CJC at IPRRC 2022


March 3-5, 2022
Orlando, Florida

Enhancing Young Consumers Relational and Behavioral Outcomes: The Impact of CEO Activism Authenticity and Value Alignment

Authors:  Jie Jin, Renee Mitson, Yufan Sunny Qin, Marc Vielledent, and Rita Men

Award: Plank Center Award for Leadership in Public Relations

Abstract: This study surveyed 373 U.S. consumers on how CEO activism authenticity and consumer value alignment (e.g., a match between personal values and a CEO’s stance on a sociopolitical issue) influence young consumers’ identification with the CEO’s organization, foster quality consumer relationships with the CEO’s organization, and increase purchase intention. This study contributes to theorization of corporate advocacy at the leadership level and adds to the growing body of knowledge on CEO activism and leadership communication. The findings provide meaningful and practical recommendations to guide CEO activism best practices in an era when businesses and leaders are increasingly expected to take the lead on social change (Vredenburg et al., 2020).

Optimizing Social Chatbots for Organizational Listening and Relational Outcomes: The Effects of Anthropomorphic Cues, Communication Strategies, and Message Framing.

Authors: Alvin Zhou, University of Pennsylvania, Wan-Hsiu Sunny Tsai, University of Miami, Rita Men

Abstract: To test how various chatbot designs (profile design, communication style, and message framing) can generate organizational listening and relational outcomes, we designed 8 AI-enabled chatbots and fielded a 2x2x2 between-subject experiment. Results highlight the critical role of communication style and the mediating role of perceived organizational listening. The results revealed that perceived organizational listening served as a partial mediator of the effect of chatbot social conversation on organization-public relationships, highlighting the imperative of understanding the strategic use of AI applications in public relations practice. By testing how different chatbot designs affect relational outcomes, our study speaks to the growing adoption of artificial intelligence in the public relations industry and offers practical implications for the implementation of large-scale organizational listening systems.

PR’s Role in Reaching the Disability Community: Communicating Inclusivity Online

Author: Alexis Bajalia Fitzsimmons

Abstract: This study explores how organizations that earned perfect scores on the Disability Equality Index use their websites to communicate to prospective employees with disabilities. A content analysis of these organizations’ Careers webpages provides implications for PR professionals about how to engage this stakeholder group, assisting organizations with purpose-driven strategy. As mediators between organizations and the public, public relations professionals can be at the forefront of leading organizations in purpose-driven strategy. They can elucidate opportunities for organizations to reach stakeholder groups that have been overlooked and ensure clear communication of an organization’s purpose across communication channels. Therefore, this research provides a best-practice guide for public relations professionals about how to ensure inclusive website communication for people with disabilities who are seeking jobs at their organizations.

What Did Texas-Based Companies do When the Country was Watching for their Response to the Texas Abortion Law?

Authors: Eve Heffron, Alexis Bajalia Fitzsimmons, Yufan Sunny Qin, Francis Akanbi, and Marcia DiStaso

Abstract: A content analysis of the 95 Fortune 500 companies based in Texas explored how companies and their CEOs handled the two months after the US Supreme Court upheld the law. We analyzed their social media use in September and October 2021 to see how Texas-based companies and CEOs used their platforms. Staying silent on social issues is no longer an accepted behavior in society, especially when the issue directly impacts a company’s employees. Therefore, better understanding the different ways in which 95 Fortune 500 companies spoke out or stayed silent on a controversial issue in their home state, affecting about half of their workers, will help communication professionals guide their future CSA engagement.

Leadership Communication Styles, Employee Satisfaction, and the Moderating Effects of Remote Work

Authors: Renee Mitson, Hao Xu, University of Minnesota, and Jay Hmielowski

Abstract: This study surveyed 500 U.S. office workers on their perceptions of their organization’s leadership communication styles and their subsequent employee satisfaction.

This study also asked the number of days participants worked remotely per week to propose remote work as a moderating variable through which leadership communication styles impact employee satisfaction. Covid-19 accelerated pre-existing trends of remote or “flexible” working arrangements, and now more employees than ever are working at least somewhat remotely. Leadership communication styles are a strategic form of communication that leaders can utilize to communicate with subordinates to yield pro-organizational outcomes. However, little is known about how leadership communication styles are perceived by employees working off-site. This study provides best practices to help leaders navigate an increasingly remote workforce and maintain communication efficacy.