Frances Ward-Johnson and John Guiniven, associate professors in the School of Communications, presented their research at the 11th annual International Public Relations Research Conference held March 6-9 in Miami.
Titled “Ethical Dilemmas: The Social Media Release and Its Implications for the PR-Journalist Relationship,” the paper focused on the rise of the social media press release, which is being debated on ethical grounds in both journalism and public relations circles.
The social media press release recognizes that reporters in downsized newsrooms do practically all of their work at their computer terminals and is designed to provide user-friendly information by incorporating hyperlinks connecting desk-bound reporters to historical documents, market and competitive sources, previous coverage, links to photos, graphics, videos, MP3 files and podcasts. Also included in the SMPR are links to dissonant voices, which give PR persons considerable influence in selecting “the opposing side” that likely will be included in the final story. This has resulted in an ethical dilemma, which was the focus of the qualitative research study that examined more than 25 articles and 30 websites.
Guiniven also presented a paper titled “Reflexive Emotions and Their Role in Communication Strategy on Public Issues.”
The conference, sponsored by the Institute for Public Relations, is the only public relations research conference that mixes academic and professional research. More than 200 practitioners and educators from a dozen countries attended.