DOCUMENT RESUME ED 481 238 CS 512 481 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86th, Kansas City, Missouri, July 30-August 2, 2003) . Public Relations Division. PUB DATE 2003-07-00 NOTE 632p.; For other sections of these proceedings, see CS 512 480-498. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF03/PC26 Plus Postage. DESCRIPTORS Cooperative Learning; *Ethics; Feminism; Higher Education; *Journalism Education; Media Coverage; Models; National Surveys; Nonprofit Organizations; Organizational Communication; Private Financial Support; *Public Relations; Radio; Scientific and Technical Information; Teaching Methods; World Wide Web IDENTIFIERS Risk Communication; September 11 Terrorist Attacks 2001; Travel Industry ABSTRACT The Public Relations Division of the proceedings contains the following 20 papers: "Communicating for Technical Change: Business-to- Business Communication with Small Manufacturing Firms" (Danielle Pontiff); "Integrating Editorial Presentation and Public Relations Publications: New Frontiers for Convergence and Collaborative Learning" (Jennifer George- Palilonis, Robert S. Pritchard, and Betsy Hatch); "The Use of Persuasive Appeals and Public Relations in the Travel and Tourism Industry Post- 9/11" (Ann R. Carden); "The Relationship between Corporate Philanthropic Activity and Corporate Financial Impact: Getting Beyond the Inconsistent Results of Previous Studies" (Jiyang Bae and Margarete Rooney Hall); "A (Re) conceived Feminist Paradigm for Public Relations and Its Application to the Theory of Organization-Public Relationships" (Linda Aldoory and Elizabeth Toth); "How to Measure Organization-Public Relationships: Measurement Validation in a Company-Retailer Relationship" (Samsup Jo); "Protracted Strategic Risk Communication: A Longitudinal Analysis of Community's Zones of Meaning" (Michael J. Palenchar and Robert L. Heath); "Nonprofit Organizations' Use of the World Wide Web: Are They Sufficiently Fulfilling Organizational Goals?" (Seok Kang and Hanna E. Norton); "The Good, the Bad and the Ugly of How the General Public Views PR Practitioners: The Results of a Hybrid Survey/Experiment Employing a Nationwide Sample" (Coy Callison); "Utilizing John Rawls"A Theory of Justice' to Examine the Social Utility of Contemporary Public Relations" (David L. Martinson); "Organization-Public Relationships, Organizational Representations, and the Overall Evaluation of Organizational Performance: A Causal Model" (Sung-Un Yang and James E. Grunig); "Developing the 'Dynamic' Public Relations Case Class: I Don't Know Anything about Science and You Want Me to Say WHAT?" (B.J. Altschul); "Legitimate Strategy versus Smoke Screen: Framing Philip Morris' Name Change to Altria" (Cristina Popescu); "Radio Business on the World Wide Web: An Examination of the Streaming Terrestrial and Internet-Based Radio Stations in the United States" (Wen Ren and Sylvia M. Chan-Olmsted); "The Role of Clients in the Public Relations Campaigns Course" (Vince Benigni, I-Huei Cheng, and Glen T. Cameron); "Exploring the Effects of Organization-Public Relationships (OPRs) on Attitude toward the Organization, Brand, and Purchase Reproductions supplied by EDRS are the best that can be made from the original document. Intention" (Jeesun Kim, Sooburn Lee, and ByengHee Chang); "Congressional Press Secretaries: A Survey of Their Relationships with Reporters and Views on Media Coverage" (Ethnie Groves and Jennifer Greer); "Is Media Relations All There Is to Public Relations?: Differences in Perceptions between Public Relations and Journalism Educators" (Thomasena Shaw and Candace White); "Examining the PRSA Code of Ethics: Toward Ethical Advocacy" (Hyo-Sook Kim). (RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication 86, Kansas City, MO July 30-August 2, 2003 Public Relations Division CommunicatingforTechnicalChange:Business-to-Business Communication withSmallManufacturing Firms...Danielle Pontiff Integrating Editorial Presentation and Public Relations Publications: New Frontiers for Convergence and Collaborative Learning...Jennifer George-Palilonis, Robert S. Pritchard, Betsy Hatch The Use of Persuasive Appeals and Public Relations in the Travel and Tourism Industry Post-9/11, Ann R. Carden The Relationship Between Corporate Philanthropic Activity and Corporate Financial Impact: Getting Beyond the Inconsistent Results of Previous Studies... Jiyang Bae, Margarete Rooney Hall A (Re) conceived Feminist Paradigm for Public Relations and its Application to the Theory of Organization-Public Relationships...Linda Aldoory, Elizabeth Toth How to Measure Organization-Public Relationships: Measurement Validation in a Company-Retailer Relationship...Samsup Jo Protracted Strategic Risk Communication: A Longitudinal Analysis of Community's Zones of Meaning...Michael J. Palenchar, Robert L. Heath Nonprofit Organizations' Use of the World Wide Web: Are They Sufficiently Fulfilling Organizational Goals?...Seok Kang, Hanna E. Norton The Good, the Bad and the Ugly of How the General Public Views PR Practitioners: The Results of a Hybrid Survey/Experiment Employing a Nationwide Sample...Coy Callison Utilizing John Rawls' "A Theory of Justice": To Examine the Social Utility of Contemporary Public Relations...David L. Martinson Organization-Public Relationships, Organizational Representations, and the Overall Evaluation of Organizational Performance: A Causal Model...Sung-Un Yang, James E. Grunig Developing the "Dynamic" Public Relations Case Class: I Don't Know Anything About Science and You Want Me to Say What?...B. J. Altschul Legitimate Strategy versus Smoke Screen: Framing Philip Morris' Name Change to Altria...Cristina Popescu Radio Business on the World Wide Web: An Examination of the Streaming Terrestrial and Internet-Based Radio Stations in the United States...Wen Ren, Sylvia M. Chan-Olmsted The Role of Clients in the Public Relations Campaigns Course...Vince Benigni, I-Huei Cheng, Glen T. Cameron Exploring the Effects of Organization-Public Relationships (OPRs) on Attitude Toward the Organization, Brand, and Purchase Intention...Jeesun Kim, Soobum Lee, ByengHee Chang Congressional Press Secretaries: A Survey of Their Relationships with Reporters and Views on Media Coverage...Ethnie Groves, Jennifer Greer Is Media Relations All there is to Public Relations? Differences in Perceptions Between Public Relations and Journalism Educators...Thomasena Shaw, Candace White Examining the PRSA Code of Ethics: Toward Ethical Advocacy...Hyo-Sook Kim U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY O This document has been reproduced as received from the person or organization originating it. O Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this TO SHE EDUCATIONAL RESOURCES document do not necessarily represent INFORMATION CENTER (ERIC) official OERI position or policy. 2 I Communicating for Technical Change: Business-to-Business Communication with Small Manufacturing Firms A Student Paper Presented to the AEJMC By Danielle Pontiff University of Louisiana at Lafayette March 2003 Danielle PontiffPhone: (337) 482-6764E-mail: [email protected] 3 ABSTRACT In business-to-business public relations, practitioners are often asked to encourage change in the adoption of new technologies. This study focuses on the challenge faced by business-to-business public relations practitioners who work to encourage the adoption of e-business applications among small manufacturing firms. While the adoption and use of e-business applications have been increasingly encouraged in the manufacturing industry, research indicates that smaller firms are less likely to adopt and use technology unless they perceive beneficial characteristics. This study presents results from a survey of 157 small manufacturing firms in Louisiana to determine how they perceive e-business applications based on characteristics defined in the diffusion of innovations theory. The findings indicate that the adoption and use of e-business applications among small Louisiana manufacturing firms are driven by perceptions of external pressure from customers, the relative advantages that the technology will bring to their company, and the ability of their company to overcome perceived barriers. Recommendations are presented based on the results of this study, showing practitioners how they can apply these findings to public relations efforts promoting the adoption and use of e-business applications for small manufacturing firms. 4 2 INTRODUCTION: THE PURPOSE OF THIS STUDY Business-to-business public relations practitioners face a changing and competitive environment, which requires the development of more sophisticated communication skills (Hartley & Patti, 1988). Electronic business applications are playing major roles in reshaping the way business-to-business relationships are managed and conducted worldwide by inventing new value propositions, transforming the rules of competition, and mobilizing people and resources to unprecedented levels of performance (Tapscott, Ticoll & Lowy, 2000). The Internet has become one of the most important media for sharing business information among