The influence of message source and cultivation strategies in a nonprofit public relations context

Elizabeth Gardner, Trenton Seltzer, Andrea Phillips, Rachel Page

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

While public relations research has proposed multiple models for how organizations form and manage relationships with publics, work remains to be done to test these models. This study examined the influence of message source (news vs. organizational media) and the use of cultivation strategies in nonprofit communication on the organization-public relationship and message reactions. An experiment with a non-student adult sample (N=284) found that organizational media were rated more credible, and that cultivation strategies led to greater perceived relational trust and more positive message-related attitudes. Findings are discussed in the context of OPR theory and the practice of nonprofit PR.
Original languageEnglish
Title of host publicationThe influence of message source and cultivation strategies in a nonprofit public relations context
PublisherRoutledge
StatePublished - Dec 2014

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