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August 9-12, 2000 | Phoenix

Annual Meeting of the AEJMC
Public Relations Division

Division events take place at the Hyatt Regency Phoenix and the Crowne Plaza Downtown-City Center, except for Friday's off-site division luncheon.

Tuesday | Wednesday | Thursday | Friday | Saturday

Pre-Convention | Top Research Papers
| Top Teaching Papers | Scholar-to-Scholar Session | Division Business Meeting | Division Awards Luncheon | Top Student Papers | Deutschmann Award Panel

Tuesday, August 8
Pre-convention

Co-sponsor: Minorities & Communication

Chair: Pamela G. Bourland-Davis

Two panels highlight what practitioners want from research (IABC Report), the status of PR research, and critical issues in securing minority & ethnic opinion. Panel discussions will be followed by three 20-minute roundtable discussion sessions on specialized research issues. Seating is limited to 125. Register for workshop on AEJMC registration form.

Panel: Practitioner & Academic Views on the State of PR Research

Glen Cameron, University of Missouri
Linda Hon, University of Florida
David Kistle, International Association of Business Communicators
Dean Kruckeberg, University of Northern Iowa
Don Stacks, University of Miami

Panel: Minority and Ethnic Voices in Research

Donald Panther-Yates, Georgia Southern University
Gonzalo Soruco, University of Miami
Candace White, University of Tennessee
Gail Baker Woods

Roundtable Discussion Leaders:

"Publics Research Software," Glen Cameron, Missouri School of Journalism, and Vince Benigni, College of Charleston

"Recognizing Intragroup Differences in PR Research and Planning," Meta Carstarphen, University of North Texas

"Teaching the Research Course," Barbara DeSanto, Oklahoma State University

"WWW.Com/Evaluation," Lou Falk, Youngstown State University

"Data Mining," Elaine Ralls, HMI Direct, and Dan McCrobie, Predator Research

"On-line Research," Maria Len Rios, University of Missouri, and Steven Ross, Columbia University (two tables)

"Tips on Field and Survey Research for Special Populations," Diana Rios, University of Connecticut

Wednesday, August 9

8:15 a.m.
The Profession of Public Relations
Research Papers

Chair: Carol Oukrop, Kansas State University

"Do PR Practitioners Have a PR Problem?: The Effect of Associating a Source with the Public Relations and Client-Negative News on Audience Perception of Credibility," Coy Callison, Ph.D. Candidate, University of Alabama

"A National Survey of Public Relations Internship Programs at Mass Communication Programs Accredited by ACEJMC," Janice Davis, MS Candidate, Arizona State University, and Mary-Lou Galician, Arizona State University

"Determining Message Objectives: An Analysis of Public Relations Strategy Use In Press Releases," Kelly Garnette Page, Ph.D. Candidate, University of Florida

"Loyalty in Public Relations: When is it Raw Material for Virtue and When is it Raw Material for Some Vices?" Kevin Stoker, Brigham Young University, and Curtis Carter, Manager of Public Relations (retired), Georgia-Pacific Corporation, Brunswick, GA

"Talk the Talk, Walk the Walk: Advancing Measurement in Public Relations," Yuhmiin Chang, Ph.D. Candidate, University of Missouri; Fritz Cropp, University of Missouri; and Glen T. Cameron, University of Missouri

9:45 a.m.
Service Learning in the New Millennium

Co-sponsor: Community College Journalism Association

Chair: Steve Ames

Placing students in volunteer positions with non-profit organizations can be just one way to meet course objectives. Instead of spending class time talking about the kinds of things they need to know, students work side by side with professionals and get first-hand experience and knowledge.

Panelists:
Charles Lubbers, Kansas State University
Carroll Ferguson Nardone, El Paso
Gary Morgan, Oxnard
Laurie Wilson, Brigham Young University

11:30 a.m.
Top Faculty PR Research Papers

Chair: Ken Plowman, San Jose State University

Panelists:

"Private Issues and Public Policy: Locating the Corporate Agenda in Agenda- Setting Theory," Bruce K. Berger, University of Alabama

"Making Health Communications Meaningful for Women: Factors that Influence Involvement and the Situational Theory of Publics," Linda Aldoory, University of Maryland

"Public Relations Roles and Media Choice," Tom Kelleher, University of Hawaii

Discussant: Linda Hon, University of Florida

12 noon-5 p.m.
AEJMC Exhibit Hours

1 p.m.
Prying Eyes: Data Mining and Consumer Privacy

Co-sponsor: Council of Affiliates

Chair: William Thompson, University of Louisville

Tracking consumer behavior through caller-ID technology, website hits and UPC codes has given practitioners tremendous new capacity to allow audiences to segment themselves into tightly targeted sub-segments. This session explores the rapid new advances in developing behavior-driven segmentation with an overview of privacy concerns that have been developed because of the new technology.

Panelists:

"The Shrinking Sphere of Privacy," Clay Calvert, Pennsylvania State University

"The Nuts and Bolts of Database Management A Statistical Overview," Dan McCrobie, vice president of research, Predator Research, Phoenix

"Defining Marketing Success through Data Mining: The Advertising Response Tracking System (ARTS)," Elaine Ralls, president, HMI Direct, Tempe, Arizona

4:15 p.m.
Public Relations on a Two-way Street

Co-sponsor: Communication Technology & Policy

Chair: Sally McMillan, University of Tennessee

This panel will update practitioners on cyber relations and managing cyber crises. Dissatisfied customers and disgruntled employees are finding forums in cyber space to lodge complaints that may garner far more attention than justified because of the medium. Public relations practitioners and other organizational representatives are increasinlgy finding a need to develop strategies to monitor this new form of hate speech/hate mail and/or sabotage as a continuing crisis management technique.

Panelists:

"Walking the Talk," Alice Price, Visitalk.com

"Building the Service Station," Valerie Smuckler, PR Newswire

"Mapping the Way," Candace White, University of Tennessee

6 p.m.
Census 2000: Target Marketing

Co-sponsor: Minorities and Communication

Chair: Bey-Ling Sha, Public Affairs Specialist, U.S. Census Bureau

Census 2000 is the first to use paid advertising and the first to permit multi-race identification. Special attention was paid to researching traditionally undercounted groups, resulting in a paid advertising campaign targeted at minority populations and the implementation of a language program publishing the census forms in six languages and questionnaire assistance guides in 49 languages. Additionally, the panel will highlight online promotion and how to access and use census bureau data in research.

Panelists:

LaVerne V. Collins, Assistant Director for Communications, U.S. Census Bureau
Kendall Oliphant, Chief, Advertising Branch, U.S. Census Bureau
Harry Amana, University of North Carolina, Chapel Hill

7:45 p.m.
AEJMC Keynote Session
Followed by Opening Gala,
"Grand '00 Time"

Thursday, August 10

Public Relations Research Participants:

"Comparative Approaches to Segmenting Publics in Agricultural Information Campaigns," Robin Shepard, University of Wisconsin

"Advertising and the News: Does Advertising Campaign Information in News Stories Improve the Memory of Subsequent Advertisements?" Hyun Seung Jin, Ph.D. Candidate, University of North Carolina

"Viva la Vacation: An Examination of Personal Values, Information Sources and Pleasure Travel Planning," Lisa Fall, University of Tennessee

"Integrated Relationship Management' as a Reforming Paradigm of Thai Corporations during the Post-Crisis: The Case Study and the [Re]construction of Social Values," Peeraya Hanpongpand, Ph.D. Candidate, University of Iowa

"An Exploration of Integration of the Public Relations Function in International Business Operations," Juan Molleda, Ph.D. Candidate, University of South Carolina

12 noon
PR Division's Outgoing Executive Board Meeting

Chair: Barbara DeSanto

1 p.m. Leveling the Field: Disenfranchised Groups Using PR and Advertising

Co-sponsor: Media and Disability

Chair: Christopher Spicer, Pacific Lutheran University

In a field too often dominated by corporate communication interests, too little attention has been paid to the ways that groups outside the dominant coalition work their way into public debates through the equalizing power of communication. This panel will show some powerful examples of the ways that innovation is brought into society by smaller groups which harness public relations and advertising to break into policy debates.

Panelists:

"The Postmodern Public Relations Practitioner as Organizational Activist," Derina R. Holtzhausen, University of South Florida

"The Stories of The People' through Media: Challenges of American Indians with Disabilities," Priscilla Lansing Sanderson, Project Director, American Indian Rehabilitation Research and Training Center, Flagstaff, Arizona

"Searching for Disconsensus: A Case History of Public Relations in a Labor Action," William Thompson, University of Louisville

2:45 p.m.
New Technology and Health Public Relations Research Papers

Chair: Zeny Panol, Southwest Texas State University

Panelists:

"Check out Our Web Site at ...: The Public Relations Content Characteristics of Fortune 500 Companies," Debashis (Deb) Aikat, University of North Carolina

"Use of World Wide Web Sites as Marketing and Promotion Tools: A Pilot Study of University of Journalism/Mass Communication Programs in Texas," Douglas J. Swanson, University of Wisconsin

"Employee Communications and Community: An Exploratory Study," Andi Stein, California State University - Fullerton

"Examining Factors that Influence Pharmacists' Willingness to Participate in a National Health Campaign," Cynthia Coleman-Sillars, Georgia State University

"Effects of Perceived Self-Efficacy in Moderate Drinkers' Intentions to Prevent Drunk Driving," Ronald B. Anderson, University of Texas, and Alex Wang, University of Texas

Discussant: Laurie Wilson, Brigham Young University

4 p.m.
Teaching Ethics as a Part of Public Relations Management

Co-sponsor: Council of Affiliates

Chair: Nancy Green, Vice President for Communication, Georgia G.L.O.B.E.

With the globalization of public relations has come the need to integrate ethics into all management considerations because norms of ethical behavior are often culture-bound. However, at the management level, ethics is often treated as a special consideration, not part of the day-to-day business operation that it must be. Discussing how to integrate ethics at these levels will prepare students for the pressure and pragmatism of day-to-day management decisions.

Panelists:

"Codes for Institutional as well as Individual Performance," Dean Kruckeberg, University of Northern Iowa

"Mission and Vision Statements and the Corporate Culture," Doug Newsom, Texas Christian University

"International Ethics for Transnational Organizations," Judy VanSlyke Turk, Zayed University, Dubai, UAE

"Ethics in a Crisis," Carole Gorney, Lehigh University

6:15 p.m.
Diffusion Research Worldwide in the 20th Century: Where Will it Lead us in the 21st Century? In Honor of Dr. Everett M. Rogers

Co-sponsor: International

Chair: Sandy Rao, Southwest Texas State University

Diffusion of Innovations by Dr. Everett M. Rogers has made a deep impact on students, scholars and the general public. In honor of Dr. Rogers, panelists will speak about diffusion research from such perspectives as development communication and new communication technologies.

Panelists:

"Everett M. Rogers and the Diffusion Theory: A Biographical Narrative," Arvind Singhal, Ohio University

"Application and Relevance of the Diffusion Theory in Developing Countries," S. Melkote, Bowling Green State University

"When in Rome... or Manchester or Orebro: Diffusion through Cultural Eyes," Barbara DeSanto, Oklahoma State University

"Diffusion of News," Walter Gantz, Indiana University

"New Technologies and the Diffusion Theory in the 21st Century," Everett M. Rogers, University of New Mexico

9:45 p.m.
Public Relations Division Business Meeting

Chair: Barbara DeSanto

Friday, August 11

8:30 a.m.
Lockdown on Learning: Public Relations and Media Response to School Violence

Co-sponsor: Community College Journalism Association

Chair: Richard Long, Brigham Young University

One of the most pressing social issues of the day is school violence. The past three years have been perhaps the bloodiest of America's educational history. The causes are many, and there are corollary issues around adolescent mental health and development, treatment by peers and so on. Moreover, the role of news media in school violence incidents is a two-edged sword. Reporters and editors have an obligation to cover legitimate news events. On the other hand, school officials, parents and law enforcement agencies often feel the news media aggravate situations with the focus on hysteria and body counts.

Panelists:

Paul Holmes, Reporter, The Jonesboro (AR) Sun
Napoleon Johnson, Houston Community College System
Rosemary Pryor, Communications and Intergovernmental Relations Director, City of Springfield (OR)
Andi Stein, California State University, Fullerton

10 a.m.- 5 p.m
AEJMC Exhibit Hours

12 noon
Division Awards Sponsored Luncheon
Off-Site Location: Mexican Food and Steak House, 125 East Adams (Across from Hyatt)
Speaker: Gabriel Guerra<
Sponsor: Edelman International

Reservations Seating is limited to 80. Make your reservations by e-mailing: Bill Adams or Pam Bourland-Davis.

2:45 p.m.
Top Teaching Papers

Chair: Shannon Bowen, Auburn University

"Avoiding the Pitfalls of Service-Learning Programs in Public Relations Courses," Annette M. Taylor, University of Dayton

"Using Private Consulting as a Teaching Tool," Candace White, University of Tennessee

"The Internet and Public Relations Curricula: Fitting a Jet Engine to a Horse-drawn Carriage," Karla K. Gower & Jung-Yui Cho, University of Alabama

"Preparing Public Relations and Advertising Students for the 21st Century: A Case Study," Robert A. Carroll, University of Southern Indiana

Discussant: Elizabeth L. Toth, Syracuse University

4:30 p.m.
Student Assessment: Academic and Marketplace Perspectives

Co-sponsor: Advertising

Chair: Jim Avery, University of Oklahoma

With more universities responding to accountability questions by mandating assessment of student outcomes, panelists will address current issues in formal assessment programs. Adding to the academic evaluation of education will be marketplace perspectives, both corporate and agency, of student preparation for the field.

Bill Adams, Florida International University
Tom Elfe, Senior Account Executive, Publicis & Hal Riney
Mike Smith, Senior Vice-President of Marketing, America West Airlines
Gay Wakefield, Texas Christian University

6:15 p.m.
Managing Resources and Recreationists: Issues Facing the Grand Canyon

Co-sponsor: Science Communication Interest Group

Chair: Julia B. Corbett, University of Utah

The Grand Canyon is a rare and biologically fragile ecosystem of the West. Few would argue the significance of this natural wonder. However, its importance to native culture, its fragility as an ecosystem and its inherent management challenges are less widely understood by media professionals and the public at large. This panel will investigate ways to communicate effectively about these issues to media professionals and the public.

Panelists:

Geoffrey Barnard, President, Grand Canyon Trust, Flagstaff
Pam Foti, Associate Profess or Parks and Recreation Management, Northern Arizona University
Silvia Palmer, Environmental Technician, Hualapai Tribe
Mark Shaffer, Senior Reporter, Arizona Republic, Phoenix
Margee Hench, Communication Specialist, Grand Canyon National Park
Kandice Salomone, Assistant Director Strategic Planning & Institutional Research, University of Rhode Island

8:30-10:30 p.m.
AEJMC Heard Museum Gala
Limited to $600; $5 per person - see AEJMC registration form.

Saturday, August 12

1 p.m.
Top Student Research Papers

Chair: Patricia Curtin, University of North Carolina

Presenters:

"Mythic Battles: Examining the Lawyer-Public Relations Counselor Dynamic," Bryan Reber, Ph.D. Candidate, University of Missouri; Fritz Cropp, University of Missouri; and Glen T. Cameron, University of Missouri

"Using Grunig's PR Models to Evaluate Strategic Philanthropy: An Exploratory Study," Joel Andren, MA Student, Washington State University

"Ego Involvement and Practitioners' Attitudes toward Integrated Marketing Communication," Amanada Jones, University of Northern Iowa, and Amy Sanders, Senior Communication Major, University of Northern Iowa

Discussant: Dean Kruckeberg, University of Northern Iowa

2:45-4:15 p.m.
Deutschmann Panel Honoring
James E. Grunig

9 p.m.
Free Celebration
Golden Oldies Dance