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AN EXPERIMENTAL TEST OF PUBLIC RELATIONS MESSAGES: SIDEDNESS, AND CORPORATE GOODWILL AND TRUSTWORTHINESS - Couverture souple

Kim, Jangyul

 
9783838311159: AN EXPERIMENTAL TEST OF PUBLIC RELATIONS MESSAGES: SIDEDNESS, AND CORPORATE GOODWILL AND TRUSTWORTHINESS
Couverture souple
ISBN 10 : 3838311159 ISBN 13 : 9783838311159
Editeur : LAP LAMBERT Academic Publishing, 2009

Synopsis

This study examined the effect of message sidedness in public relations messages and its interaction effect with source credibility, in particular, with source trustworthiness and source goodwill, on the message recipients’ attitude toward the message, the public relations issue, and toward the company. The findings provide a theoretical and practical background for public relations activities. In particular, this study highlights why it is important for a corporation to be perceived as a responsible corporate citizen by its target publics in its community, and how and when a company may use various types of message sidedness to make a public relations message more effective, depending on their perceived goodwill and trustworthiness among target publics. Finally, this study acknowledged the use of modern public relations tools by utilizing a weblog in the experiment.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This study examined the effect of message sidedness in public relations messages and its interaction effect with source credibility, in particular, with source trustworthiness and source goodwill, on the message recipients? attitude toward the message, the public relations issue, and toward the company. The findings provide a theoretical and practical background for public relations activities. In particular, this study highlights why it is important for a corporation to be perceived as a responsible corporate citizen by its target publics in its community, and how and when a company may use various types of message sidedness to make a public relations message more effective, depending on their perceived goodwill and trustworthiness among target publics. Finally, this study acknowledged the use of modern public relations tools by utilizing a weblog in the experiment.

Biographie de l'auteur

Assistant Professor in the Department of Journalism and Technical Communication at Colorado State University. (Ph.D., Mass Communication, University of Florida). Specialty areas: Public relations, persuasion theory, international public relations, crises/issues communications, reputation management and public health campaigns.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2009
Langue
anglais
ISBN 10 
3838311159
ISBN 13 
9783838311159
Reliure
Broché
Nombre de pages
152
Coordonnées du fabricant
non disponible
Personne responsable
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