2008 PROCEEDINGS - Public Relations Society of America

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TABLE OF CONTENTS Research Papers ___________________________________________________ 5 Page How has PR Effectiveness Research Been? A Thematic Macro-analysis of PR Effectiveness Research Jee Young Chung, University of Alabama _____________________________________________ 6 Teaching Online Public Relations Using a Hybrid Delivery Model Michelle Ewing, & Scott Juba, Kent State University ___________________________________ 20 Transforming Crisis into Confidence: Public Relations Professionals’ Perceptions of the Effectiveness and Ethicality of Image Repair Strategies * PRSA Top Faculty Paper Award Denise Ferguson, Indiana Wesleyan University; J.D.Wallace, Lubbock Christian University; & Robert Chandler, Pepperdine University _____________________________________________ 36 Testing Crisis Response Strategies: A Comparative Quantitative Investigation of the Impact of Bolstering on the Perceptions of Wrongdoing and Trust During Organizational Crises Dean Kazoleas, California State University, Fullerton ___________________________________ 49 IMC and its Integration into Programs of Journalism and Mass Communication Andy Lingwall, Clarion University of Pennsylvania ____________________________________ 59 Much Ado About Something: Web 2.0 Acceptance and Use by Public Relations Practitioners Kenneth Payne, Western Kentucky University _________________________________________ 76 What’s Guiding the Profession? An Examination of Public Relations Ethics * Betsy Plank Graduate Research Competition Student Award Winner Katie R. Place, University of Maryland, College Park ___________________________________ 93 EcoMoms’ Engagement in Environmental Activity Renata Schloss, University of Maryland, College Park _________________________________ 106 Exploring Gender Differences in Sources Within Media Releases: Who’s Calling the Shots? Hillary Fussell Sisco, Quinnipiac University; Lynn M. Zoch, Radford University; Erik Collins, University of South Carolina ______________________________________________________ 107 2
Page Pedagogy Posters ________________________________________________ 108 What’s Critical About PR and New Media Technologies? Using Professional Case Studies and Expertise to Develop Classroom Content and Learning Objectives Betsy D. Anderson, University of St. Thomas, & Rebecca Swenson, University of Minnesota __ 109 How the PRSA’s Certification for Public Relations Effected a Transformation of a Private University in Argentina into a Community of Practice and Enhanced its Reputation Marcelo Baró, Universidad Argentina de la Empresa ___________________________________ 115 Designing an Effective Online Corporate Training Program Joseph Basso, Rowan University; Suzanne Fitzgerald, Rowan University; & Alison Theaker, Marjon University, UK _________________________________________________________________ 118 Teaching Public Relations 2.0 with Distance Learning 3.3 James Benjamin, University of Toledo ______________________________________________ 124 Integrating Mini Campaigns and Service Learning into the Principles of Public Relations Course Kati Tusinski Berg, Marquette University ___________________________________________ 130 Adoption of Participatory Adult Learning Theories in an Online Graduate Public Relations Management Course: Using Reflection Techniques to Assess Learning Outcomes Lisa Fall, & David Taejun Lee, University of Tennessee _______________________________ 133 Improving Feedback, Interaction and Editing Skills in the Public Relations Writing Class James M. Haney, University of Wisconsin – Stevens Point ______________________________ 139 How to Win Friends and Impact Students: Maximizing the Benefits and Minimizing the Pitfalls of Using Campus Clients Julie K. Henderson, University of Wisconsin—Oshkosh ________________________________ 143 Tales of a Service Learning Component in the Public Relations Foundations and Research Course: The Good, the Bad, and the Ugly Ann D. Jabro, Robert Morris University _____________________________________________ 146 Who Should Teach Investor Relations? Alexander V. Laskin, Quinnipiac University ________________________________________ 151 From Britney Spears to Burger King: Incorporating the Public Relations RACE Process into Current Event Discussions Teresa Mastin, DePaul University, & Kelly B. Everling, Michigan State University _________ 155 Show Me! Portfolios as Instruments of Student Evaluation Dan P. Millar, & Debra A. Worley, Indiana State University ____________________________ 159 3
Page 1: 2008 PROCEEDINGS DETROIT, MICHIGAN
Page 5 and 6: RESEARCH PAPERS 5
Page 7 and 8: many researchers and professionals
Page 9 and 10: evenue, or activists provide suppor
Page 11 and 12: Results PR Effectiveness In respond
Page 13 and 14: Applied Context In answering RQ 5,
Page 15 and 16: Figure 8. Distribution of PR effect
Page 17 and 18: fifteen years, and it is now a grow
Page 19 and 20: Ni, L. (2006). Relationships as org
Page 21 and 22: Based on a review of public relatio
Page 23 and 24: Barriers to Online Course Delivery
Page 25 and 26: and “Learners are able to track a
Page 27 and 28: an excellent tool for collaboration
Page 29 and 30: audiences. Further, it is critical
Page 31 and 32: course site. Develop projects so th
Page 33 and 34: Examples of student blogs can be fo
Page 35 and 36: Technorati. Retrieved on May 15, 20
Page 37 and 38: Characteristics of Organizational o
Page 39 and 40: Table 1. Summary Definitions of Cri
Page 41 and 42: Table 3. Organizational Image Resto
Page 43 and 44: Table 5. Hierarchical Rankings of E
Page 45 and 46: strategies public relations profess
Page 47 and 48: Stephens, K. K., Malone, P. C., & B
Page 49 and 50: Testing Crisis Response Strategies:
Page 51 and 52: example Coombs & Schmidt (2000) emp
Page 53 and 54:
Table 1.0 Tactics And Examples As O
Page 55 and 56:
Discussion The purpose of this rese
Page 57 and 58:
Benoit, W.L. (1995b). Sears repair
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IMC and its Integration into Progra
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umbrella. This arrangement more clo
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3B: How do institutional factors pr
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academic units. Responses were code
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RQ3A: How do institutional factors
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The lowest mean scores, ranging fro
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In this study, respondents’ perce
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At this juncture, the challenge for
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education. Journalism & Mass Commun
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However, many inside the public rel
Page 79 and 80:
Core Determinants UTAUT contains fo
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H5a: Computer self-efficacy will NO
Page 83 and 84:
Table 2 Descriptive Statistics for
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Although hierarchical multiple regr
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Table 8 HMR Results for Facilitatin
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use blogs. In fact, nearly 86% of r
Page 91 and 92:
Venkatesh, V. (1999). Creation of f
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What’s Guiding the Profession? An
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process. Arnett, Arneson, and Bell
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The interview process was guided by
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chef’s feelings or the server’s
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If you’re going to work with [com
Page 103 and 104:
Professionals, however, offered sev
Page 105 and 106:
Hemingway, C. A. (2005). Personal v
Page 107 and 108:
Causing Our Own Problems? Women as
Page 109 and 110:
What’s Critical About PR and New
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• PR strategy is still developed
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Discussion in Terms of Strategy, Et
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How the PRSA’s Certification in E
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1) How did the PRSA certification e
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Frances Lilly in a similar white pa
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Concerned that its sexual harassmen
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All respondents agreed that e-learn
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DL 3.0 were simple text and graphic
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technology that we lose sight of th
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Lowery, S. A., & DeFleur, M. L. (19
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and student groups in research clas
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Adoption of Participatory Adult Lea
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all had the same instructor, the sa
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Table 1: Thematic Analysis Results
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Improving Feedback, Interaction and
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will realize they all are expected
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How to Win Friends and Impact Stude
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6. After reviewing assignments to m
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The pre-assessment survey results s
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messages and she never even called
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Who Should Teach Investor Relations
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Relations Society of America (PRSA)
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From Britney Spears to Burger King:
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governmental entities. The professo
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Show Me! Portfolios as Instruments
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The Student. In a real sense, what
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Gill, K. (ed.). (1993). Process and
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Courses of Study The courses in the
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Table 1. Cluster Comparison of Grad
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Appendix Name________________ Semes
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Outcome Clusters (italicized are ne
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innovation; (2) Successful collabor
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Breaking Ground In A Public Communi
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O A Video Documentary O A mini-vide
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Reflection as an Assessment Tool in
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Creating a Multi-Layered Case Study
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Finally in phase three of the case
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Example 2 Online Assignment: Studen
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New Methods of Student-to-Student a
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2008 PROCEEDINGS - Public Relations Society of America

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