TY - JOUR
T1 - Reconsidering the public relations professional-blogger relationship
T2 - A coorientation study
AU - Walden, Justin A.
AU - Bortree, Denise
AU - DiStaso, Marcia
N1 - Publisher Copyright:
© 2015 Elsevier Inc.
PY - 2015/11/1
Y1 - 2015/11/1
N2 - Although considerable attention has been placed on the journalist/public relations professional relationship, scholars have yet to fully investigate the blogger/public relations professional relationship. This coorientation study compares bloggers' attitudes toward the quality of their relationship with public relations professionals with the public relations professionals' attitudes about this relationship. Findings indicate that public relations professionals and bloggers have markedly different views on the relationship, most notably when it comes to trust in and satisfaction with each other. In order to reduce any confusion that may arise between these parties, it is argued that additional dialog about each party's respective intentions is needed and added transparency in this communication may give the relationship a stronger ethical grounding.
AB - Although considerable attention has been placed on the journalist/public relations professional relationship, scholars have yet to fully investigate the blogger/public relations professional relationship. This coorientation study compares bloggers' attitudes toward the quality of their relationship with public relations professionals with the public relations professionals' attitudes about this relationship. Findings indicate that public relations professionals and bloggers have markedly different views on the relationship, most notably when it comes to trust in and satisfaction with each other. In order to reduce any confusion that may arise between these parties, it is argued that additional dialog about each party's respective intentions is needed and added transparency in this communication may give the relationship a stronger ethical grounding.
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U2 - 10.1016/j.pubrev.2015.06.002
DO - 10.1016/j.pubrev.2015.06.002
M3 - Article
AN - SCOPUS:84942366173
SN - 0363-8111
VL - 41
SP - 526
EP - 532
JO - Public Relations Review
JF - Public Relations Review
IS - 4
ER -