You'll receive an e-mail a few weeks before the convention with your buddy's name and contact information. Before heading to Kansas City, you may contact your buddy and arrange a time to meet. We look forward to connecting in Kansas City!

Lois Boynton
University of North Carolina-Chapel Hill
lboynton@email.unc.edu

Cassandra Imfeld
University of North Carolina-Chapel Hill
imfeld@email.unc.edu

Roschwalb Award Deadline April 18

PRD members can support international scholarship and student research by contributing to the Roschwalb Award fund. Just visit the web address above and click on "Donation Information."

More details.

Meg Lamme
University of Florida
mlamme@jou.ufl.edu

Phyllis Larsen
University of Nebraska
plarsen1@iunl.edu

Inez Kaiser Awards Involvement Graduate Students of Color

More details

For submissions and donations, contact Leah Simone.

Leah Simone
University of Maryland
lsimone@erols.com
410/349.1069

PRD Division Ballots Due May 30

Donn James Tilson, Miami
An associate professor at the University of Miami, he teaches PR at the undergraduate and graduate level, including a summer abroad course in Spain. The Ph.D. he earned in Scotland is the first doctorate in PR earned in Europe. A Fellow PRSA, he has published and lectured in Europe and South America. He is co-editor of the book, Toward the Common Good: Perspectives in International Public Relations. He brought to academe 16 years in PR with BellSouth, and he has served PRD's initiatives in research and international communication, as well as a Buddy Program mentor.

in situ reserch

This issue's in situ article urges investigation of some recent advances in rational choice theory that may make it more adaptable and useful to public relations planning, tactics and research.

It's easy to find out what our colleagues were thinking about two years ago. The best of it is easily accessible through a literature search. But it's far more difficult to find what scholars are thinking about now. The Public Relations Division's in situ research provides a forum for us to share and refine ideas and to discover collaborators.

If you would like to write an in situ research note of 300-500 words, or if you would like to comment on a topic previously published in this forum, send a plain-text e-mail to the newsletter editor, Susan Gonders, at SGonders@hotmail.com. -- Ed.

Rational Choice Theory

William Thompson
University of Louisville
locusmedia@aol.com

One of the foundational problems of public relations has been its inability to definitively assert that its tactics have caused a desired outcome. We've used clips counts, changes in expressed public opinion and correlation studies matching PR efforts and public behaviors. But we have employed those research methods half-acknowledging the methodological flaws that each possesses, and more fully recognizing the handicaps with which these flaws belabor us as we attempt to take our place as fully respected institutional managers.

I'd like to introduce another research methodology that has developed in ways that might lessen some of these issues in certain situations. Rational choice theory has a long philosophical history and a decades-long history of practice. Moran traces rational choice theory back to 18th-century philosopher Jeremy Bentham, who examined how crime could be lessened by changing an individual criminal's rational calculation of the likelihood and extent of punishment. In its modern, academic form, rational choice theory was formulated by political scientists in the 1960s and 1970s, adopting economic models premised on the belief that individuals behave in ways that maximize their rewards and minimize their costs. Using methodology gleaned from natural sciences, rational choice users made assumptions about political actors' motives, then derived mathematical models predicting how those motives will cause people to behave. They then plugged in data about a person's likelihood to vote, remain a conservative Democrat or the effect or other factors to test predictions.

From its original orientation to political science, it has been employed to help explain myriad other behaviors that increasingly involve cultural and aesthetic rewards, and not merely economic factors. Recent studies undertake to answer what factors cause women to undergo elective amniocentesis; what situational factors contribute to illegal tobacco sales to minors; and whether moving Methodist ministers increases loyalty to the national denomination. Sound potentially useful to public relations tasks?

Recent extensions of rational choice theory make its usefulness in PR research even more apparent. Mahoney (2000) details the integration of rational choice theory with the comparative politics method, arguing that combining rational choice methods with intensive small-group interviewing processes and anthropological techniques can yield much more detailed and specific knowledge than the large social trends that classic rational choice studies were noted for providing. Blossfeld et al. suggest rational choice applications that may allow PR practitioners to transform the accessibility of huge databases and consumer behavior cross-tabbing to isolate consumer motives and to track the effects of particular messages on specific publics.

As detailed in many critiques of the method, rational choice theory demands sophisticated mathematical skills, and must be used with discretion and intellectual honesty. But it may be time to adapt its methods to public relations tasks, forming the basis of what we might eventually call relational choice theory.

Blossfeld, H., and Prein, G. (Eds.) (1988). Rational Choice Theory and Large-Scale Data Analysis. Boulder, Colo.: Westview.

Mahoney, J. (2000). Rational choice theory and the comparative method: An emerging synthesis. Studies in Comparative International Development. 35, 83-94.

Moran, R. (1996). Bringing rational choice back to reality. Journal of Criminal Law & Criminology. 86: 1147-1160.

Call for Editor: Teaching Public Relations Monographs

PRD History #3: The Heads & Eds

See newly compiled list of recent Editors. Also past Division Heads.

PR Prof Bill Adams Remembered

William C. "Bill" Adams, well known as PRProf@aol.com and the "Ask the Professor" columnist in Tactics, was 1997-98 PRD head. In the last hours before he died suddenly March 13 at his Florida home, he enjoyed his favorite activities - he taught a class, answered his many e-mails and had a great run.

Bill Adams: Profile of a Professional

Education: 1962 B.S. Wisconsin, 1968 M.A. Wisconsin.

Work Career 1966-78 Amoco Oil, 1979-88 Phillips Petroleum, 1988-90 ICI Americas

Education Career: 1990-03 Florida International University faculty member; 1994-03 "Ask the Professor" columnist for PR Tactics; 2001 Educators Academy Chair; 2000 PRSA Educator of the Year; 2000 PRSSA Advisor of the Year; 1999 PR Week's 10 Outstanding Public Relations Educators

Consulting: Adams consulted companies in public policy, energy, electronics and health care. Each spring, he taught a media relations course in a master's program geared to European practitioners at the University of Lugano in Switzerland. He conducted PR programs for information officers in El Salvador, he taught PR concepts to tourism directors in Aruba, and he was an instructor in the Central European Programs of the Jacksonville Chamber of Commerce. His research and writings focused not only on the teaching of PR, but on the importance of mutual understanding and cooperation between professionals and the academy.

Family: Bill and Barbara Adams are e the parents of three sons. Their youngest grandchild was born March 17.

Memorial Contributions

Remembrances

These remembrances were excerpted from submissions to PR Update and www.prsa.org. Additional submissions may be e-mailed to robin.michaels@prsa.org.

"Bill Adams was a mentor to me and many other faculty new in their careers, especially to those professionals coming into academe. He was even a mentor while I have been the Division head. He was known in the Public Relations Division for bridging that gap between practice and theory. He will be profoundly missed for straightening my tie when I needed it at last year's conference and for the ability to bring us all down to earth with his quips during the PRD Edelman luncheons." -- Ken Plowman, Brigham Young

"Bill and I grew up together in the Chicago area.... We went to camp together, traveled to NYC on a train without parents at age 13, attended the University of Wisconsin and joined the same fraternity. We went to jazz clubs... ball games, rode motorcycles and so much more.... Starting at age 11 or 12 we formed rival baseball leagues.... Our two leagues would play in an annual world series, with Bill handling the publicity.... Today my wife and I walked on the same beach where Bill and I were last together two months ago. As I began the walk, all of a sudden I felt the wind howl and for a moment I felt a slight push. Thanks, Bill. I know we will always be together." -- Bob Hoffman

"We will always remember 'Willie' going back to our undergraduate days at the Univ. of Wisconsin.... His humanity, sense of humor, value of family and friendship and love of dogs made him a very special human being to us over these last 40 years." -- Fred and Sara Kessler, Fountain Hills, Arizona

"I knew Bill during his days in Washington, D.C., with Phillips and later when he was head of public relations for ICI Americas in Wilmington, DE.... I am so glad that he has realized such great impact on so many, and that so many hold him in such esteem for his life." -- Patrick H. McNamara, MAI Consultants

"[In 1975] Fortune magazine singled out Bill Adams noting that he acted more like journalist than a corporate executive and by doing that he connected with reporters and told his company's story honestly. In my 35 years in journalism and public affairs, no public relations executive ever approached Bill's gut instinct and ethical standards. Bill never lied to the press.... Bill was a great man." -- Jack Cox, Foundation for American Communications, Pasadena, California

"Bill was a friend of mine during my days with Exxon while he was with Phillips. He was particularly helpful when I was chairman of the World Press Institute in getting support for our fellowship program.... Several years after I retired to South Florida, who should show up but Bill Adams, and what a great contribution he has made to the community here as well as to the profession." -- Paul Morgan

"He was a good friend and I will miss him." -- John Edelman, Edelman Worldwide

"Bill was a great man, superb person, top-notch professional and a very caring friend." -- Joe Trahan, Defense Information School

"Bill was one of the truly good guys in the public relations profession.... He was always there for others.... He was a gentleman in the best sense of the term – courteous, thoughtful, upbeat, helpful – and as sensible and knowledgeable as the day is long." -- Don Bates, Marketing and New Media

"I will be reminded of Bill Adams each time I scroll through my email address book. 'Adams, Bill' is the first entry. Bill was a tremendous character – professionally and personally. He was a trusted, dependable resource. And he was a true friend." -- Jeff Zbar, Sun-Sentinel marketing columnist, Coral Springs, Florida

"Bill cared so passionately about the profession.... And, he wanted everyone to share in that same level of passion." -- Debbie Mason, Strategists, Inc.

"He endorsed my hiring [with Amoco].... He helped me a lot in those early years.... There was a time, back in the '70s, when Bill's infectious grin graced the walls of the Washington Palm, and it was comforting to have him smiling down on us. Now his vantage point is a little higher, but I bet he's still smiling." -- Judith Webb, SVP-Corporate Communications, TroneAtlanta

"Who knows how many Friends of Bill there are in the DC area!? ...remember Bill hitch-hiking to work... other friends in Oklahoma and Delaware, runners everywhere.... the nite several of us hired a group to sing part of the score from the musical 'Oklahoma' at the going-away party when the Adams moved out west...." -- Beverly Wyckoff Jackson, National Institute on Drug Abuse

"We were both runners and understood the love and passion of going out for those long runs to reduce stress and 'smell the roses.' [At a PRSA conference], he somehow rounded up around a half dozen attendees... and like a pied piper, took us on a few loops around the Boca Raton Resort." -- Janet Oppenheimer, Florida

"Having known Bill since his days with Phillips Petroleum, his love of life and wry sense of humor never changed.... and in December sent me this e-mail: 'I just realized I quoted you twice in a row (people will talk).' Then in January this e-mail: 'I take it you saw you were (again) quoted this month. I gotta get me some new sources!' Life was fun for Bill, and it made it enjoyable for his friends. You can't do better than that." -- Doug Newsom, TCU

"I first met and interacted with Bill in his 'corporate days' when he and other Phillips Petroleum PR folks traveled [to more than 100 colleges], guest lecturing, sharing case studies and providing students with a 'sneak peak' at the real world.... He was an extraordinary, one-of-a-kind practitioner-teacher with a sense of humor – often self-depracating – that became his trademark in the academy." -- Judy VanSlyke Turk, Virginia Commonwealth

"Never in the history of the practice of public relations has there been a teacher of the field who loved his students more or worked harder to please and place them than William Adams.... He was devoted to public relations and defended it fiercely. To his students, there was no greater hero." -- Fraser P. Seitel, Emerald Partners

"Bill Adams was an amazing man – friend, colleague, teacher, mentor, ally and, most of all, an exciting exemplar of practitioner-turned-educator. Caring ideas to champion support for students in education tumbled out of his phone calls, e-mails, faxes and personal encounters, and made it a joy to conspire with him. Besides, who could resist his contagious spirit and enthusiasm? Bill taught and inspired legions of students, and all are his legacy to us and to the profession." -- Betsy Plank, Chicago

"During [an Educators Academy] break, Bill sat by the pool dutifully grading PR projects of his students. 'It never ends,' he said. But he said it with an infectious smile on his face." -- Tim Penning, Grand Valley State

"Bill brought remarkable energy and vision to his beloved second career.... Vaya con Dios." -- Phil Wescott, Delaware

"Just being around Bill made life richer and more fun. He was a man of class and distinction." -- Kathleen S. Kelly, Louisiana

"[At] the AEJ convention in August, he looked healthy and tan as he always was. He was a key coordinator for the Miami PRSA Educators Academy conference where I am going this coming week." -- Daradirek "Gee" Ekachai, Marquette

"Bill Adams didn't look the part of the rumpled professor, but he played his professorial role extraordinarily well. Always a natty dresser at scholarly and professional conferences, Bill was an inspiration to his students and academic colleagues as well. He led more by exemplar than even by example. That is, Bill was the embodiment of all that he wished for in his students and all that he encouraged in his colleagues in public relations." -- Lauri Grunig, Maryland

"The unmistakable seriousness of incredible intent as he wrote, presented, laughed, joked, jogged. A most casual but energized way of communicating. He sought moments to zap in quips. He turned thoughts into verbal jostling. But Bill's e-mail address is not to be forgotten either. It carries the unmistable logo of his persona. The PR Prof? Of course. Just 'Ask the Professor.'" -- Bonnie Neff, Valparaiso

"Bill Adams was the accomplished professional that also became an excellent teacher and mentor. He leaves a legacy of accomplishments that has enriched so many of us." -- Dennis Wilcox, San Jose State

"Bill Adams, my friend for more than a quarter of a century.... so vital, so energetic, so upbeat, so very decent.... Just last week he wrote to tell me that he had finished grading papers for the term and how very proud he was of the way his young charges had performed." -- Wes Pedersen, Public Affairs Council

"Bill is held up by many, including myself, as the example of consummate professional who made the transition into the academic world seem painless. We all know that it isn't that easy, but his skill and charm just made it appear to be that easy." -- Chuck Lubbers, Kansas State

"Bill's office at FIU was a showcase for his goals for his students.... His wonderful collection of materials for the hurricane warning project... his token gifts of appreciation and photos from grateful students, his Educator of the Year for PRSA award and his books cluttered his office and spoke volumes to his dedication." -- Clarke Caywood, Northwestern

"He was an amazing individual who took the extra time to help mold and guide his students." -- Capt. Thomas Crosson, USAF

"He raised the bar in his classroom." -- Alina Llevat, Barnes & Noble

"I took a picture of him sunbathing in all his glory at the AEJMC convention in Miami. 'Don't send it to the nuns,' he quipped. 'What if they all realize what they've given up?' With such 'Bill-isms,' he keeps us laughing." -- Barbara DeSanto, North Carolina

"I never met him. However, as a result of his 'Ask the Professor' column in Tactics, he and I had an e-mail connection.... We need more people like Bill Adams." Douglas Perret Starr, Texas A&M

"He cared so much about the publication and helping advance the practice of public relations.... I was always so impressed with his dedication to his students and the profession." John Elsasser, PR Tactics Editor

"I had appreciated his very practice oriented lectures at the MPR programme of the University of Lugano. I also valued the frank and open discussions I had with Bill on various world political issues." -- Christian Frutiger, International Committee of the Red Cross

"I just had class with him last night. He was so enthusiastic (as always) about the next section we'd be covering after spring break.... He looked so good.... So excited about his spring break in the Caymans." -- Vania Toledo Giordano, Dole Fresh Flowers

"It was only two days ago I was sitting in his class.... [he] put his hand on my shoulders and told me he expected a lot from me." -- Michelle McKoy, FIU

"I remember going to him the last day of class and telling him that I felt it imperative to make it required of each student to have him as a professor." -- Onelis "Nelli" Vega, Kreps/DeMaria, Inc.

"He could make you crazed with details one minute, and doubled over in laughter the next.... Just walking into his office could become an important lesson on jazz, politics, talk radio or just life." -- Christi Schuh, FIU

"My fondest memory of Adams is his field trip to the Miami Herald and lunch at Tobacco Road.... [he] quietly got up and paid the entire bill for 12 students. I will remember his quarky jokes and his 'stress busters' (Jolly Ranchers) the most." -- Sarai Santiago, FIU

"He really cared about his students and about PR.... Out of all my professors at FIU, he is the one who had the greatest impact on me and on my career.... most of what I know about PR I owe it to him." -- Luciana Thomas, NBA Latin America

"He invited all members of the FIU PRSSA chapter Executive Board to have dinner with him and Fraser Seitel. After dinner he got in his car, a convertible Toyota Solara, and we asked him to put the top down because it was a beautiful day.... He just looked so happy and I think that's the way he should be remembered." -- Nazly De La Rosa, FIU

"He was the type of professor that welcomed students to stop by in his office to talk between classes and he took the time to get to know who we were. He was genuinely interested in our work and the progress we made." -- Sanya Sinclair, FIU

"Professor Adams taught us about the 'Golden Rule,' which is the idea of being genuinely sensitive to the feelings and needs of others." -- Lisette Hernandez, FIU

"I owe my interest in public relations, not to mention my first big break, to the personal interest he took in me.... He had a way of unlocking your potential, and his door was always open no matter how trivial your questions or concerns." -- Jesus Rodriguez, Edelman Worldwide

"Just recently I got a call from Professor Adams congratulating me on an award I won because he saw my picture in the paper.... I can't believe he took the time and effort to look up a former student [from 1992]." -- Debra Lapierre, Sun-Sentinel

"He taught me to never give up and always think positive.... He was one of the only people that truly believed in my work and that supported my dream of moving to New York and working in a PR firm. He had faith in me like no other person I have ever met.... I plan to continue working hard and excelling in the field of public relations in the future. I will make him proud." -- Rosalia "Rosy" Castro, FIU

"More than a friend, teacher and mentor, he was like a father to many of us. He took such joy and pride in all of 'his kids.'" -- Flora Beal

"[We] were all affectionately referred to as one of 'Bill's kids.' A title that always carried with it the responsibility of making him proud out there in the world.... I am where I am today because of his guidance, support and confidence.... Some of us would always kid that Bill knew half the world and the other half knew him." -- Natalia Flores, Burson-Marsteller

"I was meeting with Dr. Don Stacks for the first time to learn about the University of Miami Graduate PR program. Dr. Stacks introduced me to another faculty member as 'one of Bill's kids.' I was truly proud of this distinction, and I knew that I would have to work hard to live up to the expectation." -- Amanda Gonzalez

"Bill Adams was a friend, a mentor, and a father. Not only to me, but for the hundreds of students he has touched throughout his career." -- Joe Feo, Churro Factory Enterprises

"I take much pride in being one of 'Bill's kids.' ...He touched so many lives as only he could and he took pride in seeing his 'kids' succeed.... As the [PRSSA] national president, I was fortunate enough to present Prof. A with the 2000 Dr. F.H. Teahan Award for Outstanding Faculty Advisor.... And in typical Bill Adams fashion, he jokingly whispered in my ear that if he would have known, he would have cleaned up a little nicer. I have personally never seen him happier than he was that night; on stage being applauded by more than 1,300 students (with his 'kids' right up front leading the cheers), receiving this prestigious award from who else, one of his 'kids.'" -- Cedric L. Bess, PRSA

"As a parent, he always shared in my joy when I told him about the birth of my children. And each summer [at the AEJMC convention], like clockwork, Bill would always ask to see updated pictures of the kids." -- Lisa Fall, Tennessee

"I met Bill more than 35 years ago, when he was dating my sister Barb. Bill had a way with making everyone feel special; and I believe he had a place in his heart for each and every person he knew. But what has always impressed me the most about Bill Adams is how deeply he loved and respected Barbie. They were quite a team. -- Kathy, Madison, Wisconsin