Roschwalb co-chairs Meg Lamme and Phyllis Larsen explain that Katerina seeks to fill in a gap in our body of knowledge concerning the rise of PR in emerging democracies while showing how self-representations of Russian PR women "are influenced by their everyday social interaction." Katerina will apply the $250 travel grant to her 2003 summer research, in which she will collect qualitative data from women in five Russian cities.

The Roschwalb Award is designed to offset the cost of travel associated with international study or research during the academic year. It was established in 1996 in memory of Susanne A. Roschwalb, who died at age 56 from complications related to breast cancer. Roschwalb, an associate professor at American University and a PR practitioner, was an active member of the PRD.

So, members and potential members of the PR Division: Come join in fellowship. Regardless of what stage you are in your career, we are trying to promote camaraderie in Kansas City!

Five Jam-Packed Days in Kansas City

Vice Head and Programs Chair
Patricia A. Curtin
University of North Carolina-Chapel HillM
pcurtin@email.unc.edu

The PR Division has five jam-packed days of programming lined up for Kansas City this summer.

2003 Convention Schedule

AEJMC's Day-by-Day Convention Schedule

Papers Accepted for Presentation

Zhao, Xinshu (North Carolina), Hyun Seung Jin (Kansas State) and Soontae An (Kansas State), "Using Celebrity Endorsers to Increase Publicity Effects of Marketing Communications"

In Situ Research

In Situ Editor
William Thompson
University of Louisville
LocusMedia@aol.com

In the winter 2003 issue, Tom Duncan, Colorado-Boulder, compared integrated marketing communication (IMC) to customer relationship management (CRM) and concluded that IMC "is a better platform to leverage the power of public relations."

In this issue's "in situ" column, Patricia Swann responds to Duncan, drawing a valuable lesson about the role of time in distinguishing the value of public relations in an integrated marketing setting. Time, which I often tell my students is the fourth dimension of public relations, differentiates the ethical goals of public relations from the short-term effects that Professor Swann feels too often motivate the other components of the integrated marketing mix.

If long-term survivability and adaptation to changing consumer attitudes is a positive business principle, then an aggressive effort to inculcate public relations values as well as public relations tools into an integrated campaign is needed.

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 SGonders@hotmail.com.

IMC Revisited

What are the issues that public relations teachers should be thinking about with regard to integrated marketing communication? The debate has been ongoing for more than a decade, especially within academe, as public relations and marketing/advertising faculty debate competing concerns, while advertising agencies and other potential employers pressure for more practical skills.

Integrated marketing communication (IMC), as defined by "Value-Added Public Relations" author Thomas Harris, is the "strategic coordination of all the elements of a marketing campaign." In IMC, marketing and public relations departments working in concert are more efficient and effective in their marketing communication efforts; the result is that more products or services are sold and the organization advances its mission to sell a product or service to make a profit. In one sense, this relates to the role of public relations to help "achieve institutional goals" as defined by the Public Relations Society of America's official statement on public relations.

To fill this role, public relations students should better understand the "business of business," including marketing, advertising, economics and other business basics. A solid understanding of business also helps new public relations practitioners gain access to the organization's management ranks, where they can counsel management more effectively on public relations issues.

It's also important because many business schools seem to view public relations as unnecessary to their curriculum. Most master of business administration degrees can be obtained without taking any communication courses; according to one study, just 16 percent of business programs offer courses in public relations ("The Business of Teaching PR," PRWeek, Sept. 16, 2002). Public relations students should be forewarned of this apparent lack of understanding of public relations' true organizational role: building and maintaining mutually beneficial relationships with key publics that can make or break an organization.

While IMC attempts to build a bridge of appreciation and understanding between public relations and marketing, many IMC textbooks relegate the function of public relations to the back of the book and focus on publicity and corporate image tactics. From this perspective, public relations simply becomes another tool in the marketer's tool bag to sell a product or service. What would be helpful are textbooks written by public relations and business professionals who understand the true value of public relations beyond third-party endorsements and special events. While coordinated efforts between marketing and public relations for selling products or services make sense, integration of the organizational functions does not.

Public relations needs to maintain its independence from the marketing function to keep an objective eye on the big picture. Public relations practitioners should function as the conscience of the organization and counsel management to do the right thing when short-term profits look more appealing. Practitioners know that effective public relations—the secret to lasting customer relationships—is based on a two-way symmetrical model, where mutual understanding and an organization's ability to adapt in socially responsible ways are key.

Professionals in the field may feel such a theory-based approach is a nicety ("Clients want results, not Utopia"), but public relations educators, while realizing the benefits of business knowledge and skills, should seek ways to promote the value of long-term relationship building and ethical behavior – honesty, social responsibility and fairness – as public relations' most valuable assets. Once these "niceties" are viewed as necessities, public relations bread-and-butter tactics, such as publicity and event planning, will have true value in an IMC course.

Division Elects Lubbers, Freitag, Stein

PRD HISTORY #4: The Heads & Eds

__________

Journal of Public Relations Research

As with much of the field's scholarship, the first decade (1984-94) of the Division's journals began with James Grunig of Maryland. After serving as 1978-79 Division head, he was 1984-85 editor of Public Relations Research and Education. When Larissa Grunig served as 1989-90 Division head, she and Jim revived the journal as the Public Relations Research Annual. They were 1989-91 co-editors of the Annual and 1991-94 co-editors of the Journal of Public Relations Research. Elizabeth Toth of Syracuse was 1987-88 Division head and 1995-2000 editor. Since 2000, the Journal has been edited by Linda Hon of Florida.

2000-present Journal Editor
LINDA CHILDERS HON

University of Florida (1992-present) Ph.D. University of Maryland (1992) • M.A. University of Florida (1986) • B.A. Stetson University (1984)

Hon follows in the Grunigs' footsteps as a Maryland graduate, the current editor of the journal they founded, and a prolific scholar. She is an associate professor of public relations and a University of Florida Research Foundation professor. She is also the graduate coordinator for the public relations master's program at UF. Her main teaching areas are PR strategy, campaigns, research and theory.

Research interests include gender, diversity, evaluation, and relationship management in PR. She is the author of Women in Public Relations: How Gender Influences Practice. Her work has been published in the Journal of Public Relations Research, Public Relations Strategist, Journal of Applied Communications, Journal of Asian Pacific Communications, Journal of Communication Management, IEEE Transactions on Professional Communication and in the Public Relations Annual. She is also an author of chapters in Excellence in Public Relations and Communication Management, as well as a monograph from the Institute for Public Relations.

Hon is the recipient of numerous teaching and research awards, including the Institute for Public Relations' 2000 Pathfinder Award.

_________

Quarterly Membership Newsletter

Companion to the Division's Journal of juried scholarship is the quarterly newsletter. Maria Russell of Syracuse served as 1987-88 newsletter editor and 1993-94 Division head. Following the newsletter's "lost years" of 1988-91, for which editors are as yet unidentified, Richard Alan Nelson of LSU was 1991-93 editor and 1994-95 Division head.

1991-93 Newsletter Editor
1994-95 Division Head
RICHARD ALAN NELSON

Louisiana State University Kansas State University • University of Houston • International Telecommunications Research Institute Ph.D. Florida State University • M.A. Brigham Young University • B.A. Stanford University

Nelson, APR, is a dual citizen of the U.S. and the European Union (Ireland). He is also an internationally known business communication and public affairs educator and consultant. Currently he is a professor in LSU's Manship School of Mass Communication and heads its public relations area. Previously, as associate dean for graduate studies and research, he supervised creation of a Ph.D. program at LSU.

Nelson's research focuses on business public policy, strategic planning, management, ethics and political communications issues. He is the author of more than 60 articles, essays and reports. He is co-author of Issues Management: Corporate Public Policymaking in an Information Society, and he has individually written several books, including A Chronology and Glossary of Propaganda in the United States, Florida and the American Motion Picture Industry, Propaganda: A Reference Guide, and Lights! Camera! Florida! Since fall 1999, Nelson has been editor of the refereed Journal of Promotion Management, as well as a related promotion management book series. Nelson is also editor of the Journal of Website Promotion. In 1999, the Journal of Public Relations Research recognized Nelson as one of PR's top 50 most influential scholars.

Following Nelson's two years as newsletter editor were the late Susanne Roschwalb (1993-94) of American University, H. Allen White (1994-95) of Murray State, Joseph Basso (1987) of Towson State and later of Villanova, and Barbara DeSanto (1988-89) of Oklahoma State and later North Carolina-Charlotte. DeSanto was also 1999-2000 Division head. The current editor of the PR Update News Journal, Susan Gonders of Southeast Missouri State University, has served since 1999.

1999-present Newsletter Editor
SUSAN GONDERS

Southeast Missouri State University (1994-present) Rose State (Okla.) College (1985-92) • University of Oklahoma (1990-93) • University of Central Oklahoma (1988-90) Ed.D. summa cum laude Oklahoma State University (1995) • M.Ed. summa cum laude University of Central Oklahoma (1991) • B.A. University of Oklahoma (1973) Oklahoma State Home Builders Association • Gonders & Associates Publishers • Gonders Graphex

Professionally, Gonders specializes in graphics and is the author of a chapter on graphics in the third edition of the PRSA Educators Academy book, Learning to Teach (2003). She also wrote the textbook, A Guide to Publication Design.
Bringing into academe a quarter-century of professional experience in the Oklahoma City area, serving more than 300 clients, Gonders has taken her department's PRSSA chapter into national prominence, hosting the 1996 National Conference, 1999 Regional Sports Promotion Conference in St. Louis and the 2001 Regional Entertainment Promotion Conference in Branson. She heads the PR option in Southeast Missouri's Department of Communication.
Her primary areas of research have focused on U.S. presidents and Robert M. Hutchins. Her work on Hutchins Plan education philosophy has been published in such higher ed journals as the Review of Higher Education and Educational Studies, and her work on Hutchins Commission press philosophy has found forum in communication circles, including ASJMC's Insights.

_________

Teaching Public Relations

Inserted in each issue of PR Update is a Teaching Public Relations monograph. TPR papers are accepted based upon editorial board evaluations, but papers selected for the PRD's top teaching sessions at AEJMC's national convention can be published without further review if edited to meet monograph specifications. Jim Grunig's early co-author, Todd Hunt of Rutgers, edited the first 38 TPR issues (1988-94) and was 1990-91 Division head. As 1994-2001 editor, Gay Wakefield of TCU edited 14 issues (Nos. 39-52).

1994-01 TPR Editor
DEBORAH GAY WAKEFIELD

Texas Christian University (1997-present) Butler University-Indianapolis (1989-97) • Southern Illinois University-Carbondale (1984-89) • Central Missouri State University (1983-84) • East Texas State University (1976-77, 1981-83) • Tarrant County (Texas) Junior College (1975, 1980-81) • Tarleton State University (1975-76) Ed.D. East Texas State University (now Texas A&M-Commerce, 1983) • M.S. Texas Christian University (1975) • BFA cum laude Texas Christian University (1974) U.S. Department of Defense (1991-96) • Pro-Indianapolis (1990-96) • Liaison Communication-Texas (1980-83) • DBG&H Unlimited-Dallas (1980-81) • Hyatt Regency-Dallas/Reunion Tower/Union Station (1978-79)

After more than a decade teaching and advising PRSSA chapters in Missouri, Illinois and Indiana, Wakefield returned to TCU (and her birthplace of Ft. Worth) in 1997. She is director of the Center for Professional Communication in TCU's Neeley School of Business.

Prior to turning her career toward education, Wakefield directed advertising and PR for the Hyatt Regency Dallas, Reunion Tower and the Union Station complex, then worked in Creative Services for DBG&H Unlimited in Dallas. She served as CEO of Expressions Unlimited in Arlington, Liaison Communication in East Texas and Missouri, Wakefield Associates in Illinois, and PRo in Indianapolis.

With dozens of research articles, professional presentations and desktop manuals to her credit, Wakefield's primary research interests are ethical decision-making, intercultural communication, and learning outcomes assessment and initiatives. Her work has been published in such journals as Business Research Yearbook, Public Relations Review, Central States Speech Journal and Resources in Education.

2001-03 TPR Editor
LINDA MORTON

University of Oklahoma (1994-present) Ed.D. Oklahoma State University • M.A. Arkansas State University • B.A. Northeastern Oklahoma State University

Current TPR editor Linda Morton will complete two and a half years of service and nine monographs (Nos. 53-61) in fall 2003.

Linda P. Morton, APR, has spent 30 years in higher education – 18 in full-time teaching, five in full-time administration (two with adjunct teaching assignments), and eight years with dual assignments in administration and teaching. All but three years of her administrative experience has been in public relations, serving as director of public relations for two higher education institutions and as a public information officer at another. She is currently a professor in the Gaylord College of Journalism and Mass Communication at the University of Oklahoma.

Morton was recently ranked fifth nationally for public relations productivity, and she is among the field's most cited scholars, specializing in applied research primarily on news releases and publications. She has written a column, "Segmenting Publics," for Public Relations Quarterly for five years, and she is author of the textbook, Public Relations Publications: Designing for Target Publics.

Miscellanea