IPRRC 2015
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The 18th International Public Relations Research Conference (IPRRC) took place from March 4-8, 2015, in Miami, Florida, focusing on merging scholarly and professional research in public relations. The conference featured a series of roundtable discussions and presentations by scholars and practitioners, covering various themes such as crisis communication, social media engagement, and ethics in public relations. With limited attendance for enhanced interaction, the event aimed to bridge the gap between academia and public relations practice.
IPRRC 2015
- 1. March 4-8, 2015, Miami, Fla. 18thAnnual Emerging Theory, Methods, and Applications: Toward Professional Standards for Research
- 2. #IPRRC Welcome to the 18th annual meeting of the International Public Relations Research Conference. IPRRC is a nonprofit dedicated to bringing together public relations research and practice aimed at advancing the discipline as a whole. Throughout its history, IPRRC has become one of the top venues for presentation of new public relations research and for interaction among scholars and PR professionals. Welcome!
- 3. #IPRRC The Venue The Holiday Inn, University of Miami 1350 South Dixie Highway (U.S. 1) Coral Gables, FL 33146 #305-667-5611 Why IPRRC? • The only conference devoted entirely to merging the scholarly and professional via research in public relations • Featuring informal roundtable sessions where participants actively discuss (and even contribute to) the research • Attended by grad students, professors and practitioners for real bridge-building between the academy and the profession • Limited attendance to facilitate interaction — during research sessions as well as social events
- 4. #IPRRC Conference Format Roundtable Format: • Four presentations to groups • Total time: One hour Each Presentation: • 7-8 minutes presentation • 7-8 minutes group discussion Visuals: • No visual equipment provided • PowerPoint is discouraged • Handouts are encouraged
- 5. Social Scene facebook.com/iprrc @iprrc Poolside socials (March 5 & 7) #IPRRC
- 6. Friendly Faces for First-Timers Don W. Stacks, Ph.D. University of Miami Executive Director @donstacks @michellehinson Michelle Drifka Hinson, M.A. University of Florida Chief Financial Officer Melissa Dodd, Ph.D. University of Central Florida Social Media Director @mellydodd #IPRRC
- 7. Conference Coordinators Thank you, Cathy, Grace, and Fay! Zongchao Cathy Li University of Miami Yi Grace Ji University of Miami Zifei Fay Chen University of Miami
- 8. #IPRRC Overview: Conference Schedule Wednesday, March 4 • 4:00 – 6:00 p.m. Conference Registration (Holiday Inn Hotel Lobby) Thursday, March 5 • 8:10-8:30 a.m. Opening Session, Dr. Don W. Stacks, Conference Chair • 8:30 a.m. – 5:15 p.m. Paper Presentations • 6:00 – 8:00 p.m. Opening Poolside Social Friday, March 6 • 8:30 a.m. – 5:15 p.m. Paper Presentations Saturday, March 7 • 8:30 a.m. – 5:15 p.m. Paper Presentations • 1:00 – 1:30 p.m. Awards Ceremony • 6:00 – 8:00 p.m. Closing Poolside Social ADJOURNEMENT UNTIL 2016
- 10. Thursday, March 5 8:30 – 9:30 AM 1 Dealing with misinformation in a health crisis situation: Effects of inoculation messages and tone of voice in Ebola virus communication EunHae (Grace) Park, Virginia Commonwealth University, and NamYeon Lee, University of Missouri 2 Public Relations’ Collaborative Role in Ethics & Values Communication Marlene S. Neill, Baylor University 3 Connecting Generation Attributes, Leadership Development, and Employee Engagement: An In-depth Investigation of the Millennial PR Professionals Bryan H. Reber and Holley Reeves, University of Georgia 4 #Ebola on Instagram and Twitter: How health organizations address the health crisis in their social media engagement Jeanine Guidry and Marcus Messner, Virginia Commonwealth University, Yan Jin, University of Georgia, Shana Meganck, Virginia Commonwealth University, and Jerome Niyirora, SUNY Polytechnic Institute 5 Bringing in the Critics: Best Practices in PR Writing Pedagogy Betsy Anderson, University of Minnesota 6 It’s not about the Money: Comparing Employees’ and Volunteers’ Relationships with Organizations Richard D. Waters, University of San Francisco, and Denise Sevick Bortree, Penn State University
- 11. Thursday, March 5 9: 45 – 10:45 AM 1 How reputation went down with the ship: Applying the Situational Crisis Communication Theory to Carnival Cruise Lines’ post-crisis communication Lindsey J. DiTirro and Christi Larimer Eden, Purdue University 2 The Democratizing Role of New Media: How top 50 Fortune 500 companies use Facebook and Twitter to interact with their stakeholders Soumitro Sen, East Carolina University 3 “Re-Inspired”: Using Social Media to Encourage Internal Stakeholders Emily S. Kinsky and Kimberly Bruce, West Texas A&M University, Kirk Scarbrough and Aaron French, Teach for America 4 Understanding the Motivations and Perceptions of Stakeholder Engagement through Social Media Marcia W. DiStaso, Pennsylvania State University, Tina McCorkindale, Appalachian State University, and Hilary Fussell Sisco, Quinnipiac University 5 The Cost-Reduction Evaluation (CRE) Model: Suggestions for the Public Relations Value Assessment Yang Cheng, University of Missouri 6 Drawing Connections Between Public Relations, Cognitive Behavior and Neuroscience: Opportunities and Implications For The Profession and Practice Terence (Terry) Flynn, McMaster University
- 12. Thursday, March 5 11:00 AM – 12 PM 1 Dimensions of organizational reputation: What really matters to whom? Ana Tkalac Verčič, University of Zagreb, Croatia, and Dejan Verčič, University of Ljubljana, Slovenia 2 Buying Reputation or Earning it: Is Sponsored Content Creative PR, Deceptive Journalism or Traditional Advertising? Joseph Basso and Suzanne FitzGerald, Rowan University 3 Understanding activism 2.0 and its influence on crisis communication: Conceptualizing digitalized activists and their communicative behaviors for effective crisis communication Young Kim, Louisiana State University, and Sang-Hwa Oh, Appalachian State University 4 Depolarization Effect of Communicative Actions:An Electoral Panel Study of Tracking Differential Social Acclimatization Effect of Communicative Actions between Rival Publics Jeong-Nam Kim and Jae Seon Jeong, Purdue University 5 Plusses, shares, and comments: A study of the public’s engagement on Google+ Michael North, Fan Yang, Cong Li and Don Stacks, University of Miami 6 Rumor Control or Rumor Central: What the Handling of Malaysia Airlines Flight 370’s Disappearance Can Tell us about The Impact of Interest and Ambiguity on Crisis Response over Time Jensen J. Moore-Copple, Louisiana State University, Robert S. Pritchard, University of Oklahoma, and Michael Climek, Louisiana State University
- 13. Thursday, March 5 1:45 – 2:45 PM 1 Demographics and Internet Behaviors as Predictors of Activist Publics David M. Dozier, Hongmei Shen, and Kaye D. Sweetser, San Diego State University 2 Social Media Power, Influence, and Effectiveness in Public Relations: In- Depth Interviews with the Experts Melissa D. Dodd and Sunshine Woodyard Baker, University of Central Florida 3 Framing crisis in the digital environment Anna Kochigina, University of Oklahoma 4 Applying the Situational Theory of Publics to the case of the first external voting process for Costa Ricans abroad: Lessons learned and applications for international public relations and political communication Vanessa Bravo, Elon University 5 The Social Media Keep Buzzing! A Test of Contingency Theory in China’s Red Cross Credibility Crisis Yang Cheng, University of Missouri, and Ching Man Chan, Chinese University of Hong Kong 6 Assessing communication effort on the web: audience, functions, and messages Hinako SUDA and Junichiro MIYABE, Hokkaido University, Sapporo, Japan
- 14. Thursday, March 5 3:00 – 4:00 PM 1 Public Engagement with CEOs on Social Media: Motivations and Outcomes Linjuan Rita Men, Southern Methodist University, and Wan-Hsiu Sunny Tsai, University of Miami 2 Strategic Organizational Activism: Using the Integrated Model of Strategic Messaging to Inform Social Advocacy by Corporate and Non- Profit Organizations Kelly Page Werder, University of South Florida 3 Examining the Salience of Issues Surrounding the Scottish Independence Referendum in News Media Coverage and Social Media Nicole Hurban, Olivia Osterberg, and Kelly Plummer, Rowan University 4 Digital Publics and Its Problems in Crisis: Exploring Digital Publics, Spiral of Silence, and Communicative Actions in an Organizational Crisis Myoung-Gi Chon, Louisiana State University 5 S.O.S.: Send our Stuff?Analysis of Social Media Strategies of big European Companies Wim J.L. Elving, University of Amsterdam 6 Social amplification of problem chain-recognition effect on public policies: Escalated issue spillover from government distrust and media use Chun-Ju Flora Hung-Baesecke, Massey University, New Zealand, Yi-Ru Regina Chen, Hong Kong Baptist University, and Jeong-Nam Kim, Purdue University
- 15. Thursday, March 5 4:15 – 5:15 PM 1 A Longitudinal Analysis Tracking a Decade of Social and Emerging Media Use in Public Relations Practice Donald K. Wright, Boston University, and Michelle Drifka Hinson, University of Florida 2 Personability” is the new “likability”: The importance of creating a persona for public relations in social media Soo-Kwang Oh, William Paterson University 3 Games of Information: Informational and Normative Influences of Media Structures on the Likelihood of Militarized Interstate Disputes Jeffrey Joe Pe-Aguirre, University of Central Arkansas, S. Matthias Tham and Glen T. Cameron, University of Missouri 4 Testing For-profit and Nonprofit Organizations’ Corporate Social Responsibility Messaging with the Public: Credibility, Believability, and Formality Richard D. Waters, University of San Francisco, and Holly Ott, Penn State University 5 Crisis Information Generation and Spread: Examining the Influence of Traditional and Social Media in Crisis Response and Recovery Lucinda L. Austin, Elon University, Yan Jin, University of Georgia, and Brooke Fisher Liu, University of Maryland College Park 6 Testing the Linkages Among the Organizational Transparency and “Like” and Purchase Intention on Social Media Seoyeon Hong, Webster University, and Bokyung Kim, Rowan University
- 16. Friday, March 6
- 17. Friday, March 6 8:30 – 9:30 AM 1 Ice Bucket Challenge From Twitter to Mainstream Media: Time-Series Analysis of Intermedia Agenda Setting S. Mo Jang, University of South Carolina, and Sang-Hwa Oh, Appalachian State University 2 How should you tweet? The effect of crisis response voices, strategy and prior brand attitude in social media crisis communication Rosie Jahng, Hope College, and Seoyeon Hong, Webster University 3 Sustained, Industry-Based Risk Communication and the Wally Wise Guy Campaign: Risk Infrastructure and Fully Functioning Society Robert L. Heath, University of Houston, Michael J. Palenchar, University of Tennessee, Jaesub Lee, University of Houston, and Laura Lemon, University of Tennessee 4 Diversity is not an initiative: Public relations practitioners’ advice for conveying diversity as integral to an organization’s uniquely defined culture Dean E. Mundy, University of Oregon 5 The Real Danger of the JP Morgan’s Data Breach: Examining Situational Factors, Public Opinions, and Reputational Damage Jonathon Hampton, Michael Poiesz, and Bokyung Kim, Rowan University 6 Social media and internal communications: Does the use of social media contribute to the creation of an engaged workplace? Michele Ewing, Kent State University
- 18. Friday, March 6 9: 45 – 10:45 AM 1 Connecting Stakeholder Values with Expectations for Organizations John Brummette and Lynn M. Zoch, Radford University 2 Organizational Representation in TV: What is the Payoff? Rebecca Haggard, Ryan Kelley, and William M. Knight, San Diego State University 3 You Said Work-Life Balance Was Important To Your PR Career Decisions Are You Finding That Balance With Your Current Employer? Judy VanSlyke Turk, Florida International University, Gemma Puglisi, American University, John Forde, Mississippi State University, Ken Plowman, Brigham Young University, Brad Rawlins, Arkansas State University, and Bill Farrar, Virginia Commonwealth University 4 Corporate Stewardship in Public Relations Here and Lá and/e Aqui eThere: How Top Companies in the U.S. and Brazil Use Their Websites to Build and Maintain Relationships Martina V. Kloss and Lynne M. Sallot, University of Georgia 5 Authenticity in Crisis Communication: How Killing a Giraffe Became a PR Victory Mikkel Soelberg Christensen, University of Missouri 6 The Washington Redskins name controversy: An analysis of social media discussion across platforms through a sustained crisis Tina McCorkindale, Appalachian State University, and Marcia W. DiStaso, Pennsylvania State University
- 19. Friday, March 6 11:00 AM – 12 PM 1 Outputs, or outcomes? An assessment of evaluation measures from award-winning public relations campaigns Maureen.M. Schriner, University of Wisconsin – Eau Claire, Rebecca Swenson, University of Minnesota, and Nathan Gilkerson, Marquette University 2 Toward an Integrated Model of Internal Relationship Management: Understanding the Interplay between Organizational Leadership, Culture, and Symmetrical Communication Linjuan Rita Men, Southern Methodist University, and Hua Jiang, Syracuse University 3 Sponsorship Fit Perception and Its Effects on Stakeholder Suspicion, Corporate Reputation, and Attitudes Minjeong Kang, Indiana University, and Ashley N. Stockwell, Buckley Sandler L.L.P. 4 View from the upper echelon: Examining dominant coalition members’ values of openness and perceptions of environmental complexity and organizational autonomy Christopher Wilson, Brigham Young University 5 Applying Ethical Theories to the Public Relations Decision Making Process Joseph Basso and Suzanne FitzGerald, Rowan University 6 “We Prefer to Communicate This Way”: Users’ Preferences for Communicating Dialogically via Websites Elizabeth Muckensturm and Clay Craig, Coastal Carolina University
- 20. Friday, March 6 1:45 – 2:45 PM 1 How do media companies gain legitimacy? An experimental study on the (ir)relevance of CSR communication Philipp Bachmann and Diana Ingenhoff, University of Fribourg (Switzerland) 2 The reason behind a retweet: Using the theory of reasoned action to evaluate stakeholder decision-making Hilary Fussell Sisco, Quinnipiac University, John Brummette and Gabrielle Pidal, Radford University 3 Are organizations talking the talk? A study of sustainability communication practices and practitioner perceptions of organizational transparency Holly K. Ott and Denise Sevick Bortree, Pennsylvania State University 4 Organizational Clarity: A Key Driver of Organizational Success Gary Grates, W2O Group, Keith Burton, Grayson Emmett Partners, and Sarab Kochhar, Institute for Public Relations 5 Examining the Impact of Advertising vs. Public Relations in Communicating Socially Responsible Initiatives Dustin W. Supa, Boston University, and Melissa D. Dodd, University of Central Florida 6 Getting to Compliance – Lessons learned from implementing the Coalition and the Conclave’s Measurement Standards Katie Delahaye Paine, Paine Publishing, LLC
- 21. Friday, March 6 3:00 – 4:00 PM 1 Conversations with PR Leaders: Heading Into a Dynamic and Uncertain Future at Warp Speed Bruce K. Berger, University of Alabama 2 What is the Value of Corporate Social Responsibility to the Community? Exploring the Mediation Effects of Organization-Public Relationships and CSR Engagement in Generating Community Social Capital through CSR Efforts Sun Young Lee, Weiwu Zhang and Alan Abitbol, Texas Tech University 3 Developing the Public Relations Leaders of Tomorrow: An Exploratory Study of Evolving Needs and Emerging Models David L. Remund, University of Oregon, and Michele Ewing, Kent State University 4 CSR among Chinese family-owned SMEs: Perceptions and Practices Ke Xue, Shanghai Jiao Tong University, Krishnamurthy Sriramesh, Purdue University, and Sheng Xu, Shanghai Jiao Tong University 5 In the Bind Between Theory and Practice: Public Relations and Ethics of Neoliberal Global Capitalism Marina Vujnovic, Monmouth University, and Dean Kruckeberg, The University of North Carolina at Charlotte 6 Beyond Klout: Explorations on online influence Sean Williams, Communication AMMO, Inc.
- 22. #IPRRC17 Friday, March 6 4:15 – 5:15 PM 1 Apology, Sympathy, and Empathy: The Legal Ramifications of Admitting Fault in U.S. Public Relations Practice Cayce Myers, Virginia Tech 2 Internal communication practice in Japan Koichi Yamamura, Media Gain, Masamichi Shimizu, Japan Society for Corporate Communication Studies, Tomofumi Saito, Workplace Laboratories, Kazuhiro Amemiya, Cross Media Communications, and Koichi Kitami, Dentsu Public Relations 3 Empowering Engagement Addressing the Influence Gap in Public Relations Social Media Research Brian G. Smith, Purdue University, and Maureen Taylor, University of Oklahoma 4 Facebooking Tips from Experts: An Analysis of Strategic Facebook Use among Leading U.S. PR Firms Jee Young Chung, Southern Utah University 5 Explicating transparency from a PR point of view Hyunmin Lee, Saint Louis University, and YoungAh Lee, Ball State University 6 Turning Data into Insights: A Conceptual Model of Big Data for Public Relations Practice Juan-Carlos Molleda, University of Florida, and Sarab Kochhar, Institute for Public Relations
- 24. Saturday, March 7 8:30 – 9:30 AM 1 Measuring transparency: the case of commercial hybrid PR Kimmo Taiminen and Vilma Luoma-aho, University of Jyvaskyla, Finland, and Katerina Tsetsura, University of Oklahoma 2 Gender Identity: Another Explanation for the Gendered Pay Gap? Elpin Keshishzadeh, Courtney White, and Bey- Ling Sha, San Diego State University 3 What makes PR practitioners quit their jobs? Comparison of engagement and burnout between in-house and agency practitioners Sunwook Yoo, Halla University, and Jangyul Robert Kim, Colorado State University 4 The Impact of Social Media Deletion on Audience Perception Tianduo Zhang, University of Florida 5 Fortune 500 Companies’ Content Strategies and Relationship Outcomes on YouTube Zifei (Fay) Chen, Cheng Hong, Chun Zhou and Qinghua Yang, University of Miami 6 Public Relations at King Saud University: A Case Study Mohammad A. Almuaither, King Saud University
- 25. Saturday, March 7 9: 45 – 10:45 AM 1 Communicating Corporate Social Responsibility in Corporate America Laura C. Thomas, Method Communications, and Pamela Brubaker, Brigham Young University 2 Gendered Influences on Career Choice among Public Relations Majors Courtney White and Elpin Keshishzadeh, San Diego State University 3 'LEGO: Everything Is not Awesome' An emergent activist practice and inter-organizational relations: The case of Greenpeace, LEGO and Shell Winni Johansen and Finn Frandsen, Aarhus University 4 Corporate Use of Social Media during Food Product Harm Crises: Exploring the “Social Nature” of Product Recalls W. Timothy Coombs and Sherry J. Holladay, University of Central Florida 5 Social Media War Eunseon (Penny) Kwon and Eunjun (Anna) Kim, University of Missouri
- 26. Saturday, March 7 11:00 AM – 12 PM 1 Toward standards in how we talk about ethics: Authenticity, genuineness, values, transparency, character, consistency, codes of ethics, compliance, and moral courage Shannon A. Bowen, University of South Carolina 2 Context, Context, Context: Priming Theory and Attitudes Towards Corporations in Social Media Evan Doyle and YoungAh Lee, Ball State University 3 Toward Professional Standards for Media Transparency in the United States: Comparison of Perceptions of Non-transparency in National vs. Regional Media Katerina Tsetsura and Kelsie Aziz, University of Oklahoma 4 Lessons from #EbolaDallas: A Case Study of the Digital Crisis Communication of the City of Dallas Lindsay M. McCluskey, Louisiana State University 5 Big Data for Public Relations Practice – Technical, Analytical and Practical Use: A Demonstration Zongchao (Cathy) Li, Yi (Grace) Ji, and Jiangmeng (Helen) Liu, University of Miami
- 27. Saturday, March 7 1:45 – 2:45 PM 1 Testing the Effectiveness of a Traditional News Story, Independent Blog, and Advertisement on Perceived Credibility and the Communications Lifecycle Julie O’Neil, Texas Christian University, Marianne Eisenmann, inVentiv Health Public Relations, and David Geddes, Geddes Analytics LLC 2 Taming the contingency theory decision matrix Sarah Strasburg, S. Matthias Tham and Glen T. Cameron, University of Missouri 3 Gaining Influence: Perspectives from Female Public Relations Managers Working in Higher-Education Institutions Jesslyn T. Chew, University of Missouri 4 Saudi Electronic University Image in the Saudi Press A content Analysis Study Ali D. Alanazi and Mohammad A. Almuaither, King Saud University 5 The Future: Insights and Perspectives from the Top Communicators In Brazil Terence (Terry) Flynn, McMaster University, Paulo Nassar, Universidade de São Paulo/Aberje, and Mateus Furlanetto, Fundação Cásper Lîbero/Aberje
- 28. #IPRRC17 Saturday, March 7 3:00 – 4:00 PM 1 Crowdsourcing CSR Young Eun Park and Sung-Un Yang, Indiana University 2 Flooding Twitter with the Ice Bucket Challenge: A Social and Semantic Networks Approach Kelli S. Burns, University of South Florida 3 The drivers of trust and their stability over time: Evidence from the global Trust study Alan VanderMolen, Edelman, Michael A. Cacciatore, Juan Meng, and Bryan H. Reber, University of Georgia 4 Image Transfer Effects of Corporate Crisis on their Home Country Image. The Role of Constructed Entitativity Diana Ingenhoff and Alexander Buhmann, University of Fribourg (Switzerland) 5 Digital Content Marketing: What’s the Real Value? Ali Symons, McMaster University/Syracuse University
- 29. Saturday, March 7 4:15 – 5:15 PM 1 Influences of Organizational Membership on Emotions and Behavioral Intentions during Times of Crisis: A Structural Equation Modeling Approach Liang-Lindsay Ma, University of Maryland 2 Today’s and tomorrow’s challenges in corporate communications: Comparing the views of chief communication officers and next generation leaders Ansgar Zerfass, University of Leipzig, Germany & BI Norwegian Business School, Oslo, Norway, and Juliane Kiesenbauer University of Leipzig, Germanyon 3 How to Respond? This is a Question. A Content Analysis of CDC’s Response to the 2014 Ebola Pandemic Crisis Chun Zhou, Fan Yang and Qinghua Yang, University of Miami 4 When corporate social responsibility becomes environmental activism: A case study of Patagonia’s DamNation campaign through the lens of diffusion of innovation theory Derek Moscato, University of Oregon 5 Crisis Response Strategies, Stakeholders, and News Coverage: A Case Study of Target’s Data Breach Crisis Zifei (Fay) Chen and Don W. Stacks, University of Miami
- 30. Closing Social Awarded to the Top Conference Paper overall, the “Big Jack Award” honors the founding member and driving force in making IPRRC the place to present research, John (Jack) Felton.
- 31. Conference Sponsors Please join us in thanking our generous sponsors, many of whom have representatives in attendance! #IPRRC
- 32. Award Sponsors Please join us in thanking our generous sponsors, many of whom have representatives in attendance! #IPRRC