9th INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE PROCEEDINGS Changing Roles and Functions in Public Relations Best Western South Miami South Miami, Florida March 9 – March 12, 2006 Edited by Marcia Watson DiStaso University of Miami RESEARCH CONFERENCE STEERING COMMITTEE Don W. Stacks, Ph.D., University of Miami, Conference Director Marcia Watson DiStaso, MA, University of Miami, Conference Assistant Tina B. Carroll, ABD, University of Miami John W. Felton, Institute for Public Relations (emeritus) John Gilfeather, Roper Public Affairs, GfK Dean Kruckeberg, Ph.D., APR, Fellow PRSA, University of Northern Iowa Fraser Likely, Likely Communication Strategies, Ltd. David Michaelson, Ph.D., David Michaelson and Company, LLC Douglas A. Newsom, Ph.D., APR, Fellow PRSA, Texas Christian University Frank Ovaitt, Institute for Public Relations Katie Delahaye Paine, KDPaine & Partners Brad Rawlins, Ph.D., Brigham Young University Judy VanSlyke Turk, Ph.D., APR, Fellow PRSA, Virginia Commonwealth University Donald K. Wright, Ph.D., APR, Fellow PRSA, University of South Alabama Lynn M. Zoch, Ph.D., University of Miami Educator Academy Liaison to Committee Betsy Ann Plank, APR, Fellow PRSA Laurie Wilson, Ph.D., APR Past Conference Directors Melvin Sharpe, Ph.D., APR, Fellow PRSA TABLE OF CONTENTS Ahles, Catherine B., Brian Parker, Jody Rafkind, & Marlene Morejon “Showcase Brochures:” The Role of Mega-Collateral In IMC Campaigns to Market High-End Real Estate……………………………………………………………………………………………. 1 Alessandri, Sue Westcott, Sung-Un Yang, & Dennis Kinsey An Integrative Approach to University Visual Identity and Reputation…………………………………... 12 Argenti, Paul A. Measuring the Value of Communications…………………………………………………………………….. 25 Bollinger, Lee & Elsa Crites Image Modification of a Leading Nonprofit Organization as a Means to Help Hispanics in Horry County, South Carolina………………………………………………………………………………….. 37 Bowen, Shannon A. Ethical Advisor Role as Entrée in Strategic Decision Making for the Public Relations Function…….. 47 Boynton, Lois A. What We Value in PR: A Delphi Study to Prioritize Key Values that Guide Ethical Decision-Making in Public Relations………………………………………………………………………….. 66 Brand, Jeffrey D. Canada’s Campaign Against Softwood Lumber Tariffs: Bringing it to Stakeholders…………………... 67 Bueno, Yvette Beyond Demographics and Psychographics: The Importance of Self Image in Message Construction…………………………………………………………………………………………… 68 Bush, Lee PR Practitioner as Consumer Agent: Applying the “Right Side Up” Model of Marketing to “Brand PR”……………………………………………………………………………………………………….. 69 Carroll, Craig, Betteke van Ruler, & Krishnamurthy Sriramesh Corporate Reputation in a Global News Media Environment................................................................ 82 Carroll, Tina Does Familiarity Breed Contempt? Analyses of the Relationship Among Corporate Familiarity, Corporate Reputation, Corporate Citizenship, and Corporate Personality on Corporate Equity…….. 83 Chang, Susan The Blurred Line Between Public Relations and Advertising: Branded Product Placement in Entertainment Media…………………………………………………………………………………………….. 103 Choi, Yoonhyeung (“Yoon”) & Ashley A. Haynes Culture, Affect and Risk Communications…………………………………………………………………….. 104 Coombs, W. Timothy & Sherry J. Holladay Effects of Response Strategies and Media on Post-Crisis Perceptions and Intentions…………………. 109 Daniels, Mike & Thomas Stoeckle Media Perceptions of the Digital Divide: International Analysis of Media Coverage of the WSIS Conference in Tunis, November 2005…………………………………………………………….……. 118 DeWalt, Brook Navy Public Affairs: Developing Strategic Counselors Toward Minimizing Encroachment…………... 130 Dishong, Leah Patlan & Sandra C. Duhé Behind Barbed Wire: Volunteerism, Hospice Care, and Internal Public Relations at Angola State Prison……………………………………………………………………………………………… 131 DiStaso, Marcia Watson & Marcus Messner Framing Corporate America: How Wikipedia and Encyclopædia Britannica Portray Fortune 500 Companies…………………………………………………………………………………………. 132 Dougall, Elizabeth K., J. Suzanne Horsley, & Chadd McLisky Disaster Communication: Lessons from Indonesia…………………………………………………………. 139 Dozier, David, Bey-Ling Sha, & Masako Okura, How Much Does My Baby Cost? An Analysis of Gender Differences in Income, Career Interruption, and Child Bearing………………………………………………………………………. 151 Ekachai, Daradirek & Karen Slattery Ethics and Loyalty in Public Relations Practice in Thailand………………………………………………. 162 Farber, Lynne S. The Direct and Indirect Results of Consumer Based Pharmaceutical Sales……………………………... 163 Ferguson, Mary Ann, Cristina Popescu, & Kate Collins Public Relations’ Influence on Socially Responsible Corporations……………………………………….. 167 Ford, Rochelle L. & Lynn Appelbaum Hispanic and Black Public Relations Practitioners Perceptions’ and Experiences within the Industry…………………………………………………………….………………………………………….. 168 Frandsen, Finn & Winni Johansen One Crisis, Many Voices: Crisis Communication and the Rhetorical Arena……………………………. 181 Gainey, Barbara S. Crisis Management Best Practices: A Content Analysis of Written Crisis Management Plans……….. 182 Galloway, Chris PR Roles and Risk in a Post-Katrina Climate………………………………………………………………... 196 Gilfeather, John What in the World is Happening to Corporations?………………………………………………………….. 217 Gill, Juliet & Jesus Arroyave Mainstream news and controversial figures: Implications for public communication research…..….. 228 Görpe, Serra Do Universities in Turkey Profit From Public Relations? The Functions and Roles of Public Relations Departments and Practitioners at State and Private Universities……………………………... 241 Hanpongpandh, Peeraya Re-conceptualizing Thai Public Relations Research: The Rationale for Co-operative Inquiry……….. 242 Henderson, Julie K. Ethical Concerns Regarding Product Placement: A Public Relations Positive or Negative?……….... 243 Jin, Yan & Glen T. Cameron Scale Development for Measuring Stance as Degrees of Accommodation……………………………….. 252 Johnsson, Hans V A Communications – From the Outskirts to the Center of Value Creation or Extreme Makeover in the Business World.............................................................................................................................. 262 Kennan, William & Vincent Hazleton New Technologies and Social Capital: Emerging Preferences in Relationship Formation……………. 272 Kim, Jeong-Nam & Justine Weber A Thesis Against Reality for Ethical Sense-Making: Developing a Code of Ethics for the Korea Public Relations Association…………………………………………………………………………… 273 Kinsky, Emily, Alex Ortiz, Marilda Oviedo, & Michael Parkinson The Impact of Language Choice on Message Perception: A Study of Responses to Bilingual News Releases………………………………………………………………………………………… 274 Kovacs, Rachel An Interdisciplinary Bar for the Public Interest: What CSR and NGO Frameworks Contribute to the Public Relations of British and European Activists………………………………………………….. 282 Kruckeberg, Dean, & Marina Vujnovic Toward an Organic Model of Public Relations in Public Diplomacy…………………………………….. 301 Laskin, Alexander V. How Two-way Symmetrical Communication Model Informs Investor Relations………………………… 302 Lellis, Julie A Complex Normality: A Case Study of the Group Process in a Nonprofit Public Relations Committee……………………………………………………………………………………………... 310 Mak, Angela K. Y. The Evolution of Relationship Building for Destination Branding in the Midwest 1995-2005………… 322 Martin, Ernest F., J.R. Hipple, & Judy VanSlyke Turk Reputation Management in the Public Sector: Defining, Measuring & Demonstrating the Value of Reputation………………………………………………………………………………………………. 323 Martinelli, Diana Knott New Deal Public Relations: A Glimpse into the Life of FDR Press Secretary Stephen Early…………. 325 Mishra, Karen E. Help or Hype: Symbolic or Behavioral Communication During Hurricane Katrina…………………… 326 Murphree, Vanessa Framing a Disaster: FEMA Press Releases and Hurricanes Katrina and Rita………………………… 336 Neff, Bonita Dostal Strategic Public Relations Research: A Regional Campaign Based on Dialogic Principles…………... 347 Ni, Lan Employee-Organization Relationships (EOR) in Globalization: Perspectives across Organization Types………………………………………………………………………………………….……. 348 O’Neil, Julie Using Strategic Ambiguity as a PR Writing Tool: A Case Study of a Private University……………… 359 Paine, Katie Delahaye Integrating PR Measurement into an Overall Communications Dashboard…………………………….. 369 Palenchar, Michael J., Sunny Lipscomb, & Emma Wright Media Coverage of Chemical Manufacturing Accidents: Legal and Medical Representatives Filling the Crisis Information Void…………………………………………………………………………….. 371 Plowman, Kenneth D. Internal Public Relations in the Bay Area: A Multiple Case Study………………………………………... 387 Pritchard, Robert S. & Vincent F. Filak Motivational and Value Congruency Between Student Members and Faculty Advisers in RSSA………………………………………………………………………………………………….….…….. 405 Rawlins, Brad L. & Kevin Stoker Taking the B.S. Out of P.R.: Creating Genuine Messages by Emphasizing Character and Authenticity…………………………………………………………………………………………………... 418 Rosi II, Philip R. Managing an Inactive Public: Addressing the Disconnect Between the Military and Civilian Society…………………………………………………………………………………………………… 428 Sharpe, Melvin L. & Becky A. McDonald Examining a Behavioral Theory of Public Relations: A Content Analysis of Five Case Studies……… 445 Stone, John D. Risk and Crisis Mismanagement: The Public Relations Debacles Surrounding Hurricane Katrina…………………………………………………………………………………………………..…………