Published in book form, this is a scholarly periodical of academic research in public relations, containing refereed reviews and reports of original studies. It follows the current trend toward more solidly grounded, theoretical research in a field that has only begun to mature. The studies and reviews presented represent the most contemporary thought and investigation brought to bear on this subject. Many relevant topics are discussed, including communication roles, women's issues in the feminization of the field, the concepts of symmetry and game theory, and finally, publics -- dealing with roles, risk takers, and how audiences receive, process, and retain messages on public policy issues.
"…fast becoming an important review series in mass communication…"
—AEJMC Mass Communication Bibliographers Newsletter
"The editors and contributors to this volume seem to share an interest in furthering public relations as a profession and in ameliorating ethical problems that might relate to it. Readers who approach public relations with these goals in mind will probably benefit from the book."
—Journal of Communication
Contents: Preface. Part I: Research Reviews. J.D. Pincus, R.E. Rayfield, M.D. Cozzens, The Chief Executive Officer's Internal Communication Role: A Benchmark Program of Research. H.M. Culbertson, Role-Taking and Sensitivity: Keys to Playing and Making Public Relations Roles. Part II: Reports of Original Research. P.J. Creedon, Public Relations and "Women's Work": Toward a Feminist Analysis of Public Relations Roles. L.A. Grunig, Court-Ordered Relief from Sex Discrimination: Implications for Women Working in Development Communication. P. Murphy, The Limits of Symmetry: A Game Theory Approach to Symmetric and Asymmetric Public Relations. K.T. Theus, Organizational Ideology, Structure and Communication Efficacy: A Causal Analysis. J.D. Pincus, L. Acharya, E.P. Trotter, C. St. Michel, Conflict Between Public Relations Agencies and Their Clients: A Game Theory Analysis. J.K. Van Leuven, M.D. Slater, How Publics, Public Relations, and the Media Shape the Public Opinion Process. R.L. Heath, W. Douglas, Effects of Involvement on Reactions to Sources of Messages and to Message Clusters. M.A. Ferguson, J. Myer Valenti, G. Melwani, Communicating with Risk Takers: A Public Relations Perspective.