Advertising students working with public health professionals: the (not so) odd couple

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Understanding the Effect of Corporate Social Responsibility on Consumer Purchase Intention

Modern corporate social responsibility (CSR) has many names, such as corporate citizenship, corporate philanthropy, corporate giving, corporate community involvement, community relations, community affairs, community development, corporate responsibility, global citizenship and corporate social marketing. Likewise, the definition of CSR changes from researcher to researcher. For example, CSR can be generally defined as the organization incurring responsibilities to society beyond profit maximization. (Pava and Krausz 1995, 1) A more specific definition of CSR is offered by Business for Social Responsibility: “operating a business in a manner that meets or exceeds the ethical, legal, commercial, and public expectations that society has of business” (Kotler and Lee 2005, 3)

Maximizing Media Relations Through a Better Understanding of the Public Relations-Journalist Relationship: A Quantitative Analysis of Changes Over the Past 23 years

Understanding the relationship between public relations practitioners and journalistsis of paramount importance to practicing effective media relations. Using a similar study conducted by Kopenhaver, Martinson, & Ryan (1984) as a basis, this study explores that relationship using depth interviews (n=8) and a mail survey (n=221, 33% response rate) to gauge perceptions of the relationship for both journalists and public relations practitioners in the state of Florida. It concludes that there has been little change in the relationship between public relations practitioners and journalists over the past 17 years, and offers suggestions as to why that is the case. The study also found that managing expectations is a very important concept for public relations practitioners, both when dealing with clients and also when communicating with journalists and that effective relationships between the two professions can be achieved if there are reasonable expectations put into place. It further addresses current potential problems with the practice of media relations, including the “hitchhiker” concept (sending out blanket releases via email or other methods with the hope that it will be picked up by a media outlet), a lack of targeted media pitching and the future of the press release in public relations. It includes both implications for academics for future study, and also for practitioners of media relations to hopefully better their practice

Conceptualizing and Measuring “Corporate Social Advocacy” Communication: Examining the Impact on Corporate Financial Performance

This research takes a two-fold approach to understanding organizational stances on social-political issues (termed corporate social advocacy or CSA). First, CSA is conceptualized within public relations, noting how it may span the boundaries between two key areas of scholarship and practice: issues management and corporate social responsibility. Second, using the theory of planned behavior as the underpinning for consumer purchase intention, this research examines how organizational stances on social-political issues (gay marriage, health care reform, and emergency contraception) impact corporate financial performance. This research uses an experimental methodology and nationally representative sample of U.S. consumers to demonstrate that CSA has tangible outcomes for organizations. In short, the study finds that greater agreement with a corporate stance results in greater intentions to purchase; whereas lesser agreement with a corporate stance results in lesser intention to purchase. The conceptualization and empirical results of this research provide support for further examination of CSA alongside existing public relations scholarship, as well as an area for independent exploration

Maximizing Media Relations Through a Better Understanding of the Public Relations - Journalist Relationship

Understanding the relationship between public relations practitioners and journalists is of paramount importance to practicing effective media relations. This study explores that relationship using depth interviews and a survey to gauge perceptions of the relationship for both journalists and public relations practitioners in the state of Florida. It concludes that there has been little change in the relationship between public relations practitioners and journalists over the past 17 years, and offers suggestions as to why that is the case

Examining Modern Media Relations: An Exploratory Study of the Effect of Twitter on the Public Relations – Journalist Relationship.

Media relations is one of the most common functions of the modern public relations. This study examines the impact of emerging media technologies on that function, and seeks to understand how public relations practitioners and journalists are using Twitter in both their personal work and in the relationship with the other profession

Testing The Viability Of Corporate Social Advocacy As A Predictor Of Purchase Intention

The goal of this study is to explore the emergent concept of corporate social advocacy (CSA) as a predictor of consumer purchase intention. CSA has been conceptualized as a public relations function, and as such, the goal of this study is to determine whether it serves as a measurable and viable indicator of bottom-line financial outcomes for organizations’ public relations efforts. Using an experimental survey design, this study finds that CSA does have a significant impact on consumer purchase intention for the social-political issue of same-sex marriage. Results indicate that future research should continue to explore this area of corporate communication