Welcome to the 17th annual meeting of the International Public Relations Research Conference! You can access the conference guide and program via these slides.

1. www.iprrc.org
17th Annual
March 5-9, 2014
Miami, Fla.

2. Welcome!
#IPRRC17
Welcome to the 17th annual meeting of the International
Public Relations Research Conference. IPRRC is a nonprofit
dedicated to bringing together public relations research and
practice aimed at advancing the discipline as a whole.
Throughout its history, IPRRC has become one of the
top venues for presentation of new public relations research
and for interaction among scholars and PR professionals.

3. The Venue
The Holiday Inn, University of Miami
1350 South Dixie Highway (U.S. 1)
Coral Gables, FL 33146
#305-667-5611
Why IPRRC?
• The only conference devoted entirely to
merging the scholarly and professional via
research in public relations
• Featuring informal roundtable sessions
where participants actively discuss (and
even contribute to) the research
• Attended by grad students, professors
and practitioners for real bridge-building
between the academy and the profession
• Limited attendance to facilitate
interaction — during research sessions as
well as social events
#IPRRC17

4. Conference Format
Roundtable Format:
• Four presentations to groups
• Total time: One hour
Each Presentation:
• 7-8 minutes presentation
• 7-8 minutes group discussion
Visuals:
• No visual equipment provided
• PowerPoint is discouraged
• Handouts are encouraged
#IPRRC17

5. Social Scene
Be sure to use the hashtag #IPRRC17 for tweets, posts,
photos, and videos during the conference.
Connect with IPRRC for year-round updates via
Facebook (facebook.com/iprrc) & Twitter
@IPRRC
IPRRC hosts two poolside socials (March 6 & March 8)
that allow new friendships and collaborations to arise.
The IPRRC socials also offer the opportunity to continue
research discussions beyond initial roundtable
presentations.
#IPRRC17

6. Friendly Faces for First-Timers
New to IPRRC? Because it has been IPRRC’s mission to limit
attendance in order to facilitate interaction, you’ll find that many attendees
already know one another. Attendees often make it a point to attend IPRRC
year-after-year in order to stay in-touch with colleagues and friends!
We hope you will connect with us and our Board of
Directors/Research Advisory Committee Members during your time in
Miami (http://iprrc.org/board.php).
Dr. Don W. Stacks
University of Miami
Zongchao “Cathy” Li
University of Miami
Michelle Drifka Hinson
Nue Medical Consulting
@DonStacks
@ZCathyLi
@MichelleHinson
Executive Director
Conference Coordinator
Director
#IPRRC17
Dr. Melissa Dodd
University of Central
Florida
@MellyDodd
Social Media Director

7. Overview: Conference Schedule
Wednesday, March 5
• 4:00 – 6:00 p.m.: Conference Registration (Holiday Inn Hotel Lobby)
Thursday, March 6
• 8:10-8:30 a.m.: Opening Session, Dr. Don W. Stacks, Conference Chair
• 8:30 a.m. – 5:15 p.m.: Paper Presentations
• 6:00 – 8:00 p.m. Opening Poolside Social
Friday, March 7
• 8:30 a.m. – 5:15 p.m.: Paper Presentations
Saturday, March 8
• 8:30 a.m. – 5:15 p.m.: Paper Presentations
• 1:00 – 1:30 p.m.: Awards Ceremony
• 6:00 – 8:00 p.m. Closing Poolside Social
ADJOURNEMENT UNTIL 2015
#IPRRC17

8. Thursday, March 6

9. Thursday, March 6
8:30 – 9:30 AM
1
Resource-based Public Relations Efforts for University Reputation
from an Agenda-Building and Agenda-Setting Perspective
YoungAh Lee, Wayne Wanta, & Hyunmin
Lee
2
Reputation management of four African countries in the United
States: Effects of Direct and Indirect Experiences
Dane M. Kiambi
3
Do you Twust Me? -- Measuring the Impact of Social Media on
Trust and Credibility
Katie Delahaye Paine
4
Is Awareness Bullsh*t?: A Case-Study of Reactions to Childhood
Cancer Awareness Month
Myleea Hill & Marceline Hayes
5
Corporate Social Responsibility:
Perceptions and practices among SMEs in Colombia
Nathaly Aya Pastrana & Krishnamurthy
Sriramesh
6
Public diplomacy efforts with diaspora communities in the U.S.:
Perceptions of Latino diaspora community members
Vanessa Bravo
#IPRRC17

10. Thursday, March 6
9: 45 – 10:45 AM
1
The Role of Public Relations in Social Capital and Democratic
Engagement
Weiwu Zhang & Alan Abitbol
2
From #mcdonaldsfail to #dominossucks:
An analysis of Instagram images about the 10 largest fast food
companies
Jeanine Guidry, Marcus Messner, Yan
Jin, & Vivian Medina-Messner
3
Perceptions of Public Relations Graduates
Concerning Public Relations Degrees and Positions
John Forde, Gemma Puglisi, Brad
Rawlins, Kenneth Plowman, Bill Farrar, &
Judy VanSlyke Turk
4
Banning Lifestyle Propaganda: Public Relations, Crisis
Communication and Activism in the Wake of the Russian
Homosexual Propaganda Ban
Laura A. Mitchell & Denise P. Ferguson
5
Outline of a General Theory of Intermediaries
Finn Frandsen & Winni Johansen
6
Introducing Cross Impact Analysis as a Methodology to
Understand Stakeholders’ Reciprocal Influences
Simone Mariconda & Francesco Lurati
#IPRRC17

11. Thursday, March 6
11:00 AM – 12 PM
1
A Nine-Year Longitudinal Analysis Tracking and Measuring
Social and Emerging Media Use in Public Relations Practice
Donald K. Wright & Michelle Drifka
Hinson
2
A PR ‘Meta-Strategy’ Based on an Examination of ‘Transparency,’
‘Pseudo-Transparency,’ ‘Authenticity’ and ‘Trust’
Marina Vujnovic & Dean Kruckeberg
3
An Assessment of the Situational Factors in Promoting Public
Health Communication:
A Triangulation Design
Juan Meng, Po-Lin Pan, & Bryan H.
Reber
4
Responding to Negative Celebrity Endorser Publicity: The Case of
Nike
Osenkor Gogo
5
Does Ethics Matter? An Analysis of How Corporate Social
Responsibility Efforts on Facebook Affect Stakeholder Perceptions
and Intended Behavior
Marcia W. DiStaso & Tina McCorkindale
6
Understanding Public Interest Communication: What It Does and
How It Does It
Maria De Moya
#IPRRC17

12. Thursday, March 6
1:45 – 2:45 PM
1
Seeing Through the Golden Arches: Transparency in the Digital
Age
Prisca S. Ngondo & Clay Craig
2
Types of Media Relations Activities and their Effects
Makiko KAWAKITA & Yusuke IBUKI
3
Cultural Discrepancies in Online Dialogue: A Case Study Of
Starbucks’s Use of Facebook in the US, Canada, and Southeast
Asia.
Roxana Maiorescu
4
Every package we deliver also carries hope: Yamato Holdings’
post-quake rescue efforts
Koichi Yamamura
5
More than just a gut check: Evaluating ethical decision making in
public relations
Katie R. Place
6
Publicity Under Siege: A Critical Comparison and Analysis of
Content Marketing, Brand Journalism, Native Advertising and
User-Generated Content
As Challenges to Professional Practice and Transparency
Kirk Hallahan
#IPRRC17

13. Thursday, March 6
3:00 – 4:00 PM
1
Event Planning as Connection, Collaboration, and Community
Building
Ann D. Jabro
2
Public Relations Practitioners’ Motivations for Self-Employment:
Testing a Predictive Model
Ania Izabela Rynarzewska & Jay Rayburn
3
“Who Says What, in Which Channels” in Public
RelationsExtension of the Situational Theory of Problem Solving
(STOPS) in Terms of Multiple Channels
Myoung-Gi Chon
4
The Syrian Civil War Crisis Analysis: Contingency Factors Displayed
on the Press vs. Public Opinion Displayed on Twitter
Ella Jennings, Namra Farooq, & Ryan
Shamy
5
Corporate Communications from the CEO’s perspective:
Experiences and expectations of top executives in Germany
Ansgar Zerfass & Muschda Sherzada
6
Taming the Lions and the Lies:Penn State’s Crisis Response
Strategies and What Trustees Need to Learn From Them
Sally A. Chynoweth & Debbie A. Davis
#IPRRC17

14. Thursday, March 6
4:15 – 5:15 PM
1
Risk Communication and Local Emergency Planning Committees
(LEPCs): Longitudinal Analysis of Emergency Response Awareness
and Practices
Robert L. Heath, Jaesub Lee, & Michael
J. Palenchar
2
Under what specific situation is a transparent statement
necessary? The Interplay between Preemptive Disclosure, Timing
of Disclosure, and Image Repair Tactics in Food Recall Crisis
Bokyung Kim & Seoyeon Hong
3
Embracing Advocates and Influencers: Practices of the Top Social
Media Brands
Kelli S. Burns
4
Stakeholder Engagement on YouTube:
Corporate Use of Video to Introduce and Explain CSR and
Sustainability Reports
Denise Bortree & Melanie Formentin
5
The Effect of the Attacker’s Reputation on Reputation Attacks As a
Function of Organization Transparency
Anli Xiao
6
Untangling the Relationship Between Public Relations and
Corporate Social Responsibility (CSR): A Best Practices Perspective
of PR Goals and the Use of CSR Initiatives
Holley Reeves
#IPRRC17

15. Friday, March 7

16. Friday, March 7
8:30 – 9:30 AM
1
How Health Nonprofits are Using LinkedIn for Issue Management
and Dialogic Communication: A Narrative Analysis
Yue Zheng
2
Towards an emic understanding of labor retention—A culturecentered approach to measurement development in the context
of manufacturing labor in China
Zhuo Ban
3
Assessing and Improving Employee Communication for a Polish
Manufacturer: Channels Categories and Structures
Alan R. Freitag & Jacek Trébecki
4
Public Relations Efforts in Social Media: An Examination of
Corporate Partner’s Social Media Responses to a Partnership
Charity in Crisis
Christina Cameron & Michael Mitrook
5
Relationship Cultivation through Social Media: An Analysis on
Relational Use and Adoption of Social Media amongst Colombian
Top 100 Companies
Jennie B. Pena
6
Corporate Responsibility in Postcommunist Eastern Europe
Sorin Nastasia
#IPRRC17

17. Friday, March 7
9: 45 – 10:45 AM
1
A Social Capital Model of Public Relations: Development and
Validation of a Social Capital Measure
Melissa D. Dodd
2
Dealing with Subsequent Crisis Response: An Evaluation of
Transparency in Government Response to the New Jersey
Boardwalk Fire
Mimi Wiggins Perreault & Anli Xiao
3
What and How to Communicate for Effective CSR Communication:
Predictors to Evaluate Effective CSR Communication
Sora Kim & Mary Ann T. Ferguson
4
Communicating in the heat of chaos: A study of the stages in the
life cycle of a crisis in the media
Tulika M. Varma
5
Strategic Ambiguity in Crisis: Fracking Information Designed to
Educate or Deceive?
Kristi S. Gilmore & Sun Young Lee
6
The influence of crisis response strategy on perceived
organizational transparency
Ginny Chadwick
#IPRRC17

18. Friday, March 7
11:00 AM – 12 PM
1
Capturing potential contribution of public relations to
organizational success: An approach to evaluation of consistency
in corporate messages
Hinako Suda & Junichiro Miyabe
2
Examining Facebook Message Strategies during a Crisis Situation.
A Case Study of Susan G. Komen’s Announcement to Defund
Planned Parenthood
Alan Abitbol
3
Corporate Tweets: Social or Parasocial Interaction
W. Timothy Coombs & Sherry J. Holladay
4
Community Building and Relationship Maintenance Strategies: A
Case Study of the Downtown Revitalization of Goshen, Indiana
Grace Bonewitz & Minjeong Kang
5
A Comparison of Employment and Income to Economic Indicators
Between 2007-2012: Is Public Relations Recession Proof?
Vincent Hazleton & Morgan A. Hayes
6
The Influences of Transparency on Risk Perception in Regard to
Nuclear Energy
Lindsey J. DiTirro
#IPRRC17

19. Friday, March 7
1:45 – 2:45 PM
1
Why Does Social Media Engagement Matter? Perceptual,
Attitudinal, and Behavioral Outcomes of Organization–Public
Engagement on Social Networking Sites
Linjuan Rita Men & Wanhsiu Sunny Tsai
2
Cultivating Relationships through a Mobile Website: The
Importance of Modality Interactivity and Message Interactivity
Xue Dou & S. Shyam Sundar
3
The Pathways of Successful Entrepreneurial Women in Public
Relations: Ethical Challenges and Modes of Practice
Emma L. Daugherty
4
Building a Global Brand Identity: Analysing the PR Campaigns of
Turkish Airlines
Bahtiyar Ahu ERDOĞDU & Ahmet Gökçe
ASLANER
5
Google’s crises: The role of culture in stakeholders’ perceptions of
crisis responses
Roxana Maiorescu & Andrew P. Williams
6
Agenda-building in corporate social responsibility: Analyzing
influence in corporate crisis
Young Eun Park & Sung-Un Yang
#IPRRC17

20. Friday, March 7
3:00 – 4:00 PM
1
Telling the Untold Management: Transparent Leadership in Small
Businesses
HyungJin Gill
2
To Entertain or to Enlighten, that is the Question: How
Institutional Ideals Resonate with Stakeholders in the Social
Sphere
Pamela Brubaker & Robert Wakefield
3
Cross-national ongoing crisis communication on social media: A
comparative analysis of Twitter regarding Asiana Airlines crash
crisis in South Korea and the U.S.
Young Kim, Myung-Gi Chon, & Eunjin
(ANNA) Kim
4
An Explorative Investigation of Consumer Empowerment in a New
Media Age
Zongchao Li
5
How nonprofits engage stakeholders: An analysis of the top 100
nonprofits on Facebook
Hilary Fussell-Sisco, Tina McCorkindale,
& Marcia W. DiStaso
6
Implications of Message Delivery Strategies on Sexual Assault
Prevention Bystander Intervention Training
Cate Cook, Jeannie Groeneveld, & Mark
Walton
#IPRRC17

21. Friday, March 7
4:15 – 5:15 PM
1
Exploring the Typology of Organizations’ Social Media Usage
Eun Go & Kyung Han You
2
Does Green Strategic Communication Help During Environmental
Crises?: The Influence of Personal Involvement and Crisis History
on Company Evaluations
Matthew S. VanDyke & Zijian Gong
3
Why Won’t You “Like” US? : An Analysis of University-Student
Relationship Cultivation on Facebook Fan Page Engagement
Yi Grace Ji, Jiangmeng Helen Liu, &
Randall Martinez
4
Integrating Public Relations
into Corporate Diplomacy: Application of the Relationship
Principles
Laishan Tam & Soojin Kim
5
Assessing the Reliability Metrics Proposed as Standards for
Traditional Media Analysis – Phase Two
Marianne Eisenmann, Julie O’Neil, &
David Geddes
6
A Meta-Analysis of Effects of Attributed Responsibilities And
Match of Response Strategies with Crisis Types on Organizations’
Reputation
Liang Lindsay Ma & Mengqi Zhan
#IPRRC17

22. Saturday, March 8

23. Saturday, March 8
8:30 – 9:30 AM
1
Exploring media practices in Vietnam: How to get public relations
practices right?
Tham Nguyen
2
Campus health inhibitors may harm the college/student
relationship: A relationship management case study
Cheryl Ann Lambert
3
Examining the Effects of Gender and Response Strategy in Social
Media Crisis Communication: Evidence from China
Zifei Chen
4
They Want to ‘Have It All’: A Survey of PRSSA Students’ Career
Aspirations
Hongmei Shen & Hua Jiang
5
Global Brands and Message Content: The Use of Images in Social
Media
Pamela Brubaker & Matthew Curtis
6
CSR dialogue on social media platforms: An analysis of CSR tweets
Lina M. Gomez, Lucely Vargas-Preciado,
Ramiro Cea-Moure, & Ismail Adelopo
#IPRRC17

24. Saturday, March 8
9: 45 – 10:45 AM
1
The Role of Media Selection in Predicting Trust: Evidence from the
Global Trust Study
Alan VanderMolen, Michael Cacciatore,
Juan Meng, & Bryan H. Reber
2
Understanding Publics’ Perception in Crisis Communication: A
Public-based Approach to Crisis Communication through
Situational Perceptual Variables and Third-Person Perceptions
Young Kim
3
Practitioners’ Picturing Public Relations: Photovoice, Creativity,
and Passion
Amanda Kennedy
4
Corporate Social Responsibility (CSR) Communication: Intermedia
Agenda Setting Effects between News Releases and Press
Coverage
Laishan Tam
5
Confessions of an Angry Employee: Making a Case for Internal
Public Engagement through a Content Analysis of Employees’
Anonymous Posts on Facebook
Arunima Krishna
6
“Consistent Experiences for All”: The End of Guest Assistance
Cards for Individuals with Disabilities at Disney Parks
Jessica E. Wendorf & Randall Martinez
#IPRRC17

25. Saturday, March 8
11:00 AM – 12 PM
1
Tweeting for your Second Amendment rights: A content analysis
of how the NRA uses Twitter to serve its members and target its
opponents
John Brummette, Lynn M. Zoch, Nara
Cavalcanti, & Sheena Palmer
2
Transforming the Employee for Corporate Strategic Orientation:
A Theoretical Look at Transformational Leadership, Employee
Professionalism, Scouting, and Microboundary Spanning
Christi Larimer Eden & Soo Hyun Park
3
#socialmedia's #impact on #fortune500companies
Cong Li, Don Stacks, Yi Grace Ji, &
Jiangmeng Helen Liu
4
The rise of the in-house agency: Trends and best practices for
leveraging effective internal-external agency relationships.
Dustin W. Supa & Matt Kelly
5
Testing Immediate Effects of OPR Cultivation Strategies
Nicole Lee
6
“Is that LinkedIn Account Mine or Yours?”: An Analysis of Social
Media Ownership Struggles Between Organizations and Individual
Creators
Cayce Myers
#IPRRC17

26. Saturday, March 8
1:45 – 2:45 PM
1
An analysis of undergraduate public relations education and the
prioritization of skills and industry knowledge for new hires in an
integrated communications world
Michele Ewing
2
Hostile Internet Communities and Organization-Public
Relationships
Clark Carpenter & Staci Reidinger
3
The Rules of Engagement: How Donor Identification Relates to
Donation Intention
Bey-Ling Sha & David M. Dozier
4
Building online communities after crises: Two case studies
Melissa L. Janoske
5
Repairing image of nuclear power after the Fukushima accident
Tsuyoshi Oshita
6
Improving Grease Disposal among Latino Populations in North
Carolina: A Public Relations Case Study
Alan R. Freitag, Robin Rothberg, & Sayde
Brais
#IPRRC17

27. Saturday, March 8
3:00 – 4:00 PM
1
Gift-Giving Culture in Vietnam and How It May Affect Media
Transparency
Katerina Tsetsura & Tham Nguyen
2
Emotional tweeting: Using Twitter as a means of coping with
uncontrollable crises
John Brummette & Hilary Fussell Sisco
3
Using Appreciative Inquiry Research to Build Community During
Culture Change
Shirley Serini
4
Rumor Selection and Transmission:
Applying the Situational Theory of Problem Solving
Hyegyu Lee & Jeong-Nam Kim
5
The Evolution of the Congressional Press Secretary…
As Public Relations Practitioner?
Edward J. Downes
6
Susan G. Komen and Planned Parenthood: The Cost of NOT
Understanding the Connections Between Cultural Values and
Brand Values for Nonprofit Organizations
Christine M. Willingham
#IPRRC17

28. Saturday, March 8
4:15 – 5:15 PM
1
Citizens United Against Corporate Political Behavior?
Understanding the Role of Social Advocacy in Influencing Public
Perceptions and Corporate Political Public Relations Goals
Heather LaMarre
2
Employees as CSR advocates: The role of skepticism
Georgiana Grigore, Anastasios
Theofilou, & Tom Watson
3
When the World is Watching:A Case Study of the Olympics as a
Venue for Soft Power Diplomacy and Crisis Communication
Kelly Vibber & Arunima Krishna
4
Alumni Commitment, Social Media, and Organization-Public
Relationships: A Study of the University of South Carolina’s No
Limits Campaign
Diana C. Sisson
5
A “Corporate Social Advocacy” Approach to Gun Control, Firearms
Violence: Attitudes Underlying Consumer Purchase Intentions
and Policy Recommendations
Melissa D. Dodd & Dustin W. Supa
6
Green Social Movements and Government Public Relations Efforts
in Turkey
Gülşah Aydın & Duygu Aydın Aslaner
#IPRRC17

29. Corporate Sponsors
Please join us in giving heartfelt thanks to our generous sponsors, many of whom
will have representatives in attendance!

30. Award Sponsors
Please join us in giving heartfelt thanks to our generous sponsors, many of whom
will have representatives in attendance!