Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

Abstract

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.

Keywords

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

Publication Date

11-2018

Source Publication Title

Public Relations Review

Volume

44

Issue

4

Start Page

490

End Page

500

Publisher

Elsevier

Peer Reviewed

1

DOI

10.1016/j.pubrev.2018.07.003

Link to Publisher's Edition

https://www.sciencedirect.com/science/article/pii/S036381111830078X?via%3Dihub

ISSN (print)

0363-8111

ISSN (electronic)

1873-4537

Available for download on Wednesday, December 01, 2021

Included in

Communication Commons

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