A Note from Susan

THE NEWS JOURNAL of the Public Relations Division of the Association for Education in Journalism & Mass Communication PRUPDATE Vol. 48 • No. 1 • Winter 2013 A Note from Susan

Dear Colleagues – ever to avail ourselves transition and the structure of our of the latest public conference planning will be vastly It is heartening to relations research, different. What will not change know that the public teaching strategies is the PRD’s focus on providing relations profession and networking opportunities to present research, is in a growth stage. opportunities that we learn from each other, and network The Bureau of Labor enjoy as PRD members. with our peers. Remember, we Statistics predicts a always need reviewers! If you are 21% growth rate in The chipping process for submitting a paper in one category, the public relations the 2013 PRD sessions at you are free to review in another profession over the PRD Head AEJMC is complete (see category or to review student- Susan Grantham next 8 years. Demand Denise Bortree’s article paper submissions. for additional public about chipping) and now relations courses and degrees will all that is left to be done is to assign Wishing you a productive and soon be reflected in our programs slots in the conference grid for the successful spring semester – if it isn’t already. Given this trend, research presentations. AEJMC’s it may be more important than conference scheduling process is in Susan Grantham

Table of Contents Connect with us! A Note from Susan 1 Publishing Corner 11 http://aejmc.net/PR

How to Connect 1 Faculty Member Profiles 12-13 http://twitter.com/aejmc_prd

A Peek at PRD History 2-3 Grad Student Profile 14 http://www.linkedin.com/ groups/AEJMC-Public- 2013 Paper Call 3 Grunig Awards 15 Relations-Division-4067864

PRD 101: What is Chipping? 4-5 Future AEJMC Conferences 15 https://www.facebook.com/ AEJMCPRD Industry Connection 6-10 Pre-Conference 15 http://storify.com/AEJMC_PRD

Selected PRD Panels 16-17 http://pinterest.com/ AEJMCPRD/

1 A Peek at PRD History By Doug Newsom, Ph.D., APR, Fellow PRSA • Convention badges for the College of Communication was women were the all the same size being created, so I was familiar with and color, whether the women were AEJ and university teaching. spouses or full-time college faculty or administrators. Now for the issues as I remember • Women faculty/ them: administrators were housed with family groups on the campuses, not • Perceived friction between entirely to the pleasure of single public relations educators and women who were not interested in practitioners. being around children. • Problems for a new AEJ • Professionally, the badge division to keep up its membership problem made it difficult for numbers since there were few male AEJ members, at this time fulltime PR educators then. the overwhelming majority of • Reports from the division Doug Newsom members, to identify female AEJ to AEJ were strong on teaching members attending the convention and service, but weak in research, Editor’s Note: We asked several long- standing PRD members and former with professional obligations. particularly as the research leaders to share some of their insights • The badge issue also made committee was defining it then, i.e. into the history of PRD. In the next networking difficult among female only quantitative. edition, you will hear from Judy VanSlyke professional AEJ members. That • Getting more public Turk. issue was corrected in 1979 by relations division members on AEJMC’s first female president, Dr. various AEJ standing committees. As PR Division head from 1974-75, Mary Gardner. • At one time, May of 1975, perhaps it is best to set the scene • For this PR practitioner, I do remember getting a copy of the with a few facts. it was only in 1968 that I began AEJ Constitution, getting it typed teaching PR as an adjunct at TCU, and sent to the division officers, but • First of all, the going fulltime in 1969, but keeping don’t recall what that was about. organization at that time was one major PR account. (TCU The Association for Education in allowed one day off for research • Few PR academics had Journalism (AEJ), not becoming or something that enriched one’s both experience and a doctorate. AEJMC until 1983. teaching. I split my “day” with 4 In fact, I had only gone back for • Annual meetings were hours in a Dallas office as a PR my doctorate in 1972 while I was held on college campuses, in these director for a firm on Tuesday working fulltime at TCU, which years at San Diego State University, and the other 4 hours there on accounts for not completing it until California in 1974 and in 1975 at Thursday.) 1978 by spending two summers Carlton State University, Ottawa, in Austin to meet the residency Canada. The first hotel convention Just so you know my situation, the requirement and driving during the was in 1985, but conventions PR division began in 1965, and I week to attend classes. continued on several campuses became head 9 years later having after that until the site selection taught fulltime at TCU for 5 years. Fortunately, the first heads of committee had a chance to work My experience came from having the new division had set a good things out with the staff, which worked in the University of Texas pattern. I didn’t know James R. only came into being in 1985. at Austin’s Journalism Department Young of West Virginia University, Prior to that there was no central from 1951-1954 as a student the 1965-67 or the second head, organization and the volunteer assistant and helping in 1964 when Ernest F. Andrews, University of treasurer was Baskett Mosse. AEJ held its convention there. Iowa. The next three, my immediate 2 Also, I taught at UT for a year when predecessors, were very helpful: AEJMC 2013 Call for William S. Caldwell, University of Southern California, 1969-71, Hunter P. McCartney 1971-72, Papers & Reviewers West Virginia University and then By Bey-Ling Sha, PRD Research Co-Chair H. Frazier Moore, University of It’s that time of year again! As we all result in automatic disqualification Georgia, 1972-74. As the co-author get ready to prepare our research of the paper. (with Bertrand R. Canfield) of for submission to the AEJMC 2013 Public Relations: Principles, Cases conference, please take a moment Paper authors should also review and Problems, in its seventh edition to review the PRD’s updated the AEJMC Uniform Paper Call, in 1977, Moore was a sage adviser. submission guidelines, here: http:// here: http://www.aejmc.org/ By this time I had a book contract www.aejmc.org/home/2013/01/pr/ home/2013/01/paper-call/ with Wadsworth for the first edition, with Alan Scott, of This In particular, please note that a Of course, no research paper Is PR: The Realities of Public paper may be submitted in one competition can take place without Relations, 1976. Dr. Scott knew of the three PRD categories: (1) our dedicated reviewers. As in the world of advertising and public open, (2) student or (3) teaching. years past, the research chairs will relations and the academy very well Furthermore, no more than two assign each paper submission to and was a superb mentor. papers may be submitted by any three reviewers, and we strongly one author or co-author across prefer for those reviewers to come National public relations agencies the three PRD categories. A paper from different academic ranks, and firms were supportive of cannot exceed 30 (thirty) pages, i.e., assistant, associate, and full the division’s efforts and some inclusive of the title page, abstract, professors. external networking came from appendices (including figures and organizations such as PRSA and, tables), and references/citations. We also wish to make sure that additionally for women, what was paper reviewers evaluate only those then Women in Communications, A paper may NOT be under review: papers whose content and methods Inc. All of these elements seemed (1) simultaneously with more than they are comfortable reviewing. to strengthen the division and give one of the three PRD categories, To that end, we ask that all those impetus for success. (2) simultaneously with more wishing to serve as reviewers than one division within AEJMC, complete a short questionnaire on When it came time to hand off (3) simultaneously with the their background and preferences. the division to William B. Toran AEJMC conference and any other Click here to take the survey: of Ohio State, few issues had been conference, or (4) simultaneously https://www.surveymonkey.com/s/ resolved, but he got a membership with the AEJMC conference and AEJMC-PRD-2013-Reviewers list, copies of my division annual any publication. report to AEJ as well as two earlier If you have any questions about reports sent to AEJ in July and Author-identifying information submitting your paper to this year’s copies of my “thank you” notes to MUST NOT appear anywhere in conference or serving as a reviewer, the various people who had done the submitted paper file. Inclusion please email Bey-Ling Sha at bsha@ favors for the division (August 21, of identifying information will mail.sdsu.edu or Suman Lee at 1975). [email protected].

Division PR 3 PRD 101: What is Chipping? By Denise Bortree, PRD Vice-Head Elect If you’re like I was a few months At times panic sets in and someone ago, you are vaguely aware that the will start yelling or one group will AEJMC conference schedule is built suddenly change its mind about a through a “chipping auction,” but co-sponsored session throwing the the process seems to be shrouded in other group’s scheduling off track. mystery. I was aware that division Or, as we experienced this year, one heads travelled to a site during the group will co-program a time that winter and spent two days engaged doesn’t work for another, forcing a in a perplexing process that ended flurry of reprogramming. with our division acquiring lots That aside, here was my of sessions on the last day of the experience at the chipping auction conference at inconvenient times this year. In December 2012, (and lots of leadership meetings at Natalie Tindall (Vice-Head), Susan 7 am). Grantham (Division Head), and When I asked friends I (Vice-Head Elect) travelled to exactly how the process worked, Dallas for two days to meet with it was described to me as “tossing the heads of other divisions and Denise Bortree (taken by Susan Grantham) poker chips into a trash can,” interests groups. On the second day, “making alliances and then we spent a little over four hours give each division credits to abandoning them like a bad “chipping” the 2013 conference, secure spaces for all three episode of Survivor,” and “dynamics which involved literally throwing types of panels. But, panels can only be programmed if that remind me of my days in a poker chips into a large salad they appear on the official sorority.” Now that I’ve experienced bowl as we secured programming AEJMC list (submitted by the a chipping auction myself, I would slots. After feeling baffled for the membership). That means, say those descriptions aren’t all that first hour, it all came together for panels must be developed far off. me, and I finally realized why our before the planning process In a nutshell, the heads conference looks like it does, and happens in December. What and vice-heads of divisions and what we can do as a division and as can you learn from this? Next year, come up with a really interest groups sit around in a individuals to help make it the best good panel and submit it by circle and take turns selecting slots that it can be. So, here are a few of the October deadline. The for their research sessions, panels, my thoughts: better the conference panels, and member meetings. Each 1. The call for panel proposals the more appealing the group is given a number of credits is actually really important. conference. (represented by poker chips) that Every year I wondered why we needed to propose conference 2. Your membership in other are spent one by one when a session panels in October, when the divisions and the relationships is secured. Sounds simple, but it conference isn’t held until you build with faculty in isn’t. There are layers of complex the following August. Other those divisions help the PRD. rules including multiple drawings, conferences allow panels to While AEJMC encourages skipping over certain groups after be proposed at the paper teaching and ethics panels, the first round, limitations on deadline. Well, here’s why. the leaders also encourage programming certain sessions, AEJMC makes a priority of partnerships on the panels. teaching and ethics (PF&R) Our division uses only half and rules for lunches and off-site sessions in addition to of a panel credit (chip) when sessions that make the head spin. research paper sessions. They we program a panel with

4 another division or interest last day of the conference. In the end, the most beneficial group. At the chip auction, we opportunity of the weekend was need good relationships with 5. Posters really are a legitimate channel for research papers. the chance to network with other other divisions and interest divisions, though most of the groups so they will program Like most researchers, I feel for us when they have a chip a little bit insulted when my conference planning conversations available. What can you do? research paper ends up in were held months earlier via email. Network with people in other a poster session. But, after The first night we had a nice dinner divisions and create a panel going through the auction and voted to NEVER HOLD A that is appealing for both and seeing that there are very CHIPPING AUCTION AGAIN. few panel research sessions groups. That will increase the Yes, it’s true. This was the last available to the division, I chances of your panel being year of the chipping auction, so programmed, and it will make realized that programming for a better conference for the a lot of poster sessions was regardless of the snags and glitches division. not a strategy by the PRD of the new process (which has not to demoralize researchers. been announced yet), the core 3. The PRD is well positioned to Rather, it allows the division principles will remain. I hope you meet the memberships’ needs to offer enough slots to have will enjoy the conference schedule at the conference. Because we a reasonable acceptance rate that Natalie and Susan developed are one of the largest group, for our division. Creative we receive an extra chipping thinking, good networking this year, and you will submit a credit, allowing us to secure and quick action on the part well-developed panel idea for up to two additional slots of the leadership for the past AEJMC 2014. for our research and panels. few years has allowed us to On the other hand, because program enough sessions to the current chipping process keep our acceptance rate near doesn’t prioritize scheduling 50%. for large groups, when we finally are able to use the extra chips, only early morning slots and last day programming is available. So, we appreciate your patience if your session is on Sunday or early in the morning. We were able to secure many slots, but not all at prime times.

4. PRD does a lot for members, but that has its downsides. Like last year, the leadership of the PRD has worked hard to program interesting off-site activities for the membership this year, including the social, Edelman luncheon, and an exciting yet-to-be-announced trip that should be appealing to many members. However, these events will be held on Friday, and that prevented Susan Grantham, Denise Bortree, Natalie Tindall and Elizabeth Toth us from programming many sessions on that day. As a result, we have more programming on Sunday, the

5 Industry Connection with Richard Edelman The following speech was given • Facebook announced its by Richard Edelman to the World one billionth member. Public Relations Forum on • Lance Armstrong, seven November 20, 2012, and he has been time winner of the Tour de France, kind enough to share it with us here. was exposed for doping…not by mainstream media…but by a small “Our Time to Lead” group of cycling enthusiasts whose By Richard Edelman blog helped take back the sport. • And after 500 meetings Thank you. with members of the local It’s good to be with you. I’m community, Royal Dutch Shell really sorry I couldn’t make it out commenced drilling off-shore in to Australia due to my dad’s illness. Alaska, but cut its planned drilling I want to begin in the most direct program by half. About Richard way that I can. I mention all these events— “It is time for PR to lead.” seemingly disparate, but truly Richard Edelman is the president and CEO of Edelman, Now I hope you’re asking interconnected—as evidence of the which has wholly-owned offices in 66 “So, Why? And what does he tectonic shifts we are seeing in our cities and more than 4,500 employees mean?” Let me try to make the world today. worldwide. Richard was named argument. The first megatrend, is president and CEO in September 1996. In the last year, here’s what the deterioration of trust in Richard has extensive we’ve seen. traditional institutions...It began experience in marketing and reputation • Bob Diamond CEO of in the Fall of 2008 when companies management, with current assignments Barclay’s, became the 10th financial central to the global economy went for Hewlett-Packard, SAP and PepsiCo. institution CEO to exit since the bankrupt…GM, Royal Bank of He has counseled several countries 2008 financial crisis, ousted for the Scotland and AIG to name but a on economic development programs, manipulation of the all-important few. including Egypt, Israel and Mexico. As the creator of the annual LIBOR rates by the bank. Then, once trust in business Edelman Trust Barometer, Richard has • Former McKinsey collapsed, the public turned become one of the foremost authorities managing partner Rajat Gupta was to government…hoping that on trust in business, government, convicted and jailed for insider regulation and better supervision media, and NGOs. trading. would restore order to the He serves on the Board of • Twenty of 40 heads of economy. Directors of the Ad Council, the Atlantic state in leading nations have been But through gridlock, Council, the Children’s Aid Society, the replaced in the last 18 months…a paralysis and back-peddling on Committee Encouraging Corporate record rate of instability. promises in 2011-12, government Philanthropy, and the National • Premium CPMs slipped surrendered that trust. Downgrade Committee on U.S.-China Relations. from $8 to $4 in the past year as of U.S. credit ratings due to He is a member of the World Economic Forum, the Arthur Page Society, and supply doubled and real-time “political brinksmanship” over PR Seminar. Richard’s blog, 6 A.M., bidding forced ad costs down, with the debt limit and the Eurozone launched in September 2004. major disruption to mainstream governments’ repeated failings Richard earned his M.B.A. media moving to a digital future. to solve the Euro crisis were the from Harvard Business School in 1978 • After 80 years in print watershed moments. On top of that, and a Bachelor of Arts from Harvard and $30 million in losses this year, in China the downfall of Bo Xilai College in 1976. Newsweek moved to an all-digital exposed nepotism and corruption 6 format. within China’s political leadership. As a result, trust in the emergence of a new inverted hybrid sources leads us to the third government has dropped to record pyramid of influence…it’s megatrend: a seismic shift in lows. According to the Edelman enabled by new technologies, media consumption patterns and Trust Barometer, in 17 of 25 and reinforced by the conviction habits. countries, government is now the that peers are more likely to tell Here are some powerful least-trusted institution. you the truth than traditional statistics: In effect, after the crises of information sources. Influence • More people get news 2008, the keys to the car were taken has shifted from the hands of the from digital or social sources than away from business for driving few …to the fingertips of the many. radio or newspaper, with only TV too close to the guardrails. The “A person like yourself” or regular ahead. designated driver, government, employee is three times more likely • There are for the first time then took the wheel and promptly to be trusted than a government more digital subscribers to the crashed the car. official or a CEO. Facebook reports Financial Times than print. No story better encapsulates that a person is three times more • The Huffington Post—a this disaster of trust than what we likely to buy a product if it is “born digital” medium—has more saw in Japan in the aftermath of an recommended by a friend. page views per month than the earthquake and nuclear disaster in The classic pyramid of sum of The New York Times, The Fukushima 18 months ago because influence has the elites at the top Washington Post and The LA all traditional institutions failed at and mass audiences at the bottom. Times. once. But now, an inverted pyramid with • The UK’s Daily Mail First, the owners of the citizen consumers, empowered and Guardian have more readers nuclear reactor, TEPCO and the employees and social activists sits for their online versions outside Japanese Government, assured on top of the old—together forming the UK than inside…that’s an local residents that all was well an hourglass. These new influencers indication of how diverse and despite the release of radioactivity. begin conversations and amplify global our sources have become. Then reports began to surface in the discussion through friends and • Here in Australia, with social media, calling into question peers. the coming move of The Age and the safety of the area. One person In Asia—which now Sydney Morning Herald to tabloid truth squads such as Man from has one billion online—the size, and the introduction of digital Chernobyl emerged as the most phenomenon of the empowered subscriptions, you’re seeing the credible among media sources, citizenry is particularly profound. change in real time. based on their first-hand testimony In China, Weibo—the Today…instead of because mainstream reporters microblogging platform—has subscribing or searching, people didn’t go close enough to the site. become the de facto opposition first get their news from their Global media, including social to state controlled media. Case in friends on Facebook or Twitter media, accused the government point: within five days of last year’s because it’s getting recommended of a cover-up. Finally, late last high-speed train collision, more or shared—a dramatic evolution. year, Japan’s official agencies than 26 million messages populated At the same time, news editors acknowledged that damage at the Weibo demanding investigations are following what’s trending on reactor was much worse than first and apologies… government Twitter to tweak their headlines reported and that there was a long- officials fruitlessly tried to manage or rearrange what’s on the landing term health risk. perceptions and silence the page. So even if you’re not on The result? story which did not appear in Twitter or Facebook, social media Japan, in one year, fell from mainstream media. Within days is influencing the stories that you’re a very high ranking to the second- after, apologies were issued and seeing. lowest ranked country in trust in change promised. And along with this the world in our Trust Barometer, This disintegration of trust, paradigm shift, the nature of news ahead only of Russia. new ‘hourglass’ of influence, and consumption is changing. Rather The second megatrend, decentralization of power from than the old model of two servings the dispersion of authority and traditional media to social and 7 of news a day—morning, and has constant horizontal, peer to PR alone, that can pioneer that new evening—people are grazing and peer conversations. Additionally, way forward. snacking throughout the day…as the simplicity of well-scripted It is time for us to move they hopscotch from TV to tablet words or polished images is being from managing perceptions or to laptop to smartphone – news as supplanted by short-form bursts of projecting images to changing and when you want it. personal expression based on real- reality. Instead of 35 minutes life experiences. The means to changing with a print paper…it’s now eight One can no longer rely on reality is a further evolution of minutes with the digital edition…. the hide-bound notion of audience; Public Relations, towards Public supplemented with news and today’s reality is communities Engagement. information from seven daily and co-contributors who crave Public Engagement sources. A person spends under 10 authenticity, spontaneity, and the considers the new dimensions of seconds on a landing page before communion of a conversation. our complex world; it establishes deciding to stay or go. To believe Stakeholders want more than clear operational principles something, he or she must read, see expensive video and celebrity and behaviors; and talks about or hear it 3-5 times from different endorsements; they insist on word measurable outcomes. sources. of mouth testimonials. Public Engagement is a We observe the media We also have an industry- reflection of Public Relations’ cloverleaf, with mainstream, wide credibility problem. A study multi-stakeholder perspective. We hybrid - blogs, social and owned by Adobe found that 53 percent of understand deeply that it is not elements—with search in the respondents believe that marketing enough to sell to consumers alone. middle, content moving readers is a bunch of B.S. Advertising, We engage with NGOs, regulators, between leaves and smart media marketing and PR executives (11- policymakers, academics, and those relations working across all. 13%) were the lowest regarded new influencers…the impassioned So here we are, the three professionals of all compared to consumers, empowered employees, megatrends: The fracturing of teachers (92%), scientists (88%), and social activists. We also find trust. The dispersion of authority. programmers (68%), social workers that common ground between An evolving media consumption (61%), lawyers (34%), and bankers humanity and science. model. (32%). Even politicians (18%) Here are five principles of These tectonic shifts have rank ahead of marketing and Public Engagement: First, ‘Bottom- contributed to an undeniable communications executives. up.’ Behaviourally, we must reality: what framed our thinking Compounding this, a actively listen to regular people and what worked in our industry newly conducted survey from the and recognize that everyone— before…no longer will. Public Relations Society in Sweden employees, consumers—are all The days of perception confirms the poor reputation of activists now, even if only to their management as the defining PR public relations in Swedish media. own network of friends, family and construct are over. More than 80 percent of the followers. The days of advertising coverage regarding PR is negative… Second, Be Social. We dominance in communications with language such as “PR- must participate in the always-on are numbered. machine,” “PR-stunt,” “PR-coup” or conversation and recognize that Why? Both are based on an “PR-trick.” attractive content is shared across antiquated model of persuasion, Society wants more from networks. Every company should the pyramid of influence with elites the communications business… seek to be a media company. at the top and mass audiences at and to re-earn trust, we know Third,Be Transparent . the bottom rather than the more that business needs more than Radically so. Communications complex hour glass which includes what we in communications have must be always open and honest. the inverted pyramid of influence. traditionally delivered. But beyond that companies must Communication today is no longer So today, I am suggesting… establish goals and report regularly solely top down and one way, but communications has to provide a on achievements. 8 new way forward. And it is PR, and Fourth, Be Values-led. Professor Michael Porter’s concept of food and nutrition challenges food quality and security. This has of Shared Value explains how facing the American public—from become a valuable form of business shareholder return and societal rising childhood obesity, to food development, as well as a guarantee benefit are mutually dependent. We deserts where there is no access to of license to operate. must help institutions lead on the good food in poorer communities, Can we insert ourselves in basis of principles, not simply by to the decreasing reliance on local the product development stage, obeying the rules. Compliance is agriculture—while helping the utilizing our relationships with no longer enough. We must exceed bottom line. Essentially what is stakeholders to help business public expectation, and go beyond good for business and good for develop better products? minimum standards. society is not mutually exclusive. The example of Adobe says Fifth, Public Engagement What has the company done? yes. must be Rooted in Action. We It challenged its suppliers When Adobe wants to must do as well as say… advise on to reduce the amount of sodium, launch a new product feature it policy as well as communications, sugars and saturated fats in food. engages its Facebook community to deliver a demonstrable impact. It’s shared its logistics expertise – linking to the new software, Arthur W. Page, the first with food banks. And it’s started opportunities for early sampling, PR person to serve on the board sourcing more fruits and vegetables asking for feedback, implementing of directors of a major public from local farmers…which benefits requested changes in the product, company, observed “Public the famers and saves the company and only then – once it has perception of an organization is transportation costs. been vetted by the community determined 90 percent by what To date, Wal-Mart has built – launches it with a marketing it does and 10 percent by what more than 150 stores in urban campaign. This is the exact it says.” All too often the PR “food deserts” where residents lack opposite of traditional marketing: department has only been able access to nutritious, affordable Awareness, Preference, Purchase, to influence the 10 percent part. food. Partnering with Mrs. Obama Repurchase. Public Engagement is the path to and the White House maximized Today, the new cycle of impacting the other 90 percent. the impact of the initiative. marketing is about discussion of Through Public Another Question: need, co-creating with community, Engagement, we can measure Can we help business engage with sharing the product with success, slaying the myth that PR stakeholders to make smarter enthusiasts, reflecting feedback in is too ephemeral, too nuanced. policy, and ultimately business, product updates and then going out We can quantify four key decisions? to mainstream users. Because PR Outcomes: Increased Trust; Deeper The example of Mars uniquely understands dialogue and Communities; Behavior Change; in China says yes. When Mars co-creation, PR is a key part of this and Commercial Success. designated China as their ‘second marketing cycle. We, in fact, can But you may still be home’ market and planned for drive it. asking… Can we put this concept, revenues to double, they realized In its most recent launch of public engagement, into practice so that, in a country where the Creative Suite 8, PR and Social were it can truly change reality? economy is so closely controlled the number one source of Adobe’s For instance, can we help by the government and where new sales leads…generating one business leverage its existing ‘harmony’ is prized above quarter of opportunities. business model to be a force anything, PR had to be the lead A Final Question: for societal good…while also communications discipline. Can business deepen engagement improving the bottom line? Engagement with stakeholders was with employees, boost morale and The example of Wal-Mart critical. improve productivity? says yes. In fact, it was the PR team The example of Starbucks Wal-Mart’s corporate that helped Mars partner with 100 percent says yes. communications department leading Chinese universities and As part of its transformation recognized that by using its size the Ministry of Health to initiate agenda, Starbucks took the and scale, it could address a host and invest in a national center for 9 unprecedented step of closing all winner—the World’s Best Job by the messages, superficial slogans, or U.S. stores for a three-and-a-half Queensland Tourism Authority— cute campaigns…but rather in the Publishing Corner hour internal “Espresso Excellence was a great PR idea dreamt up by reality of finding solutions that Training.” ad agency. Bought media ultimately address the needs of society—PR The company flew 10,000 played a small role in the program can indeed help move business and employees to hurricane-stricken and publicity driven campaign society forward together. New Orleans for direct discussion that received worldwide attention. What counts is not what on the company’s strategy, and Increasingly, ad agencies recognize we do to shape perceptions. What then, worked together on home- a need to move to our engagement counts is what we do to change rebuilding projects. Management model—a point underscored by the reality. then took the show on the road fact that one of the world’s largest In the words of Pablo with CEO Howard Schultz visiting ad agencies, McCann-Erickson, just Picasso in a statement to a Mexican more than 7,000 employees in appointed Harris Diamond, a PR writer and friend Marius de Zayas: 13 non-U.S. markets. Finally, the guy, as their new CEO. company launched “My Starbucks In fact to succeed, we “When I paint, my object is to show Idea,” which asked consumers and will have to move closer to ad what I have found and not what employees for concepts that would agencies: by incorporating planning I am looking for. In art intentions improve service or products. Three into our programs; by a deeper are not sufficient and as we say in hundred of these ideas have already understanding of research; and Spanish, love must be proved by been implemented. sharper ability in video or other deeds and not by reasons. What one * * * visual elements. We need to lead does is what counts and not what In each of these cases… it in “promoted discovery”, or what one had the intention of doing.” was Public Relations that was at is more commonly being referred the heart of the effort. PR had the to as “native advertising”. More Ladies and gentlemen, vision to change the reality…and and more companies are paying to simply stated, it is our time to lead. through Public Engagement had ensure that their branded content Thank you. the roadmap for achieving it. is highly visible in both journalistic Two quick disclaimers – and social news feeds. An example First, I am absolutely not saying of this is promoted tweets that we should be doing these appearing seamlessly in the regular things because I think the PR Twitter feed. It’s called “native” industry is on some holy mission because, when done well, it blends to make a better world. I do into the overall experience while Our condolences think we are a positive force, but being labeled as sponsored content; these approaches are, above all, as a magnification of spontaneous pragmatic. I recommend these expression. to the concepts to you because they serve So ladies and gentlemen, long term business objectives this new paradigm marks an in new product development, elevation of our discipline, family & friends employee engagement and above advertising in the customer service. communications hierarchy. The The second disclaimer – we Chief Communications Officer—a must not be fooled into thinking C-suite executive to whom all of that this type of thinking is our forms of communications report— right—Others, namely advertising should become the steward of agencies—will seek to emulate our Public Engagement. Daniel Edelman model…to move some of their This is, in fact, the creative to engagement. A case future for our industry. Through in point…the 2009 Cannes Lions engagement that is substantive— 10 rooted not in micro-targeted Publishing Corner By Karen Russell, Journal of Public Relations Research Editor Editor’s Note: Karen wrote this article If there are no guidelines, on her blog and offered to share it here you should at a minimum consider in our new column on publishing. You the following areas: theoretical can find the original here:http://www. foundation (literature review), teachingpr.org/teaching_pr/2011/07/ method (appropriateness to the writing-a-good-journal-article-review. research questions as well as how html well it’s been applied), ethics, Writing a good journal writing and organization, and Karen Russell article review contribution to the field. Ultimately, you should the editor might decide to move ahead with it, and suggested As editor of the Journal of Public include a recommendation to the revisions will be important. Even Relations Research, I’ve made a editor to reject, revise and resubmit, if it is rejected by the journal, the concerted effort to include new or accept the manuscript (some author will probably try to revise reviewers, both international journals have several different it for another journal, and your scholars and new scholars in the categories for recommendations, suggestions might help improve United States. Many times they often included in the editor’s scholarship in general. Even if have not done reviews before cover letter that accompanies the the author/s trash it and start a -- only received them -- and they manuscript). Although this is a new project, you might help them sometimes ask for feedback on recommendation rather than a improve their future research by their reviews. This post will provide “vote” (the editor has the final considering reviewing as part of a some general advice on how to say), it does influence the editor’s continuing process of scholarship. write a good journal article review. thinking. Perhaps this should go Be sure you’re familiar In my experience it’s better without saying, but return your with the journal’s expectations to be too critical than not critical review on time and respond to any before you even starting reading enough. Note: critical does not queries from the editor in a timely the article. JPRR, for example, mean “cruel” or “hateful.” You’ve fashion. focuses on PR theory development, been invited to review because so the primary consideration of you appear to have expertise in any review should be how well it some aspect (theory, method, contributes to that mission. subject matter) of the manuscript, Check to see if the and the editor expects you to journal provides reviewing tips deliver an honest assessment. Do or guidelines for reviewers. not assume that other reviewers These are usually sent along with will catch mistakes or comment the manuscript (in our case, on any particular aspect of the electronically). I also requested manuscript; different reviewers may PRDivision that JPRR’s reviewing guidelines, be knowledgeable about different developed by three members of areas. the editorial board earlier this Write your review in year, be included on the publisher’s paragraph form, always with an eye website, so that they are accessible toward improving the manuscript. to reviewers (and authors!). Even if you recommend rejection,

11 Volunteer Officer in Focus: Brian G. Smith PRD member since: 2007 Most recent conference paper: represented at the conference. So much Affiliate Institution:Purdue Smith, B. G. (2012). From credibility blood, sweat, tears, and sarcasm. University to engagement: Determining meaning Degree/Institution/Year: in public relations and advertising. Favorite part of being a faculty Communication/University of Association for Education in member: Maryland/2009 Journalism and Mass Communication, When I chose to leave practice and Chicago, Il. become an academic seven years ago, Research Interests: I had my sights set on research and Integrated Communication (iComm), publishing in areas I thought could Strategic Communication, Social improve the field of public relations Media, Engagement, Stakeholder- and communication management. Organization Relationship, Public Consequently, I have enjoyed the Relations and Marketing, Global opportunity to explore, research, Communication, Public Relations and and write about the new realities of Culture communication in today’s dynamic and ever-changing communication Teaching Interests: environment, and share that Social Media and Public Relations, knowledge with the next generation Integrated Communication, of public relations professionals. Publics and Stakeholders, Global However, my favorite part of being a Communication, Strategic faculty member has been the chance Communication to learn from and collaborate with so many amazing fellow-faculty Courses taught: members in both the Universities Purdue University: Brian G. Smith where I have been fortuitous to learn Social Media in Public Relations and and work (Maryland, University of Advertising, Advertising Principles. Most recent publication: Houston, and, now, Purdue), and the Also, designed Executive Online Smith, B. G. (2012). Public relations faculty and practitioners I’ve worked Master’s Program, featuring 3 identity and the stakeholder- with throughout our diverse member courses: Strategic Communication, organization relationship: A revised community. I’ve gained so much Crisis Communication, Global theoretical position for public relations more than I ever anticipated from so Communication scholarship. Public Relations Review, many talented and intelligent faculty- University of Houston: Advertising 38, 838-845. members. Principles, Public Relations Principles, Integrated Communication Favorite part of being a PRD Hobbies/ interests outside of work: (Undergrad and Graduate), Social member: Piano, basketball, traveling, and Media in Public Relations and The diversity of individuals, ideas, otherwise adventure-seeking with my Advertising, approaches, and perspectives that wife and four boys. University of Maryland: Public make our community a rich one. Relations Techniques, Advanced What is one thing your students don’t Public Relations Techniques, Editing Best AEJMC conference memory: know about you? in Public Relations Working as the teaching paper I still eat peanut butter and honey co-chair behind the scenes with sandwiches for lunch. I guess that’s just Professional Experience: Richard Waters, Bey-Ling Sha, Susan my way of feeling young. Brand Marketing Manager – Allied Grantham and Carol Ames for the Business School 100th anniversary conference to Anything else you’d like to share? Managing Editor – Executive get more slots for PR research and I’m fluent in Spanish and I was once Excellence Publishing teaching papers, and the never-ending interviewed on a late-night TV talk Project Director, Research Manager – email chains that often went for weeks show in Spain. It’s a funny story. Wirthlin Worldwide to ensure the PRD was properly 12 Faculty Member in Focus:Tina McCorkindale PRD member since: 2000 sites. Paper presented in the public public relations. The head of the Affiliate Institution: relations division at the Association PRD, William Thompson, even Appalachian State University for Education in Journalism and recited a poem “I’m So Cited” to Degree/Institution/Year: Mass Communication Conference, the tune of The Pointer Sisters “I’m Ph.D./University of Miami/2006 Chicago, IL. So Excited.” * Awarded third-place top teaching Research Interests: paper Favorite part of being a faculty My research broadly focuses on member: social media with specializations My favorite part of being a faculty in authenticity, transparency, and member is when you have students reputation. who contact you to thank you several years after graduation. Teaching Interests: My favorite classes to teach are Hobbies/ interests outside of campaigns and social media work: strategies. I think my favorite Running, reading, spending time classes are the ones where I see with family the biggest changes in the students from the beginning of the semester What is one thing your students to the end, and where we put plans don’t know about you? into action. I am a music fanatic, and have been to many shows and festivals around Courses taught: Tina McCorkindale the country, especially when I Public Relations Principles, Public was living in Los Angeles. I also Relations Writing, Public Relations Most recent publication: was fortunate to meet some great Campaigns, Public Relations McCorkindale, T. (2012). Twitter musicians like Robert Plant. Seminar, Crisis Communication, me this, Twitter me that: A Mass Media and Society, Social quantitative content analysis of the Media Strategies 40 Best Twitter Brands. Journal of New Communications Research, Professional Experience: 43-60. In addition to my experience working in corporate Favorite part of being a PRD communication, I also worked for member: PRDivision two measurement firms for 5 years The conference, of course! I love where I wrote monthly media and the paper, poster sessions, and analyst reports for several Fortune panels, as well as the socials and 100 companies. I also did media Bill Adams/Edelman luncheon. relations for a technology client and conservation nonprofit. Best AEJMC conference memory: At my second AEJMC conference Most recent conference paper: in Washington, D.C., I first met Will you be my friend? How public my Ph.D. adviser, Don Stacks, at relations professors engage with an “I’m So Cited” social, which students on social networking featured the top academics in

13 Graduate Student Member Up Close: Justin A. Walden Affiliate Institution: Courses taught: Best AEJMC Conference memory: College of Communications, Comm 180-- Survey of Electronic Attending my first AEJMC Pennsylvania State University Media and Telecommunications conference in Denver in 2010, I Comm 489W-- Media and had wonderful opportunities to Degree Sought: Information Industries meet scholars from a variety of PhD in mass communication disciplines. It was also a pleasantly stressful conference as I had three Anticipated Graduation: papers accepted for presentation August 2013 that year. That initial exposure to the field and my early research Dissertation Topic: success set a positive tone at the With in-depth interviews and start of my scholarly career. a survey, I am examining the impact of digital technology Describe yourself to a future on the employee-organization employer: relationship. The dissertation’s My future employer already knows title is “A Networked Work-Life: me as I recently accepted a position Studying Employee Use of Intranet teaching PR at the College of Media,” and I defend in May. Brockport in western New York that starts in the fall 2013 semester. Hometown: My future peers should expect Endicott, NY a passionate and intellectually Justin A. Walden curious scholar who is fascinated Major Adviser: Most recent conference paper: by technology. While I enjoyed Denise Bortree I just had a jointly authored my prior career in journalism and paper on product reviews and PR public relations, I knew from the Research Interests: relationships accepted to the 2013 day I enrolled at Penn State that the Employee communication; human- ICA conference. academy was my true professional computer interaction; mediated home. I haven’t even defended representations of professional Most recent publication: my dissertation yet, but I am health groups Walden, J. (In-press). A medical already thinking about courses to profession in transition: develop at Brockport and my future Teaching Interests: Exploring naturopathic physician research. Public relations writing and cases, blogging behaviors. (Health telecommunications industries, Communication.) Hobbies/ Interests outside of organizations and technology being a graduate student: Favorite part of being a PRD I am an aspiring foodie, I am a big member: fan of ice hockey at all levels (from I am new to the division, and I look the pros down to low-level college forward to continuing to network hockey), and I relax best with a with my fellow PR scholars. classic novel on my couch.

14 2014 James E. Grunig and Larissa A. Grunig Outstanding Thesis and Dissertation Awards Public Relations Division, International Communication Association The public relations division of must focus upon phenomena, For more information, contact: ICA invites submissions for the issues and questions relevant to the Chair, Grunig & Grunig Thesis/ 2014 James E. Grunig and Larissa study of public relations. Dissertation Awards A. Grunig Outstanding Thesis and Bey-Ling Sha, Ph.D., APR Dissertation Awards. Award winners will be recognized School of Journalism & Media at the ICA Conference in Seattle, Studies Eligible entrants for this Wash., May 22-26, 2014. San Diego State University competition cycle include theses San Diego, CA 92182-4561 and dissertations successfully The deadline for submitting Email: [email protected] defended during the period from manuscripts for this competition January 1, 2012, through December cycle is March 1, 2014, by 11 p.m. 31, 2013. Theses and dissertations Pacific Time.

Upcoming PRD Pre-Conference 2013 2012 Commission on of the Commission, the panel AEJMC Public Relations Education will engage with the audience Report: Standards for Public in discussion about the Conferences Relations Education for the research, the recommendations 2013 Professional Master’s Programs for master’s level standards in Washington, DC in the United States public relations education, and the future of graduate public The Renaissance Hotel, Panel Summary: relations education. August 8-11 The current 2012 Commission on Public Relations Education Proposed Presenters: 2014 report exclusively focuses on Dean Kruckeberg Montreal, Canada standards for public relations Frank Ovaitt Le Centre Sheraton, education for the professional Maria Russell master’s programs in the Elizabeth Toth August 6-9 United States. The report is Katerina Tsetsura based on three studies carried Judy VanSlyke Turk 2015 out by the Commission on San Francisco, Calif. Public Relations Education in Proposed Moderator: Marriott San Francisco 2011. After presenting main Alexander V. Laskin Marquis, August 5-9 findings and recommendations

15 PRD Panels for AEJMC 2013 The public relations division received more than 20 proposals for the 2013 conference. Thank you to everyone who submitted. It was a tough decision with so many great panel ideas. The selected panels reflect the diversity of interests represented by the division’s members. PF&R Panel Proposals companies hiring paid bloggers content include? and reviewers to write on behalf • What are methods for engaging Title: Pathways to Public Relations of their products and services, students in a meaningful dialogue Through History and political candidates hiring about ethics? individuals to post comments about • How should new media be Co-sponsor: History Division them in varying social media. incorporated into discussions about Much literature exists about ethics ethics? Description: This panel explores education; however, little consensus • How can student-learning the reality-making power of exists about how and when to outcomes of ethics be assessed? both the public relations field teach ethics in the classroom. The and proto-public relations by addition of new media types has Teaching Panels investigating broader, conceptual created more ethical debates and questions concerning the ways a shifting view of ethics for many Title: Teaching IMC within a in which public relations rose as students. Plagiarism of web content mass communication curriculum: a practice and a field in different is rampant, and students do not Faculty challenges and rewards places, in different cultures, and understand sponsored messages at different times in history. In and other complex problems. Co-Sponsor: Advertising Division representing a portion of a larger For example, in one of the panel project, a new book on public proposers’ classes, ethics scenarios Description: More and more relations history, these panelists were provided in the text. The programs around the country will offer a more expansive view students stated all the examples have developed or are considering of the field and of the practice given were “ethical” -- despite that “Strategic Communication,” that will be meaningful to public these scenarios were listed in the “Integrated Communication” relations scholars, regardless of textbook as examples of “unethical” and “Integrated Marketing their method of inquiry, and to acts. These students believed that Communication” programs for mass communication historians, the scenarios were fine because, their students. Such programs regardless of their disciplinary as one student said, “Everybody come in a variety of sizes and specialty. does it that way, so we would be shapes, from those in which disadvantaged if we didn’t.” This students in public relations are Title: Teaching Ethics in a panel will address challenges required to take a few basic Changing, Converged Media such as the one described here, advertising classes, or vice versa; Climate and contemporary ethical issues those with a common core; in the converged online media programs in which the courses Co-Sponsor: Media Ethics Division environment – where little ethical are fully integrated and students guidance exists. take a graduate or undergraduate Description: Recent ethical issues communications degree in IMC; garnered national attention, such This panel will examine best to melded programs in which as organizational representatives practices for teaching ethics and these are joint programs between altering the content of their will suggest ways to approach a communication program and a organization’s Wikipedia page, ethical gray areas. The panel will business program. address the following questions: The problems and potential benefits • What should classroom ethics 16 of such programs have been grist for academic cross-disciplinary CNNiReport, CBS EyeMobil, and exploring. All panelists will respond arguments for several decades, but Yahoo You Witness News. to the important question of, what what has not been considered is can we suggest that our students do how such programs are staffed, and Title: Gender Discrimination: to change the persistent pattern of how faculty members adapt to the What’s the Cost? So What? gendered pay gap? changes that teaching in a multidisciplinary program entails. Co-Sponsor: Commission on the Title: Public Diplomacy Status of Women Research in Journalism & Mass The proposed panel will discuss Communication: What We Can how faculty who have primarily Description: In public relations Contribute taught either public relations or in 2010, women earned 78 cents advertising during their careers on the dollar earned by men Co-sponsor: International deal with a melded curriculum. (Sha & Dozier, 2011). When Communication income was statistically adjusted Title: Multimedia Storytelling for for professional experience, the Description: This panel will focus Social Media: Preparing Students as gendered pay gap narrowed to 86 on research and how researchers Networked Communicators cents on the dollar. When income in the field of journalism and mass was further adjusted for enactment communication can contribute to Co-Sponsor: Communication of manager and technician roles, the vibrant, multidisciplinary field Technology women in public relations still of study known as earned only 87 cents on the dollar “public diplomacy.” A well- Description: Multimedia earned by men (Sha & Dozier, recognized definition of public storytelling is the practice 2011). diplomacy is the “transparent of combining narrative with means by which a sovereign multimedia content including After almost three decades of country communicates with images, sound, and video. Students research, scholars have evidenced publics in other countries aimed must be able tell a story using a a gendered pay gap. But we still at informing and influencing variety of tools and techniques lack a comprehensive look at all audiences overseas for the purpose on ever-changing sites targeted to the possible factors that researchers of promoting the national interest different, segmented audiences. have argued contribute to the and advancing its foreign policy Their stories must compete and documented disparities. Most goals.” In other words, public win their audiences’ attention by importantly, the “so what” question diplomacy is about influencing producing content in an easily has not been sufficiently addressed. audiences. And what academic digestible format. This panel will Also, another big question is: discipline is better positioned to talk about the current trends and How will this affect our students’ discuss the theory and practice of latest tools in digital storytelling perception of their salary when audience influence than journalism in public relations and journalism they graduate? Some panelists will and mass communication? while highlighting examples of discuss findings from a national Communication is fundamental assignments used in the classroom. study of randomly selected public to human experience and every This includes tools such as relations professionals (PRSA WLG activity alluded to in established infographics and various sites 2010 survey) and preliminary definitions of public diplomacy has such as Facebook (networking), results from another national a communicative element. But that Twitter (microblogging), Animoto study of randomly picked student doesn’t mean every communicative and Instagram (photo-sharing), members of public relations process with an international Tumblr (blogging), Pinterest profession in terms of their element is accurately described as (pinboard), YouTube (video), and expectations. public diplomacy. This panel will Storify (content curation). Various also discuss limitations on usage of sites have also opened the door to Other panelists will discuss their the term in our field and beyond. snackable and accessible content experiences of the gender problems for citizen journalists including in the field and solutions they are 17