E-mail us!

Index to Other Issues

AEJMC PR Division Home Page

AEJMC Home Page

AEJMC Public Relations Division Newsletter

.

Vol. 37, No. 1 -- Winter 2002

In this issue:

• Convention Opportunities for Students
• Convention Overview
• Preliminary Convention Schedule
• Call for Nominations
• Contribute to Inez Kaiser Awards
• Susanne B. Roschwalb International Travel Grants
• AEJMC Faculty Awards
• Convention Call for Papers
• In Situ Research: Four Types of PR Programs
• PR Faculty Vacancies Online
• AEJMC Placement Service in Miami Beach

Convention Overview

1 OPPORTUNITIES FOR STUDENTS

It’s always a good idea to encourage graduate students to get involved with the PR Division, but the opportunities available to students at the 2002 AEJMC Convention will be especially beneficial.

2 TENTATIVE CONVENTION PROGRAM

Preliminary PRD convention plans are to have at least a couple of sessions at the pre-conference especially for graduate students. Among ideas perking are “The ABCs of AEJMC,” which would be a primer on how to take advantage of the stimulating ideas for scholarship and the golden networking opportunities with potential research collaborators at the convention. There will be roundtables on research orientations, as well as a panel of the field’s leading scholars to discuss “hot” research topics for those graduate students who are in the process of selecting their dissertation topics.

Ken Plowman has scheduled the session for top graduate research papers for early Wednesday morning following the Tuesday pre-conference, so students can take advantage of this convenient time packaging.

Carolina Acosta-Alzuru and Karyn Ogata Jones are working to resurrect the buddy mentoring program for the convention, and we’re developing ideas to help students network with the leading scholars during the Thursday evening social. A “Yearbook Signing Party” will have a prize drawing for students and faculty members who have their program booklets signed by the “secret signee,” one of the division’s panel participants whose autograph is the key to prizes. Following on the heels of last year’s “I’m So Cited” social, it promises to be a fun way to network with the top names in our field.

3 STUDENT AWARDS OPPORTUNITIES

Don’t forget about PRD awards that help students. Inez Kaiser Awards provide one-year memberships in AEJMC for graduate students of color, and the Roschwalb Grant helps undergraduate and graduate students with travel money for international study or research.

4 CALL FOR PAPERS

Research papers involving faculty-student collaboration are especially encouraged for the AEJMC Convention.

5 IN SITU RESEARCH

Graduate students can stay on the cutting edge concerning impending research in the newsletter’s special “in situ” forum, and they are encouraged to submit their own contributions.

6 FACULTY POSTINGS

A placement service will be offered at the AEJMC Convention, but it’s limited to the first 100 registrants. Graduate students should also check PRD’S online job postings.

Tentative Convention Program

Ken Plowman
San Jose State University
plowman@jmc.sjsu.edu

The chips they were a-flyin’ but your team of Ken Plowman, Pat Curtin and William Thompson managed to put together a rootin’ tootin’ program for the 2002 AEJMC Convention in Miami.

Special thanks go to those division members (you know who you are) who submitted 25 panel proposals. A review committee selected 13 of those proposals to go forward to the Winter Meeting December 1 in Dallas.

To maximize our number of panels, we sought cosponsors or cosponsored other groups’ proposals. A unique session resulted from the many divisions seeking a panel related to 9/11. Essentially, we are cosponsoring a double mini-plenary. Before the mini-plenary scheduled at right, two other divisions (not PRD) co-sponsored our crisis communication proposal by Pamela Bourland-Davis. The intent is to hold a two-session mini-plenary on crisis and trauma.

All of the sessions and titles are tentative pending further development with co-sponsors.

Preliminary Convention Program

The following scheule of sessions is subject to change. Names listed are session coordinators.

Tuesday, August 6

1-5 p.m. PRE-CONFERENCE Ways of Knowing: A Practitioners’ and Professors’ Summit on Research
Lou Falk and Lisa Fall

Wednesday, August 7

8:15-9:45 a.m. RESEARCH
Top Student Papers

10-11:30 a.m. PF&R (PR/Magazine)
Animal Conservation or Animal Cruelty
Lisa Fall

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

1:30-3 p.m. TEACHING (PR/Advertising)
Theory Across the Curriculum
William Thompson

3:15-4:45 p.m. MINI-PLENARY (ICIG/CJ/VisComm)
Dealing with Violence and Trauma

5-6 p.m. RESEARCH: Extra PR Session

Thursday, August 8

11:45 a.m.-1:15 p.m. PF&R (Science/PR)
Communicating about Physical Hazards
Joye Gordon

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

3:15-4:45 p.m. PF&R (PR/MME)
Segmenting the Spanish Media Market
Pat Curtin

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

6:45-8:15 p.m. “YEARBOOK SIGNING PARTY” SOCIAL

8:30-10:00 p.m. PRD BUSINESS MEETING

Friday, August 9

8:15-9:45 p.m. PF&R (PR/Science)
Marketing Medicine to the Masses
William Thompson

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

5:00-6:30 p.m. PF&R (PR/Advertising)
Bridging the Gulf: Cuba to Afghanistan
Ken Plowman

Saturday, August 10

10-11:30 a.m. PF&R (PR/Advertising)
Is IMC Dead?
Ken Plowman

1:30-3:30 p.m. TEACHING (Ethics/PR)
Teaching PR Ethics
Peggy Bowers

3:15-4:45 P.M. Teaching Panel (PR/CCJA)
Writing Isn’t Everything: Other Skills Needed
Larry Lamb

Call for Nominations

THE VICE HEAD-ELECT will plan the 2004 convention program for the division. In order to learn the ropes, this officer will work with Ken Plowman and Pat Curtin in planning the 2003 convention. This individual should thus plan to make a three-year commitment to PRD leadership, with a fourth year serving on the executive committee as immediate past head of the division and chair of the Nominating Committee. This commitment also includes attending the mid-winter meeting of AEJMC, usually held the first week in December, and, of course, the AEJMC Convention.

THE SECRETARY-TREASURER is responsible for minutes of the business meeting and tracking the PRD account within AEJMC. This position is for one year, as is that of the elected delegate.

THE ELECTED DELEGATE and the appointed delegate are part of the executive committee.

All of these individuals should plan on attending the 2002 convention meeting of the incoming Executive Committee, as well as the 2003 convention meeting of the outgoing Executive Committee. As per bylaws, elections are to be conducted by mail. Rather than having a separate mailing that most likely would arrive at the end of the spring term or during the summer, ballots will be included in the spring issue of the newsletter.

Nominations can be submitted to any member of the Nominating Committee:

Pamela Bourland-Davis
Georgia Southern University
Department of Communication Arts
P.O. Box 8091
Statesboro, GA 30460
912/681-0027 (off.) • 681-0822 (fax)
pamelagb@gsvms2.cc.gasou.edu

Meta Carstarphen
North Texas State University
Department of Journalism
& Mayborn Graduate Institute
P.O. Box 311460
Denton, TX 76203-1460
940/565-4858 • 565-2870 (fax)
940/566-8073 (home)
meta@unt.edu

Chuck Lubbers
Kansas State University
A.Q. Miller School of Journalism
& Mass Communication
105 Kedzie
Manhattan, KS 66506-1501
785/532-6890 (off.) • 532-5484 (fax)
lubbers@ksu.edu

Inez Kaiser Awards

All faculty members who teach public relations are invited to support the Inez Kaiser Graduate Student of Color Awards program.

Inez Kaiser was the first African-American woman to head a public relations agency with national clients. She was also the first African-American woman to become a member of the Public Relations Society of America. She lives in Kansas City and continues to support aspiring new PR practitioners.

Each donation of $60 will cover a one-year membership in AEJMC and the PR Division, including all publications, for a graduate student of color. Through the generosity of faculty members, graduate students of color studying public relations become members of AEJMC and PRD and are encouraged to pursue their academic career goals. Last year 20 awards were given.

Any graduate student of color pursuing a graduate degree in public relations or conducting research in the area of public relations is eligible for the award. Both American and international students are eligible.

Please be a part of the Inez Kaiser Awards by nominating graduate students of color and/or by becoming a sponsor of a graduate student of color. Tax-deductible contributions in $60 increments may be made payable to AEJMC (please note on the memo line that it is for the Inez Kaiser Award). Send to Rich Burke, AEJMC, 234 Outlet Pointe Blvd., Suite A, Columbia, SC 29210-5667. Nominations and donations are due April 19.

Questions should be addressed to Brigitta Brunner (brigitta.brunner@uni.edu), chair of the Inez Kaiser Awards Committee. Her telephone number is 319/273-6309.

Susanne A. Roschwalb Grants

The award was established by the Public Relations Division in 1996 to honor the memory of Susanne A. Roschwalb, an associate professor at American University and an active member of the PR Division until her death in 1996 at age 56 from complications related to breast cancer.

Your help is needed to ensure the continuation of this worthwhile award, as the fund has been substantially depleted in recent years due to the disbursement of grants. Tax-deductible contributions in any amount may be made payable to AEJMC (noting on the memo line that it is for the Roschwalb Grant). Send to Rich Burke, AEJMC, 234 Outlet Pointe Blvd., Suite A, Columbia, SC 29210-5667.

Sandy Rao (sr02@swt.edu), chair of the Roschwalb Committee, would like to be informed if you contribute to this fund. She is in the Department of Mass Communication, Southwest Texas State University, 118 Old Main, San Marcos, TX 78666, 512/245-3790.

AEJMC Faculty Awards

KRIEGHBAUM UNDER-40 AWARD

Nominations submitted to AEJMC must be postmarked by April 1. The award honors AEJMC members under age 40 who have shown outstanding achievement in teaching, research and public service.

The late Hillier Krieghbaum, former New York University professor emeritus and 1972 AEJMC president, created and funded the award in 1980. In 1990, he further endowed the award, increasing its cash value to $1,000.

BASKETT MOSSE AWARD FOR FACULTY DEVELOPMENT

Applications submitted to AEJMC must be postmarked by April 1. The award recognizes an outstanding young or mid-career faculty member in journalism or mass communication in an ACEJMC-accredited program. The recipient is awarded a stipend to be used toward work on a development or enrichment activity in any appropriate aspect of teaching, research or public service. See AEJMC News (January 2002), p. 3.

Convention Call for Papers

RESEARCH

The PRD Research Committee invites faculty to submit competitive papers related to public relations research. Papers should test, refine or expand public relations theory or practice; critically review issues relevant to public relations theory and research; or explore methods of effective public relations practice. Submissions employing all methods of inquiry are invited. Papers should include appropriate literature reviews, methodology, findings and discussion. Papers involving collaborative research between graduate students and faculty are especially encouraged.

Send research papers to:
Kirk Hallahan
kirk.hallahan@colostate.edu
Department of Journalism
and Technical Communication
Colorado State University
C-225 Clark
Fort Collin, CO 80523-1785
970/491-3963

TEACHING

The PRD Teaching Committee is accepting papers on any aspect of the topic, including values in curriculum choices, adapting classroom instruction to changes in communication technologies, educational trends, faculty development, diversity issues, ideas for motivating students, creative approaches to teaching, assessing student outcomes, and preparing students for lifelong learning. Papers that focus on or incorporate pedagogical innovation and papers that address the teaching of ethics are also encouraged.

Send teaching papers to:
Daradirek Ekachai
gee.ekachai@marquette.edu
Department of Advertising
and Public Relations
1331 W. Wisconsin Ave.
Johnston Hall
Marquette University
Milwaukee, WI 53233

GUIDELINES

First-class or priority mail submissions must be postmarked no later than April 1. Follow all other guidelines of the AEJMC Uniform Paper Call. Authors will be advised about acceptance by May 15, and at least one author of each accepted paper must attend the August 7-10 AEJMC Convention in Miami Beach.

The division expects to award cash prizes for the top papers in each competition area.

See AEJMC News (January 2002), p. 24.

In situ Research

Here’s the second in our series of in situ research notes, through which the division members share thoughts about impending research or stimulating ideas they are thinking about.

This issue’s op-ed on public relations research is by Research Chair Kirk Hallahan. Kirk proposes a categorization routine to direct student discussion about public relations tactics and goals, questions value judgments we make about the usefulness of one form of practice over another, and suggests that to more realistically teach public relations, we need to develop campaign scenarios that mirror the dynamic changes to which practitioners have to adjust on the fly.

Kirk would welcome your comments on his research at kirk.hallahan@colostate.edu. If you would like to create a research note of 300-500 words on your own in situ research, newsletter editor Susan Gonders (SGonders@ hotmail.com) is eagerly awaiting your contribution.

FOUR VARIETIES OF PR PROGRAMS
Kirk Hallahan
Colorado State University
kirk.hallahan@colostate. edu

No two public relations programs are alike. Yet, most fall into one of four categories. Understanding fundamental differences between these program varieties can help explain differences in how public relations is conducted and might be taught.

The model below suggests that program varieties can be classified based on time frame (short- v. long-term) and the origins of the organization’s initiative (proactive v. reactive).

Promotional programs are short-term, proactive efforts initiated by organizations to influence people’s specific behaviors. Examples include programs intended to influence how people buy, invest, donate, work, vote or care for themselves or others.

Relationship management programs are intended to forge and maintain more lasting patterns of behavior by creating mutually satisfactory, long-term relationships with customers, investors, donors, employees, community and government, or at-risk populations.

Crisis management programs are contingency plans to respond to unanticipated events. Their purpose is to reduce uncertainty, and thus restore the organization’s operations as well as routine behaviors among key publics.

Issues management programs entail organizational responses to disputes that might disrupt current operations, patterns of behaviors, and extant relationships.

Implications for PR Practice

Many practitioners readily admit that promotion of products, services, organizations, candidates or causes is the foundation of their work. Indeed, about two-thirds of all PR programs involve efforts to change people’s short-term behaviors, usually to help an organization attain some mission, goal or objective. However, the model suggests that public relations also can help organizations develop more permanent relationships and react to short-term crises and longer-term issues that threaten those relationships.

Is one variety of program more important than another? Probably not. Although relationship-, crisis- and issue-based programs appear to be more exotic or elegant, promotion-based programs can be just as valuable to an organization. Although organizations have been criticized for placing too much emphasis on short-term, measurable results, long-term relationship management is not always the ideal purpose of a PR program. That assessment depends on the purpose of the program, as defined by the client and practitioner.

Importantly, these four varieties of programs all involve questions of promoting change versus maintaining the status quo.

Both promotional programs and issues-management programs focus on change: Organizations either want to promote change among target publics or must respond to changes sought by stakeholders-turned-activists. By contrast, crisis and relationship management programs are about maintaining the status quo. Crisis programs strive to restore normalcy during periods of uncertainty, while relationship programs might be viewed - from a critical theory perspective - as efforts to discourage change for purposes of hegemonic organizational control.

Implications for PR Education

This model is potentially useful as a unified framework for educators to organize discussions of these equally important, alternative approaches to public relations. This is a balance missing in many PR textbooks.

In most discussions of PR planning, students are taught the importance of developing detailed plans with clearly articulated goals and objectives, strategies and tactics. This approach works reasonably well for proactive plans. However, a control-oriented model doesn’t always work when applied to crisis and issues management - where situations are often ambiguous, and objectives, strategies and tactics are often open-ended. Why not? A more flexible program planning and implementation regimen is required because of fundamental differences between these varieties of programs.

Paradoxically, in campaigns courses, we often train students out of convenience using short-term and proactive situations. Yet, the current thrust of research, and much of the advanced work in the practice, relates to relationship building as well as crisis and issues management. A challenge for educators is to reconcile this paradox and to treat the different varieties of PR programs in a more coherent manner.

Faculty Positions Online

If you have an opening that has already been submitted, you can notify Hallahan of any pertinent hotlinks that should be attached. If you expect to announce an opening, send the name of the institution, name of the unit, name of contact person, deadline and links to either the job posting or the e-mail address for the search committee chair to kirk.hallahan@colostate.edu.

And if you’re looking for a new position, you’ll find approximately 60 posted: http://PR-education.org/vacancies.htm

From the main page, under the EDUCATORS section, choose “Faculty Vacancies.”

AEJMC Placement Service in Miami Beach

Placement services are provided to AEJMC members free of charge ($25 to non-members). Programs are charged $45 for the first listing and $25 for each additional listing. Contact Felicia Greenlee Brown (803/772-3508) for an application.

Early registration is encouraged because placement for individuals will be limited to 100 applicants; there will be no on-site registration for individuals. Deadline for applications to be returned to the AEJMC office is June 28.