Proceedings: Conference on Corporate Communication 2012 Page 1

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A Case for Corporate Inoculation Exploring the Potential for Inoculation Theory in Corporate Communication Brian J Householder Department of Communication Studies Baruch College/CUNY, USA brian.householder@baruch.cuny.edu This essay seeks to bridge persuasion theory and corporate communication. Specifically, a detailed review of the Inoculation theory (McGuire, 1961) is provided and the theories utility to corporate communication researchers and practitioners is discussed. Inoculation theory posits that, much like vaccinations, the controlled exposure to a weak attack message, followed by counterarguments, builds resistance to a real persuasive attack and strengthens existing attitudes. Moreover, the theory is discussed in relation to various corporate communication crisis situations. Keywords: Inoculation Theory, Crisis communication, Persuasion, Corporate communication. Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 6
A Case Study of Corporate Public Relations in China Will China Follow the Same Path As Other Industrialized Nations? Joseph Basso and Suzanne FitzGerald Department of Public Relations and Marketing College of Communication Rowan University, USA basso@rowan.edu; sparks@rowan.edu In the United States, public relations has evolved into a sophisticated profession far beyond its roots in propaganda. Public relations has become an indispensable means for achieving dialogue and consensus building, as well as encouraging ethical practices and corporate social responsibility. In its many facets public relations serves as an integral part of management decision-making in all types of corporations. Until recent years, public relations activities in China were just another arm of the central government. Today, China is going through its own transformation, aided by improvements in education and literacy, more aggressive media, a burgeoning middle class, expanding communication technologies, and global pressures. The authors explored public relations activities in China through a series of qualitative interviews with corporate public relations professionals with first-hand knowledge of China. Following these interviews, the authors developed a model of public relations to forecast China’s path as an emerging public relations presence. Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 7
Page 1: Proceedings: <stro
Page 4 and 5: Abstracts of Conference</st
Page 6 and 7: Contents A Case for Corporate Inocu
Page 8 and 9: Contents A Holistic Corporate Ident
Page 10 and 11: Contents Save our Seafarers: How th
Page 12 and 13: An Introduction to the Proc
Page 14 and 15: Focus on Recent Research The CCI Co
Page 16 and 17: (discussed in Goodman, CCIJ Vol. 16
Page 18 and 19: Conference Academi
Page 20 and 21: Between Global and Glocal An Analys
Page 22 and 23: Bring Your Own Device (BYOD) to Wor
Page 26 and 27: Characteristics of the Economically
Page 28 and 29: Communicating Corporate Social Resp
Page 30 and 31: Corporate Communication and PR Prac
Page 32 and 33: Corporate Communication and the Dev
Page 34 and 35: Corporate Communication and the Dev
Page 36 and 37: Crisis Communication and Terrorism
Page 38 and 39: CSR Initiatives of Private Sector C
Page 40 and 41: Developing Internal Crisis Communic
Page 42 and 43: Differences in Perceived Effectiven
Page 44 and 45: The Dynamic Interplay of Visual and
Page 46 and 47: Google Doodles As Corporate Communi
Page 48 and 49: Practical implications: The develop
Page 50 and 51: Implementation of the Project Manag
Page 52 and 53: Insights on CSR Strategy Influence
Page 54 and 55: Internal Communication Crisis and i
Page 56 and 57: Investor Relations on the Internet
Page 58 and 59: Just-in-Time Research An Internatio
Page 60 and 61: Negotiating Crisis in the New Media
Page 62 and 63: Nuclear Power after Fukushima The S
Page 64 and 65: Organizational Disruption and Corpo
Page 66 and 67: Repairing an Organization’s Image
Page 68 and 69: A Retrospective on Reputation and S
Page 70 and 71: Save Our Seafarers How the Shipping
Page 72 and 73: Social Media Challenges and Opportu
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A Study of How Online Social Networ
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The Study of Internal Crisis Commun
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The Virtual Construction of Kiva A
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We Hear What They Say The Local Mus
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Women’s Protests in the Revitaliz
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Proceedings: <stro
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