2008 PROCEEDINGS - Public Relations Society of America
2008 PROCEEDINGS - Public Relations Society of America
2008 PROCEEDINGS - Public Relations Society of America
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A Thematic Macro-analysis <strong>of</strong> PR Effectiveness Research<br />
Jee Young Chung<br />
University <strong>of</strong> Alabama<br />
jchung@bama.ua.edu<br />
Abstract<br />
This study analyzes how public relations effectiveness research has been studied in peerreviewed<br />
scholarly journals during the past three decades. Based on public relations literature,<br />
the study conceptualized PR effectiveness research as conflict, relationship, reputation, and<br />
image management. A total <strong>of</strong> 77 articles in three public relations journals published between<br />
1975 and 2007 were content analyzed. The findings show quantitative comparison <strong>of</strong> four<br />
management research, various applied theories and theoretical models, contexts, and research<br />
methodology.<br />
Introduction<br />
What is the effectiveness <strong>of</strong> public relations in an organization? This question is always<br />
on both practitioners’ and researchers’ minds in public relations discipline. At the same time, the<br />
notion <strong>of</strong> evaluation and measurement <strong>of</strong> public relations has been a focus for both academy and<br />
practice. Exactly 30 years ago, in 1977, to find answers for the above question and for<br />
measurement <strong>of</strong> public relations, a National Conference on Measuring the Effectiveness <strong>of</strong><br />
<strong>Public</strong> <strong>Relations</strong> was held at the University <strong>of</strong> Maryland, College Park, Md. It seems that<br />
attention to public effectiveness research started early along with the appearance <strong>of</strong> the first<br />
public relations academic journal, <strong>Public</strong> <strong>Relations</strong> Review. What has been done for PR<br />
effectiveness research during past 30 years? Unfortunately, as the concept <strong>of</strong> PR effectiveness is<br />
hard to define (Hon, 1997, 1998; Jo, Hon, & Bruner, 2002), many researchers have struggled<br />
with PR effectiveness research regarding definitions and measurement. On the other hand, many<br />
public relations theories have emerged during this same time. Sallot, Lyon, Acosta-Alzuru, and<br />
Jones (2003) found that there has been considerable theory development research in public<br />
relations discipline since 1990s. Then, does this abundant theory development research in public<br />
relations contribute to conceptualize PR effectiveness or guide PR effectiveness research? This<br />
study aims to (1) conceptualize PR effectiveness research from management philosophies<br />
through literature review: conflict management, relationship management, reputation<br />
management, and image management, and analyze (2) how these four types represent PR<br />
effectiveness research; (3) how it has been developed during the past three decades: applied<br />
theories and theoretical models, research methodology, and applied context.<br />
Literature Review<br />
Measuring <strong>Public</strong> <strong>Relations</strong> Effectiveness<br />
The results <strong>of</strong> the conference in 1977 demonstrated the importance <strong>of</strong> research in public<br />
relations so as to identify audiences, determine a corporate image, or evaluate the effect <strong>of</strong> a<br />
specific PR program (J. Grunig, 1977). For example, AT&T’s measurement program <strong>of</strong> public<br />
relations explained that AT&T adapted six broad public relations activities to measure public<br />
relations effectiveness for Bell System: administration <strong>of</strong> public relations program, employee<br />
publications, advertising, community relations, and educational relations (J. Grunig, 1977). It<br />
seems measuring PR effectiveness was really about measuring impacts <strong>of</strong> PR campaigns or<br />
media relations. Since then, evaluation and effectiveness <strong>of</strong> PR programs have been the focus <strong>of</strong><br />
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