earned media. As a result, it is becoming possible for organizations to identify which types of channel drive the most value across all media, not only paid media. This paper focuses on earned media, and provides a method that Context Analytics uses to tie traditional PR metrics to online business outcomes such as visits, registrations, downloads and, ultimately, sales. After a brief overview of web analytics technology, the paper provides two broad sets of analytic methodologies for communications. First are basic analytics designed to help PR professionals understand which general categories of online media are driving traffic and can also be used to generate ROI metrics. The second set of analytics involve advanced statistical methodologies and are designed to help PR professionals match specific messaging strategies to target audiences. Using the methodology provided within the paper, PR professionals can directly measure the business value of carefully targeted earned media opportunities in the same way that marketers have been able to for over a decade.

Please click here to view the blog.

For more information on Context Analytics, please click here.

Building on the success of the Grunig PRIME Research Fellowship in the United States, the Institute for Public Relations launched a second fellowship sponsored by PRIME Research in the United Kingdom. This new fellowship is based in the PRIME Research offices in Oxford, UK. Named for James E. Grunig and Larissa A. Grunig, professors emeriti, University of Maryland, the award supports and encourages graduate student interest in applied public relations research as a career opportunity.

Fellowship Content

• The Fellow will work at PRIME Research's United Kingdom offices for six weeks in the summer following the end of the academic year to learn more about public relations research including data collection, data analysis, interpretation of research results and consultation.
• The Fellow will be responsible for carrying out work as assigned by his or her supervisor along with other tasks to be determined in advance of the Fellowship.
• The Fellow will have a dedicated work place, a computer, a phone, etc. at PRIME Research.
• The Fellow will be given a 4,000 pound stipend plus housing.
• At the end of this experience, the Fellow will complete a paper contributing to the body of knowledge in applied public relations research. The Advisory Council, named below, will assign the topic and the paper may be published by the Institute for Public Relations.

Who May Apply

• Graduate students in public relations/communication who are interested in a career in public relations research.
• Applicants must have completed at least one year of study toward a graduate degree, and at least one methodology course in research methods (e.g., survey, content analysis, experimental design, etc.).
• Additional requirements include: basic knowledge of statistics, computer and internet proficiency, excellent communication skills in English (written and spoken), and appropriate legal status to work in the UK in such a Fellowship position.
• PPLEASE NOTE: The cost of travel to PRIME Research in the UK plus living expenses in addition to housing, is the full responsibility of the Fellow. Also, Fellows residing outside the UK are responsible for obtaining any necessary visa and for meeting all entry requirements into the UK.

Required Application Materials

• All application materials must be submitted in English.
• All materials should be emailed to jmoyer@jou.ufl.edu
• Application form on this page should be downloaded, completed and emailed
• Curriculum vitae
• Statement of interest, including brief description of research interests and proposed topic for the final paper for publication
• Personal statement explaining why the applicant is qualified for the Fellowship
• A copy of official transcript
• Recommendation letter sent directly from the applicant's faculty advisor

Selection Process

• Applications will be reviewed by an Advisory Council of distinguished public relations researchers and educators including:
  • Larissa A. Grunig
  • James E. Grunig
  • Robert W. Grupp (Institute for Public Relations)
  • Michelle Hinson (Institute for Public Relations)
  • Patty Lin (PRIME Research)
  • Rainer Mathes (PRIME Research)
  • Mark Weiner (PRIME Research)
  • Telephone interviews will be conducted with the finalists
  • After the Advisory Council has made its recommendations, the final selection will be made by PRIME Research

Timeline

• Application deadline: March 19, 2010
• Winner notification: April 19, 2010

Contribute to the General Fund

Your contribution is essential to the Institute's ability to deliver on its purpose - to build and mainstream research-based knowledge in public relations. In particular, it allows us to continue our policy of providing everything that we publish free of charge on our web site.

Contribute to a Specific Project

Essential Knowledge Project

Provides a guide to existing public relations research and translates this knowledge into practitioners' language. Research-based knowledge is critical to the maturation of public relations as a strategic management function and a profession. This knowledge base consists of essays by noted scholars and links to a wide range of published research.

Web Site Update

To improve the usability, functionality and appearance of the Institute's web site. This is our primary means of communication and interaction with donors and other constituents.

Sponsor an Award

Alexander Hamilton Medal for Lifetime Contributions to Professional Public Relations

Noted scholars have called Hamilton's techniques of persuasion, his authorship of most of the 85 Federalist Papers and their carefully timed release, plus his compelling debates, "the finest use of public relations in history." In that same spirit, the Alexander Hamilton medal honors the person whose exemplary efforts demonstrate the power of the effective use of public relations.

Case Study Competition in Corporate Communications

The Arthur W. Page Society partners with the Institute for Public Relations to conducts this annual award competition for original case studies written by students at accredited schools of business, communications or journalism that focus on corporate communication and public relations practice.

Institute for Public Relations BledCom Special Prize

Awarded annually at the BledCom Symposium at Lake Bled, Slovenia, this prize recognizes the best new research to help practitioners understand how and why the culture of a country or region is an essential variable influencing how public relations is practiced there.

Jack Felton Golden Ruler Award for Excellence in Public Relations Measurement & Evaluation

The Jack Felton Golden Ruler Award recognizes superb examples of research used to support public relations practice. Winning papers are published as case studies by the Institute for Public Relations.

Pathfinder Award

Given in recognition of an original program of scholarly research that has made a significant contribution to the body of knowledge and practice of public relations. Special consideration will be given to an applicant's lifetime research achievements.

Sponsor an Event

National Summit on Strategic Communications
May 20-21, Washington, DC

Co-sponsored by the Arthur W. Page Society and the Institute for Public Relations, The National Summit on Strategic Communications will assemble senior leaders from government, the military and private sectors in an instructional and highly interactive conference to share insights, techniques, best practices and case studies in strategic communication and to learn from peers. The Summit is dedicated to enhancing the value of communications and effective engagement with existing and new stakeholders on the critical issues faced by all organizations.

8th Summit on Measurement
October 6-8, Portsmouth, NH

The Institute for Public Relations presents this annual Measurement Summit for experts in communications and PR measurement and evaluation, and practitioners who want a more focused research strategy.

Sponsor a Table at the Annual Distinguished Lecture

Distinguished Lecture & Awards Dinner
November 11, The Yale Club, NYC

The Annual Distinguished Lecture & Awards Dinner is an unbroken tradition dating back to 1961. Each year, a major figure in PR practice or education, or a related field, addresses a topic of vital importance to our profession. In addition, the Institute bestows a variety of major awards, including the Pathfinder Award for a program of original scholarly research, and the Alexander Hamilton Medal for lifetime contributions to the public relations profession.

Register for a Program

Public Relations Leadership Forum East
February 3-5, NYC

Co-sponsored by the Arthur W. Page Society, the Council of Public Relations Firms and the Institute for Public Relations. An intense two-day seminar for high-performing mid-career managers at public relations firms and corporate communications departments to develop their executive skills.

Public Relations Executive Forum
April 28-30, Chicago

Co-sponsored by the Arthur W. Page Society and the Institute for Public Relations. The 18th annual seminar is designed to prepare high-potential, mid-level communications executives (Global 1000 corporate communications professionals, PR executives and PR managers) to manage the corporate public relations function.

National Summit on Strategic Communications
May 20-21, Washington, DC

Top leaders in business, military and government communications, public relations and public affairs analyze current global challenges and share game-changing strategies for effective communications. Co-sponsored by the Arthur W. Page Society and the Institute for Public Relations.

8th Summit on Measurement
October 6-8, Portsmouth, NH

The Institute for Public Relations presents this annual Measurement Summit for experts in communications and PR measurement and evaluation, and practitioners who want a more focused research strategy.

Give an In-Kind Gift

Contributions of goods and services are welcome and include (but are not limited to) meeting space, consulting and creative services.

2010 Instructional Team

The instructional team for the 18th annual Public Relations Executive Forum, April 28-30, 2010 in downtown Chicago includes:

Elise Eberwein, Senior Vice President - Corporate Communications, US Airways, discussing how her company's communications function worked closely with other aspects of US Air's senior management team during last year's "landing on the Hudson" event.

Gary Grates, one of the nation's leading experts about employee communications, and Steve Rubel, a highly-respected expert about social media and other new technologies, delivering a presentation showing how Edelman is effectively utilizing social media in employee communications.

Gary Ross, General Manager, Corporate Communications, CDW Corporation, describing a number of unique and strategic things that have been implemented at CDW to enhance the organization's corporate communications function, increase the internal demand for the work of this function and to have the entire company view corporate public relations as an essential business-critical function.

Tom Martin, Executive-in-Residence, Department of Communication, The College of Charleston (and formerly the chief communications officer at both ITT Industries and FedEx) leading a program session that explores the changing importance of ethics in corporate public relations.

Tony Cervone, Senior Vice President, Corporate Communications and Chief Communications Officer, United Airlines discussing various elements of the communications strategy that has been put in place in an attempt to revitalize his company.

Nancy Hobor, Senior Vice President - Communications and Investor Relations, Grainger, facilitating a discussion about the importance of coordinating internal and external public relations and communications messages with those involving investor relations.

Matt Gonring, Vice President, Pactive, will lead a program session that explores career development for corporate communication professionals.

Over the past two decades, Advertising Value Equivalency (AVE) has been correctly denounced as a measurement technique. The many shortcomings of this old methodology will be described at length within this paper. However, recent studies yield evidence that using the cost of media space and time provides a very useful evaluation of the news medium itself in which a story resides, similar to the way the cost of real estate impacts the overall value of a house. The cost of media space and time appears to improve correlations between media coverage and business outcomes demonstrably over other popular quantitative methods, such as story counts and audience impressions. This paper provides four case studies exploring this concept; calls for a new name for this valuable data, "Weighted Media Cost," and provides a completely new paradigm for its proper and effective use.

February 3-5, 2010
1285 Avenue of the Americas
New York, NY 10019

The February 3-5 PR Leadership Forum is SOLD OUT.

If you want to be placed on the waiting list (in case there are cancellations) please send an e-mail message to JMoyer@jou.ufl.edu. Registration for our forum events is capped at 30 participants in order to preserve an intimate learning environment.

Given this sold-out situation, the Institute for Public Relations, the Arthur W. Page Society and the Council of Public Relations Firms are currently attempting to schedule a second Leadership Forum event sometime in the fall. If you would like to receive specific information about this event, please send an e-mail message to JMoyer@jou.ufl.edu.

If you work for a Global 1000 corporation, you might be interested in the PR Executive Forum, April 28-30 in Chicago. For additional information about this program, please send an e-mail message to JMoyer@jou.ufl.edu.

A veteran of over 50 years in the public relations industry, Al Golin is Chairman of Chicago-based GolinHarris, which has 32 offices around the world.

In addition to handling the McDonald's account for over 50 years, GolinHarris represents such companies as British Petroleum, Disney, Dow Chemical Co., Florida Department of Citrus, General Mills, GlaxoSmithKline, Johnson & Johnson, Nestle, Nintendo, Playtex, Texas Instruments, Toyota and Wal-Mart.

As a consultant to the U.S. Department of Commerce, Al's work centered on a major public relations awareness program for U.S. companies on the benefits of exporting to help our economy, increase employment, and reduce the balance of trade deficit.

Al is a member of the board of trustees of The Goodman Theatre of Chicago and Roosevelt University, a founding board member of Ronald McDonald House Charities, and is public relations advisor to the National Multiple Sclerosis Society.

He is also a member of the Arthur W. Page Society, the Public Relations Seminar and the Public Relations Society of America.

He has lectured at Princeton University, Dartmouth College, Yale University, Northwestern University, New York University, and the Annenberg Communication School at USC.

Al Received the Gold Anvil Award from the Public Relations Society of America and it's Lifetime Achievement Award.

Al was named one of the 100 most influential public relations people of the twentieth century by the industry trade magazine PR Week, and he received the Arthur W. Page Society Hall of Fame Award.

His book, TRUST OR CONSEQUENCES, published by Amacon Books, is currently in distribution.

“Integrating Strategic Communication with Public Affairs: When Public Affairs, Public Relations and Issues Management Converge”

Michael Fernandez
Vice President of Public Affairs, State Farm Insurance

Margery Kraus
President & CEO, APCO Worldwide

Douglas G. Pinkham
President, The Public Affairs Council

Arthur E.F. Wiese, Jr.
Vice President of Corporate Communications, Entergy Corporation

“Public Engagement: The Evolution of Public Relations”

Richard Edelman
President & CEO, Edelman

Hotel Accommodations

There are two very nice hotels located within easy walking distance of the Burson-Marsteller offices at 230 Park Avenue South (corner of 19th Avenue). They are:

W Hotel New York - Union Square, 201 Park Avenue South (between 17th & 18th Streets). Tel: 212-253-9119.

Gramercy Park Hotel, 2 Lexington Avenue (at 21st Street). Tel: 212-920-3300

There are many hotels located within in the mid-town area of Manhattan that are about 10-15 minutes away from Burson-Marsteller via taxi or subway. These include:

Hilton New York Hotel, 1335 Avenue of the Americas (6th Avenue at 54th Street). Tel: 212-586-7000

Sheraton Manhattan Hotel, 790 Seventh Avenue (at 51st Street. Tel: 212-581-3300.

Sheraton New York Hotel, 811 Seventh Avenue (at 53rd Street). Tel: 212-581-1000

Warwick New York Hotel, 65 West 54th Street (at 6th Avenue). Tel: 212-247-2700

Crowne Plaza Times Square, 1605 Broadway (at 49th Street). Tel: 877-270-1393

Millennium Broadway Hotel, 145 West 44th Street (Between 6th & 7th Avenues). Tel: 212-768-4400

Sofitel New York Hotel, 45 West 44th Street (Between 5th & 6th Avenues). Tel: 212-354-8844

Budget-minded travelers might be interested in these hotels:

Park South Hotel, 122 East 28th Street (between Park and Lexington). Tel: 800-315-4642.

Wellington Hotel, 871 Seventh Avenue (at 55th Street). Tel: 212-247-3900

Park Central New York Hotel, 870 Seventh Avenue (at 55th Street). Tel: 212-247-8000

Inquiries

Dr. Don Wright, Director, Institute for Public Relations Forums
Professor of Public Relations, Boston University
+1 617-306-4006 - DonaldKWright@aol.com

Michelle Hinson, Director of Development, Institute for Public Relations
+1 352 392-0280 - MHinson@jou.ufl.edu

Jenn Moyer, Foundation Operations Manager, Institute for Public Relations
+1 352 392-0280 - JMoyer@jou.ufl.edu

2010 Instructional Team

The instructional team for the August 25-27, 2010 Public Relations Leadership Forum includes:

Harold Burson, Founder and Chairman of Burson-Marsteller, was called the "most influential public relations figure" of the 20th century by PR Week. Harold's public relations career began as a one-person consultancy in 1946 and the organization grew into Burson-Marsteller which became the world's largest public relations firm in 1983. For more than six decades, Harold has served as counselor to corporate CEOs, government leaders and heads of public sector institutions. Nobody has done more to sponsor and support programs, industry bodies, universities and charities to improve the public relations profession. Harold will lead a highly-interactive program session that will examine the challenges and opportunities public relations faces today.

Roger Bolton, a Page Society Past President and the former Senior Vice President - Communications at Aetna will speak about the importance of values in corporate communication. This presentation will focus on the noted Aetna case which shows the effective results a large company can realize when it incorporates values into corporate communications. Roger left Aetna in 2007 and currently heads RBC, his own consulting firm, where he works closely with APCO Worldwide and Gagen MacDonald, specializing in strategic issues, including reputation, brand and culture change.

Tom Kowaleski, Vice President - Corporate Communications, BMW of North America will lead a presentation and discussion examining how they have changed the outlook of communications at BMW in the last two years at a company that enjoys the reputation of being one of the world's most admired automobile companies with one of the world's most valuable brands. Prior to his appointment at BMW, Tom was Vice President in charge of Global Communications at General Motors.

Tom Martin, the Executive-in-Residence of the Department of Communication at the College of Charleston, will discuss the increasing importance of ethics in public relations and corporate communications. He is the former chief communications officer at both ITT Corporation and FedEx Corporation, a Past President of the Page Society and a long-time member of the IPR Board of Trustees. At ITT Industries, Tom was a member of the company's Executive Council and was responsible for worldwide brand and reputation management, public relations, employee communications, government affairs, corporate advertising and community relations. Tom spent 26 years at FedEx assuming communications posts of increasing responsibility prior to becoming the chief communications officer.

Dallas Lawrence, Managing Director of Proof Digital Communications, and one of the nation's emerging experts on digital media and other new technologies will lead a program session exploring how these new media are impacting communications related to crises, reputation management and litigation.

Aedhmar Hynes who as the Chief Executive Officer of Text 100 has grown this firm's position as a leader in global communications and as a thought partner for nearly 300 global clients, a staff of over 500 and 30 offices throughout North America, Asia Pacific and Europe. Aedhmar has been with Text 100 for sixteen years and throughout her career has worked exclusively with technology companies consulting on behalf of both large corporations and small start up companies. She is a board member of the Council of Public Relations Firms and the Arthur W. Page Society and also serves on the Foundation Board of her Alma Mater, the national University of Ireland - Galway.

Valerie DiMaria, a noted public relations leader in both the corporate and agency worlds. Currently Director, Client Strategy and Growth for Peppercom, she previously was Senior Vice President and Group Marketing and Communications Director for Willis Group Holdings, the global insurance broker. Prior to that, Valerie was Vice President of Communications and Public Affairs for Motorola and Vice President - Corporate Public Relations and Advertising for GE Capital. On the agency side she was Vice Chairman of the GCI Group when it first became part of the top ten global list of PR firms. She also was a Senior Vice President at Porter Novelli.

Steve Dishart is Executive Director of the Blue Ocean Institute, a conservation organization dedicated to protecting the oceans. He also is President of New York-based Communication and Crisis Management Consultants where he directs and executes strategic communications initiatives and offers expert media and crisis communications management and solutions to clients. Steve spent ten years as Managing Director - Communications and Human Resources with Zurich-based Swiss Re. Prior to that he was Vice President and Director of Corporate Communication for the Mellon Corporation.

There will be a program session focusing on career development that will feature George Jamison, a Consultant at Spencer Stuart; Richard Marshall, a Senior Client Partner with Korn/Ferry International, and Lisa Ryan, a Senior Vice President and Managing Director with Heyman Associates.

And several members of the Boards of Trustees of the Arthur W. Page Society, the Institute for Public Relations and the Council of Public Relations Firms will join us for networking activities during this three-day event.

Inquiries

Dr. Don Wright, Director, Institute for Public Relations Forums
Professor of Public Relations, Boston University
+1 617-306-4006 - DonaldKWright@aol.com

Michelle Hinson, Director of Development, Institute for Public Relations
+1 352 392-0280 - MHinson@jou.ufl.edu

Jenn Moyer, Foundation Operations Manager, Institute for Public Relations
+1 352 392-0280 - JMoyer@jou.ufl.edu

Sponsored in part by PR News

The Commission on Measurement & Evaluation presented this year’s 2009 Jack Felton Golden Ruler award to Echo Research and MetLife for their work on “The Media Reality Check: A New Approach to Content Analysis.” The Commission also awarded two Certificates of Merit to The Department of Defense/TRICARE Management Activity with Fleishman-Hillard and to American Express. These entries, available in PDF format, are prime examples of excellence in public relations research, measurement and evaluation.

Golden Ruler Award

“The Media Reality Check: A New Approach to Content Analysis” by Echo Research and MetLife

The MetLife Long-Term Care IQ Test
The Media Reality Check
The Media Reality Check Presentation
A New Model for Media Content Analysis
The Media Reality Check Update

Certificates of Merit

“Don’t Be That Guy!” An Alcohol Abuse Prevention Education Campaign by The Department of Defense/TRICARE Management Activity with Fleishman-Hillard

“Ed’s B:log: Measuring Dialogue in Employee Communications” by American Express

This paper expands on and updates the thinking of the Institute's original Setting Measurable Objectives paper which was drafted in 1999 by Forrest W. Anderson, Independent Consultant, and Linda Hadley of Porter Novelli, along with contributions from members of the Institute for Public Relations Commission on Public Relations Measurement and Evaluation.

In every business case - whether the organization is large or small; for-profit or nonprofit; local or global - there is an objective. Objectives may include generating a profit, approving legislation or giving back to the community. To advance the organization, those doing so need a clear understanding of the organization's aims. This is true for the public relations (PR) team and its agencies: The purpose of every public relations professional is to help his or her organization achieve its business objectives.

While each component of the public relations process is essential for success, the initial stage of objectives-setting research is the basis for the entire PR program. It provides a framework for strategy, execution, and evaluation. And, while setting measurable objectives is critical to public relations programming, it also is among the most frequently overlooked.

This study examined perceptions of 394 PR practitioners regarding key qualities and characteristics of excellent leadership in the profession. This study specifically examines two questions that probed PR practitioners' perceptions about 1.) factors that influence their beliefs about excellent leadership and 2.) sources of leadership skills and development.

The purpose of the study is to observe how ethical conflict affects public relations practitioners' job satisfaction by examining 1.) what consequences the conflict brings, and 2.) what causes ethical conflict among public relations practitioners in their workplaces. An open-ended question within a large survey about ethics and job satisfaction was analyzed.

This study incorporates findings from employee interviews as well as interviews with executives responsible for employee communication, to better understand the role of rich communication in the context of relationship management with employees. Results show that in order for employees to feel engaged in the organization, they prefer face-to-face communication coming from their direct supervisor.

A survey conducted in Brazil by Aberje Research Institute Databerje with its members (n=282) reveals that the role of the Corporate Communicator has changed. In half of the companies that responded to the survey, the communicator has already evolved from a mere editor of the "company newspaper" to a strategic articulator and educator, an 'edu-articulator."

This study is an exploratory investigation into the relationship between power, leadership, and membership in an organizations' dominant coalition using Finkelstein's (1992) four dimensions of power, salient research in leadership theory, and input from public relations practitioners who work for Indiana Hospital Association members.

The purpose of this research was twofold: 1.) to qualitatively examine how organizations can use intranets to enable employees to communicate with one another and senior management, and 2.) to statistically analyze whether employee interaction with an intranet designed to foster two-way communication positively correlates with employee satisfaction and employee input into the decisions of an organization.

Layoffs are becoming ever more common in this fiscal crisis. Using in-depth interviews of public relations professionals at major corporations, this paper will show that companies that initiate social networks - sometimes called alumni networks - maintain an emotional contract with present and past stakeholders.

Role Modeling in Public Relations: The Influence of Role Models and Mentors On Leadership Beliefs and Qualities
By Bruce K. Berger, Juan Meng and William Heyman
This study examined perceptions of 394 PR practitioners regarding key qualities and characteristics of excellent leadership in the profession. This study specifically examines two questions that probed PR practitioners' perceptions about 1.) factors that influence their beliefs about excellent leadership and 2.) sources of leadership skills and development.

Ethical Conflict and Job Satisfaction among Public Relations Practitioners
By Jin-Ae Kang
The purpose of the study is to observe how ethical conflict affects public relations practitioners' job satisfaction by examining 1.) what consequences the conflict brings, and 2.) what causes ethical conflict among public relations practitioners in their workplaces. An open-ended question within a large survey about ethics and job satisfaction was analyzed.

Talk-the-Talk: Using Internal Communication to Build Trust with Employees
By Karen Mishra and Lois Boynton
This study incorporates findings from employee interviews as well as interviews with executives responsible for employee communication, to better understand the role of rich communication in the context of relationship management with employees. Results show that in order for employees to feel engaged in the organization, they prefer face-to-face communication coming from their direct supervisor.

The Trajectory of Organizational Communication in Brazil
By Paulo Nassar, Mateus Furlanetto and Suzel Figueiredo
A survey conducted in Brazil by Aberje Research Institute Databerje with its members (n=282) reveals that the role of the Corporate Communicator has changed. In half of the companies that responded to the survey, the communicator has already evolved from a mere editor of the "company newspaper" to a strategic articulator and educator, an 'edu-articulator."

The Impact of the Dominant Coalition on Health Care Public Relations Practitioners
By Robert S. Pritchard, Debbie Davis and Vincent F. Filak
This study is an exploratory investigation into the relationship between power, leadership, and membership in an organizations' dominant coalition using Finkelstein's (1992) four dimensions of power, salient research in leadership theory, and input from public relations practitioners who work for Indiana Hospital Association members.

Measuring and Evaluating an Intranet Designed to Enhance Employee Communication and Two-Way Communication
By Bethe Spurlock & Julie O'Neil
The purpose of this research was twofold: 1.) to qualitatively examine how organizations can use intranets to enable employees to communicate with one another and senior management, and 2.) to statistically analyze whether employee interaction with an intranet designed to foster two-way communication positively correlates with employee satisfaction and employee input into the decisions of an organization.

Corporate Compassion in a Time of Downsizing: The Role of Public Relations in Cultivating and Maintaining Corporate Alumni Social Networks
By Kevin Stoker & Susan Walton
Layoffs are becoming ever more common in this fiscal crisis. Using in-depth interviews of public relations professionals at major corporations, this paper will show that companies that initiate social networks - sometimes called alumni networks - maintain an emotional contract with present and past stakeholders.

Comparing Winners and Losers
By Louis Williams and David Dozier
The original triangular communications model study was based on a multiple case study analysis of communication audits. The study utilized a secondary analysis of organizational records and expert opinion to apply the triangular communications model to 22 organizations. The present study extends the model by conducting follow-up depth interviews with senior managers and communicators in organizations.

The original triangular communications model study was based on a multiple case study analysis of communication audits. The study utilized a secondary analysis of organizational records and expert opinion to apply the triangular communications model to 22 organizations. The present study extends the model by conducting follow-up depth interviews with senior managers and communicators in organizations.

From Strategic Management to Policy Consensus in a Health-related Crisis: An Analysis of the National Salmonella Outbreak in the United States
By Hyojung Park and Hyehyun Hong
Despite growing attention to understanding those dynamics in strategic management of crises, little research has been conducted on health-related crises using the contingency theory. This study seeks to shed more light on the application of contingency theory in health-related crises by analyzing the recent crisis of salmonella-tainted tomatoes, which was the largest food-borne illness outbreak in the past 10 years.

The Impact of Antecedents and Relationship Maintenance Strategies on Perceived Relationship with Political Parties During the 2008 Presidential General Election
By Trent Seltzer and Weiwu Zhang
This study examined the relationship between registered voters and their political parties against the backdrop of the 2008 presidential general election. It extends existing research on OPRs by investigating them within a political context and by moving beyond current approaches that typically focus on an individual organization and its publics.

This study examined the relationship between registered voters and their political parties against the backdrop of the 2008 presidential general election. It extends existing research on OPRs by investigating them within a political context and by moving beyond current approaches that typically focus on an individual organization and its publics.

Production Processes Go South, Plant Closure Processes Underway, Remediation in Progress: Relationship Management Theory Applied to a Potential Crisis Situation
By Ann D. Jabro amd Rainier Domalski
This research paper highlights the 10 principles of relationship management that an international chemical manufacturing company, with production ties in Germany and the United States, had employed for close to 10 years to establish and maintain two-way symmetrical relationships built on trust and accommodation with key publics in the community in which it operated.

Community Relations and OPR: In Search for a New Approach to Local Corporate Community Initiatives
By Jennie Peña Escobar
Drawing upon the concepts of OPR and Stakeholder Engagement, this research explores how local private companies create, maintain and enhance relationships with their communities based on their Corporate Community Involvement practices. The premise of this research is that effective community relations should meet the needs of both the organization and its key community constituencies.

Adapting the PZB Service Quality Model to Reputation Risk Analysis and the Implications for Corporate Communication
By Peggy Simcic Brønn
This paper explores adapting the PZB Service Quality Model developed by Parasuraman, Zeithaml, and Berry (1985) as an instrument for assessing reputation risk. The paper will suggest an adapted instrument for measuring the aps between stakeholder quality expectations and organization performance. The paper will also elaborate on the importance of communication in the PZB model.

Does Familiarity Breed Contempt or Trust? A Case Study of a Gas Pipeline Awareness Campaign Among School Safety Officers
By Deanna Centurion and Brad Rawlins
By using a pre-test/post-test survey around a safety awareness campaign, this study hopes to find which factors of trust are most likely to predict a trusting behavior between schools and a pipeline company. In particular, does increasing school awareness of safety measures and the possible risks of close proximity to a pipeline enhance trust with the company sharing that information?

Power and Public Relations: Paradoxes and Programmatic Thoughts
By Robert L. Heath, Judy Motion and Shirley Leitch
Scott Cutlip and others have offered conceptual insights to illuminate the interconnections of public relations, power and ethical decision making. This literature broadly examines power as an individual, organizational and societal topic by featuring themes of (a) systems based structural/functionalism and (b) co-created, socially constructed meaning - the sociopolitical role of shared meaning.

Production Processes Go South, Plant Closure Processes Underway, Remediation in Progress: Relationship Management Theory Applied to a Potential Crisis Situation
By Ann D. Jabro and Rainier Domalski
This research paper highlights the 10 principles of relationship management that an international chemical manufacturing company, with production ties in Germany and the United States, had employed for close to 10 years to establish and maintain two-way symmetrical relationships built on trust and accommodation with key publics in the community in which it operated.

Examining Usefulness of Model of Resource Assessment as a Possible Tool for Gaining Public Relations' Influence
By Young ah Lee, Kristen Smarr and Glen Cameron
This study examines possible uses of a Model of Resource Assessment (MRA) created by the authors as a basis for developing strategic communication plans as part of an effort to extend research on public relations strategy. MRA conceptualizes PR strategy as the planning process of narrowing disconnects between stakeholders' perceptions of an organization's resources.

Communicating 'Dual Citizenship' - How do Charities Manage Their Reputation for 'Good Works' While Undertaking Commercial Activities?
By Tom Watson and Anna Marie White
This paper reports a case study of a single UK charity and explores, using document analysis and phone interviews with supporter-stakeholders, their perceptions of the impact of commercial trading upon the organization's reputation as well as their relationship and level of engagement with the organization.

This paper reports a case study of a single UK charity and explores, using document analysis and phone interviews with supporter-stakeholders, their perceptions of the impact of commercial trading upon the organization's reputation as well as their relationship and level of engagement with the organization.

This study examines possible uses of a Model of Resource Assessment (MRA) created by the authors as a basis for developing strategic communication plans as part of an effort to extend research on public relations strategy. MRA conceptualizes PR strategy as the planning process of narrowing disconnects between stakeholders' perceptions of an organization's resources.

This research paper highlights the 10 principles of relationship management that an international chemical manufacturing company, with production ties in Germany and the United States, had employed for close to 10 years to establish and maintain two-way symmetrical relationships built on trust and accommodation with key publics in the community in which it operated.

Scott Cutlip and others have offered conceptual insights to illuminate the interconnections of public relations, power and ethical decision making. This literature broadly examines power as an individual, organizational and societal topic by featuring themes of (a) systems based structural/functionalism and (b) co-created, socially constructed meaning - the sociopolitical role of shared meaning.

By using a pre-test/post-test survey around a safety awareness campaign, this study hopes to find which factors of trust are most likely to predict a trusting behavior between schools and a pipeline company. In particular, does increasing school awareness of safety measures and the possible risks of close proximity to a pipeline enhance trust with the company sharing that information?

This paper explores adapting the PZB Service Quality Model developed by Parasuraman, Zeithaml, and Berry (1985) as an instrument for assessing reputation risk. The paper will suggest an adapted instrument for measuring the aps between stakeholder quality expectations and organization performance. The paper will also elaborate on the importance of communication in the PZB model.

An Analysis of the Messages Used in Merck's Gardasil Vaccination Campaign
By Prisca S. Ngondo
The purpose of the study, using content analysis, was to assess the extent to which Merck's Gardasil campaign included messages about HPV that would prompt mother's and young women to not only understand their risks of contracting HPV, but also feel able to respond to the threat by seeking effective protection against the virus.

The purpose of the study, using content analysis, was to assess the extent to which Merck's Gardasil campaign included messages about HPV that would prompt mother's and young women to not only understand their risks of contracting HPV, but also feel able to respond to the threat by seeking effective protection against the virus.

A Genre Perspective on Public Relations Message Design
By Jeffrey L. Courtright and Peter M. Smudde
We maintain that the day-to-day creation of messages are epideictic in character, celebrating the organization and its values, and inviting publics to join in that epideictic moment through shared values. In our paper, we will offer positive and negative examples, covering the broad range of public relations writing conventions and the vital connection between discourse competence and effective strategic planning.

We maintain that the day-to-day creation of messages are epideictic in character, celebrating the organization and its values, and inviting publics to join in that epideictic moment through shared values. In our paper, we will offer positive and negative examples, covering the broad range of public relations writing conventions and the vital connection between discourse competence and effective strategic planning.

Integrating Emotion and the Theory of Planned Behavior to Explain Consumers' Activism in the Internet Web Site
By Seungho Cho and Laura Richardson Walton
The present research integrates core aspects of anger activism theory (AAM) with the theory of planned behavior to investigate factors influencing online activism in a Web site. The findings of online survey of the members of an activism Web site suggest that adding emotion in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory.

Can You See the Writing on My Wall? A Content Analysis of the Fortune 50's Facebook Social Networking Sites
By Tina McCorkindale
A content analysis of the Fortune 100 official corporate Facebook sites will be conducted. Variables to be coded include the top five Facebook sites devoted to the company, tone, number of fans, purpose of the site, mentions of social responsibility, links, wall postings and social media links. Last, a survey will be sent to the administrators of the site regarding their responsibilities in managing the site.

How to Set Benchmarks in Social Media: Exploratory Research for Social Media, Lessons Learned
By Katie Delahaye Paine
Much has been proposed as far as metrics and standards for measurement, but for the vast majority of organizations, the answer has been "it depends". During the past year KDPaine & Partners has conducted half a dozen benchmark reputation studies and established a standard methodology and schema to assess and measure its position in social media.

Corporate Compassion in a Time of Downsizing: The Role of Public Relations In Cultivating and Maintaining Corporate Alumni Social Networks
By Kevin Stoker and Susan Walton
Layoffs are becoming ever more common in this fiscal crisis. Using in-depth interviews of public relations professionals at major corporations, this paper will show that companies that initiate social networks - sometimes called alumni networks - maintain an emotional contract with present and past stakeholders.

An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice
By Donald K. Wright and Michelle D. Hinson
This study is the fourth annual, global, empirical, web-based survey examination of public relations practitioners (n=574) on the impact new communications media are having on public relations practice and the result reinforces and enhances our findings from previous years.

This paper contends that corporate alumni networks serve a public relations purpose more than they do a human resource purpose. Through interviews with two developers of corporate social networks and a former employee who started an alumni network, the paper shows that these networks represent an opportunity and a moral imperative for public relations. By institutionalizing an ethic of care, which emphasizes responsibility and compassion, public relations can enable these relationships to provide value to those inside and outside the organization.

Much has been proposed as far as metrics and standards for measurement, but for the vast majority of organizations, the answer has been "it depends". During the past year KDPaine & Partners has conducted half a dozen benchmark reputation studies and established a standard methodology and schema to assess and measure its position in social media.

A content analysis of the Fortune 100 official corporate Facebook sites will be conducted. Variables to be coded include the top five Facebook sites devoted to the company, tone, number of fans, purpose of the site, mentions of social responsibility, links, wall postings and social media links. Last, a survey will be sent to the administrators of the site regarding their responsibilities in managing the site.

The present research integrates core aspects of anger activism theory (AAM) with the theory of planned behavior to investigate factors influencing online activism in a Web site. The findings of online survey of the members of an activism Web site suggest that adding emotion in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory.

This research aims to expand the knowledge about United States non-profit organizations' current use of integrated marketing communications (IMC) to build relationships with stakeholders. A quantitative online survey was distributed to a stratified random sample of communication professionals at non-profit organizations (n=212).

This paper reports a case study of a single UK charity and explores, using document analysis and phone interviews with supporter-stakeholders, their perceptions of the impact of commercial trading upon the organization's reputation as well as their relationship and level of engagement with the organization.

This paper will examine two cases in which Greenpeace targeted the environmental practices of Cargil. These case studies will demonstrate how two-way symmetrical communication can be used to avoid conflict, foster mutually beneficial relationships between companies and activist publics and converge seemingly conflicting ideologies.

The Use of Integrated Marketing Communications by U.S. Non-profit Organizations
By Amy Perkins, Margaret Algren and Kristen Campbell Eichhorn
This research aims to expand the knowledge about United States non-profit organizations' current use of integrated marketing communications (IMC) to build relationships with stakeholders. A quantitative online survey was distributed to a stratified random sample of communication professionals at non-profit organizations (n=212).

Communicating 'Dual Citizenship' - How do Charities Manage Their Reputation for 'Good Works' While Undertaking Commercial Activities?
By Tom Watson and Anna Marie White
This paper reports a case study of a single UK charity and explores, using document analysis and phone interviews with supporter-stakeholders, their perceptions of the impact of commercial trading upon the organization's reputation as well as their relationship and level of engagement with the organization.

Two-Way Communication: A Win-Win Model for Facing Activist Pressure: A Case Study on McDonalds and Unilever's Responses to Greenpeace
By Adrienne Cooper
This paper will examine two cases in which Greenpeace targeted the environmental practices of Cargil. These case studies will demonstrate how two-way symmetrical communication can be used to avoid conflict, foster mutually beneficial relationships between companies and activist publics and converge seemingly conflicting ideologies.

This study advocates an integration of media richness theory into the public relations scholarship. This study adds two additional dimensions to the description of a medium’s richness-rich communication and poor communication. This four-dimensional model of media richness (rich medium, lean medium, rich communication, and poor communication) may predict the media selection of public relations practitioners more precisely.

Using data from a nationwide survey of newspaper health journalists (n=308), this study examines the influence of intrinsic and external news factors on journalists’ attitudes toward stories provided by public relations agencies. These factors consist of three types: 1.) individual-level factors; 2.) media-routine factors; and 3.) organizational-level factors.

This essay focuses on crisis cases in which the media has acted effectively as a first responder. The examples provide context for the argument for media to be seen as partners, not as adversaries in the crisis response. Specifically, public relations practitioners should work with the media as an information resource, resource manager, public safety official and public advocate.

This paper analyzes how key opinion leaders, PR practitioners, and educators are attempting to reach many internal and external audiences, including media and the community. Using K-12 schools as a focal point of case studies, the authors use a modified standard model for public relations and communications assessment – the RACE (Research, Action, Communication, Evaluation) framework – to expand theory development.

This paper examines, over a five-year period, the evolution of a journalists’ perception of the media relations efforts of Southwest Airlines. Quantitative measurement and analysis is coupled with an in-depth qualitative investigation to understand the media’s perceptions of Southwest’s public relations effectiveness, media relations value, use of relationship maintenance strategies, perceptions of communication channels and perceptions of dialogic communication-specifically in regards to utility of information, accessibility and responsiveness.

We’ll Get Right Back to You: The Effect of Responsiveness, Accessibility, and Information Utility on Journalist Perceptions of Organizational Media Relations Efforts
By Coy Callison and Trent Seltzer
This paper examines, over a five-year period, the evolution of a journalists’ perception of the media relations efforts of Southwest Airlines. Quantitative measurement and analysis is coupled with an in-depth qualitative investigation to understand the media’s perceptions of Southwest’s public relations effectiveness, media relations value, use of relationship maintenance strategies, perceptions of communication channels and perceptions of dialogic communication-specifically in regards to utility of information, accessibility and responsiveness.

An Integrated Model of Media Selection in Strategic Communication Campaigns
By Anna V. Klyueva
This study advocates an integration of media richness theory into the public relations scholarship. This study adds two additional dimensions to the description of a medium’s richness-rich communication and poor communication. This four-dimensional model of media richness (rich medium, lean medium, rich communication, and poor communication) may predict the media selection of public relations practitioners more precisely.

How Intrinsic and External News Factors Affect Health Journalists’ Cognitive and Behavioral Attitudes toward Media Relations
By Sun-A Park, María E. Len-Ríos and Amanda Hinnant
Using data from a nationwide survey of newspaper health journalists (n=308), this study examines the influence of intrinsic and external news factors on journalists’ attitudes toward stories provided by public relations agencies. These factors consist of three types: 1.) individual-level factors; 2.) media-routine factors; and 3.) organizational-level factors.

Friend vs. Foe: Viewing the Media as a Partner in Crisis Response
By Shari Veil
This essay focuses on crisis cases in which the media has acted effectively as a first responder. The examples provide context for the argument for media to be seen as partners, not as adversaries in the crisis response. Specifically, public relations practitioners should work with the media as an information resource, resource manager, public safety official and public advocate.

From Terrorism to Tornadoes: The Roles of P.R. and Media in Crisis Communication
By Nancy Van Leuven
This paper analyzes how key opinion leaders, PR practitioners, and educators are attempting to reach many internal and external audiences, including media and the community. Using K-12 schools as a focal point of case studies, the authors use a modified standard model for public relations and communications assessment – the RACE (Research, Action, Communication, Evaluation) framework – to expand theory development.

Measuring Excellent Leadership in Public Relations: A Second-Order Factor Model in the Dimension of Self-Dynamics
By Juan Meng and William C. Heyman
In this study, the authors defined the construct of "excellent leadership" in public relations and identified multiple dimensions of this construct. To fulfill the purpose of developing reliable and effective measurement, multiple concepts and variables in leadership research and public relations research have been examined and developed into measurement items for each dimension.

How to Set Benchmarks in Social Media: Exploratory Research for Social Media, Lessons Learned
By Katie Delahaye Paine
Much has been proposed as far as metrics and standards for measurement, but for the vast majority of organizations, the answer has been "it depends." During the past year, KDPaine & Partners has conducted half a dozen benchmark reputation studies and established a standard methodology and schema to assess and measure its position in social media.

Doing Measurement Right: One Organization's Experience Creating a Best-In-Class Measurement Program
By Mark R. Phillips and Katie Delahaye Paine
A communications program and system of metrics, ranging from measures of productivity to effectiveness measures was designed and applied in practice. The case study will cover and include discussion of how to integrate sophisticated analysis of earned media, public service announcements, web traffic, social media, public opinion, customer and volunteer feedback, donation information and other relevant data into the measurement program design.

Measuring and Evaluating an Intranet Designed to Enhance Employee Communication and Two-Way Communication
By Bethe Spurlock and Julie O'Neil
The purpose of this research was twofold: 1.) to qualitatively examine how organizations can use intranets to enable employees to communicate with one another and senior management, and 2.) to statistically analyze whether employee interaction with an intranet designed to foster two-way communication positively correlates with employee satisfaction and employee input into the decisions of an organization.

Formulation of a Measurement Scale from the Perceptions a Community has of a Corporate Brand Based on the Implementation of a Corporate Social Responsibility Program
By Carolina Villamizar, Marcela Restrepo and Andrea Alfaro
The purpose of this research is to design a measurement system that will allow the organizations to know the perceptions of a community, based on the impact that a Corporate Social Responsibility program has on the community members. In order to accomplish this we have chosen three case studies from renowned companies in Barranquilla, Colombia.

Scale Development for Measuring Health Consciousness: Re-conceptualization
By Hyehyun Hong
This study attempts to: 1.) define the concept of health consciousness and identify its major dimensions, 2.) develop a scale for measuring individual health consciousness, and 3.) validate the scale with surveys. The scale will also be widely used to strategically design many health-related campaigns and to understand individual responses to the campaign messages.

In this study, the authors defined the construct of "excellent leadership" in public relations and identified multiple dimensions of this construct. To fulfill the purpose of developing reliable and effective measurement, multiple concepts and variables in leadership research and public relations research have been examined and developed into measurement items for each dimension.

Much has been proposed as far as metrics and standards for measurement, but for the vast majority of organizations, the answer has been "it depends." During the past year, KDPaine & Partners has conducted half a dozen benchmark reputation studies and established a standard methodology and schema to assess and measure its position in social media.

A communications program and system of metrics, ranging from measures of productivity to effectiveness measures was designed and applied in practice. The case study will cover and include discussion of how to integrate sophisticated analysis of earned media, public service announcements, web traffic, social media, public opinion, customer and volunteer feedback, donation information and other relevant data into the measurement program design.

The purpose of this research was twofold: 1.) to qualitatively examine how organizations can use intranets to enable employees to communicate with one another and senior management, and 2.) to statistically analyze whether employee interaction with an intranet designed to foster two-way communication positively correlates with employee satisfaction and employee input into the decisions of an organization.

The purpose of this research is to design a measurement system that will allow the organizations to know the perceptions of a community, based on the impact that a Corporate Social Responsibility program has on the community members. In order to accomplish this we have chosen three case studies from renowned companies in Barranquilla, Colombia.

This study attempts to: 1.) define the concept of health consciousness and identify its major dimensions, 2.) develop a scale for measuring individual health consciousness, and 3.) validate the scale with surveys. The scale will also be widely used to strategically design many health-related campaigns and to understand individual responses to the campaign messages.

To find out where public relations practice in Japan is heading, the current study asks public relations experts including corporate and firm practitioners, and educators and researchers and intend to find out important PR practices in five years from now. The study employs Delphi method to obtain consensus among experts.

This study aims to explore the practice of public relations in a Central Asian country, Kyrgyzstan. This research analyzes the practices of public relations in Kyrgyzstan, a culture that has not been adequately studied before. Through the use of a questionnaire instrument, the researcher will survey public relations practitioners in Kyrgyzstan.

The present study attempts to explore how multiple competitive organizations cope with the same crisis and how an organization's crisis management influenced the others' crisis stances and strategies. By using qualitative case study of modified framing analysis, this study analyzed 15 contextually important news stories which were selected from Korean Integrated News Database System.

A survey conducted in Brazil by Aberje Research Institute Databerje with its members (n=282) reveals that the role of the Corporate Communicator has changed. In half of the companies that responded to the survey, the communicator has already evolved from a mere editor of the "company newspaper" to a strategic articulator and educator, an "edu-articulator."

Love, Hate and Surviving Stakeholder Emotions
By Vilma Luoma-aho
The paper approaches the neglected area of stakeholder emotions and focuses on the reasons behind the arising of feelings towards organizations, as well as their possible consequences for organizational legitimacy. Trust becomes a key concept (Kramer & Tyler 1996, Bentele 2005, Fukuyama 1995), when organizations aim to deal with public displays of emotion.

The paper approaches the neglected area of stakeholder emotions and focuses on the reasons behind the arising of feelings towards organizations, as well as their possible consequences for organizational legitimacy. Trust becomes a key concept (Kramer & Tyler 1996, Bentele 2005, Fukuyama 1995), when organizations aim to deal with public displays of emotion.

Public Relations in Japan: Expert Opinion on its Future
By Koichi Yamamura and Masamichi Shimizu
To find out where public relations practice in Japan is heading, the current study asks public relations experts including corporate and firm practitioners, and educators and researchers and intend to find out important PR practices in five years from now. The study employs Delphi method to obtain consensus among experts.

Profile of Public Relations Practice in Kyrgyzstan: Public Relations Purpose, Mission and Function
By Elira Turdubaeva
This study aims to explore the practice of public relations in a Central Asian country, Kyrgyzstan. This research analyzes the practices of public relations in Kyrgyzstan, a culture that has not been adequately studied before. Through the use of a questionnaire instrument, the researcher will survey public relations practitioners in Kyrgyzstan.

How Multiple Competitive Organizations Cope with the Same Crisis: A Case Study of Rice Cooker Explosion in South Korea
By Chang Dae Ham
The present study attempts to explore how multiple competitive organizations cope with the same crisis and how an organization's crisis management influenced the others' crisis stances and strategies. By using qualitative case study of modified framing analysis, this study analyzed 15 contextually important news stories which were selected from Korean Integrated News Database System.

The Trajectory of Organizational Communication in Brazil
By Paulo Nassar, Mateus Furlanetto and Suzel Figueiredo
A survey conducted in Brazil by Aberje Research Institute Databerje with its members (n=282) reveals that the role of the Corporate Communicator has changed. In half of the companies that responded to the survey, the communicator has already evolved from a mere editor of the "company newspaper" to a strategic articulator and educator, an "edu-articulator."

International Public Relations Faces Challenges: The Impact of Palanca in Shaping Mexico's Public Relations
By Carol Ann Hackley, Qingwen Dong and Timothy L. Howard
This proposed project will focus on the high-context/collectivistic Mexican culture by investigating how Palanca (a Spanish term for "lever" or use of personal influence) shapes Mexican public relations principles and practice. The study will use interviews to collect information from both American public relations and Mexican public relations practitioners in Mexico, along with secondary analysis of existing data.

Crafting the Image of Nations in Foreign Audiences: How Developing Countries Use Public Diplomacy and Public Relations?
By Ibrahima Ndoye
This paper seeks to explain the main differences in public diplomacy approaches between developed countries in the West and Third World nations with emphasis on the concept of publics through an overview of major institutional settings in the West and use of practical cases in the Third World.

Looking for Institutionalization: Italian Public Relations and the Role of Credibility and Professionalism
By Chiara Valentini
This paper tries to discuss the process of institutionalization of public relations in Italy through the concept of credibility and professionalism. This paper also intends to discuss the impact of credibility on the process of professional recognition of Italian public relations and on its institutionalization by referring to the results of a qualitative and quantitative investigation about Italian PR practitioners' opinions.

Adding Value to Organizations: An Examination of the Role of Senior Public Relations Practitioners in Singapore
By Su Lin Yeo and Krishnamurthy Sriramesh
This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top-in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations.

Lessons on the Big Idea and Public Relations: Reflections on the 50-Year Career of Charlotte Klein
By Diana Martinelli and Elizabeth Toth
This paper explores the life and career of Charlotte Klein, a 20th century public relations executive. Using in-depth interviews and primary and secondary documents, the authors discuss Klein’s big ideas. In addition, we explore her influence as an early woman leader in PR professional societies and the gender-related challenges she faced in her career.

This proposed project will focus on the high-context/collectivistic Mexican culture by investigating how Palanca (a Spanish term for "lever" or use of personal influence) shapes Mexican public relations principles and practice. The study will use interviews to collect information from both American public relations and Mexican public relations practitioners in Mexico, along with secondary analysis of existing data.

This paper explores the life and career of Charlotte Klein, a 20th century public relations executive. Using in-depth interviews and primary and secondary documents, the authors discuss Klein’s big ideas. In addition, we explore her influence as an early woman leader in PR professional societies and the gender-related challenges she faced in her career.

This paper seeks to explain the main differences in public diplomacy approaches between developed countries in the West and Third World nations with emphasis on the concept of publics through an overview of major institutional settings in the West and use of practical cases in the Third World.

This paper tries to discuss the process of institutionalization of public relations in Italy through the concept of credibility and professionalism. This paper also intends to discuss the impact of credibility on the process of professional recognition of Italian public relations and on its institutionalization by referring to the results of a qualitative and quantitative investigation about Italian PR practitioners' opinions.

This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top-in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations.

Sparkplug Topic of the Day

What’s the most useful idea that you have found on the Institute website,
and how did you apply it in your work or study?

You will have an opportunity to elaborate.

Venue:
University of Maryland, Stamp Student Union, Prince George’s Room

Date:
Thursday, October 1, 2009

Schedule:
4:30-5:30 p.m. Roundtable Discussions on Public Affairs and Strategic Communication
5:30-6:30 p.m. Reception and Networking
6:30-8:00 p.m. Grunig Lecture - Panel Discussion

Directions:
http://www.union.umd.edu/visitorInfo/directions.shtml

Metro Access:
The Stamp Student Union is easily reached by the Metro Green Line, College Park Stop. There is a “UMD” shuttle bus every 10 minutes to campus with a stop at the student union.

Parking:
The Union Lane Garage is the closest visitor parking lot. Another parking option is the Stadium Drive Garage. Lot 1 and Z require a parking permit between 7am and 4pm weekdays. Visitors are welcome to park in these lots at all other times. Further information can be found at http://www.union.umd.edu/visitorInfo/parking.shtml.

Dress:
Business

October 30, 2008
University of Maryland

Is public engagement the future of public relations?

Richard Edelman argues that case in the inaugural event of the University of Maryland's Grunig Lecture Series, sponsored by the Institute for Public Relations.

Edelman describes four spaces where public engagement must be implemented: controlled communication and collaboration, versus open communication and collaboration. He follows up with specific cases demonstrating how this can be done.

Michael Fernandez
Vice President of Public Affairs, State Farm Insurance

Margery Kraus
President & CEO, APCO Worldwide

Douglas G. Pinkham
President, The Public Affairs Council

Arthur E.F. Wiese, Jr.
Vice President of Corporate Communications, Entergy Corporation

Thursday, October 1, 2009
University of Maryland
Stamp Student Union, Prince George’s Room

4:30-5:30 p.m. Roundtable Discussions on Public Affairs and Strategic Communication
5:30-6:30 p.m. Reception and Networking
6:30-8:00 p.m. Grunig Lecture - Panel Discussion

More than ever in our networked world, practicing public affairs and communication is a dynamic endeavor. As information is reported in real time, those who are first out with information intentionally or inadvertently create the “facts.” Those on the other side of the “facts” are immediately on the defensive.

For public relations professionals, the amount of messaging and information available in the 24/7 news cycle is matched only by the lack of attention to deliberating and digesting it. Furthermore, constant interruption has been institutionalized by technology, making first impressions matter more than ever.

What is driving companies and organizations to integrate public affairs and communication? Why do traditional, linear models for crisis and issues management fail to capture the full dynamics of the disciplines? Where does public relations play effective roles in lobbying efforts? What new strategies are being used successfully in this economic environment and in Washington? What skills are required?

Please join us at the second Grunig Lecture Series as four outstanding leaders in public affairs and communications come together to present case studies and strategies for integrating strategic communication with public affairs.

For more information, contact Jenn Moyer, Institute for Public Relations, jmoyer@jou.ufl.edu,

1-352-392-0280