Over its history, IPRRC has become one of the top venues for presentation of new PR research and for interaction among scholars and PR professionals. IPRRC is unique in many ways. *The only conference devoted entirely to 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 the social events

1. March 4-8, 2015, Miami, Fla.
18thAnnual
Emerging Theory, Methods, and Applications:
Toward Professional Standards for Research

2. #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!

3. #IPRRC
The Venue
The Holiday Inn, University of Miami
1350 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

4. #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

5. Social Scene
facebook.com/iprrc
@iprrc
Poolside socials (March 5 & 7)
#IPRRC

6. Friendly Faces for First-Timers
Don W. Stacks, Ph.D.
University of Miami
Executive Director
@donstacks
@michellehinson
Michelle Drifka Hinson, M.A.
University of Florida
Chief Financial Officer
Melissa Dodd, Ph.D.
University of Central Florida
Social Media Director
@mellydodd
#IPRRC

7. Conference Coordinators
Thank you, Cathy, Grace, and Fay!
Zongchao Cathy Li
University of Miami
Yi Grace Ji
University of Miami
Zifei Fay Chen
University of Miami

8. #IPRRC
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

9. Thursday, March 5

10. Thursday, March 5
8:30 – 9:30 AM
1 Dealing with misinformation in a health crisis situation: Effects of
inoculation messages and tone of voice in Ebola virus communication
EunHae (Grace) Park, Virginia
Commonwealth University, and NamYeon
Lee, University of Missouri
2 Public Relations’ Collaborative Role in Ethics & Values Communication Marlene S. Neill, Baylor University
3 Connecting Generation Attributes, Leadership Development, and
Employee Engagement: An In-depth Investigation of the Millennial PR
Professionals
Bryan H. Reber and Holley Reeves, University
of Georgia
4 #Ebola on Instagram and Twitter: How health organizations address the
health crisis in their social media engagement
Jeanine Guidry and Marcus Messner, Virginia
Commonwealth University,
Yan Jin, University of Georgia, Shana
Meganck, Virginia Commonwealth
University, 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

11. Thursday, March 5
9: 45 – 10:45 AM
1 How reputation went down with the ship: Applying the Situational Crisis
Communication Theory to Carnival Cruise Lines’ post-crisis
communication
Lindsey J. DiTirro and Christi Larimer Eden,
Purdue University
2 The Democratizing Role of New Media: How top 50 Fortune 500
companies 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, Kirk
Scarbrough and Aaron French, Teach for
America
4 Understanding the Motivations and Perceptions of Stakeholder
Engagement through Social Media
Marcia W. DiStaso, Pennsylvania State
University, Tina McCorkindale,
Appalachian State University, and Hilary
Fussell Sisco, Quinnipiac
University
5 The Cost-Reduction Evaluation (CRE) Model: Suggestions for the Public
Relations 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

12. 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 behaviors
for effective crisis communication
Young Kim, Louisiana State University, and
Sang-Hwa Oh, Appalachian
State 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 on
Google+
Michael North, Fan Yang, Cong Li and Don
Stacks, University of Miami
6 Rumor Control or Rumor Central: What the Handling of Malaysia
Airlines Flight 370’s Disappearance Can Tell us about The Impact of
Interest 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

13. 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 State
University
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, Chinese
University of Hong Kong
6 Assessing communication effort on the web: audience, functions, and
messages
Hinako SUDA and Junichiro MIYABE,
Hokkaido University, Sapporo,
Japan

14. Thursday, March 5
3:00 – 4:00 PM
1 Public Engagement with CEOs on Social Media: Motivations and
Outcomes
Linjuan Rita Men, Southern Methodist
University, and Wan-Hsiu Sunny
Tsai, University of Miami
2 Strategic Organizational Activism: Using the Integrated Model of
Strategic 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 Independence
Referendum 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 big
European Companies
Wim J.L. Elving, University of Amsterdam
6 Social amplification of problem chain-recognition effect on public
policies: Escalated issue spillover from government distrust and media
use
Chun-Ju Flora Hung-Baesecke, Massey
University, New Zealand, Yi-Ru
Regina Chen, Hong Kong Baptist University,
and Jeong-Nam Kim, Purdue
University

15. Thursday, March 5
4:15 – 5:15 PM
1 A Longitudinal Analysis Tracking a Decade of Social and Emerging
Media 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 a
persona for public relations in social media
Soo-Kwang Oh, William Paterson University
3 Games of Information: Informational and Normative Influences of Media
Structures on the Likelihood of Militarized Interstate Disputes
Jeffrey Joe Pe-Aguirre, University of Central
Arkansas, S. Matthias Tham
and Glen T. Cameron, University of
Missouri
4 Testing For-profit and Nonprofit Organizations’ Corporate Social
Responsibility Messaging with the Public: Credibility, Believability, and
Formality
Richard D. Waters, University of San
Francisco, and Holly Ott, Penn State
University
5 Crisis Information Generation and Spread: Examining the Influence of
Traditional and Social Media in Crisis Response and Recovery
Lucinda L. Austin, Elon University, Yan Jin,
University of Georgia, and
Brooke 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

16. Friday, March 6

17. Friday, March 6
8:30 – 9:30 AM
1 Ice Bucket Challenge From Twitter to Mainstream Media: Time-Series
Analysis of Intermedia Agenda Setting
S. Mo Jang, University of South Carolina,
and Sang-Hwa Oh, Appalachian
State University
2 How should you tweet? The effect of crisis response voices, strategy and
prior 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 Guy
Campaign: Risk Infrastructure and Fully Functioning Society
Robert L. Heath, University of Houston,
Michael J. Palenchar, University
of Tennessee, Jaesub Lee, University of
Houston, and Laura Lemon,
University of Tennessee
4 Diversity is not an initiative: Public relations practitioners’ advice for
conveying diversity as integral to an organization’s uniquely defined
culture
Dean E. Mundy, University of Oregon
5 The Real Danger of the JP Morgan’s Data Breach: Examining Situational
Factors, 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 media
contribute to the creation of an engaged workplace?
Michele Ewing, Kent State University

18. Friday, March 6
9: 45 – 10:45 AM
1 Connecting Stakeholder Values with Expectations for Organizations John 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 State
University, 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 a
PR 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

19. Friday, March 6
11:00 AM – 12 PM
1 Outputs, or outcomes? An assessment of evaluation measures from
award-winning public relations campaigns
Maureen.M. Schriner, University of
Wisconsin – Eau Claire, Rebecca
Swenson, University of Minnesota, and
Nathan Gilkerson, Marquette
University
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, Syracuse
University
3 Sponsorship Fit Perception and Its Effects on Stakeholder Suspicion,
Corporate Reputation, and Attitudes
Minjeong Kang, Indiana University, and
Ashley N. Stockwell, Buckley
Sandler L.L.P.
4 View from the upper echelon: Examining dominant coalition members’
values of openness and perceptions of environmental complexity and
organizational autonomy
Christopher Wilson, Brigham Young
University
5 Applying Ethical Theories to the Public Relations Decision Making
Process
Joseph Basso and Suzanne FitzGerald,
Rowan University
6 “We Prefer to Communicate This Way”: Users’ Preferences for
Communicating Dialogically via Websites
Elizabeth Muckensturm and Clay Craig,
Coastal Carolina University

20. 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 to
evaluate stakeholder decision-making
Hilary Fussell Sisco, Quinnipiac University,
John Brummette and Gabrielle
Pidal, Radford University
3 Are organizations talking the talk? A study of sustainability
communication practices and practitioner perceptions of organizational
transparency
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, and
Sarab 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 of
Central Florida
6 Getting to Compliance – Lessons learned from implementing the
Coalition and the Conclave’s Measurement Standards
Katie Delahaye Paine, Paine Publishing, LLC

21. Friday, March 6
3:00 – 4:00 PM
1 Conversations with PR Leaders: Heading Into a Dynamic and Uncertain
Future 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
and
CSR Engagement in Generating Community Social Capital through CSR
Efforts
Sun Young Lee, Weiwu Zhang and Alan
Abitbol, Texas Tech University
3 Developing the Public Relations Leaders of Tomorrow: An Exploratory
Study of Evolving Needs and Emerging Models
David L. Remund, University of Oregon,
and Michele Ewing, Kent State
University
4 CSR among Chinese family-owned SMEs: Perceptions and Practices Ke Xue, Shanghai Jiao Tong University,
Krishnamurthy Sriramesh, Purdue
University, and Sheng Xu, Shanghai Jiao
Tong University
5 In the Bind Between Theory and Practice: Public Relations and Ethics of
Neoliberal Global Capitalism
Marina Vujnovic, Monmouth University, and
Dean Kruckeberg, The
University of North Carolina at Charlotte
6 Beyond Klout: Explorations on online influence Sean Williams, Communication AMMO, Inc.

22. #IPRRC17
Friday, March 6
4:15 – 5:15 PM
1 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, and
Koichi 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
Use
among 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 Public
Relations Practice
Juan-Carlos Molleda, University of Florida, and
Sarab Kochhar, Institute for Public Relations

23. Saturday, March 7

24. 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
engagement
and 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 Outcomes
on 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

25. 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 and
inter-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

26. 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 Towards
Corporations in Social Media
Evan Doyle and YoungAh Lee, Ball State
University
3 Toward Professional Standards for Media Transparency in the United
States: 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 Crisis
Communication of the City of Dallas
Lindsay M. McCluskey, Louisiana State
University
5 Big Data for Public Relations Practice – Technical, Analytical and
Practical Use: A Demonstration
Zongchao (Cathy) Li, Yi (Grace) Ji, and
Jiangmeng (Helen) Liu, University of Miami

27. 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, inVentiv
Health 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 of
Missouri
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, Universidade
de São Paulo/Aberje, and Mateus Furlanetto,
Fundação Cásper Lîbero/Aberje

28. #IPRRC17
Saturday, March 7
3:00 – 4:00 PM
1 Crowdsourcing CSR Young Eun Park and Sung-Un Yang, Indiana
University
2 Flooding Twitter with the Ice Bucket Challenge: A Social and Semantic
Networks 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, and
Bryan 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

29. Saturday, March 7
4:15 – 5:15 PM
1 Influences of Organizational Membership on Emotions and Behavioral
Intentions during Times of Crisis: A Structural Equation Modeling
Approach
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
generation
leaders
Ansgar Zerfass, University of Leipzig,
Germany & BI Norwegian Business
School, Oslo, Norway, and Juliane
Kiesenbauer University of Leipzig,
Germanyon
3 How to Respond? This is a Question. A Content Analysis of CDC’s
Response to the 2014 Ebola Pandemic Crisis
Chun Zhou, Fan Yang and Qinghua Yang,
University of Miami
4 When corporate social responsibility becomes environmental activism: A
case study of Patagonia’s DamNation campaign through the lens of
diffusion of innovation theory
Derek Moscato, University of Oregon
5 Crisis Response Strategies, Stakeholders, and News Coverage: A Case
Study of Target’s Data Breach Crisis
Zifei (Fay) Chen and Don W. Stacks,
University of Miami

30. 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.

31. Conference Sponsors
Please join us in thanking our generous sponsors, many of whom have
representatives in attendance!
#IPRRC

32. Award Sponsors
Please join us in thanking our generous sponsors, many of whom have
representatives in attendance!
#IPRRC