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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.

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Kelleher ICA 2008

  1. 1. Organizational Contingencies, Organizational Blogs and Public Relations Practitioner Stance Toward Publics Tom Kelleher University of Hawai`i at Manoa School of Communications
  2. 2. Background: A Conversational Approach to Online Public Relations
  3. 3. Distributed Public Relations
  4. 4. Prior Propositions <ul><li>Blogs more “conversational” than traditional PR online </li></ul><ul><li>Conversational human voice associated with better relational outcomes </li></ul>
  5. 5. <ul><li>Do findings resonate beyond tech firms & publics? </li></ul>
  6. 6. Contingency Theory <ul><li>Degree of accommodation toward publics depends on contingencies </li></ul><ul><li>Technology a possible contingency </li></ul><ul><li>“ Qualified-rhetoric-mixed accommodation” operationally similar to “conversational human voice.” </li></ul>
  7. 7. Current Study <ul><li>Basic contingency hypothesis: </li></ul><ul><ul><li>More favorable contingencies for dialogue will lead to more accommodating stance. </li></ul></ul><ul><li>RQ </li></ul><ul><ul><li>Will technological contingencies lead to more accommodating stance? </li></ul></ul>
  8. 8. Method <ul><li>2X2 Experiment </li></ul><ul><ul><li>technological orientation </li></ul></ul><ul><ul><li>contingencies for dialogue </li></ul></ul><ul><li>Online survey with Hawaii PRSA membership </li></ul><ul><ul><ul><li>( note: practitioners not publics ) </li></ul></ul></ul>
  9. 9. Results <ul><li>Manipulations seemed to have worked </li></ul><ul><li>No signif. findings on contingency hypothesis </li></ul><ul><li>Interesting RQ finding: </li></ul><ul><ul><li>practitioners in high-tech conditions reported significantly less accommodating stance </li></ul></ul>
  10. 10. Discussion <ul><li>Limitations </li></ul><ul><li>Benefits in the eyes of publics v. eyes of practitioners? </li></ul><ul><li>Questions of technology diffusion, adoption and acceptance… </li></ul>
  11. 11. Related Writing <ul><li>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) </li></ul><ul><li>Kelleher, T. (2007). Public Relations Online: Lasting Concepts for Changing Media. Thousand Oaks, CA: Sage. </li></ul><ul><li>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. </li></ul>