TY - JOUR
T1 - An exploratory study to conceptualize press engagement behavior with public relations practitioners
AU - Lee, Liane W.Y.
AU - Yip, Leslie S.C.
AU - Chan, Kara K W
N1 - Funding Information:
This research is supported by the Technological and Higher Education Institute Seed Grant.
Publisher copyright:
© 2018 Elsevier Inc. All rights reserved.
PY - 2018/11
Y1 - 2018/11
N2 - 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.
AB - 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.
KW - Excellence theory
KW - Organization-public relationships
KW - Press citizenship behavior
KW - Press engagement behavior
KW - Press participation behavior
KW - Symmetrical model
UR - http://www.scopus.com/inward/record.url?scp=85050240944&partnerID=8YFLogxK
U2 - 10.1016/j.pubrev.2018.07.003
DO - 10.1016/j.pubrev.2018.07.003
M3 - Journal article
AN - SCOPUS:85050240944
SN - 0363-8111
VL - 44
SP - 490
EP - 500
JO - Public Relations Review
JF - Public Relations Review
IS - 4
ER -