Changing roles and function in publics relations

9th INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE PROCEEDINGS Changing Roles and Functions in Public Relations Best Western South Miami South Miami, Florida March – March 12, 2006 Edited by Marcia Watson DiStaso University of Miami RESEARCH CONFERENCE STEERING COMMITTEE Don W Stacks, Ph.D., University of Miami, Conference Director Marcia Watson DiStaso, MA, University of Miami, Conference Assistant Tina B Carroll, ABD, University of Miami John W Felton, Institute for Public Relations (emeritus) John Gilfeather, Roper Public Affairs, GfK Dean Kruckeberg, Ph.D., APR, Fellow PRSA, University of Northern Iowa Fraser Likely, Likely Communication Strategies, Ltd David Michaelson, Ph.D., David Michaelson and Company, LLC Douglas A Newsom, Ph.D., APR, Fellow PRSA, Texas Christian University Frank Ovaitt, Institute for Public Relations Katie Delahaye Paine, KDPaine & Partners Brad Rawlins, Ph.D., Brigham Young University Judy VanSlyke Turk, Ph.D., APR, Fellow PRSA, Virginia Commonwealth University Donald K Wright, Ph.D., APR, Fellow PRSA, University of South Alabama Lynn M Zoch, Ph.D., University of Miami Educator Academy Liaison to Committee Betsy Ann Plank, APR, Fellow PRSA Laurie Wilson, Ph.D., APR Past Conference Directors Melvin Sharpe, Ph.D., APR, Fellow PRSA TABLE OF CONTENTS Ahles, Catherine B., Brian Parker, Jody Rafkind, & Marlene Morejon “Showcase Brochures:” The Role of Mega-Collateral In IMC Campaigns to Market High-End Real Estate…………………………………………………………………………………………… Alessandri, Sue Westcott, Sung-Un Yang, & Dennis Kinsey An Integrative Approach to University Visual Identity and Reputation………………………………… Argenti, Paul A Measuring the Value of Communications…………………………………………………………………… Bollinger, Lee & Elsa Crites Image Modification of a Leading Nonprofit Organization as a Means to Help Hispanics in Horry County, South Carolina………………………………………………………………………………… Bowen, Shannon A Ethical Advisor Role as Entrée in Strategic Decision Making for the Public Relations Function…… Boynton, Lois A What We Value in PR: A Delphi Study to Prioritize Key Values that Guide Ethical Decision-Making in Public Relations………………………………………………………………………… Brand, Jeffrey D Canada’s Campaign Against Softwood Lumber Tariffs: Bringing it to Stakeholders………………… Bueno, Yvette Beyond Demographics and Psychographics: The Importance of Self Image in Message Construction…………………………………………………………………………………………… Bush, Lee PR Practitioner as Consumer Agent: Applying the “Right Side Up” Model of Marketing to “Brand PR”……………………………………………………………………………………………………… Carroll, Craig, Betteke van Ruler, & Krishnamurthy Sriramesh Corporate Reputation in a Global News Media Environment Carroll, Tina Does Familiarity Breed Contempt? Analyses of the Relationship Among Corporate Familiarity, Corporate Reputation, Corporate Citizenship, and Corporate Personality on Corporate Equity…… Chang, Susan The Blurred Line Between Public Relations and Advertising: Branded Product Placement in Entertainment Media…………………………………………………………………………………………… Choi, Yoonhyeung (“Yoon”) & Ashley A Haynes Culture, Affect and Risk Communications…………………………………………………………………… Coombs, W Timothy & Sherry J Holladay Effects of Response Strategies and Media on Post-Crisis Perceptions and Intentions………………… Daniels, Mike & Thomas Stoeckle Media Perceptions of the Digital Divide: International Analysis of Media Coverage of the WSIS Conference in Tunis, November 2005…………………………………………………………….…… DeWalt, Brook Navy Public Affairs: Developing Strategic Counselors Toward Minimizing Encroachment………… Dishong, Leah Patlan & Sandra C Duhé Behind Barbed Wire: Volunteerism, Hospice Care, and Internal Public Relations at Angola State Prison……………………………………………………………………………………………… 12 25 37 47 66 67 68 69 82 83 103 104 109 118 130 131 DiStaso, Marcia Watson & Marcus Messner Framing Corporate America: How Wikipedia and Encyclopædia Britannica Portray Fortune 500 Companies………………………………………………………………………………………… Dougall, Elizabeth K., J Suzanne Horsley, & Chadd McLisky Disaster Communication: Lessons from Indonesia………………………………………………………… Dozier, David, Bey-Ling Sha, & Masako Okura, How Much Does My Baby Cost? An Analysis of Gender Differences in Income, Career Interruption, and Child Bearing……………………………………………………………………… Ekachai, Daradirek & Karen Slattery Ethics and Loyalty in Public Relations Practice in Thailand……………………………………………… Farber, Lynne S The Direct and Indirect Results of Consumer Based Pharmaceutical Sales…………………………… Ferguson, Mary Ann, Cristina Popescu, & Kate Collins Public Relations’ Influence on Socially Responsible Corporations……………………………………… Ford, Rochelle L & Lynn Appelbaum Hispanic and Black Public Relations Practitioners Perceptions’ and Experiences within the Industry…………………………………………………………….………………………………………… Frandsen, Finn & Winni Johansen One Crisis, Many Voices: Crisis Communication and the Rhetorical Arena…………………………… Gainey, Barbara S Crisis Management Best Practices: A Content Analysis of Written Crisis Management Plans……… Galloway, Chris PR Roles and Risk in a Post-Katrina Climate……………………………………………………………… Gilfeather, John What in the World is Happening to Corporations?………………………………………………………… Gill, Juliet & Jesus Arroyave Mainstream news and controversial figures: Implications for public communication research… … Görpe, Serra Do Universities in Turkey Profit From Public Relations? The Functions and Roles of Public Relations Departments and Practitioners at State and Private Universities…………………………… Hanpongpandh, Peeraya Re-conceptualizing Thai Public Relations Research: The Rationale for Co-operative Inquiry……… Henderson, Julie K Ethical Concerns Regarding Product Placement: A Public Relations Positive or Negative?……… Jin, Yan & Glen T Cameron Scale Development for Measuring Stance as Degrees of Accommodation……………………………… Johnsson, Hans V A Communications – From the Outskirts to the Center of Value Creation or Extreme Makeover in the Business World Kennan, William & Vincent Hazleton New Technologies and Social Capital: Emerging Preferences in Relationship Formation…………… Kim, Jeong-Nam & Justine Weber A Thesis Against Reality for Ethical Sense-Making: Developing a Code of Ethics for the Korea Public Relations Association…………………………………………………………………………… 132 139 151 162 163 167 168 181 182 196 217 228 241 242 243 252 262 272 273 Kinsky, Emily, Alex Ortiz, Marilda Oviedo, & Michael Parkinson The Impact of Language Choice on Message Perception: A Study of Responses to Bilingual News Releases………………………………………………………………………………………… Kovacs, Rachel An Interdisciplinary Bar for the Public Interest: What CSR and NGO Frameworks Contribute to the Public Relations of British and European Activists………………………………………………… Kruckeberg, Dean, & Marina Vujnovic Toward an Organic Model of Public Relations in Public Diplomacy…………………………………… Laskin, Alexander V How Two-way Symmetrical Communication Model Informs Investor Relations………………………… Lellis, Julie A Complex Normality: A Case Study of the Group Process in a Nonprofit Public Relations Committee…………………………………………………………………………………………… Mak, Angela K Y The Evolution of Relationship Building for Destination Branding in the Midwest 1995-2005………… Martin, Ernest F., J.R Hipple, & Judy VanSlyke Turk Reputation Management in the Public Sector: Defining, Measuring & Demonstrating the Value of Reputation……………………………………………………………………………………………… Martinelli, Diana Knott New Deal Public Relations: A Glimpse into the Life of FDR Press Secretary Stephen Early………… Mishra, Karen E Help or Hype: Symbolic or Behavioral Communication During Hurricane Katrina…………………… Murphree, Vanessa Framing a Disaster: FEMA Press Releases and Hurricanes Katrina and Rita………………………… Neff, Bonita Dostal Strategic Public Relations Research: A Regional Campaign Based on Dialogic Principles………… Ni, Lan Employee-Organization Relationships (EOR) in Globalization: Perspectives across Organization Types………………………………………………………………………………………….…… O’Neil, Julie Using Strategic Ambiguity as a PR Writing Tool: A Case Study of a Private University……………… Paine, Katie Delahaye Integrating PR Measurement into an Overall Communications Dashboard…………………………… Palenchar, Michael J., Sunny Lipscomb, & Emma Wright Media Coverage of Chemical Manufacturing Accidents: Legal and Medical Representatives Filling the Crisis Information Void…………………………………………………………………………… Plowman, Kenneth D Internal Public Relations in the Bay Area: A Multiple Case Study……………………………………… Pritchard, Robert S & Vincent F Filak Motivational and Value Congruency Between Student Members and Faculty Advisers in RSSA………………………………………………………………………………………………….….…… Rawlins, Brad L & Kevin Stoker Taking the B.S Out of P.R.: Creating Genuine Messages by Emphasizing Character and Authenticity………………………………………………………………………………………………… 274 282 301 302 310 322 323 325 326 336 347 348 359 369 371 387 405 418 Rosi II, Philip R Managing an Inactive Public: Addressing the Disconnect Between the Military and Civilian Society…………………………………………………………………………………………………… Sharpe, Melvin L & Becky A McDonald Examining a Behavioral Theory of Public Relations: A Content Analysis of Five Case Studies……… Stone, John D Risk and Crisis Mismanagement: The Public Relations Debacles Surrounding Hurricane Katrina………………………………………………………………………………………………… ………… Supa, Dustin Setting Objectives as Instrumental or Communicative: Two New Terms for the Classic Measurement Standard………………………………………………………………………………… Taylor, Maureen & Carl H Botan Global Public Relations: Application of a Cocreational Approach……………………………………… Theaker, Alison & Suzanne FitzGerald Effectively Functioning Campaign Teams.………………………………………………….……… ……… Tsetsura, Katerina Social Responsibility and “The Bottom Line”: An Aporetic Structure of the Public Relations Decision-Making Process…………………………………………………………………………… Tucker, Andrew Measuring Trust in Organizations Operating in the Pluralist, Complex Public Sphere…………… … Valentini, Chiara The Public Relations of the European Union: New Challenges in a More Integrated Europe… …… van der Merwe, Johann & BenPiet Venter A Rose is a Rose: PR is PR and Marketing is Marketing: Or is it?……………………………………… van Leuven, Jim Stakeholder Theory Applied to Public Relations Management: A Review of the Business and Society Literature…………………………………………………………………………………………… Villar, Maria Elena Imagine Miami: Diffusing Social Innovations in a Diverse Community ……………………….………… Vlad, Ion, Lynne M Sallot, & Bryan H Reber Rectification Without Assuming Responsibility: Testing the Transgression Flow Chart with the Vioxx Recall …………………………………………………………………………………………… Werder, Kelly Page Exploring the Link Between Strategy and Tactic: An Analysis of Strategic Message Content in News Releases……………………………………………………………………………………… Williams Jr., Louis C The Critical Support Path Model: An Aid to Understanding Audiences………………………………… Wright, Donald K & Michelle Hinson Web Blogs and Employee Communication: Ethical Questions for Corporate Public Relations……… Wu, Ming-Yi Perceptions About Male and Female Managers in the Taiwanese Public Relations Field…………… 428 445 470 482 484 492 507 508 523 533 545 546 558 574 584 588 600 IPRRC - “Showcase Brochures:” The Role of Mega-Collateral In IMC Campaigns to Market High-End Real Estate Catherine B Ahles, Brian Parker, Jody Rafkind, & Marlene Morejon Florida International University ahlesc@fiu.edu Much has been written about the boom in high-end real estate, especially mountain and waterfront property The boom reflects an interest by wealthy individuals in purchasing secondary or primary homes, condominiums or timeshares in these locations Many developments are gated communities replete with such amenities as gracious clubhouses offering fine dining, well-equipped health clubs, pro-quality golf courses, beautiful swimming and tennis facilities, spas, and an active social calendar Luxury mountain real estate, in particular, is an expanding market because it consistently has provided appreciation in property values and, consequently, a high return on investment The growing interest in high-end mountain property has fueled increasing expenditures on extremely sophisticated print collateral An informal “industry standard” of high quality is apparent when reviewing the print collateral used for marketing luxury real estate Real estate developers are producing high-quality – and expensive – print collateral to use in the process of establishing awareness, building brand, shaping image and, ultimately, generating inquiries It’s necessary, developers reason, to remain competitive However, some developers are significantly exceeding the industry standard, producing brochures of such expense that it raises the question of return on investment Reasoning that affluent consumers will respond favorably to extremely sophisticated brochures, some developers are expending previously unheard-of budgets on their print collateral, producing “showcase brochures” Hard-bound, linen or leather covered brochures containing breathtaking panoramic and/or aerial photography, embossing, die-cuts, specialty papers and CDs depicting the property and surroundings are a few examples of the new gold standard for positioning and promoting high-end mountain real estate Although much has been written about the demographic and economic factors fueling sales of this type of property, very little has been written about the impact of print collateral as part of an overall integrated marketing communications program This study examines the role played, and effect of, print collateral in supporting the marketing of high-end property Literature Review The high-end, secondary home market continues to enjoy strong growth The year 2004 set a record for second home purchases, accounting for 64 percent of all homes purchased; an increase from 20 percent of all homes purchased in 1999 (NAR, 2005) One third of all residential home purchases are in the secondary market, while one out of seven home buyers own a second home (Evans, 2003; Malony & Salvant 2005) Experts expect this sector of the real estate market to withstand anticipated interests rate increases; primarily because the typical consumer is wealthy and can withstand high rate loans The National Association of Realtors (Bishop, Beers & Hightower, 2005) indicates the secondary home market consists of either vacation or investment buyers, representing two different types of customers In general, vacation homes represent a significant portion of the overall housing market and traditionally the majority of second homes are purchased for vacation and recreational purposes (Evans, 2003; Malony & Salvant, 2005) One in ten homes purchased in 2004 were vacation home buys (Fletcher, 2005) A survey initiated by the Wall Street Journal shows that the price of IPRRC - vacation homes increased 21 percent in the year 2004, which is twice the rate of appreciation for the overall house market (Fletcher, 2005) However, in recent years the market has seen a shift in consumers’ reasons for purchasing second homes, from primarily vacation to investment purchases, with 23 percent of second home purchased for investment and 13 percent purchased for vacation in 2004 (Malony & Salvant, 2005) NAR conducted two email surveys to determine sales data and to catalog demographic and other consumer information for this market A central result of this study demonstrates key differences between “vacation” and “investment” buyers The average age of vacation homebuyers is slightly older (55 years) than the investment buyer (47 years) and vacation buyers typically make more annual income (Malony & Salvant, 2005) However, when aggregated, 92 percent of vacation and investment buyers perceive their second home purchase as a “good investment” (NAR, 2005) Interestingly, the investor segment provides important insights into secondary home market trends because they are often the first to buy into and first to pull out of a market For the secondary home market, the primary consumers (66 percent) are “baby boomers” between the ages of 45-65 The number one profession of baby boomers is listed as “large business executives”, 88 percent are married, and seven out of ten second home buyers purchase a second home within the same state as their primary residence (Evans, 2003) Moreover, the baby boomer segment will sustain the growth of the high-end secondary home market into the next decade, because the 78 million baby boomers (born between 1946 and 1964) account for a significant portion of the wealth in the U.S This consumer segment is still in their primary earning years; many have developed large equity in their homes, have gained new money in the stock market in 2003-2004, and will inherit 41 trillion dollars (Bresnahan, 2005) When shopping for a second home, more than 80 percent of consumers used a real estate agent, presenting a unique selling challenge to the agent (Malony & Salvant, 2005) According to a Coldwell Banker study, the high-end homebuyer in the secondary market is a “tough customer” (Evans, 2003) These clients are “home” buyers rather than “deal” buyers and more challenging to sell because the sales process usually takes more time (Bresnahan, 2002) Moreover, high-end buyers desire “the best,” want “impressive digs,” and will spend ample time to fulfill these desires (Evans, 2003) The “vacation” second home is most appealing to consumers motivated by lifestyle considerations (NAR, 2005) The buyer is looking for lifestyle change and wants a home to reflect their lifestyle (Bresnahan, 2002) High-end homes are perceived as a “sanctuary or personal retreat” and the customer shows a desire for a style that provides a “sense of refuge from the outside world” (Remley, 2005) The high-end homebuyers today “want their homes to make a unique statement about their lifestyle that accurately reflects their personality” (Remley, 2005, p.1) In addition to lifestyle considerations, top priority features sought in high-end homes are unity of design, flexible living environments, ample security, and privacy (Bresnahan, 2002) The Role of Promotional Communications Stimulated by increased growth and competition, there is a growing trend and need for developers/realtors to “brand” themselves in an attempt to forge a unique identity that is appealing to this consumer segment (N.A., 2005) Trends in real estate branding, particularly for developers, show that strong brands can command a premium price and facilitate the sale of high-end homes (N.A., 2005) Community developers are adopting sophisticated communication strategies to position themselves, evident in the use of a variety of promotional tactics including, but not limited to, print and TV advertisements, brochures, leaflets, and inserts (N.A., 2005) For example, a developer hired an agency to create a new identity for its development by employing an advertising campaign In IPRRC - particular, the main tactic was direct mail advertising, supported by a business-to-business campaign to establish the brand identity with the realtors responsible for selling the properties (Lipp, 2004) Research indicates that it is important to sell and communicate a lifestyle that reflects the community being marketed (Remley, 2005) As an example, one developer’s strategy was to establish an identity based on the area were the community is located, marketing a “distinct lifestyle” (Smith, 2005) Print material was used to get the prospects to “desire the culture” of the community This was accomplished by talking to the people that would potentially live in the new development The strategist suggests that to differentiate the new development from others in the area, the promotional campaign needed to “capture the story” of the development and further suggests that their success was based not in whom they were attempting to sell to, but rather the distinct lifestyle they were attempting to convey A print campaign for a gulf coast community in Florida provides another example The agency for this campaign opted for a “print only” campaign strategy placed solely in magazines Based on research with residents in the community, agency personnel stated that their target audience had a “sense of style and taste”, preferred particular lifestyle magazines and watched less TV than other consumers (Plume, 1998) The strategy was to position the community with a laid-back lifestyle that is the opposite of the hectic executive lifestyle that the typical customer lives An example of an advertisement for this campaign, titled “Mass Transit,” depicts a couple riding on the beach on a tandem bicycle (Plume, 1998) Losh (2005), suggests that the standard tools for marketing high-end homes include “a penand-ink artist’s sketch of the house, because they appear crisper than photographs in newspaper ads; a glossy, full-color brochure with an extensive listing of the home’s special features; property listings in national publications and online; and at times, professional videos of the property for direct mailings and virtual tours” (Losh, 2005, p 1) An interesting and new approach to marketing highend homes is hosting public relations events referred to as “invitation only special events.” These events utilize such things as fine art shows and dinner parties for “hand picked” guests (Moore, 2005) Print materials are circulated and tours of the properties are arranged with potential buyers after the special event As the aforementioned examples illustrate, print collateral plays a central role in an overall strategy for marketing high-end secondary home real estate However, little research is available regarding the role and effect of print collateral as part of an overall integrated marketing communications program Purpose and Objectives Aimed at discovery, the present study is the exploratory phase of a larger ongoing project including multiple research methods (i.e., in-depth interviews, content analysis, surveys, and focus groups) with the overall goal to better understand the use and effect of print collateral in the marketing of high-end homes By doing so, the overall project is intended to help communication planners make intelligent decisions about the role, purpose, and return on investment of the print collateral they create Towards this goal, the study currently reported is specifically aimed at garnering a better understanding of the concept of “effectiveness” in regards to print collateral in order to drive future research decisions in ensuing research phases To understand the effectiveness of print communications in the domain of high-end realestate, it was necessary for the researchers to isolate the marketers’ intentions (i.e., objectives) for employing print collateral in the promotional mix and make comparisons to consumers’ (homebuyers’) use of different print collateral in their decision process Hence, the first research objective was to gain insight into marketers’ strategic intentions For example, is the objective of IPRRC - print collateral to build awareness, generate inquiries, convey property features, build a particular image/position, communicate exclusiveness, convey the high quality of the property and amenities offered, and evoke an emotional response or simply qualify prospective buyers? The second research objective was to catalog the role such print collateral plays in the consumer’s decision process Is print collateral limited to raising awareness about a development, or is it effective in stimulating interest and driving inquiries about the development? Does the image created by print collateral play a role in motivating buyers? How does it affect the image of a particular community? Does expensive print collateral provide an aura of exclusivity that attracts the interest of qualified buyers? Methods The study focused on high-end real estate developments in the mountainous area of western North Carolina There, a number of developments are vigorously competing for a share of the growing market of aging baby-boomers investing in property with an eye toward current vacation use, potential retirement and investment value To achieve the research objectives, this study utilized in-depth interviews of both property marketers and homebuyers in these developments Interviews were conducted with key marketing personnel from two competing developers of high-end mountain real estate Interview questions were developed to elicit information regarding their objectives of the use of print collateral as part of the overall marketing strategy The researchers then conducted in-depth interviews with 10 homeowners in these developments Questions were developed to elicit information about how the buyers use the print material and its effect on the decision process in the purchase of their secondary home Three telephone interviews were conducted with individuals holding leadership-level marketing positions at two luxury residential developments in western North Carolina These individuals are expert in marketing luxury property to wealthy buyers Results Profile of Communities In the developments studied, entry-level property starts in the $300,000 range (one-bedroom resale condo) and the most expensive homes are $3 million and more Square footage, which drives property value to some extent, typically ranges from 1,200 square feet to 5,000 square feet, and home and lot prices are driven by the proximity of the property to amenities A major driver of prices is the somewhat intangible concept of “view.” As an example, at one development a 1,200 square foot two bedroom home located squarely atop the mountain, with panoramic views of sunsets over the Great Smokey Mountains and within easy downhill walking distance of the clubhouse, is on the market for $999,000 At the same time, several 2,500 square foot homes facing north, with a long uphill walk to the clubhouse, are selling in the $600,000 range Typical amenities in the communities include tastefully appointed clubhouses with formal, casual and private dining rooms offering gourmet meals Also typical are exercise rooms, business centers and multi-purpose meeting rooms; a swimming pool, hot tub and game room, one or more champion-designed golf courses, tennis courts, driving ranges, putting greens and the like One development has a mountaintop private runway, allowing residents to fly in their private aircraft There, about 30% of residents are pilots IPRRC – 596 Table Responses to the question: To the best of your knowledge, has your organization ever commissioned or conducted a research or measurement study that focused on information employees communicated on www blogs? Yes 3% No 77% Uncertain/ Don’t Know 20% Furthermore, fewer than half (46%) of the organizations who have not measured what their employees are writing on blogs believe their companies ever will commission or conduct research to study what is happening in this area Results from Table 10 show that while only 14% of the study’s respondents not think their organizations ever will measure what their employees are writing on blogs, a very large number (40%) are uncertain Table 10 Responses to the question: If you answered “NO” to the previous question, you agree or disagree that your organization ever would commission or conduct a research or measurement study focused on information employees were writing on www blogs? Strongly Agree Agree Uncertain Disagree Strongly Disagree 4% 42% 40% 11% 3% Mean Score: 46% 14% 3.3 Subjects also were asked if their organization had a code of ethics – 86% did and 14% did not Those from companies with an ethics code were asked if it specifically addressed whether or not it was ethical to monitor communications behavior of individual employees – 31% said theirs did, 39% said theirs did not, and 29% were uncertain ADDITIONAL ANALYSES The study’s questionnaire asked several demographic questions which permitted data analyses to include measures of central tendency comparing differences between mean scores of various respondent groups T-tests were computed comparing men and women as well as international respondents vis-à-vis those from the United States Analyses of variance measures (ANOVAs) were used to compare responses from subjects employed within different segments of the public relations industry Statistical significance was found more frequently when comparing American and foreign respondents than during any other of the study’s central tendency measures ANOVAs comparing means of international and US responses were significant at