2008 PROCEEDINGS - Public Relations Society of America

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Hypothesis 2 predicted that the use of a bolstering strategy that detailed the organizations past efforts in the area of sex harassment would lead to increased perceptions of organization trust/truthfulness. An examination of the Means found in Table 3.0 below were consistent with predictions made by the hypothesis. An analysis of variance was used to test hypothesis 3, which found statistically significant differences between the use of strategy and the perceptions of organizational trust and truthfulness ( F(4,250)= 4.77, p
Discussion The purpose of this research project was to determine the comparative effectiveness of image restoration strategies such as bolstering as an organizations response in the face of sexual harassment charges. Overall, the findings of this investigation indicated that there were differences between strategy selection and subsequent public opinion, and these differences attained statistical significance and as such as are not attributed to chance. These data clearly demonstrated that commenting on past behaviors to address threatening issues, and to avoid such a crisis were relatively more effective than strategies which seek to either deny charges, shift blame (transcendence), or avoid comment. Clearly these data tell the practitioner to either bolster focusing on their past efforts, or to use a no comment strategy claiming legal fairness. In terms of the hypotheses forwarded by this investigation, the predictions made regarding the effectiveness of the bolstering strategies were found to be substantiated, and clearly suggest that some strategies may be more effective to use when concerned with organizational image and perceptions of guilt. These findings are also consistent with the results of prior research, such as the findings reported in Lyon & Cameron (2004), which examined the effects of prior reputation on perceptions of organizational response, and found that subjects held more positive perceptions of organizations which had a reputational past that was positive in nature. While the investigative efforts of Lyon & Cameron (2004) did not directly test the comparative effectiveness of a bolstering strategy, they did examine the impact of an organizations past practices on perceptions regarding response in the face of a current crisis. In the current investigation, the bolstering strategy was operationalized by commenting on the organizations past practices to build a positive workplace and to address potential problems with sexual harassment. Given the use of an unknown organization in the stimulus materials, subjects appear to have used the information provided by the bolstering strategy and thus believed the organizations claims regarding its past proactive behaviors. A surprising finding was the relative effectiveness of the “no comment” “due to legal fairness” strategy. Hearit (2001) discusses the legal/legality based strategies, and notes that they are often used for the purposes of evading communication. While the results were surprising, they may explain why the results of Fitzpatrick and Rubin (1995) found that this avoidance based strategy is frequently used by large organizations. It is used because it appears to work. Finally, there may be a degree of irony to be found in the results of this investigation. First, it should be noted that the transcendence strategy was consistently seen to be less effective than other strategies. Additionally, this finding is consistent with Hearit’ s (1997) conclusions on the attempted use of this strategy by Johnson Controls. However, to the extent that a search of the media does yield an alarming growth in litigation based crises, the claims of transcendence (due to vague laws for example) may ultimately be well founded. It appears to be the case that in a litigation based crisis the transcendence strategy could be a fairly “truthful” and “accurate” response. However, the results of this investigation found that using such a strategy was unlikely to be effective in creating perceptions of innocence, trust, or the belief that the organization did not promote a hostile work environment. Put differently, this research suggests that if objective innocence was known, and that the litigation based crisis was indeed part of a larger trend due in part to environmental factors, telling the “truth” would have led to negative results. 55
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2008 PROCEEDINGS DETROIT, MICHIGAN
Page 3 and 4: Page Pedagogy Posters _____________
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: Table 1.0 Tactics And Examples As O
Page 57 and 58: Benoit, W.L. (1995b). Sears repair
Page 59 and 60: IMC and its Integration into Progra
Page 61 and 62: umbrella. This arrangement more clo
Page 63 and 64: 3B: How do institutional factors pr
Page 65 and 66: academic units. Responses were code
Page 67 and 68: RQ3A: How do institutional factors
Page 69 and 70: The lowest mean scores, ranging fro
Page 71 and 72: In this study, respondents’ perce
Page 73 and 74: At this juncture, the challenge for
Page 75 and 76: education. Journalism & Mass Commun
Page 77 and 78: However, many inside the public rel
Page 79 and 80: Core Determinants UTAUT contains fo
Page 81 and 82: H5a: Computer self-efficacy will NO
Page 83 and 84: Table 2 Descriptive Statistics for
Page 85 and 86: Although hierarchical multiple regr
Page 87 and 88: Table 8 HMR Results for Facilitatin
Page 89 and 90: use blogs. In fact, nearly 86% of r
Page 91 and 92: Venkatesh, V. (1999). Creation of f
Page 93 and 94: What’s Guiding the Profession? An
Page 95 and 96: process. Arnett, Arneson, and Bell
Page 97 and 98: The interview process was guided by
Page 99 and 100: chef’s feelings or the server’s
Page 101 and 102: If you’re going to work with [com
Page 103 and 104: Professionals, however, offered sev
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Hemingway, C. A. (2005). Personal v
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Causing Our Own Problems? Women as
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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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