March 4-8, 2015, Miami, Fla.

18

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Emerging Theory, Methods, and Applications:

Toward Professional Standards for Research and Practice

#IPRRC

Welcome to the 18th annual meeting of the International Public Relations Research Conference. IPRRC is a nonprofit dedicated to bringing together public relations research and practice aimed at advancing the discipline as a whole.

Throughout its history, IPRRC has become one of the top venues for presentation of new public relations research and for interaction among scholars and PR professionals.

Welcome!

#IPRRC

The Venue

The Holiday Inn, University of Miami1350 South Dixie Highway (U.S. 1)Coral Gables, FL 33146#305-667-5611

Why IPRRC?

• The only conference devoted entirely to merging the scholarly and professional via research in public relations

• Featuring informal roundtable sessions where participants actively discuss (and even contribute to) the research

• Attended by grad students, professors and practitioners for real bridge-building between the academy and the profession

• Limited attendance to facilitate interaction — during research sessions as well as social events

#IPRRC

Conference Format

Roundtable Format:• Four presentations to groups • Total time: One hour

Each Presentation:• 7-8 minutes presentation• 7-8 minutes group discussion

Visuals:• No visual equipment provided• PowerPoint is discouraged• Handouts are encouraged

Social Scene

facebook.com/iprrc

@iprrc

Poolside socials (March 5 & 7)

#IPRRC

Friendly Faces for First-Timers

Don W. Stacks, Ph.D. University of

MiamiExecutive Director@donstacks

@michellehinson

Michelle Drifka Hinson, M.A.

University of FloridaChief Financial Officer

Melissa Dodd, Ph.D.University of Central

FloridaSocial Media Director@mellydodd

#IPRRC

Conference Coordinators

Thank you, Cathy, Grace, and Fay!

Zongchao Cathy Li

University of Miami

Yi Grace JiUniversity of

Miami

Zifei Fay ChenUniversity of

Miami

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Overview: Conference Schedule

Wednesday, March 4• 4:00 – 6:00 p.m. Conference Registration (Holiday Inn Hotel Lobby)

Thursday, March 5• 8:10-8:30 a.m. Opening Session, Dr. Don W. Stacks, Conference Chair• 8:30 a.m. – 5:15 p.m. Paper Presentations• 6:00 – 8:00 p.m. Opening Poolside Social

Friday, March 6• 8:30 a.m. – 5:15 p.m. Paper Presentations

Saturday, March 7• 8:30 a.m. – 5:15 p.m. Paper Presentations• 1:00 – 1:30 p.m. Awards Ceremony• 6:00 – 8:00 p.m. Closing Poolside Social

ADJOURNEMENT UNTIL 2016

Thursday, March 5

Thursday, March 58:30 – 9:30 AM

1 Dealing with misinformation in a health crisis situation: Effects ofinoculation messages and tone of voice in Ebola virus communication

EunHae (Grace) Park, Virginia Commonwealth University, and NamYeonLee, University of Missouri

2 Public Relations’ Collaborative Role in Ethics & Values Communication

Marlene S. Neill, Baylor University

3 Connecting Generation Attributes, Leadership Development, andEmployee Engagement: An In-depth Investigation of the Millennial PRProfessionals

Bryan H. Reber and Holley Reeves, University of Georgia

4 #Ebola on Instagram and Twitter: How health organizations address thehealth crisis in their social media engagement

Jeanine Guidry and Marcus Messner, Virginia Commonwealth University,Yan Jin, University of Georgia, Shana Meganck, Virginia CommonwealthUniversity, and Jerome Niyirora, SUNY Polytechnic Institute

5 Bringing in the Critics: Best Practices in PR Writing Pedagogy

Betsy Anderson, University of Minnesota

6 It’s not about the Money: Comparing Employees’ and Volunteers’Relationships with Organizations

Richard D. Waters, University of San Francisco, and Denise Sevick Bortree, Penn State University

Thursday, March 59: 45 – 10:45 AM

1 How reputation went down with the ship: Applying the Situational CrisisCommunication Theory to Carnival Cruise Lines’ post-crisiscommunication

Lindsey J. DiTirro and Christi Larimer Eden, Purdue University

2 The Democratizing Role of New Media: How top 50 Fortune 500companies use Facebook and Twitter to interact with their stakeholders

Soumitro Sen, East Carolina University

3 “Re-Inspired”: Using Social Media to Encourage Internal Stakeholders

Emily S. Kinsky and Kimberly Bruce, West Texas A&M University, KirkScarbrough and Aaron French, Teach for America

4 Understanding the Motivations and Perceptions of StakeholderEngagement through Social Media

Marcia W. DiStaso, Pennsylvania State University, Tina McCorkindale,Appalachian State University, and Hilary Fussell Sisco, QuinnipiacUniversity

5 The Cost-Reduction Evaluation (CRE) Model: Suggestions for the PublicRelations Value Assessment

Yang Cheng, University of Missouri

6 Drawing Connections Between Public Relations, Cognitive Behavior and Neuroscience: Opportunities and Implications For The Profession and Practice

Terence (Terry) Flynn, McMaster University

Thursday, March 5

11:00 AM – 12 PM

1 Dimensions of organizational reputation: What really matters to whom?

Ana Tkalac Verčič, University of Zagreb, Croatia, and Dejan Verčič,University of Ljubljana, Slovenia

2 Buying Reputation or Earning it: Is Sponsored Content Creative PR,Deceptive Journalism or Traditional Advertising?

Joseph Basso and Suzanne FitzGerald, Rowan University

3 Understanding activism 2.0 and its influence on crisis communication:Conceptualizing digitalized activists and their communicative behaviorsfor effective crisis communication

Young Kim, Louisiana State University, and Sang-Hwa Oh, AppalachianState University

4 Depolarization Effect of Communicative Actions:An Electoral Panel Study of Tracking Differential Social Acclimatization Effect of Communicative Actions between Rival Publics

Jeong-Nam Kim and Jae Seon Jeong, Purdue University

5 Plusses, shares, and comments: A study of the public’s engagement onGoogle+

Michael North, Fan Yang, Cong Li and Don Stacks, University of Miami

6 Rumor Control or Rumor Central: What the Handling of MalaysiaAirlines Flight 370’s Disappearance Can Tell us about The Impact ofInterest and Ambiguity on Crisis Response over Time

Jensen J. Moore-Copple, Louisiana State University, Robert S. Pritchard,University of Oklahoma, and Michael Climek, Louisiana State University

Thursday, March 5

1:45 – 2:45 PM

1 Demographics and Internet Behaviors as Predictors of Activist Publics

David M. Dozier, Hongmei Shen, and Kaye D. Sweetser, San Diego StateUniversity

2 Social Media Power, Influence, and Effectiveness in Public Relations: In- Depth Interviews with the Experts

Melissa D. Dodd and Sunshine Woodyard Baker, University of Central Florida

3 Framing crisis in the digital environment Anna Kochigina, University of Oklahoma

4 Applying the Situational Theory of Publics to the case of the first external voting process for Costa Ricans abroad: Lessons learned and applications for international public relations and political communication

Vanessa Bravo, Elon University

5 The Social Media Keep Buzzing! A Test of Contingency Theory in China’s Red Cross Credibility Crisis

Yang Cheng, University of Missouri, and Ching Man Chan, ChineseUniversity of Hong Kong

6 Assessing communication effort on the web: audience, functions, and messages

Hinako SUDA and Junichiro MIYABE, Hokkaido University, Sapporo,Japan

Thursday, March 5

3:00 – 4:00 PM

1 Public Engagement with CEOs on Social Media: Motivations andOutcomes

Linjuan Rita Men, Southern Methodist University, and Wan-Hsiu SunnyTsai, University of Miami

2 Strategic Organizational Activism: Using the Integrated Model ofStrategic Messaging to Inform Social Advocacy by Corporate and Non-Profit Organizations

Kelly Page Werder, University of South Florida

3 Examining the Salience of Issues Surrounding the Scottish IndependenceReferendum in News Media Coverage and Social Media

Nicole Hurban, Olivia Osterberg, and Kelly Plummer, Rowan University

4 Digital Publics and Its Problems in Crisis: Exploring Digital Publics,Spiral of Silence, and Communicative Actions in an Organizational Crisis

Myoung-Gi Chon, Louisiana State University

5 S.O.S.: Send our Stuff?Analysis of Social Media Strategies of bigEuropean Companies

Wim J.L. Elving, University of Amsterdam

6 Social amplification of problem chain-recognition effect on publicpolicies: Escalated issue spillover from government distrust and mediause

Chun-Ju Flora Hung-Baesecke, Massey University, New Zealand, Yi-RuRegina Chen, Hong Kong Baptist University, and Jeong-Nam Kim, PurdueUniversity

Thursday, March 5

4:15 – 5:15 PM

1 A Longitudinal Analysis Tracking a Decade of Social and EmergingMedia Use in Public Relations Practice

Donald K. Wright, Boston University, and Michelle Drifka Hinson,University of Florida

2 Personability” is the new “likability”: The importance of creating apersona for public relations in social media

Soo-Kwang Oh, William Paterson University

3 Games of Information: Informational and Normative Influences of MediaStructures on the Likelihood of Militarized Interstate Disputes

Jeffrey Joe Pe-Aguirre, University of Central Arkansas, S. Matthias Thamand Glen T. Cameron, University of Missouri

4 Testing For-profit and Nonprofit Organizations’ Corporate SocialResponsibility Messaging with the Public: Credibility, Believability, andFormality

Richard D. Waters, University of San Francisco, and Holly Ott, Penn StateUniversity

5 Crisis Information Generation and Spread: Examining the Influence ofTraditional and Social Media in Crisis Response and Recovery

Lucinda L. Austin, Elon University, Yan Jin, University of Georgia, andBrooke Fisher Liu, University of Maryland College Park

6 Testing the Linkages Among the Organizational Transparency and “Like”and Purchase Intention on Social Media

Seoyeon Hong, Webster University, and Bokyung Kim, Rowan University

Friday, March 6

Friday, March 6

8:30 – 9:30 AM

1 Ice Bucket Challenge From Twitter to Mainstream Media: Time-SeriesAnalysis of Intermedia Agenda Setting

S. Mo Jang, University of South Carolina, and Sang-Hwa Oh, AppalachianState University

2 How should you tweet? The effect of crisis response voices, strategy andprior brand attitude in social media crisis communication

Rosie Jahng, Hope College, and Seoyeon Hong, Webster University

3 Sustained, Industry-Based Risk Communication and the Wally Wise GuyCampaign: Risk Infrastructure and Fully Functioning Society

Robert L. Heath, University of Houston, Michael J. Palenchar, Universityof Tennessee, Jaesub Lee, University of Houston, and Laura Lemon,University of Tennessee

4 Diversity is not an initiative: Public relations practitioners’ advice forconveying diversity as integral to an organization’s uniquely definedculture

Dean E. Mundy, University of Oregon

5 The Real Danger of the JP Morgan’s Data Breach: Examining SituationalFactors, Public Opinions, and Reputational Damage

Jonathon Hampton, Michael Poiesz, and Bokyung Kim, Rowan University

6 Social media and internal communications: Does the use of social mediacontribute to the creation of an engaged workplace?

Michele Ewing, Kent State University

Friday, March 6

9: 45 – 10:45 AM1 Connecting Stakeholder Values with Expectations for

OrganizationsJohn Brummette and Lynn M. Zoch, Radford University

2 Organizational Representation in TV: What is the Payoff?

Rebecca Haggard, Ryan Kelley, and William M. Knight, San Diego State University

3 You Said Work-Life Balance Was Important To Your PR Career Decisions Are You Finding That Balance With Your Current Employer?

Judy VanSlyke Turk, Florida International University, Gemma Puglisi,American University, John Forde, Mississippi State University, Ken Plowman, Brigham Young University, Brad Rawlins, Arkansas StateUniversity, and Bill Farrar, Virginia Commonwealth University

4 Corporate Stewardship in Public Relations Here and Lá and/e Aqui eThere: How Top Companies in the U.S. and Brazil Use Their Websites to Build and Maintain Relationships

Martina V. Kloss and Lynne M. Sallot, University of Georgia

5 Authenticity in Crisis Communication: How Killing a Giraffe Became aPR Victory

Mikkel Soelberg Christensen, University of Missouri

6 The Washington Redskins name controversy: An analysis of social media discussion across platforms through a sustained crisis

Tina McCorkindale, Appalachian State University, and Marcia W. DiStaso, Pennsylvania State University

Friday, March 6

11:00 AM – 12 PM

1 Outputs, or outcomes? An assessment of evaluation measures fromaward-winning public relations campaigns

Maureen.M. Schriner, University of Wisconsin – Eau Claire, RebeccaSwenson, University of Minnesota, and Nathan Gilkerson, MarquetteUniversity

2 Toward an Integrated Model of Internal Relationship Management:Understanding the Interplay between Organizational Leadership, Culture,and Symmetrical Communication

Linjuan Rita Men, Southern Methodist University, and Hua Jiang, SyracuseUniversity

3 Sponsorship Fit Perception and Its Effects on Stakeholder Suspicion,Corporate Reputation, and Attitudes

Minjeong Kang, Indiana University, and Ashley N. Stockwell, BuckleySandler L.L.P.

4 View from the upper echelon: Examining dominant coalition members’values of openness and perceptions of environmental complexity andorganizational autonomy

Christopher Wilson, Brigham Young University

5 Applying Ethical Theories to the Public Relations Decision MakingProcess

Joseph Basso and Suzanne FitzGerald, Rowan University

6 “We Prefer to Communicate This Way”: Users’ Preferences forCommunicating Dialogically via Websites

Elizabeth Muckensturm and Clay Craig, Coastal Carolina University

Friday, March 6

1:45 – 2:45 PM

1 How do media companies gain legitimacy? An experimental study on the(ir)relevance of CSR communication

Philipp Bachmann and Diana Ingenhoff, University of Fribourg(Switzerland)

2 The reason behind a retweet: Using the theory of reasoned action toevaluate stakeholder decision-making

Hilary Fussell Sisco, Quinnipiac University, John Brummette and GabriellePidal, Radford University

3 Are organizations talking the talk? A study of sustainability communication practices and practitioner perceptions of organizationaltransparency

Holly K. Ott and Denise Sevick Bortree, Pennsylvania State University

4 Organizational Clarity: A Key Driver of Organizational Success

Gary Grates, W2O Group, Keith Burton, Grayson Emmett Partners, andSarab Kochhar, Institute for Public Relations

5 Examining the Impact of Advertising vs. Public Relations in Communicating Socially Responsible Initiatives

Dustin W. Supa, Boston University, and Melissa D. Dodd, University ofCentral Florida

6 Getting to Compliance – Lessons learned from implementing the Coalition and the Conclave’s Measurement Standards

Katie Delahaye Paine, Paine Publishing, LLC

Friday, March 6

3:00 – 4:00 PM

1 Conversations with PR Leaders: Heading Into a Dynamic and UncertainFuture at Warp Speed

Bruce K. Berger, University of Alabama

2 What is the Value of Corporate Social Responsibility to the Community?Exploring the Mediation Effects of Organization-Public Relationships andCSR Engagement in Generating Community Social Capital through CSREfforts

Sun Young Lee, Weiwu Zhang and Alan Abitbol, Texas Tech University

3 Developing the Public Relations Leaders of Tomorrow: An ExploratoryStudy of Evolving Needs and Emerging Models

David L. Remund, University of Oregon, and Michele Ewing, Kent StateUniversity

4 CSR among Chinese family-owned SMEs: Perceptions and Practices

Ke Xue, Shanghai Jiao Tong University, Krishnamurthy Sriramesh, PurdueUniversity, and Sheng Xu, Shanghai Jiao Tong University

5 In the Bind Between Theory and Practice: Public Relations and Ethics ofNeoliberal Global Capitalism

Marina Vujnovic, Monmouth University, and Dean Kruckeberg, TheUniversity of North Carolina at Charlotte

6 Beyond Klout: Explorations on online influence Sean Williams, Communication AMMO, Inc.

#IPRRC17

Friday, March 6

4:15 – 5:15 PM1 Apology, Sympathy, and Empathy: The Legal

Ramifications of Admitting Fault in U.S. Public Relations Practice

Cayce Myers, Virginia Tech

2 Internal communication practice in Japan Koichi Yamamura, Media Gain, Masamichi Shimizu, Japan Society for Corporate Communication Studies, Tomofumi Saito, Workplace Laboratories, Kazuhiro Amemiya, Cross Media Communications, andKoichi Kitami, Dentsu Public Relations

3 Empowering Engagement Addressing the Influence Gap in Public Relations Social Media Research

Brian G. Smith, Purdue University, and Maureen Taylor, University of Oklahoma

4 Facebooking Tips from Experts: An Analysis of Strategic Facebook Useamong Leading U.S. PR Firms

Jee Young Chung, Southern Utah University

5 Explicating transparency from a PR point of view Hyunmin Lee, Saint Louis University, and YoungAh Lee, Ball State University

6 Turning Data into Insights: A Conceptual Model of Big Data for PublicRelations Practice

Juan-Carlos Molleda, University of Florida, and Sarab Kochhar, Institute for Public Relations

Saturday, March 7

Saturday, March 7

8:30 – 9:30 AM

1 Measuring transparency: the case of commercial hybrid PR

Kimmo Taiminen and Vilma Luoma-aho, University of Jyvaskyla, Finland,and Katerina Tsetsura, University of Oklahoma

2 Gender Identity: Another Explanation for the Gendered Pay Gap?

Elpin Keshishzadeh, Courtney White, and Bey-Ling Sha, San Diego State University

3 What makes PR practitioners quit their jobs? Comparison of engagementand burnout between in-house and agency practitioners

Sunwook Yoo, Halla University, and Jangyul Robert Kim, Colorado State University

4 The Impact of Social Media Deletion on Audience Perception

Tianduo Zhang, University of Florida

5 Fortune 500 Companies’ Content Strategies and Relationship Outcomeson YouTube

Zifei (Fay) Chen, Cheng Hong, Chun Zhou and Qinghua Yang, University of Miami

6 Public Relations at King Saud University: A Case Study Mohammad A. Almuaither, King Saud University

Saturday, March 7

9: 45 – 10:45 AM

1 Communicating Corporate Social Responsibility in Corporate America

Laura C. Thomas, Method Communications, and Pamela Brubaker,Brigham Young University

2 Gendered Influences on Career Choice among Public Relations Majors

Courtney White and Elpin Keshishzadeh, San Diego State University

3 'LEGO: Everything Is not Awesome' An emergent activist practice andinter-organizational relations: The case of Greenpeace, LEGO and Shell

Winni Johansen and Finn Frandsen, Aarhus University

4 Corporate Use of Social Media during Food Product Harm Crises:Exploring the “Social Nature” of Product Recalls

W. Timothy Coombs and Sherry J. Holladay, University of Central Florida

5 Social Media War Eunseon (Penny) Kwon and Eunjun (Anna) Kim, University of Missouri

Saturday, March 7

11:00 AM – 12 PM

1 Toward standards in how we talk about ethics: Authenticity, genuineness,values, transparency, character, consistency, codes of ethics, compliance,and moral courage

Shannon A. Bowen, University of South Carolina

2 Context, Context, Context: Priming Theory and Attitudes TowardsCorporations in Social Media

Evan Doyle and YoungAh Lee, Ball State University

3 Toward Professional Standards for Media Transparency in the UnitedStates: Comparison of Perceptions of Non-transparency in National vs.Regional Media

Katerina Tsetsura and Kelsie Aziz, University of Oklahoma

4 Lessons from #EbolaDallas: A Case Study of the Digital CrisisCommunication of the City of Dallas

Lindsay M. McCluskey, Louisiana State University

5 Big Data for Public Relations Practice – Technical, Analytical andPractical Use: A Demonstration

Zongchao (Cathy) Li, Yi (Grace) Ji, and Jiangmeng (Helen) Liu, University of Miami

Saturday, March 7

1:45 – 2:45 PM

1 Testing the Effectiveness of a Traditional News Story, Independent Blog, and Advertisement on Perceived Credibility and the Communications Lifecycle

Julie O’Neil, Texas Christian University, Marianne Eisenmann, inVentivHealth Public Relations, and David Geddes, Geddes Analytics LLC

2 Taming the contingency theory decision matrix Sarah Strasburg, S. Matthias Tham and Glen T. Cameron, University ofMissouri

3 Gaining Influence: Perspectives from Female Public Relations Managers Working in Higher-Education Institutions

Jesslyn T. Chew, University of Missouri

4 Saudi Electronic University Image in the Saudi Press A content Analysis Study

Ali D. Alanazi and Mohammad A. Almuaither, King Saud University

5 The Future: Insights and Perspectives from the Top Communicators In Brazil

Terence (Terry) Flynn, McMaster University, Paulo Nassar, Universidadede São Paulo/Aberje, and Mateus Furlanetto, Fundação Cásper Lîbero/Aberje

#IPRRC17

Saturday, March 7

3:00 – 4:00 PM1 Crowdsourcing CSR Young Eun Park and Sung-Un

Yang, Indiana University

2 Flooding Twitter with the Ice Bucket Challenge: A Social and SemanticNetworks Approach

Kelli S. Burns, University of South Florida

3 The drivers of trust and their stability over time: Evidence from the global Trust study

Alan VanderMolen, Edelman, Michael A. Cacciatore, Juan Meng, andBryan H. Reber, University of Georgia

4 Image Transfer Effects of Corporate Crisis on their Home Country Image. The Role of Constructed Entitativity

Diana Ingenhoff and Alexander Buhmann, University of Fribourg(Switzerland)

5 Digital Content Marketing: What’s the Real Value? Ali Symons, McMaster University/Syracuse University

Saturday, March 7

4:15 – 5:15 PM

1 Influences of Organizational Membership on Emotions and BehavioralIntentions during Times of Crisis: A Structural Equation ModelingApproach

Liang-Lindsay Ma, University of Maryland

2 Today’s and tomorrow’s challenges in corporate communications:Comparing the views of chief communication officers and next generationleaders

Ansgar Zerfass, University of Leipzig, Germany & BI Norwegian BusinessSchool, Oslo, Norway, and Juliane Kiesenbauer University of Leipzig,Germanyon

3 How to Respond? This is a Question. A Content Analysis of CDC’sResponse to the 2014 Ebola Pandemic Crisis

Chun Zhou, Fan Yang and Qinghua Yang, University of Miami

4 When corporate social responsibility becomes environmental activism: Acase study of Patagonia’s DamNation campaign through the lens ofdiffusion of innovation theory

Derek Moscato, University of Oregon

5 Crisis Response Strategies, Stakeholders, and News Coverage: A CaseStudy of Target’s Data Breach Crisis

Zifei (Fay) Chen and Don W. Stacks, University of Miami

Closing Social

Awarded to the Top Conference Paper

overall, the “Big Jack Award” honors the founding member and driving

force in making IPRRC the place to present

research, John (Jack) Felton.

Conference SponsorsPlease join us in thanking our generous sponsors, many of whom have representatives in attendance!

#IPRRC

Award SponsorsPlease join us in thanking our generous sponsors, many of whom have representatives in attendance!

#IPRRC