TY - JOUR
T1 - Do pr practitioners have a pr problem?
T2 - The effect of associating a source with public relations and client-negative news on audience perception of credibility
AU - Callison, Coy
PY - 2001
Y1 - 2001
N2 - Through a 2 × 2 factorial experiment (N = 141), information source type (public relations spokesperson or generic spokesperson) and message topic (client-neutral and client-negative) were varied to determine whether they affect audience perception of source credibility. Results suggest public relations professionals and the organizations they represent are perceived as less credible than unidentified sources and their employers. Also, sources and their sponsors communicating organization-negative news are perceived as less credible than those communicating client-neutral information.
AB - Through a 2 × 2 factorial experiment (N = 141), information source type (public relations spokesperson or generic spokesperson) and message topic (client-neutral and client-negative) were varied to determine whether they affect audience perception of source credibility. Results suggest public relations professionals and the organizations they represent are perceived as less credible than unidentified sources and their employers. Also, sources and their sponsors communicating organization-negative news are perceived as less credible than those communicating client-neutral information.
UR - http://www.scopus.com/inward/record.url?scp=48749088409&partnerID=8YFLogxK
U2 - 10.1207/S1532754XJPRR1303_2
DO - 10.1207/S1532754XJPRR1303_2
M3 - Article
AN - SCOPUS:48749088409
SN - 1522-6514
VL - 21
SP - 219
EP - 234
JO - International Journal of Phytoremediation
JF - International Journal of Phytoremediation
IS - 1
ER -