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Day-by-Day Schedule for All Convention Activities (.pdf format)

August 7-10, 2002 | Miami Beach

Annual Meeting of the AEJMC
Public Relations Division

All division events take place at the Fountainebleau Hilton Towers and Resort, except Friday's PRD Awards Luncheon (Harry's Cafe, Eden Roc Hotel, adjacent to the Fountainebleau).

Tuesday, August 6

1-6:30 p.m.
Pre-Conference

There is a pressing need between the academic and professional fields of public relations to integrate research between the two and maximize its usefulness. As the saying goes, "There is nothing so practical as a good theory," meaning that, if an academic theory has stood the test of time, critique and evaluation, then it is practical. This pre-conference workshop is an attempt to ensure that this integration of practice and theory in research happens.

Presiding:
Louis K. Falk, Youngstown State University

Panel #1
"Mentoring Graduate Students into a Research Agenda"

Moderator:
Louis K. Falk, Youngstown State University

Panelists:
Pamela Bourland-Davis, Georgia Southern University
Dean Kruckeberg, University of Northern Iowa
Richard Alan Nelson, Louisiana State University
Doug Newsom, Texas Christian University

Panel #2
"They Should Know What We Know, and We Should Know What They Know: Bridging the Gap Between the Outside Professional World and Our Classrooms"

Moderator:
Bill Adams, Florida International University

Panelists:
Don Stacks, University of Miami
Kathleen Kelly, University of Loiusiana-Lafayette
Rob Doughty, Vice President of Public Relations, Burger King, Miami
Janet Maizner, Manager, Miami Office, Edelman Worldwide

Roundtable Discussion Groups

Roundtable Discussion Group #1
"Types of Research and Assessment"
Charles Lubbers
Kansas State University

Roundtable Discussion Group #2
"Research Funding/ How to Get Involved/ Augmenting Summer Pay/ Obtaining Data Sets"
Fritz Cropp
University of Missouri

Roundtable Discussion Group #3
"Communication Audits"
Bonnie Riechert
University of Tennessee

Roundtable Discussion Group #4
"How to Write for Professional Trade Publications and How They Are Used by the Professional"
Alison Stateman, PRSA

Roundtable Discussion Group #5
"Statistical Issues/ Human Subjects Legalities"
Don Stacks, University of Miami

Roundtable Discussion Group #6
"Post-modernism Research Tactics"
Derina Holtzhausen, University of South Florida

Roundtable Discussion Group #7
"Getting Published"
Richard Alan Nelson, Louisiana State University

Roundtable Discussion Group #8
"Teaching and Publishing: Getting Them Both Done"
Daradirek "Gee" Ekachai, Marquette University

Roundtable Discussion Group #9
"Consumer Behavior Research"
Lisa Fall, University of Tennessee-Knoxville

Panel #3 "The ABCs of AEJMC"

Do you want to learn how to showcase yourself and capitalize on all of the wonderful networking opportunities offered by AEJMC's national conference? In sum, do you want to get the most out of the conference? This panel provides the ABC's of maximizing your AEJMC experience.

And don't forget to participate in the PRD Buddy Program. Experienced faculty and first-time convention attendees should contact Carolina Acosta-Alzuru (cacosta@arches.uga.edu) to be paired so that newcomers can get introductions and answers to their questions.

Moderator:
Carolina Acosta-Alzuru,
University of Georgia

Faculty Panelists:
Juan Carlos Molleda, University of Florida
Pamela Bourland-Davis, Georgia Southern University
Patricia Curtin, University of North Carolina-Chapel Hill

Student Panelists:
Cassandra Imfeld Gajkowski, University of North Carolina-Chapel Hill
Maria E. Len-Rios, University of Missouri

Wednesday, August 7

Presiding:
Brigitta Brunner, University of Northern Iowa

Presenters: "A Content Analysis of the Journal of Public Relations Research and Public Relations Review, 1989-2001"
Tina Carroll, University of Miami

"Crisis Public Relations: A Study of Leadership, Culture, Demand and Delivery"
Terence Flynn, Syracuse University

"Corporate Reputation as a New Media Agenda Item: Attribute Agenda-Setting and Business News Coverage"
Craig E. Carroll, University of Texas-Austin

"Distilling Grunig's Situational Theory: A Case Study" Hsiang-Hui Wang, Syracuse University

Discussant:
Teresa Mastin, Middle Tennessee State University

10-11:30 a.m. PR&R
(PR/Magazine Divisions) "Media Relations and Tourism"

In this panel, professionals in tourism will talk about media relations in a multicultural universe. The Miami market, as a gateway to the Americas, provides a useful observation point as we discover how public relations will be practiced in a world where the only thing that can be assumed is that language, cultural and audience location can't be assumed.

Moderator:
Lisa Fall, University of Tennessee-Knoxville

Panelists:
Ginny Gutierrez, Kresell Maria Travel
Jean Kelly, former Ohio magazine editor
Jeanne Sullivan, Greater Miami Visitor and Convention Bureau

11:45 a.m.-1:15 p.m. RESEARCH
Refereed Paper Session: Top Faculty Papers

Moderator: Kenneth Plowman, San Jose State University Presenters:

"Reconciling Multiple Roles: Toward a Model of the Female African-American Public Relations Practitioner"
Donnalyn Pompper, Florida State University

"An Analysis of Relationships Among Structure, Influence and Gender: Helping to Build a Feminist Theory of Public Relations"
Julie O'Neil, Texas Christian University

"Leadership and Gender in Public Relations: Perceived Effectiveness of Transformational and Transactional Leadership Styles"
Linda Aldoory, University of Maryland, and
Elizabeth Toth, Syracuse University

"Media Relations: Corporate PR Practitioners' Use of the Internet to Assist Journalists in News Gathering"
Coy Callison, Texas Tech University

Discussant:
Patricia A. Curtin,
University of North Carolina-Chapel Hill

1:30-3 p.m. TEACHING
(PR/Advertising Divisions)
"Theory Across the Curriculum:
Integrating Communication Theory
Into Practitioner Courses"

Courses in public relations and advertising, already filled with essential skills and tactics, have too often been left bereft of a theoretical base. That knowledge would help our students develop more creative persuasive campaigns and cope with unpredicted future developments in the field.

This panel discussion will highlight theories from inside and outside PR and advertising that are useful tools for our students. It will also highlight teaching tactics for fitting theory into an already bulging class syllabus.

Moderator:
Jan Slater, Ohio University

Panelists:
Derina Holtzhausen, University of South Florida
Michael Maynard, Temple University
William Thompson, University of Louisville
Esther Thorson, University of Missouri

3:15-4:45 p.m. MINI-PLENARY
(ICIG/CJIG/PR, VISC Divisions)
"Things Your Teachers Never Told You:
War, Terrorism and Trauma"

This session focuses on the impact on media professionals of covering and responding to traumatic events. What are the emotional and professional costs of deep involvement with and exposure to tragic events, and how can we prepare students for such experiences?

5-6:30 p.m. RESEARCH
Refereed Paper Session Focus:
Communication Strategies

Presiding:
Michael Mitrook, University of Florida

Presenters:

"Journalists' Hostility Toward Public Relations: An Historical Analysis"
Fred Fedler and Denise E. DeLorme, University of Central Florida

"Corrective Action After a Crisis: Should Public Relations Require or Request Implementation?
Lori Boyer, Louisiana State University

"In Face of Change: A Case Study of the Worldwide Web as a Public Relations Tool for Art Museums"
Nicole Elise Smith, Louisiana State University

"Building Business Relationships Online: Relationship Management in Business-to-Business E-Commerce"
Bryan H. Reber, University of Alabama, and Scott Fosdick, University of Missouri

Discussant:
Derina Holtzhausen, University of South Florida

6:45-8 p.m. AEJMC KEYNOTE ADDRESS

Columnist Dave Barry will humor and humble us with his satirical sharp wit. The 1988 Pulitzer Prize winner in commentary has been with the Miami Herald since 1983. His column is syndicated to some 500 newspapers in the U.S. and overseas. Barry has published 24 books, some of which have appeared on the New York Times best-seller list. Two of his books were used as the basis for a CBS-TV sitcom, "Dave's World," which ran on television from 1993 to 1997. His most recent book, Dave Barry Hits Below the Beltway, was published in October 2001.

8-11 p.m. AEJMC OPENING RECEPTION
"Catch the Wave Gala"

An outdoor reception at the Fontainebleau features Latin American music and food, as well as a cash bar.

Thursday, August 8

7-8 a.m. Outgoing PRD
Executive Committee Meeting

10-11:30 a.m. AEJMC Plenary Session

"Ways of Knowing: Inside and Outside the Classroom" explores various ways that groups of people learn because of different experiences in their lives. Panelists will discuss how cultural, gender, technological, psychological and physical experiences affect how people view the world, and what that means for journalism and mass communication faculty.

11:45 a.m.-1:15 p.m. PF&R
(PR Division/Science Interest Group)
"When People and Science Meet:
Communicating About Physical Hazards"

Moderator:
Carol L. Rogers, University of Maryland

Panelists:

"Communicating About Radiation with the Public"
Sharon L. Friedman, Lehigh University

"The Environment Reporter in the 21st Century"
David B. Sachsman, University of Tennessee- Chattanooga

"Three Conceptions of the Public in Risk Communication Situations"
Joye C. Gordon, Kansas State University

"Philosophies and Feelings About Sharing Risk News with the Public: Perspectives of University Science Writers and Administrators"
Katherine E. Rowan, George Mason University

1:30-3 p.m. SCHOLAR TO SCHOLAR

Welcome:
Kenneth D. Plowman, San Jose State University

Faculty Papers:

"PR Educators – The Second Generation: Measuring and Achieving Consensus"
Erik L. Collins and Lynn M. Zoch, University of South Carolina

"An Integrated Model of Public Relations Effectiveness"
Yi-Hui Huang, National Cheng-Chi University, Taiwan, R.O.C.

Faculty/Student and Student Papers:

"A Cross Cultural Review of Conflict in Media Relations: The Conflict Management Typology of Media Relations in Korea and in the U.S."
Jae-Hwa Shin (Student) and Glen T. Cameron, University of Missouri

"Third-Party Organization Endorsements and Consumer Evaluation of a Web Store: Do Seal, Customer Testimonials and News Clip Affect Consumers Differently?"
Alex Wang (Student) and Ron B. Anderson, University of Texas-Austin

"Toward an Inclusive Trajectory of Public Relations History: The Contributions of W.E.B. De Bois to Nonprofit Public Relations Before the Crisis and Beyond"
Kimberly Williams Moore, University of North Carolina-Chapel Hill

Teaching Papers:

"Investigating Effects of Tolerance-Intolerance of Ambiguity and the Teaching of Public Relations Writing: A Quasi Experiment"
Lynne M.Sallot, University of Georgia, and Lisa J. Lyon, Kennesaw State

"The Dire Need for Multiculturalism in Public Relations Education: An Asian Perspective"
Krishnamurthy Sriramesh, Nanyang Technological University, Singapore.

Discussants:
Charles Lubbers, Kansas State University, and
Rob Pritchard, Ball State University

3:15-4:45 p.m. PF&R
(PR/Media Management and Economics Divisions)
"Segmenting the Spanish-Language Media Market"

This panel will examine the difficulties inherent in segmenting the Spanish-speaking market. When are they Hispanics, Latinos, Chicanos, etc.? When do they constitute a unified demographic? What distinctions do they make among themselves? What is the role of demographics, psychographics and situational theory? When are those differences crucial? What are the different appeals and media that should be used to effectively reach these groups?

Moderator:
Patricia A. Curtin, University of North Carolina- Chapel Hill

Panelists:

Juanita Darling, Park Doctoral Fellow, University of North Carolina-Chapel Hill, and former Central American Bureau Chief for the Los Angeles Times

Adriana Grillet, Vice President of Promotions, Affiliate Relations and Community Affairs, Radio Unica

Daniel Shoer-Roth, Business Reporter covering the Spanish-language media and market, El Nuevo Herald

Gonzalo R. Soruco, Associate Professor of Advertising and Public Relations, University of Miami

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5-6:30 p.m. RESEARCH
Refereed Paper Session: Top Faculty/Student Papers

Presiding:
Susan Gonders, Southeast Missouri State University

Presenters:
"Asking What Matters Most: A National Survey of PR Professionals' Response to the Contingency Model"
Jae-Hwa Shin, Glen T. Cameron and Fritz Cropp, University of Missouri

"The Effects of Relationships on Satisfaction, Loyalty, and Future Behavior: A Case Study of a Community Bank
Yungwook Kim, Ewha Woman's University, Seoul, Korea, and Samsup Jo, University of Florida

"Cross-National Conflict Shifting: A Conceptualization and Expansion in an International Public Relations Context"
Juan-Carlos Molleda and Colleen Connolly-Ahern, University of Florida

"New Partnerships for the Poor: A Case Study Advancing Relationship Theory"
Catherine Quoyeser and Elizabeth Toth, Syracuse University

Discussant:
Shannon Bowen, University of Houston

6:45-8:15 p.m.
PRD Social
A social at Coconut Willies at the Fontainebleau.

8:30-10 p.m.
PRD Business Meeting

Read Division's Annual Report Online.

Friday, August 9

7-8 a.m. Incoming PRD Executive Committee Meeting

8:15-9:45 a.m. PF&R
(PR Division/Science Interest Group)
"Marketing Medicine to the Masses: When Healthcare Promotions Become Medical Advisers"

A distinguished panel examines the ethical, policy and risk assessment issues surrounding the pharmaceutical promotions in advertising, marketing and public relations materials directed toward consumers rather than healthcare professionals.

Moderator:
William Thompson, University of Louisville

Panelists:

Julie L. Andsager, Washington State University

Ginette Archinal, Cary Family Healthcare, North Carolina

Barbara J. Gastel, Texas A&M University

James K. Hertog, University of Kentucky

10-11:30 a.m. AEJMC BUSINESS MEETING

11:45 a.m.-1:15 p.m.
EDELMAN PRD LUNCHEON

Harry's Cafe, Eden Roc Hotel, next door to the Fontainebleau limited to the first 80 seats reserved through Pat Curtin (pcurtin@email.unc.edu).

Presiding:
William Thompson, Public Relations Division Head
University of Louisville

Speaker:
Vivian Pinto Hirsch
General Manager, Edelman São Paulo
Regional President, Latin America Edelman Brazil

Hirsch has degrees in history from the University of Buenos Aires and in languages from the University of Cambridge, United Kingdom. Born in Chile and raised in Argentina and Brazil, she possesses a vast knowledge of Latin American challenges and opportunities. She is fluent in English, Spanish, Portuguese, French and German.

Her work experience since 1975 has been as director of Public Affairs & Communications at Monsanto (1975-1989) and American Express (1989-1994). In those 20 years, she also served as a member of the board and/or active participant of several organizations, such as the Chemical Manufacturers Association, the Federation of Industries of the State of São Paulo, the Brazilian Federation of Financial Institutions, the Brazilian Federation of Credit Card Issuers, the World Travel & Tourism Council (WTTC) and the Brazilian Travel & Tourism Bureau, among others.

At Edelman, she designs and implements diverse public relations and crisis communications plans. Project work has ranged from lobbying and communications activities to promoting constitutional reforms (1988); educating authorities and obtaining public support to enforce safety regulatory changes in the manufacture of automobile windshields (1989); introducing the tourism dollars and consequent use of Brazilian-issued credit cards internationally (1990); inhibiting access by the Brazilian internal revenue service to expenditures of credit card customers (1993); implementing a media and government relations program to stimulate introduction of an agricultural no-till law (1994-95); and changing legislation restrictions on health and nutrition products (1997-98).

In addition, her years of PR experience have positioned Hirsch with experience in global promotions and sports marketing activities, such as the summer and winter Olympics, Formula I and Indy racing, World Soccer Cup and the New York Marathon, among others.

In July 1994, Hirsch decided to open her own public relations agency, VK & Associados - Communication Dynamics, which quickly became one of the most successful and trustworthy communications companies in Brazil. In early 1997, Hirsch sold her agency to Edelman Public Relations Worldwide, which grew 1000% in its first four years of existence (1997-2000), is ranked as the #1 multinational PR firm in Brazil and for the last two fiscal years (2000 and 2001) has received the Office of the Year Award.

During her time with Edelman, Hirsch has been involved in the strategic planning and implementation of PR and communications programs for clients such as Boeing, Duke Energy, Ericsson, MasterCard, Petrobras, Repsol, Sun Microsystems and the World Petroleum Congress, among others. In April 2001, Hirsch was promoted to president of Edelman for Latin America, a role she carries out jointly with that of CEO of Edelman in Brazil.

.

3:15-4:45 p.m. TEACHING
Refereed Paper Session: Top Teaching Papers

Presiding:
Daradirek "Gee" Ekachai, Marquette University

Presenters:

"Virtual Issues in Traditional Texts: How Introductory Public Relations Textbooks Address Internet Technology Issues"
Lois Boynton and Cassandra Imfeld Gajkowski, University of North Carolina-Chapel Hill

"Servicing Learning Integration in a Public Relations Program: A Pedagogy for Skill Development and an Opportunity for Need Fulfillment"
Emma Daugherty, California State University Long Beach

"Public Relations Graduates: A Survey Across Three Institutions"
Diane Atkinson Gorcyca, Missouri Western State College; Charles Lubbers, Kansas State University; Marilyn D. Hunt, Missouri Western State College; and Pamela Bourland-Davis, Georgia Southern University

"Bright Lights, Big Problem: An Active Learning Approach to Crisis Communication"
Shirley A. Serini, Morehead State University

Discussant:
Dean Kruckeberg, University of Northern Iowa

5-8:00 p.m. PF&R
(PR, Mass Comm and Society Divisions)
"Bridging the Gulf from Cuba to Afghanistan: U.S. Public Affairs and Its Media Coverage"

This panel will examine the role of U.S. public affairs in military actions ranging from Cuba to Afghanistan, as well as its media coverage. It will review the ideology propagated both in the U.S. and abroad. Also to be addressed is the role of public affairs in government and foreign policy, agenda-setting of the media in policy formation, and the role of ideology in the formation of media content.

Moderator:
Ronald Addington, Henderson State University

Panelists:
Alan Freitag, University of North Carolina- Charlotte
Brian Hoey, U.S. Air Force, MacDill AFB, Florida
Christine Ogan, Indiana University
Kenneth Plowman, San Jose State University
Robert Pritchard, Ball State University

8:30-11 p.m.
AEJMC Wolfsonian Gala
Fountainebleau Hotel

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Saturday, August 10

8:15-9:45 a.m. RESEARCH
Refereed Paper Session Focus:
Multicultural and Community Perspectives

Presiding:
Sandy Rao, Southwest Texas State University

Presenters:

"Marching in Lockstep: Public Relations Roles in the New South Africa"
Barbara K. Petersen, Derina Holtzhausen and Natalie T.J. Tindall, University of South Florida

"International Paradigms: The Social Role of Brazilian Public Relations Practitioners"
Juan Carlos Molleda, University of Florida "Five Decades of Mexican Public Relations in the United States: From Propaganda to Strategic Counsel"
Melissa A. Johnson, North Carolina State University

"Measuring Public Relations Outcomes: Community Relations and Corporate Philanthropy Programs"
Margarete R. Hall, University of Florida

Discussant:
Lynn N. Zoch, University of South Carolina

10-11:30 a.m.
PF&R (PR/Advertising Divisions)
"Is Integrated Communication Dead – an Either/Or Proposition?"

This panel will evaluate the present state of integrated communications. Does it have to be an either/or situation between advertising and public relations? Can it be used on a case-by-case basis? Don Shultz, one of its first proponents from Northwestern University, says it is dead, and a recent survey showed that corporations would rather use separate agencies in public relations and advertising.

Yet, given the recent downturn in the economy and organizations' eagerness to reduce spending, is there still a place for a one-stop shop for communications? Can advertising benefit from components of public relations that cost little? Or can public relations use another resource like advertising to fund its programs? Panelists will explore issues of professional responsibility involved in creating, marketing and selling images to the public.

Moderator:
Kenneth Plowman, San Jose State University

Panelists:
Thomas Duncan, University of Colorado
Roseanne Fiske, Communique Group, Miami, Florida
Alan Fried, San Jose State University
Brad Rawlins, Brigham Young University

1:30-3:30 p.m. TEACHING
(Ethics/PR Divisions)
"Beyond Codes and Cases: Teaching Public Relations Ethics"

Much of PR ethics pedagogy has centered on the case study method and/or codes of conduct or professional standards. While such an approach has merits, alone it is too minimalistic to adequately equip future PR professionals to make moral decisions in the complex social world they will face. This teaching panel focuses on integrating intellectual tools and perspectives that enrich and supplement traditional instructional methods in PR ethics.

The first segment is an in-depth discussion of ethical frameworks that lay the intellectual foundation for moral decision-making and for evaluating the moral conduct of PR professionals. Without such a basis, ethics discussions potentially degenerate into casuistry or situationalism.

The panel then moves to an examination of the sense in which PR professionals have obligations to both their clients/employers and the publics those entities serve. This approach to teaching PR ethics prepares students to understand both the societal and institutional role of PR practitioners.

Third, the panel will explore methods for incorporating practical solutions to everyday dilemmas by addressing scenarios and standards, viewed in an appropriate context.

Finally, one measure of exemplary training in PR ethics may be the students' ability to face crises. Thus, the panel will also discuss the complexities and unique features of teaching crisis management in order to enable students to face their most difficult professional situations.

Moderator:
Peggy J. Bowers, Saint Louis University

Panelists:

"Problem-Based Learning"
Karen Slattery, Marquette University

"The Socratic Method"
Michael G. Parkinson, Texas Tech University, and Daradirek "Gee" Ekachai, Marquette University

"Practitioners' Relationships"
Tom Bivins, University of Oregon

"Philosophical Frameworks"
Peggy J. Bowers, Saint Louis University

Discussant: Dean Kruckeberg, University of Northern Iowa

3:15-4:45 p.m. TEACHING
(Public Relations Division and
Community College Journalism Association)
"Writing Isn't Everything: Broad Skills Needed in Public Relations"

When asked what preparation is most important for a successful career in public relations, practitioners almost always advise: "Learn to write well and get at least one internship." Yet what these professionals themselves offer to clients – internal or external – is strategic thinking and problem solving.

This panel will describe the mental gear that new graduates will need to apply their good writing effectively in the workplace. It will fast-forward past the writing-and-internships bromide to discuss other skills and talents that people entering the profession should develop to make a mark, win the confidence of others, and gain mastery of their careers.

Moderator:
Larry Lamb, University of North Carolina-Chapel Hill

Panelists:

Spero Canton, director of media relations, BellSouth Inc.

Eileen Dunn, vice president of investor relations and public relations, Office Depot Inc.

Jonathan A. Mayer, vice president of corporate communications, Perry Ellis International Inc.

Isobel Parke, senior counsel, Jackson Jackson Wagner

Joanna D. Wragg, executive vice president and principal, Wragg & Casas Public Relations Inc.