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Kelleher ICA 2008

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Tom Kelleher's ICA presentation on experiment with organizational blogs and public relations contingencies (for ICA on May 25, 2008) Key finding: Not all PR people are hyped on social media.

Tom Kelleher's ICA presentation on experiment with organizational blogs and public relations contingencies (for ICA on May 25, 2008) Key finding: Not all PR people are hyped on social media.

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Transcript

  • 1. Organizational Contingencies, Organizational Blogs and Public Relations Practitioner Stance Toward Publics Tom Kelleher University of Hawai`i at Manoa School of Communications
  • 2. Background: A Conversational Approach to Online Public Relations
  • 3. Distributed Public Relations
  • 4. Prior Propositions
    • Blogs more “conversational” than traditional PR online
    • Conversational human voice associated with better relational outcomes
  • 5.
    • Do findings resonate beyond tech firms & publics?
  • 6. Contingency Theory
    • Degree of accommodation toward publics depends on contingencies
    • Technology a possible contingency
    • “ Qualified-rhetoric-mixed accommodation” operationally similar to “conversational human voice.”
  • 7. Current Study
    • Basic contingency hypothesis:
      • More favorable contingencies for dialogue will lead to more accommodating stance.
    • RQ
      • Will technological contingencies lead to more accommodating stance?
  • 8. Method
    • 2X2 Experiment
      • technological orientation
      • contingencies for dialogue
    • Online survey with Hawaii PRSA membership
        • ( note: practitioners not publics )
  • 9. Results
    • Manipulations seemed to have worked
    • No signif. findings on contingency hypothesis
    • Interesting RQ finding:
      • practitioners in high-tech conditions reported significantly less accommodating stance
  • 10. Discussion
    • Limitations
    • Benefits in the eyes of publics v. eyes of practitioners?
    • Questions of technology diffusion, adoption and acceptance…
  • 11. Related Writing
    • Kelleher, T. (in press). Conversational voice, communicated commitment, and public relations outcomes in interactive online communication. Accepted for publication in Journal of Communication. (v3 2008 or v1 2009)
    • Kelleher, T. (2007). Public Relations Online: Lasting Concepts for Changing Media. Thousand Oaks, CA: Sage.
    • Kelleher, T., & Miller, B. M. (2006). Organizational blogs and the human voice: Relational strategies and relational outcomes . Journal of Computer-Mediated Communication, 11 , 395-414. http://jcmc.indiana.edu/vol11/issue2/kelleher.html

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