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Public Relations Journal — Vol. 5, No. 4

Title: Becoming “Quirky” Towards an Understanding of Practitioner and Blogger Relations in Public Relations.

Author: Brian G. Smith, Ph.D., Assistant Professor, School of Communication, University of Houston.

Abstract: Dr. Smith’s article is based on the assumption the growing influence of consumer-generated media (CGM), including blogs, online forums, podcasts, and other social media tools, has changed the environment in which public relations practitioners conduct campaigns for their clients and connect with their stakeholders. The article points out that rather than working solely with journalists to reach publics, practitioners may now become part of “the quirky blogging community” to influence the online conversations about their clients. This shifting media environment raises questions about the future practice of public relations, in particular, the strategies practitioners use to work with new media representatives (i.e. bloggers) who are inexperienced in media relations. Results of this study show that practitioner-blogger relations can be tracked on a continuum between impersonal mass message distribution to personal relationship-building, based on blogger experience with communication professionals.

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Title: Corporate Web Pages as a Key Communication Channel for Financial Publics.

Authors: Eyun-Jung Ki, Ph.D., Assistant Professor, Department of Advertising and Public Relations, College of Communication & Information, University of Alabama and Jee Young Chung, Ph.D., Assistant Professor, Department of Communication, College of Humanities & Social Sciences, Southern Utah University.

Abstract: The article written by Professors Ki and Chung was designed to examine the current status of corporate Web site usage for investor relations and to assess prevalent features of investor relations activities through an analysis of the Web sites of the largest companies in the U.S. While internet sites have emerged as important communication channels for implementing investor relations strategies, few previous studies have considered how the largest companies in the U.S. strategically communicate with their financial publics, how different types of industry utilize Web sites for investor relations functions, and at which stage of Web site development of investor relations the largest U.S. companies currently are.

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Title: A Quantitative Analysis of Governments’ Use of Interactive Media as a Global Public Relations Strategy.

Authors: Ji Young Kim, Ph.D. candidate, and Juan-Carlos Molleda, Ph.D., Associate Professor, School of Journalism and Communications, University of Florida.

Abstract: The Kim & Molleda article addresses the reality that even though the body of knowledge on global public relations has been growing the literature of our field has failed to do an adequate job of documenting public relations efforts of the government sector. The authors point out that governments face challenges because of the increasing global interdependency, and government-communication strategies have been shifted from propaganda to a two-way communication or dialogic approach. Consequently, the article suggests governments need to monitor public opinion in host communities to build long-term relationships with host stakeholders.

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Title: The Influence of Cultures on SNS Usage: Comparing Mixi in Japan and Facebook in the United States.

Author: Xue Dou, Ph.D. candidate, College of Communications, Pennsylvania State University.

Abstract: The purpose of the article by Xue Dou is to explore and identify the cultural influence on people’s social networking sites usage. Using Hofstede’s individualism/collectivism and Hall’s high/low context cultural values, this study examines the content of comments on online communities in Mixi, a social networking site in Japan, and Facebook. A content analysis of comments that appeared on the social networking sites communities of three car brands (Lexus, Cadillac, and BMW) revealed that Mixi users and Facebook users differ in the use of visually oriented information and in the types of comments they wrote.

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Title: The Utilization of Facebook as a Publicity Vehicle During the 2010 Final Season of ABC’s Lost.

Author: Anna D’Aloisio, M.A., Molloy College.

Abstract: The D’Aloiso study reveals a series of publicity efforts implemented by the ABC television network in an attempt to create excitement among print and electronic media in an attempt to garner awareness of the television program “Lost.” The series of tactics included upcoming episode teasers and trailer, episodic commentaries, “Lost” tracks and music videos, fan events, sweepstakes/contests, tie-ins with Verizon and Direct TV and the sale of promotional items.

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Title: Prevalence and Success of Reverse Mentoring in Public Relations.

Authors: Betsy A. Hays, M.A., APR, California State University, Fresno and Douglas J . Swanson, Ed.D., APR, California State University, Fullerton.

Abstract:  The article by professors Hays and Swanson points out the public relations workplace is changing rapidly and points out practitioners are being warned of the dangers of being “slot to catch on” when many of their clients already are familiar with social marketing technology and request its utilization in communication efforts. As a result, some public relations people turn to younger, more technologically adept individuals for training to bring the experienced professionals “up to speed.” This kind of training relationship is among the most common variants of what has come to be known as reverse mentoring. Although little is known about the extent to which public relations practitioners recognize and use reverse mentoring, this article represents a good start for practitioners and scholars alike to start taking a closer look at this interesting phenomenon.  

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