Reliable, valid and efficient evaluation of media messages

2019 ◽  
Vol 23 (3) ◽  
pp. 179-197 ◽  
Author(s):  
Minji Kim ◽  
Joseph N. Cappella
Keyword(s):  
Public Relations ◽  
Reliability And Validity ◽  
Testing Time ◽  
Communication Management ◽  
Content Type ◽  
Message Effectiveness ◽  
Testing Protocol ◽  
Single Instance ◽  
Message Testing ◽  
Message Evaluation

Purpose In the field of public relations and communication management, message evaluation has been one of the starting points for evaluation and measurement research at least since the 1970s. Reliable and valid message evaluation has a central role in message effects research and campaign design in other disciplines as well as communication science. The purpose of this paper is to offer a message testing protocol to efficiently acquire valid and reliable message evaluation data. Design/methodology/approach A message testing protocol is described in terms of how to conceptualize and evaluate the content and format of messages, in terms of procedures for acquiring and testing messages and in terms of using efficient, reliable and valid measures of perceived message effectiveness (PME) and perceived argument strength (PAS). The evidence supporting the reliability and validity of PME and PAS measures is reviewed. Findings The message testing protocol developed and reported is an efficient, reliable and valid approach for testing large numbers of messages. Research limitations/implications Researchers’ ability to select candidate messages for subsequent deeper testing, for various types of communication campaigns, and for research in theory testing contexts is facilitated. Avoiding the limitations of using a single instance of a message to represent a category (also known as the case-category confound) is reduced. Practical implications Communication campaign designers are armed with tools to assess messages and campaign concepts quickly and efficiently, reducing pre-testing time and resources while identifying “best-in-show” examples and prototypes. Originality/value Message structures are conceptualized in terms of content and format features using theoretically driven constructs. Measures of PAS and PME are reviewed for their reliability, construct and predictive validity, finding that the measures are acceptable surrogates for actual effectiveness for a wide variety of messages and applications. Coupled with procedures that reduce confounding by randomly nesting messages within respondents and respondents to messages, the measures used and protocol deployed offer an efficient and utilitarian approach to message testing and modeling.

The dimensionality of corporate communication management (CCM)

2019 ◽  
Vol 32 (1) ◽  
pp. 71-97 ◽  
Author(s):  
Bahtiar Mohamad ◽  
Bang Nguyen ◽  
TC Melewar ◽  
Rossella Gambetti
Keyword(s):  
Public Relations ◽  
Quantitative Research ◽  
Operational Definition ◽  
Corporate Communication ◽  
Corporate Management ◽  
Corporate Communications ◽  
Measurement Scales ◽  
Communication Management ◽  
Content Type ◽  
Corporate Advertising

Purpose This paper aims to investigate the conceptualisation of corporate communication management (CCM) and its dimensionality from the practitioners’ perspectives. It proposes to validate an operational definition and dimensions of the CCM construct, which have not been identified in the literature. Design/methodology/approach The initial concepts are based on academic literature and followed by 12 face-to-face interviews with corporate communication practitioners and consultants from Malaysia to confirm the practicality of each dimension. QSR Nvivo Version 9.0 software is used to analyse the qualitative data. Then, the data are classified through deductive content analysis based on key words or themes. Findings The diverse perspectives are shown from the practitioners and consultants on the dimensionality of CCM. Most of the interviewees suggest that CCM dimensions include corporate advertising, corporate affairs, investor relations and employee communication within the corporate communication and other departments. They also found the public relations and media relations are clearly under corporate communications manager’s supervision. This research confirms the concept of CCM and its dimensionality to operationalise the CCM construct. The CCM dimensions also offer opportunities for further research to develop the measurement scales. Originality/value This research contributes to the clarification on the subject matter by developing clear concepts of the CCM and by offering insights about the role of the CCM dimensions, which help managers to more successfully incorporate the CCM dimension into the corporate management strategy. This paper also examines the concept of CCM and confirms its dimensionality, which helps in developing the CCM measurement for further quantitative research.

An attributional analysis of corporate reporting in crisis situations

2014 ◽  
Vol 18 (4) ◽  
pp. 422-435 ◽  
Author(s):  
Falk Tennert
Keyword(s):  
Public Relations ◽  
Attribution Theory ◽  
Media Coverage ◽  
Long Term Effects ◽  
Communication Management ◽  
Content Type ◽  
Attributions Of Responsibility ◽  
Corporate Reporting ◽  
The Media ◽  
Crisis Situations

Purpose – The purpose of this paper is to use an attributional approach to examine press coverage in Germany dealing with Toyota’s 2010 global product recall due to purportedly defective brakes. The research focuses on the attributions of cause and responsibility and, thereby, the practices of media-brokered selection and interpretation of events. Design/methodology/approach – The methodology used is a quantitative content analysis of selected German print media. Corporate reporting is analysed with the help of attribution theory approaches from the field of psychology, which, when applied to public relations themes, thereby enables the identification of latent and manifest risk factors that emerge from the perceived responsibility of the media. Findings – Causal attributions are an essential aspect of coverage in acute crisis situations. The key findings show a dominance of internal attributions of responsibility in which the media interprets the crisis as self inflicted and ascribes a high level of fault on the company. Exonerating attributions according to a self-serving bias find little resonance in the coverage. The responsibility attributed to Toyota by the media coverage to a sustained damage to the company’s reputation. Originality/value – The study demonstrates that attribution theory can be productively applied to questions of communication management. This approach enables an analysis of attribution discourse as well as the potential long-term effects on the company’s reputation. Thus, the original value of this study lies in the psychological foundation of organisational risk and opportunity.

scholarly journals Between a rock and a hard place: publishing issues in public relations and communication management

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gemma Bridge ◽  
Johanna Fawkes ◽  
Ralph Tench
Keyword(s):  
Public Relations ◽  
Online Survey ◽  
Academic Community ◽  
Small Sample ◽  
Early Career ◽  
Career Stages ◽  
Career Stage ◽  
Communication Management ◽  
Content Type ◽  
Hard Place

PurposeThe purpose of this paper is to explore the pressures to publish facing European public relations (PR) and communication management scholars across career stages.Design/methodology/approachThe Delphi method was used with PR and communication management scholars at associate professor level or higher across Europe. An online survey was then shared with the wider academic community to gather insights from scholars at different career stages.FindingsThe suitability and status of the journal and the language of the outputs are considered. Academics are caught between the rock of publishing inside the field to support its development and the hard place of being required to publish in high-ranking journals for funding and promotion. Scholars are evaluated regularly, with journal articles being the main unit of assessment. Academics, regardless of career stage, feel under pressure to publish.Research limitations/implicationsThe wider survey enabled publishing insights to be gathered from academics across the career spectrum, but it was completed by a small sample. Nevertheless, similar concerns emerged from both methods of data gathering, suggesting a clear agenda for discussion and further research.Practical implicationsPR and communications management is an academic discipline without an accepted list of high-impact journals. This study provides an annotated journal list to aid institutional evaluations, aid scholarly journal publishing decisions and support early career researchers navigating the publishing process.Originality/valueThis adds to the somewhat limited discussion regarding how academics in PR and communication management decide where to publish and provides a resource that can be used by scholars, institutions and funders.

A comparative excellence framework for communication management

2016 ◽  
Vol 20 (4) ◽  
pp. 270-288 ◽  
Author(s):  
Dejan Vercic ◽  
Ansgar Zerfass
Keyword(s):  
Public Relations ◽  
Online Survey ◽  
Communication Management ◽  
New Approach ◽  
Content Type ◽  
Four Dimensions ◽  
General Management ◽  
Excellence Theory ◽  
Self Assessments ◽  
Multidisciplinary Perspective

Purpose Why are excellent communication departments actually outstanding? The purpose of this paper is to address this question from a multidisciplinary perspective and identify two different strands of the excellence debate, one from general management and the other from public relations and communication management. Insights from both perspectives are combined in a new approach – the comparative excellence framework (CEF). This framework has been applied in two studies among 3,691 communication departments across Europe. Characteristics of excellence identified in this empirical exercise are described. The results are then matched with insights from the excellence literature to test the plausibility of the new approach. Design/methodology/approach A literature survey has been used to identify current excellence approaches and to build the comparative framework. In the empirical part, two subsequent editions of an annual online survey of communication professionals across Europe were used to test the approach. Excellent departments were identified across four dimensions: advisory influence, executive influence, success and competence. Approximately one-fifth of each sample was identified as excellent. Findings The study shows that excellent communication departments are not simply better at communication; they are different. The characteristics identified are in line with popular organizational excellence models from management theory. Excellent departments employ different people (more experienced, with higher positions and in more strategic roles); they partner and collaborate more closely with the executive board and other departments in the organization; they base their work on different processes with more listening and research; and they produce more products at the strategic level, like overall communication and messaging strategies. There is also a strong congruence with excellence theory in communication management. Research limitations/implications The CEF uses a limited number of variables to distinguish excellent from other communication departments. This is typical for excellence approaches based on benchmarking and self-assessments. It helps to apply such approaches in practice. The empirical testing is based on data collected on one continent (Europe). Further research should employ data from other regions of the world and test whether results vary. Practical implications In its pragmatic simplicity, the CEF is a viable tool for practitioners for the assessment of communication department and for establishing a quality control system. It can also guide the development of training and education in communication management. Originality/value The paper demonstrates that communication management research fits into a larger stream of research in the field of quality management.

Public relations as expectation management?

2014 ◽  
Vol 18 (3) ◽  
pp. 222-239 ◽  
Author(s):  
Laura Olkkonen ◽  
Vilma Luoma-aho
Keyword(s):  
Public Relations ◽  
Empirical Study ◽  
Media Industry ◽  
Communication Management ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Response Strategies ◽  
Strategic Value ◽  
Expectation Management ◽  
The Media

Purpose – The purpose of this paper is to assess how expectation management can contribute strategically to communication management, and how understanding and managing expectations can increase organizations’ sensitivity toward stakeholder voices and concerns. Design/methodology/approach – An example of mapping and identifying expectations is presented as a result of a thematic analysis of qualitative interview data, collected from six stakeholder groups of the media industry. Findings – Expectation types and gaps can be identified through the use of systematic expectation mapping, conceptualized in this paper as “expectation management.” Expectation management analyzes expectation types and priorities, and it assists in crafting response strategies. Four types of expectations (must, will, should, and could) were identified in an empirical study of the media industry. Research limitations/implications – As the empirical study focussed on one industry in one country, the findings should be considered an introduction to expectation mapping and expectation management, to be further developed in other settings. Practical implications – Organizations can gain strategic advantages by using expectation management to deepen communication management. New skills and processes may be needed to enable communication professionals to analyze and understand the core level of expectations. Social implications – Expectation management can help organizations respond to current societal pressures and help publics voice their concerns toward organizations. Originality/value – A new concept with strategic value is presented. The reported study of mapping and identifying expectations helps to clarity and interpret factors that shape stakeholder relationships and satisfaction on a deeper level.

Functional responsibility for internal communication management and its integration in contemporary businesses

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ieva Zaumane ◽  
Maira Leščevica
Keyword(s):  
Public Relations ◽  
Business Strategy ◽  
Internal Communication ◽  
Second Phase ◽  
Communication Management ◽  
Content Type ◽  
Business Goals ◽  
Essential Question ◽  
Strategic Implementation ◽  
Strategic Goals

Purpose Despite the proven link between internal communication and more effective business results, only a few attempts have been made to answer the essential question of who is responsible for managing internal communication in an organisation. This paper aims to examine the presence of internal communication management (ICM) practices in companies in Latvia and launch a new discussion on who should manage internal communication in a modern company to support business strategy and development. Design/methodology/approach In the first phase of the study, a survey was conducted in three business sectors in Latvia involved in managing and implementing the internal communications function. Using the multiple case study method, the second phase of the study examined in-depth, ICM and the implementation practices in four different Latvian companies. In total, 13 in-depth interviews were conducted within 4 companies, and thematic analysis was used to analyse the material gained from the interviews. Findings The target companies and relevant professionals from different fields have divergent opinions about who should manage the internal communication function. From the research across four companies, it was concluded that internal communication was implemented in a fragmented manner. There was a weak understanding of the meaning and goal of internal communication. The potential of effective internal communication in reaching strategic goals has not been realised. Responsibility for ICM is often limited to the reactive performance of public relations departments, human resources or marketing specialists. The companies clearly did not have a defined scope of responsibilities for managing internal communication amongst the different parts of their organisations. It can be concluded that company managers should pay attention to how internal communication is conducted, clearly delegate this function to a manager and define the expected results that meet the company’s strategic goals. The results of this research can be used to inform recommendations for integrating the ICM function. Originality/value Only a few research papers have discussed responsibility for internal communication functions. This research particularly fills this gap and emphasises the need to assign responsibility for an organisation’s ICM function as it is the core factor in strategic implementation and input related to business goals.

Indigenous need arise to protect human from self-harm behavior in Pakistan: translation and validation of inventory of statements about self-injury

2020 ◽  
Vol 13 (5) ◽  
pp. 421-433
Author(s):  
Haseeb Nisar ◽  
Muhammad Aqeel ◽  
Ammar Ahmad
Keyword(s):  
English Language ◽  
Reliability And Validity ◽  
Internal Consistency Reliability ◽  
Health Issue ◽  
Factorial Validity ◽  
Future Health ◽  
Cross Sectional ◽  
Content Type ◽  
Self Injury ◽  
Self Harm

Purpose The purpose of this paper is to highlight the indigenous need to counter self-harm behavior in Pakistan and establish the reliability and validity of scale with translation, adaptation and cross-language validation of the inventory of statements about self-injury (ISAS) for future health studies (Klonsky and Glenn, 2009). Design/methodology/approach The present study was a cross-sectional study using a quantitative method. Response items rating is made from three-point Likert-type scales ranging from the 0-not relevant, 1-somewhat relevant or 2-very relevant. ISAS has been comprised of 13 potential functions of deliberate self-harm (DSH) and all subscales have been translated from the English language into the Urdu language with a sample of 30 individuals and further applied on 200 samples of DSH patients for factorial validation. The standard back-translation method was used for translation and adaptation of the scale (Anderson and Brislin, 1976; Brislin, 1976; Hambleton, 1994). Findings The overall scale has good internal consistency reliability. Confirmatory factor analysis was performed to confirm the factorial validity of ISAS. Results revealed that all the items have confirmed strong factorial validity in the context of Pakistani culture and quite helpful in hospital settings to address this health issue. Originality/value Self-harm is considered as a major health issue in the young population of the world and therefore, the investigated scale provides an assessment of DSH and intentions of performing self-injury to achieve a better understanding of such behaviors in DSH patients, which will help further to develop measures to prevent such behavior.

Stakeholder responses toward fast food chains’ CSR

2018 ◽  
Vol 23 (1) ◽  
pp. 117-138 ◽  
Author(s):  
Yeonsoo Kim ◽  
Mari Luz Zapata Ramos
Keyword(s):  
Public Health ◽  
Social Issue ◽  
Public Relations ◽  
Fast Food ◽  
Corporate Image ◽  
Food Chains ◽  
Supportive Communication ◽  
Content Type ◽  
Health Related ◽  
The Impact

Purpose The purpose of this paper is to examine how stakeholders perceive the motives behind fast food companies’ public health-related corporate social responsibility (CSR) and general social issue-related CSR initiatives, and their responses toward CSR in terms of supportive communication intent, investment intent, and purchase intent. The authors further examine the impact of perceived CSR motives on intent and whether a healthier chain image has an effect on stakeholder responses. Design/methodology/approach An online experiment was conducted. This study employed a randomized 2 (CSR type: health-related CSR vs generic social issue-related CSR)×2 (chain image: healthier chain vs general fast-food chain) full factorial design using general stakeholder samples. Findings For an ordinary fast food restaurant, generic social issue-related CSR programs elicited significantly more positive perceptions of CSR motives, supportive communication intent and investment intent, than public-health related CSR. When a company has a healthier image, stakeholders do not distinguish between CSR types. Stakeholders perceive both CSR types as stemming from mutually beneficial motives and show neutral to slightly positive reactions to both CSR. A positively perceived CSR motive plays a determinant role in anticipating communication, investment, and purchase intents. Originality/value This is the first study that examines stakeholder perception of motives behind and responses toward fast food chains’ health-related vs generic social issue-related CSR initiatives, in light of corporate image. The study findings help public relations practitioners, public health professionals, parent groups, and legislators understand stakeholders’ reactions toward CSR initiatives in the fast food industry and help them monitor practices for improvements.

Ethical listening to employees during a pandemic: new approaches, barriers and lessons

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marlene S. Neill ◽  
Shannon A. Bowen
Keyword(s):  
Mobile Applications ◽  
Feedback Loop ◽  
Ethical Considerations ◽  
Communication Management ◽  
Content Type ◽  
Building Relationships ◽  
Global Pandemic ◽  
Management Professionals ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe purpose of this study was to identify new challenges to organizational listening posed by a global pandemic and how organizations are overcoming those barriers.Design/methodology/approachThe researchers conducted 30 in-depth interviews with US communication management professionals.FindingsCommunication management professionals value listening, but do not always make it the priority that it merits. They listed lack of desire of senior management, time, and trust of employees as barriers to effective organizational listening. The global COVID pandemic has made it more challenging to connect to employees working remotely and to observe nonverbal cues that are essential in communication. Organizations are adapting by using more frequent pulse surveys, video conferencing technology and mobile applications. Most importantly, this pandemic has enhanced moral sensitivity and empathy leading organizations to make decisions based on ethical considerations.Research limitations/implicationsThe researchers examined organizational listening applying employee-organization relationships (EOR) theory and found that trust is essential. Trust can be enhanced through building relationships with employees, ethical listening and closing the feedback loop by communicating how employers are using the feedback received by employees to make a positive change.Practical implicationsCommunication managers need to place a higher priority on listening to employees. Their listening efforts need to be authentic, morally autonomous or open-minded, and empathetic to respect the genuine concerns of employees and how organizational decisions will affect them. Listening is essential to serving as an ethical and effective strategic counselor.Originality/valueThe study examines organizational listening in the context of a global pandemic.

Is one good enough? Gauging brand love using a visual single-item measure

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Salim Moussa
Keyword(s):  
Concurrent Validity ◽  
Rating Scale ◽  
Reliability And Validity ◽  
Theory And Practice ◽  
Single Item ◽  
Brand Love ◽  
Content Type ◽  
Visual Rating ◽  
Product Categories ◽  
Willingness To Forgive

PurposeThough brand love is recognized as being an important marketing topic both for theory and practice, a gap still exists with regard to its operationalization. To bridge this gap, this paper proposes a single-item measure (SIM) that uses a visual rating scale (i.e., a rating scale combining verbal with nonverbal contents).Design/methodology/approachThree studies covering over 700 respondents and examining three international brands over three product categories were conducted to test the new measure.FindingsFindings provide consistent evidence for the reliability and validity of the proposed measure. They also demonstrate that brand love, as gauged by the new SIM, is good in predicting positive word of mouth, willingness to pay a higher price, and willingness to forgive brand mishaps.Research limitations/implicationsThe paper focuses on brand love mainly from a measurement perspective.Practical implicationsThis paper provides a practical and parsimonious tool to measure brand love.Originality/valueExtant SIMs of brand love are less than ordinal, content invalid, of unknown reliability, and of untested concurrent validity. This paper provides academics and practitioners alike with a SIM of brand love that is ordinal, content valid, and tested in terms of reliability and concurrent validity.

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