2008 PROCEEDINGS - Public Relations Society of America

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Limitations An examination of the data in this investigation provided an interesting dilemma. A series of analyses found significant differences in the way that men and women perceived the effectiveness of the media strategies. However, these differences did not exhibit a high degree of relational strength, and more importantly may be irrelevant given the scope of this research. This investigation focused on identifying effective media strategies in the face of litigation based charges. To the extent that these strategies tend to be needed in response to inquiries by news media which are not gender specific, differences in perceptions by gender added little value to the interpretation of these data. More simply put, because news content is not segmented into different messages for men and women, it was more pragmatic to focus on overall strategies as opposed to those that are perceived as more effective by any given group. A second limitation was the use of a college based sample. While college students are often apt to be less informed on current events, and perhaps less involved with “real world” issues such as litigation based crises, they may also tend to be more liberal in their political and ideological beliefs, and have less life “experience” with which to interpret the impact of issues on organizations and communities. To that extent the use of a more age “balanced” sample might have provided different results. A last limitation of this study actually gives direction for future research. This investigation simply assessed whether or not certain response strategies differentially impacted perceptions. The crucial question of why these strategies did or did not have an impact was not dealt with in this investigation. Does the use of a transcendence strategy or any attempt imply guilt because it seems evasive? Or could it be the case that any strategy that is more defensive/negative (Coombs 1998) in nature implies guilt in contrast to a more neutrally or accommodative based approach such as bolstering. While the works of scholars such as Coombs (1998; 2004a; 2004b), Coombs and Holladay (2001:2002), and Lyons and Cameron (2004) continue to identify historical, situational, and strategic factors that impact perceptions of response during crises, future research should explain not only what, but also why certain strategies are effective or ineffective at impacting public opinion across differing crisis situations. Conclusion This investigation examined the comparative effectiveness of bolstering as an image restoration strategy in the face of organizational crisis. The results indicated that bolstering was indeed more effective in eliciting lower perceptions of guilt and/or wrongdoing, higher levels of trust, and was better at eliciting positive perception in regard to a positive work environment. Comparatively it was more effective than other strategies such as denial, transcendence, and refusal to comment. Theoretically these results add information to the currently limited base of empirical public relations research on crisis and crisis response. From a prescriptive perspective, these results provide the practicing professional at least some ability to make comparative choices among crisis response strategies and to do so based on objective quantitative results, as opposed to having to rely only on Post-Hoc rhetorical analyses. References Benoit, W. L. (1995a). Accounts, excuses and apologies: A theory of image restoration strategies. Albany: New York State University Press. 56
Benoit, W.L. (1995b). Sears repair of its auto service image: Image restoration discourse in the private sector. Communication Studies, 46, p. 89-105. Benoit, W.L., (2006). Image repair in President Bush’s April 2004 Press Conference. Public Relations Review 32, 137-143. Benoit, W.L. & Drew, S. (1997). Appropriateness and effectiveness of image repair strategies. Communication Reports, 10, 154-163 Blaney, J. R., & Benoit, W. L. (1997). The persuasive defense of Jesus in the Gospel according to John. Journal of Communication and Religion, 20, 25-30. Blaney, J., & Benoit, W.L. (2001). The Clinton Scandals and the Politics of Image Restoration. Westport, CT: Greenville Press Botan, C. (1989) Theory development in public relations. In C.H. Botan, and V. Hazelton, Jr. (Eds). Public Relations Theory (p99-110). Hillsdale, NJ: Lawrence Earlbaum Associates. Brinson, S.L. & Benoit, W.L. (1996). Dow Corning’s image repair strategies in the breast implant crisis. Communication Quarterly, 44(1), 29-41. Brinson, S. L., & Benoit, W. L. (1999). The tarnished star: Restoring Texaco's damaged public image. Management Communication Quarterly, 12, 483-510. Coombs, W. T. (1995). Choosing the right words: The development of guidelines for the selection of the “appropriate” crisis response strategies. Management Communication Quarterly, 8, 447–476. Coombs, W.T. (1998). An analytic framework for crisis situations: Better responses from a better understanding of the situation. Journal of Public Relations Research, 10, 177- 192. Coombs, W. T. (1999). Ongoing crisis communication: Planning, managing, and responding. Thousand Oaks, CA: Sage Publications. Coombs, W.T. (2004a). Impact of past crises on current crisis communication: Insights from Situational Communication Theory. Journal of Business Communication, 41(3), 265-289. Coombs, W.T. (2004b). West Pharmaceuticals explosion: Structuring crisis discourse knowledge. Public Relations Review, 30, 467-473. Coombs, W. T., & Holladay, S. J. (1996). Communication and attributions in a crisis: An experimental study of crisis communication. Journal of Public Relations Research, 8, 279–295. Coombs,W. T., & Holladay, S. J. (2001). An extended examination of the crisis situation: A fusion of the relational management and symbolic approaches. Journal of Public Relations Research, 13, 321–340. Coombs,W. T., & Holladay, S. J. (2002). Helping crisis managers protect reputational assets: Initial tests of the situational crisis communication theory. Management Communication Quarterly, 16, 165–186. Coombs, W.T. & Schmidt, L. (2000). An empirical analysis of image restoration: Texaco’s Racism Crisis. Journal of Public Relations Research, 12(2), 163-178. Dover, C.J. (1996). Fundamentals of effective employee communication. Journal of Employee Communication & Crisis Response Readiness, 1, 4-16. Drumheller, K. & Benoit, W.L. (2004). USS Greeneville collides with Japan’s Ehime Maru: Cultural issues in image repair discourse. Public Relations Review, 30, 177-185. Hearit, K.M & Brown, J. (2004). Merrill Lynch: corporate apologia and business fraud. 57
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2008 PROCEEDINGS DETROIT, MICHIGAN
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Page Pedagogy Posters _____________
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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
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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
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Page 51 and 52: example Coombs & Schmidt (2000) emp
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Page 55: Discussion The purpose of this rese
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Page 65 and 66: academic units. Responses were code
Page 67 and 68: RQ3A: How do institutional factors
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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
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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
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Page 95 and 96: process. Arnett, Arneson, and Bell
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Page 103 and 104: Professionals, however, offered sev
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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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