Journal of Communication Management

Behavioral dimensions of public relations leadership in organizations : Table of Contents

Jounghwa Choi, Yoonhyeung Choi — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – The evolution of public relations into a management function has brought the importance of leadership to the forefront of professional discussion. This study aims to identify and develop a measure of behavioral dimensions critical to effective public relations for organization-wide public relations leadership. Design/methodology/approach – Using a national survey of Public Relations Society of America (PRSA) members (n=159), a confirmatory factor analysis (CFA) was conducted on the seven theoretically-driven leadership behaviors: upward influence, coordinating, internal monitoring, networking, representing, providing vision, and acting as a change agent. Findings – The results suggest that the measurement model had a good internal and global fit. CFA results supported the seven-factor model over the one-factor model, suggesting that public relations leadership is multi-dimensional. Among the behaviors, “providing vision” and “acting as a change agent” were those most strongly associated with the value of public relations in an organization. Originality/value – The study shows that understanding public relations leadership from an organization-wide perspective opens up a whole new avenue for future research to strengthen public relations as a management function. The present study also provides public relations managers with valuable insight concerning the leadership behaviors they can exercise to contribute to the value of public relations in their organizations.

Integrating emotion with identity in European Union strategy : Table of Contents

Simon Moore — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – The purpose of this paper is to propose a more extensive and overt use of emotion in building popular support for the EU. Design/methodology/approach – The approach takes the form of identifying and analyzing historical and modern evidence for the uses of emotion by organizations and states attempting to build or protect their identities, and proposing a new EU communication strategy that builds on existing and previous experience. Findings – Emotion was extensively used by early states; its value is being relearned by corporations and national governments. However, the EU has not been making effective use of emotion. Practical implications – The EU must manage its communication needs in a new way. Originality/value – The EU has neglected a critical area of communication effectiveness, and should address this problem by applying historical precedent to the activities of modern non-government organizations.

Living the sweet (d)Life: public relations, IMC, and diabetes : Table of Contents

Ashli Quesinberry Stokes — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This paper aims to analyze dLife, an integrated media network dedicated to empowering Americans living with diabetes. It shows how dLife's use of integrated marketing communications (IMC), particularly the public relations component, represents an emerging direction in health product and services marketing. Although some have been skeptical about IMC and specifically the public relations role within it, the paper aims to argue that public relations, through sponsorships, helps organizations interested in IMC to create new types of relationships with marketers and patients. Design/methodology/approach – To demonstrate public relations' importance in IMC, dLife's relationship with the changing health marketing landscape is contextualized. Constitutive and empowerment theory is employed to frame a rhetorical analysis of dLife's efforts to target marketers and patients. The rhetorical analysis demonstrates how dLife's rhetorical choices help to shape marketer strategy, patient identity and discursive behavior. Findings – The paper finds that dLife's use of public relations as part of its IMC approach helps to create more engaging disease education yet increases commercial content in patients' lives. It further theorizes the role of public relations within the IMC framework, an area that has been neglected in scholarship. Research limitations/implications – This is a rhetorical study that should be complemented by empirical methods in order to comprehensively explore the IMC/health information issue. Practical implications – The paper demonstrates to practitioners how public relations sponsorships used in IMC build trust and boost education and awareness among target audiences. The paper also cautions that public relations practitioners' use of IMC may privilege corporate interests over patient concerns. Originality/value – This is the first research study of a corporation's use of public relations sponsorships as part of an overall IMC strategy.

Communication quality and added value: a measurement instrument for municipalities : Table of Contents

Marita Vos — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This study aims to achieve a better understanding of communication quality and how it can be measured in the municipal context. A previously developed instrument for measuring communication in municipalities is tested and evaluated. Design/methodology/approach – The instrument draws on the balanced scorecard of Kaplan and Norton and quality control procedures as utilised by the European Foundation of Quality Measurement (EFQM). For municipalities, communication quality can be defined as the degree to which communication contributes towards the effectiveness of municipal policy and how it strengthens the relationship between citizens and municipal organisations. Three communication functions are given, and for each function seven quality criteria, for example responsiveness, are defined. The latter serve as an umbrella for several indicators that are assessed on a Likert scale. The results for four municipalities in The Netherlands are presented and compared, and the instrument is evaluated. Findings – The corporate communication scores were relatively high, while the policy communication scores were low. Of the quality criteria, accessibility and publicity scored high and responsiveness low. The instrument has mainly been developed on the basis of auditor and self-assessment, as municipalities have, as yet, few facts and figures with which to support the assessment. The measurement instrument needs to be integrated in the organisation's planning cycle, as reflection on the results can help in implementing improvements in quality. The measurement process stimulates dialogue on communication quality and the priorities to be set for communication policy. Research limitations/implications – The study is based on four cases. The instrument needs to be tested across a range of governmental-level organisations. Practical implications – Municipalities can use this instrument to improve the added value of communication. Originality/value – A detailed description of the results of applying an instrument, such as this, developed for assessing communication quality, has not until now been published.

Personal relationship strategies and outcomes in a membership organization : Table of Contents

Tiffany Derville Gallicano — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose – This study seeks to investigate strategies for building personal relationships with an organization's members, and to examine the outcomes of personal relationships in an advocacy organization. Design/methodology/approach – The case study includes interviews with 39 staff people at national, state, and affiliate levels of the organization; 58 members; and five former members, for a total of 102 participants. Document analysis and participant observation were supplemental methods. Findings – The following strategies for cultivating personal relationships were identified: direct engagement, task sharing, constitutive rhetoric, peer linking, hat-in-your-hand, investment in local relationships, and targeting of aware affiliates for diversity efforts. To contribute to the discussion about the value of personal relationships in organizations, the study also investigated the outcomes of personal relationships. The outcomes found in the study include affective commitment, political leverage, social capital, member recruitment, and member retention. Research limitations/implications – Although many of the cultivation strategies and outcomes are likely to apply to various contexts, some of them may be specific to the context of an advocacy organization that has a grass-roots culture and layers of leadership, such as local, state, and national offices. Practical implications – Organizations can read the study to identify potential strategies they can use to cultivate strong personal relationships with their stakeholders. Originality/value – The study produces new cultivation strategies and outcomes for personal relationships and engages in a critical discussion of the existing literature.