Examining a Behavioral Theory of Public Relations-A

IPRRC - 457
Table 3: Findings of Coders A and B in the Identification of the Principle of Openness and Consistency of Actions
for Confidence in the Five Case Studies.
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Social Behavioral Principle Behavioral Purpose
For PR Achievement
Openness Confidence
Consistency
(Achievement/Abuse) (Result: positive/negative)
Stewart:
Coder A: Refusal to discuss on TV.
Refusal to answer questions.
Coder B: No initial openness. Support occurred with communication.
Followed by attempts.
Air Force:
Coder A: Use of crisis communication
strategies to demonstrate openness.
Held press conference/answered questions.
Coder B: Air Force always accessible. Loyalty of supporters.
SARS:
Coder A: Efforts identified. Unable to calm public fear.
Media invited to daily conferences. Lack of message validity.
Contradiction of information.
Inconsistency in identifications.
Unclear messages.
Coder B: Lack of consistency and voids Public confusion and loss of support for
in communication periods. daily travel.
Carmelite:
Coder A: Website and openness in Positive media viewpoint.
telling public topics they are praying about.
Commitment to visibility.
Coder B: Pubic comment on social issues,
Allowing outsiders into Abbey.
Duke Hospital
Coder A: No disclosure of error by Duke. Family turns to media for help.
Doctor accepts responsibility. Duke blamed for cover-up.
Coder B: Hospital information delay. Cover-up charges.
Negative family reaction
Increased media interest
Need for some to acclaim Duke excellence