An exploratory study to conceptualize press engagement behavior with public relations practitioners

Liane W.Y. Lee*, Leslie S.C. Yip, Kara K W Chan

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

8 Citations (Scopus)
63 Downloads (Pure)


This study addresses how journalists respond to public relations (PR) practitioners in co-creating value for their audiences. The co-creation perspective is conceptualized by synthesizing extant literature from public relations and relationship marketing, including cultivation strategies in organization-public relationships studies, two-way symmetrical model in excellence theory, intereffication model, service-dominant (S-D) logic of co-creation in marketing, and customer engagement theories. Using long-interview technique with 18 journalists, the study investigates how journalists perceive media relations activities of PR practitioners from a value co-creation dimension. A new theoretical model titled press engagement behavior (PEB) with sub-dimensions in press participation behavior (PPB) and press citizenship behavior (PCB) is proposed. A thirty-item scale is proposed to guide future study on scale development and validation. The proposed new model can explain the context of journalist engagement, enriching the operational value of cultivation strategies in dyadic relationship settings.

Original languageEnglish
Pages (from-to)490-500
Number of pages11
JournalPublic Relations Review
Issue number4
Publication statusPublished - Nov 2018

Scopus Subject Areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

User-Defined Keywords

  • Excellence theory
  • Organization-public relationships
  • Press citizenship behavior
  • Press engagement behavior
  • Press participation behavior
  • Symmetrical model


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