Journal of Communication Management

Cultural issues in crisis communication: A comparative study of messages chosen by South Korean and US print media : Table of Contents

Emma K. Wertz, Sora Kim — Sat Feb 06 08:00:23 GMT 2010

Abstract:
Purpose – The purpose of this paper is to analyse the crisis messages framed by the media coverage and the message strategies during the US E. coli spinach crisis and Korea's rotten dumpling crisis. Design/methodology/approach – A content analysis was used to extend a cultural analysis of the crisis messages framed by the media coverage regarding the sources of information and the message strategies used by these sources. Findings – Korea used a more aggressive message strategy than was expected. Practical implications – Conscientious public relations practitioners can use this kind of information as they work to better understand how culture affects the way the media frame issues, through the messages they present to publics, and the effect these frames have on an organization's key stakeholders and publics. Originality/value – Situations like this allow crisis communicators and public relations professionals to investigate messages created during a crisis situation and messages that are conveyed – through the media – to key stakeholders. Doing so allows for a better understanding of where information and communication gaps occur during a crisis – providing an opportunity for public relations practitioners to assist in filling them.

Media perceptions of public relations in New Zealand : Table of Contents

Graeme David Sterne — Sat Feb 06 08:00:23 GMT 2010

Abstract:
Purpose – The purpose of this paper is to describe media perceptions of public relations in New Zealand and to explore the reasons behind these perceptions with a view to identifying what public relations practitioners and Public Relations Institute of New Zealand (PRINZ) can do to improve the perceptions and build a better working relationship given the key nature of the public relations-media relationship. Design/methodology/approach – A total of 30 editors, news managers, business editors and senior news reporters from a full range of New Zealand's radio, television, print and online media were interviewed in late 2007. Maori and Pacific Island media were also included in order to gather perspectives from the non-mainstream. Findings – Media perceptions of public relations in New Zealand are largely (but not exclusively) negative. The relationship has four faces – sworn enemies; traditional rivals; close collaboration; and being in a different place (not connecting). Antagonism from media practitioners is largely based on experiences with public relations practitioners but also on self created identities. Variations are due to power differentials such as self and other definition, realities in the media landscape, and perceived misalignment of interests. Research limitations/implications – This study only looks at the relationship from a media persective. A similar study of public relations practitioner perspectives would be the sensible next step. Further investigation of ethnic models of media and public relations are needed because they have not been done before and they may produce fresh ways of understanding and framing public relations. Practical implications – This study argues that outright media hostility is hypocritical and unhelpful but that professional rivalry is healthy. Public relations practitioners in New Zealand need to improve their treatment of the media at a relational level and learn how to relate to other cultures more effectively. This is crucial because the strongest influence on media perceptions of public relations is the behaviour of public relations practitioners. Originality/value – This study focuses on the perceptions of senior media in New Zealand. It demonstrates the array of perceptions and reveals that ethnic media feels disconnected from mainstream public relations. This study explains why this is and suggests some practical steps to take to remedy this rift. It also identifies more general measures public relations practitioners need to take to improve the crucial public relations-media relationship.

Enhancing the quality of organizational communication: A presentation of reflection-based criteria : Table of Contents

Joan F. Marques — Sat Feb 06 08:00:23 GMT 2010

Abstract:
Purpose – This article aims to introduce practical based criteria for effective organizational communication. Design/methodology/approach – The subject scope for this article is corporate communication. The study is based on literature reviews and a qualitative study, entailing the basic principles of the phenomenological approach, with 20 subjects. Findings – Four additional criteria for effective corporate communication surfaced: responsible; professional; concise; and sincere. Research limitations/implications – The studies reviewed, although in-depth, apply to a small sample in one metropolitan environment, which makes generalization among different cultures riskier. Practical implications – Organizational managers may use these findings to reflect on their communication strategies and improve them, where necessary, on the basis of the findings of this study. Originality/value – The paper's value lies in the four additional criteria found as a result of reflections from members of the corporate workforce, after having been exposed to a course on organizational communication, and therefore, existing criteria in literature. The additional criteria may be considered important for corporate workers, and should therefore not be ignored by managers.

Managing from the middle: The role of mid-level gatekeepers in mobilizing grassroots activism and encouraging facilitative relationships : Table of Contents

Bryan H. Reber, Baiba Petersone, Bruce K. Berger — Sat Feb 06 08:00:23 GMT 2010

Abstract:
Purpose – This paper aims to analyze the opinions of newsletter editors in the Sierra Club in an effort to understand the roles an editor and newsletter content play in building relationships in an activist setting. There are two goals: to examine editorial decision making in an activist organization; and to examine the role of interpersonal interaction as part of an organizational-public relationship (OPR). Design/methodology/approach – In-depth interviews with 14 Sierra Club newsletter editors examined issues related to newsletter content choice, issue frames, sources, and mission. Findings – The findings illustrate normative practices for grassroots gatekeepers. Editors saw their role as facilitating relationship building and activism among members. This has theoretical implications for OPR theory by suggesting a new facilitative relationship type. Research limitations/implications – As all qualitative research, the findings of this study are not generalizable. This study is further limited because it focuses on a single organization and one communication channel. Practical implications – Most editors suggested that content selection was based on the expertise of the editor or an editorial or executive board. This provides strategic communication opportunities for both the national and the grassroots organization, if the editorial decision making model is identified by strategists. Originality/value – Mid-level gatekeepers, such as newsletter editors, are an important public to study because of their potential impact on key publics. This paper provides both practical and theoretical implications. Practical implications include insights into how some activist gatekeepers make decisions and into information salience.

What they can do versus how much they care: Assessing corporate communication strategies on Fortune 500 web sites : Table of Contents

Sora Kim, Scott Rader — Sat Feb 06 08:00:23 GMT 2010

Abstract:
Purpose – This paper aims to propose a typology of corporate communication strategy; to investigate whether the typology is present among Fortune 500 corporations; and to explore whether there is a dominant strategy and industrial differences among them. Design/methodology/approach – A content analysis of all 2008 Fortune 500 corporate web sites was undertaken. Findings – This paper finds that there are three corporate communication strategies used to affect publics' corporate associations: corporate ability (CAb) strategy; corporate social responsibility (CSR) strategy; and a hybrid strategy. The results demonstrate that a majority of corporate public relations for Fortune 500 companies emphasize a CAb communication strategy over a CSR or hybrid strategy, whereas the top 100 Fortune 500 corporations focus on a CSR strategy over the other two strategies. Industrial differences are also found in adopting different corporate strategy among the companies. Originality/value – The applied value of this research it is that provides convincing and realistic insights about contemporary corporate communication strategy and a valuable set of communicative directives to public relations practitioners managing corporate-context communications with stakeholders since it explores dominant corporate strategy among Fortune 500 companies.