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PR Journal

Title: The Application of “Best Practices” in Public Relations Measurement and Evaluation Systems

David Michaelson, Ph.D. and Sandra Macleod, two of the world’s leading experts on communication research and measurement. Dr. Michaelson, based in New York, is president of Echo Research, USA and Macleod, based in London, is Echo’s CEO.

Abstract: Based upon the concept of applying “best practices” to public relations research activities, this article calls public relations measurement and evaluation “essential elements in the creation of successful communications programs” and points out that “while there is a wide acknowledgement that measurement and evaluation are important, there is little understanding among public relations practitioners of the best and most appropriate ways to design and implement an effective system for measurement and evaluation." The article outlines several processes, procedures and considerations the authors say should be used while designing research programs.

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Title: Corporate Identity and Corporate Reputation in Silicon Valley: Case Studies in Public Relations and Integrated Communications

Authors: Kenneth D. Plowman, Ph.D., APR and Sanita Chiu, M.S.,  Fujitsu Computer  System, Inc. Dr. Plowman is associate professor, Department of Communications, Brigham Young University. Chiu holds a public relations position with Fujitsu Computer System, Inc.

Abstract: Based upon a two-case study that explores how and why high-technology companies use corporate identity principles in image building, the two specific cases involved a computer-server manufacturer and a consumer computer accessory company, both based in California’s Silicon Valley. The article focuses on the rationale of initiating a corporate identity campaign, the ideal management model for such a campaign and the essential factors affecting campaign success.

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Title: How Much Does My Baby Cost? An Analysis of Gender Differences in Income, Career Interruption and Child Bearing

Authors: David M. Dozier, Ph.D., professor of public relations, San Diego State University, Bey-Ling Sha, Ph.D., APR, assistant professor of public relations at San Diego State University and Masako Okura, an executive with Gavin Anderson & Company in Japan.

Abstract: Building on more than 25 years of research by Professor Dozier exploring patterns of gender discrimination in public relations, this article investigates whether or not it costs women money when they take career interruptions to have babies. Although this survey of more than 500 PRSA members found men earned average annual salaries 41 percent greater than women, only a small number of women (seven percent) were found to take mid-career breaks of a year or more to bear children. Results also indicate these breaks from the practice do not account for the substantial differences in income between women and men working in public relations.

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Title: Public Relations Practitioners’ Relationships with Media and Each Other as Moderators of Excellent Health Information and the Local Public Health Agenda

Authors: Elizabeth Johnson Avery, Ph.D., assistant professor, public relations, University of Tennessee and Ruthann Weaver Lariscy, professor of public relations, University of Georgia.

Abstract: This study uses a coorientational approach to address part of the process through which health news and information is produced by focusing on the role public relations officers in public health agencies play in disseminating health information. This article also explores the existing working relationships between health journalists and public relations practitioners. Results show high convergence between public relations practitioners and journalists on the importance routine health issues have on the local public health agenda and provide a somewhat disturbing insight into the availed resources and working relationships of practitioners at local, state and federal public health agencies.

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Title: Reviewing the Growth and Development of Scholarly, Online Publishing: Forging a New Frontier in Public Relations Research

Author: Donald K. Wright, Ph.D., APR, Fellow PRSA, professor of public relations, Boston University.

Abstract: This article reviews the prestige, strengths and limitations of online journals, the role they play and the impact they have in a variety of academic disciplines. It finds some academic fields appear to value online presentation more than others and the impact and perceived value of an electronic publication frequently is based on a variety of factors. The most prestigious online journals have open access to everyone; select their content through a double-blind, peer-review process; have esteemed authors and editorial boards; are sponsored by highly regarded societies; score high on the appropriate article citation indexes; and are favorably regarded in terms of a variety of subjective rankings by groups of scholars.

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