Civic Journalism Interest Group

Engaging the Literature: A Civic Approach • Kathryn B. Campbell, Southern Oregon • Traditional civic journalism literature reviews are static, laced with separations that divorce issues from one another, divide theorists from researchers, sever academic writing from the popular press, or break publications into categories based on their bindings. These divisions simply don’t capture the unique dialogue of civic journalism. A more intriguing concept is a new model, envisioned as clusters of work through which the movement of ideas can be traced as a dialogue among academics, journalists, and other citizens.

Resolving Public Conflict Civic Journalism and Civil Society • Kathryn B. Campbell, Southern Oregon • Practitioners in civic journalism and public conflict resolution are independently experimenting with ways to facilitate communication and mediate conflict. Civic journalism can provide the public sphere in which conflict resolution can move from individual rights-based models toward public judgment models, where “the good life” might be realized. For journalists, public conflict resolution models offer a complementary philosophy and practical guides to mediation processes. Together, these transformative models of professional practice have great potential for enriching civil society.

Civic Journalism on the Right Side of the Brain: How Photographers and Graphic Designers Visually Communicate the Principles of Civic Journalism • Renita Coleman, Missouri • As the most hotly debated subject of the decade within the field of journalism, there has been an enormous amount written about civic or public journalism. Yet, the focus of that discussion has invariably left out an entire side of the newsroom – the visual. Nearly all the debate centers around the “verbal” with the “visual” – represented by the work of graphic designers and photographers – excluded from the conversation. This study aims to address this void by giving voice to visual journalists practicing civic journalism.

Public Journalism and Criticism of the Press • Guido Frantzen and William F. Griswold, Georgia • This paper suggests that in order to help revive public discourse and political participation • among the main tenets of civic journalism • the media should engage in thoughtful evaluative criticism of each other and of themselves. Analysis of the content of the Charlotte Observer in 1989, before the newspaper publicly embraced civic journalism, and 1993, after its adoption, finds the amount of media criticism virtually unchanged. The authors argue that these findings suggest an important opportunity is being missed.

Educating For A More Public Journalism: Public Journalism and Its Challenges to Journalism Education • Tanni Haas, Brooklyn College and Christopher J. Schroll, Wayne State • Given the increasing influence of public journalism on the daily routines of newspapers across the United States, students need to be taught how to find a workable balance between consulting and reporting on conventional information sources and consulting and reporting on the perspectives provided by ordinary citizens. In this paper we discuss ways in which one of the most widely celebrated public journalism campaigns, the Akron (Ohio) Beacon Journal’s Pulitzer Prize winning race-relations project “A Question of Color,” can serve as inspiration for actual journalism pedagogy.

A Tale of Two Cities: Do Small-Town Dailies Practice Public Journalism Without Knowing It? • David Loomis, North Carolina-Chapel Hill • Yes, this case study of two small-town North Carolina dailies concludes. But in one case, the variant of public journalism should more accurately be labeled civic journalism, because of an institutionalized and professionalized emphasis on the community’s civic life and a de-emphasis of its public, or political, life. In the case of the other less-vigorous paper, the civic journalism variant is personalized but not institutionalized or professionalized.

The Making and Unmaking of Civic Journalists: Influences of Classroom and Newsroom Socialization • Michael McDevitt, Bob Gassaway, and Frank Perez, New Mexico • This study explores the origins of civic journalism values as a function of professional socialization. Findings are derived from a survey of college students and professional journalists. Results suggest a progression of socialization that begins with students supporting civic journalism. However, in leaving the classroom for the newsroom, the unmaking of civic journalists might occur as journalists develop a stronger sense of autonomy. Findings highlight the need for instruction to encourage a broader conception of autonomy.

Citizen-Based Journalism: A Study of Attitudes toward Audience Interaction in Journalism • John L. Morris, Adams State College • The growth of the Internet, the publicÕs preoccupation with interactivity, social construction of meaning theories and convergence of media raise questions that the traditional mass communications paradigm cannot answer. This paper focuses on the following: l) What are the attitudes of reporters toward audience interaction? 2) What are the attitudes of news consumers toward audience interaction? 3) What are the news values of reporters and news consumers? 4) Are there any significant demographic attributes of reporters and news consumers?

Civic Journalism: One Possible Tool for Building New Democracies and Civil Society • Janice Windborne, Ohio • Some U.S. journalists have embraced public journalism as a tool that can reinforce citizen participation in the democratic process. In many countries where the national media system is in the process of evolution to a more independent, stable, privatized media, media’s participation in the building of civil society and democracy would seem the more important. However, although the principles of public journalism make sense for these societies, certain practical constraints interfere.

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Visual Communication Division

Breach of Confidentiality: When Photographers Do Not Keep Their Promises to News Subjects • Laurence B. Alexander, Florida • This paper examines the issues of legal liability for breaking promises and violating assurances that are made by photojournalists to the subjects they photograph. By presenting and analyzing the case law in this area, the paper synthesizes the most significant bases for recovery for the news photographer’s failure to honor his or her word. It discusses how these photographers can avoid or limit their exposure on the various theories of recovery.

Visual “Super Quotes”: The Effects of Extracted Quotation in News Stories on Issue Perception • Rhonda Gibson, Joe Bob Hester and Shannon Stewart, Texas Tech • In a study designed to measure the persuasive influence of extracted quotations, four versions of a two-sided news story were created. One version contained no extracted quotes, one contained an extracted quote favoring one side of the issue, one contained an extracted quote favoring the other side of the issue, and one contained balanced extracted quotes. After reading the news report, respondents were asked their opinion about the news issue.

Reporting the World to America: Pulitzer Photographs 1942-1999 • Hun Shik Kim, Missouri-Columbia • News photographs of international events serve as a visual medium for Americans to understand the peoples and diverse cultures. However, a content analysis of the Pulitzer Prize photographs between 1942 and 1999 reveals that the major visual themes of prize-winning photographs depicting international news events are predominantly about war, coup, political upheaval whereas the award-winning photographs describing American scenes represent more diverse themes and subjects. As in other news media, the most important news determinants of international news photography are violence and conflict.

Digital Photography and its Impact on Photojournalists’ Job Satisfaction • Janet E. Roehl and Carlos Moreno, Eastern New Mexico • This study explores the relationship between digita1 photography and newspaper photojournalists’ job satisfaction A questionnaire using a multi-dimensional evaluation and general affective questions to gauge job satisfaction levels was employed. Respondents were divided into three categories: non-digital photojournalists, digital photojournalists, and photojournalists who use digital cameras for 80% to 100% of their work. Results indicted that overall satisfaction levels of both groups of digital photojournalists are more satisfied in their jobs than their film-based counterparts.

John-John’s Salute: How a Photographic Icon Influenced Journalistic Construction of Reality • Meg Spratt, Washington • Medium theory research has often focused on electronic media, ignoring the significant role still photography plays in constructing journalistic discourse. In a case study of photographic imagery and breaking news, this study analyzes how journalists used the 1963 iconic image of John F. Kennedy Jr. saluting his father’s coffin in telling the story of “John-John’s” death in 1999. Analysis shows that the photograph was used not just to relay factual information during a breaking news story, but to activate collective memories, construct a story of an American child-hero, and to perpetuate symbols of American social ideals.

The Rock and Roll Hall of fame and the Three-Dimensional Trademark • Jack Zibluk, Arkansas State • In 1996, North Olmstead, Ohio, commercial photographer Charles Gentile shot and distributed a poster of Cleveland’s Rock and Roll Hall of Fame, and the museum sought • and was granted • a preliminary injunction halting the sale of the poster. The museum claimed the image on the poster, an exterior picture of the building framed by a sunset taken from a public place, represented trademark infringement. The following paper traces the development of the case and discusses the implications for a new limit on commercial speech.

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Scholastic Journalism Division

What I Know, What I Think, and How I Feel: High School Journalism Experience, High School G.P.A. and Self-Efficacy as Predictors of Success in Newswriting Courses • Kimberly L. Bissell, Southern Illinois and Steve J. Collins, Texas-Arlington • This study identified variables that predicted achievement among students enrolled in introductory media writing courses at two universities (SIU and UTA). Self-efficacy was significantly correlated with writing ability at SIU and with performance on a grammar pretest at UTA. UTA students who wrote for a high school yearbook performed significantly better on the writing and grammar tests than did their counterparts. High school g.p.a. predicted success on the writing test at UTA and on the grammar test at both schools.

Teaching Interviewing Skills Through Multimedia Modules: A Case Study from an Undergraduate Mass Media Writing Course • Julie E. Dodd, Judy L. Robinson and Judy H. Tipton, Florida • The process of planning, designing, and developing a CD-ROM for teaching in an introductory course in writing for mass communication can be a daunting process. The case study shows the stages involved in planning, designing and developing one module on interviewing for the CD. The needed elements for success involve time, technological resources, funding, and teamwork as illustrated by the case study that chronicles the evolution from conception to development.

Nation’s High School Newspapers: Still Widely Censored • Lillian Lodge Kopenhaver, Florida International University and J. William Click, Winthrop • It has been slightly more than a decade since the 1988 Supreme Court Hazelwood decision which reaffirmed the right of high school principals to censor stories in the student newspaper. That ruling caused advisers, principals and students to reevaluate the operation of those publications. This study investigates press freedom in high school newspapers at the end of the century. The findings paint a clear picture of a high school student press that is not free, that is controlled mostly by advisers, but also by principals, and that views editing of the paper by the faculty adviser as the norm.

Student Publications Experience of Journalism and Mass Communication Educators • Lyle D. Olson, South Dakota State • This paper presents the results of a random e-mail survey of college and university journalism and mass communication educators about their high school and college student publications experience. The study found that 61.5 percent of the educators had high school experience and 72.4 percent had college experience. In addition, 40.9 percent of the respondents decided to pursue journalism and mass communication as a career before or during high school.

Freedom of Expression Laws and the College Press: Lessons Learned from the High Schools • Mark Paxton, Southwest Missouri State • This paper examines two recent attempts to enact state freedom of expression laws for public college and university students and discusses the prospects for such laws in the context of state scholastic freedom of expression laws in six states. Based on research questioning the effectiveness of those state scholastic freedom of expression laws, it appears to be unlikely that similar laws protecting the First Amendment rights of college students will be as effective as proponents might expect.

Twenty-Five Years of the Fuzzy Factor: Fuzzy Logic, the Courts, and Student Press Law • Bruce L. Plopper and Lauralee McCool, Arkansas-Little Rock • This study applies the science of fuzzy logic, a fairly modern development in mathematical set theory, to court opinions concerning non-university, public school student publications, from 1975-1999. It examines case outcomes as a function of fuzzy logic, and it evaluates interactions between fuzzy logic and the following factors: court level materials involved, administrative action taken, and chronology of decision. Findings show that in general, courts using fuzzy logic favor administrators, while courts avoiding fuzzy logic favor students.

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Radio-TV Journalism Division

Local Television News and Viewer Empowerment: Why the Public’s Main Source of News Falls Short • Denise Barkis-Richter, Palo Alto College • A content analysis of local television news revealed that only one out of four stories contained empowering information. Through participant observation at a local television news station and in-depth interviews with local television newsworkers, three principal reasons emerged why empowering information was excluded: l) the absence of the station’s commitment to provide empowering information; 2) newsworkers’ lack of enterprise; and 3) the newsworkers’ perception of viewers and what their viewers want.

A Tale of Two Cities: How National Network Television Framed Hate Crimes in Jasper, Texas, and Laramie, Wyoming • Larry Elliott, L. Paul Husselbee, O’Brien Stanley and Mary Alice Baker, Lamar University • Sensational hate crimes in the small cities of Jasper, Texas and Laramie, Wyoming, drew the blinding spotlight of network television in 1998. Television journalists “framed” national images of Jasper and Laramie after an African-American was dragged to death behind a pickup truck in Texas and a homosexual man was beaten, tied to a fence and left to die in Wyoming. Despite residents’ fears that they would be tarred by the national media, the most dominant network television “frame” was favorableÑan emphasis on healing after the crimes.

Learning Ethics: On the Job or In the Classroom? • Gary Hanson, Kent State • Training in ethics is an important component of journalism education. Students are taught to think critically when confronted with ethical dilemmas and to follow an accepted set of professional journalism standards. This preliminary study suggests there are significant differences in the way television news directors and students in journalism classes view ethics instruction and in the possible topics that may raise ethical questions once a student enters the journalism workforce.

Constructing Class & Race in Local TV News • Don Heider, Texas at Austin and Koji Fuse, Pittsburg State • Using participant observation and content analysis, the researchers looked at one local television newsroom to examine what role class and race played in news decision making. Because of journalists’ own position, inhabiting positions in the middle- and upper-middle classes, and because of phenomena such as targeted story selection and story avoidance, the authors’ found that news coverage of the poor specifically and of the lower classes in general was significantly lacking.

Going Digital: An Exploratory Study of Nonlinear Editing Technology in Southeastern Television Newsrooms • Seok Kang, George L. Daniels, Tanya Auguston and Alyson Belatti, Georgia • The Federal Communications Commission (FCC) has mandated that all broadcasters convert to a digital standard by 2006. This exploratory study of a stratified sample of large, medium and small market television newsrooms in the southeastern U.S. examined the progress toward converting to nonlinear editing. The findings show conventional wisdom may not apply to the way stations are making the shift to the digital standard. Instead, cost is probably a bigger indicator who will be the “innovators” and “laggards” in going digital.

Symbolic Racism in Television News • David Kurpius, Louisiana State • This research project examines the construction of symbolic racism in television news. Symbolic racism in television news is the combination of two non-racist elements that creates a negative racial stereotype. The researcher assumes these creations are unintended, but still extremely damaging. The purpose of this study is to see if symbolic racism exists in local television news and whether minority hiring and a formal race policy including dialogue about race helps diminish symbolic racist constructions.

Deregulation and Commercial Radio Network News: A Qualitative Analysis • Richard Landesberg, North Carolina-Chapel Hill • The once vibrant and vital business of commercial radio network news is now a declining industry controlled by just two companies. Yet, radio remains a main source of information for many Americans. This study analyzes the consolidation and decline in commercial radio network news and the role of regulation in that decline. It approaches the subject using qualitative methodology to explore the views of network news radio professionals, both journalists and managers.

Stealing the Show: How Individual Issues Dominate the Nightly Network News • Brad Love, Florida • As major stories develop, the media often overwhelm the audience with coverage. Certain issues can dominate and force other stories out of sight all together. This paper examines nightly network newscasts to see exactly what topics lose air time when a non-routine story takes over, as well as looking at the common contention that all three networks cover the same issues in the same proportions.

For the Ear to Hear: Conversational Writing on the Network Television News Magazines • C.A. Tuggle, Suzanne Huffman and Dana Rosengard, North Carolina-Chapel Hill • This study examines the level of adherence to conversational writing style and the rules of grammar by correspondents and producers for network television news magazines on the three primary over-the-air networks. The researchers document differences between networks, but point out that writers for all shows in the sample could do a better job of writing short sentences, using common words, and following the rules of grammar. The researchers employ the Flesch readability scale and devised a second scale to measure additional elements of conversational writing.

Synergy Bias: Conglomerates and News Content • Dmitri Williams, Michigan • The “church-state” division between the editorial and business departments of a news organization is threatened by corporations who promote cooperation between and among divisions (“synergy”). A content analysis tested the hypotheses that the influence of parent companies on news content produces an increase in the quantity and quality of company related materials mentioned on the news. The results showed that such biases did occur, but not evenly and more often in the vertically integrated corporations.

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Public Relations Division

Research
“Check Out Our Web Site at … “ The Public Relations Content Characteristics of Fortune 500 Companies • Debashis (Deb) Aikat, North Carolina-Chapel Hill • This study content analyzed 264 randomly selected Web sites from the 1999 Fortune 500 list of companies to identify eight public relations content characteristics of Fortune 500 companies. They are: (a) effective promotion with widespread reach at low cost, (b) reliable product information and customer support round-the-clock, (c) graphically rich content with significant shift from text to visuals, (d) failure to project corporate identity on the Web, (e) little interactivity, few features for information exchange, evaluation and feedback.

Making Health Communications Meaningful for Women: Factors that Influence Involvement and the Situational Theory of Publics • Linda Aldoory, Maryland • Focus groups and interviews were held with women from various ethnic, class, education and sexual backgrounds to explore antecedent factors that may characterize involvement, a key variable in the situational theory of publics. Findings revealed that a consciousness of everyday life, media source credibility, self-identity, a consciousness of personal health, and cognitive analyses of message content influenced involvement with health messages. Public relations practitioners can use findings to better tailor health messages to specific needs and lifestyles of different women.

Using Grunig’s PR Models to Evaluate Strategic Philanthropy: An Exploratory Study • Joel Andren, Washington State • An investigation of strategic philanthropy campaigns and their evaluation yielded insight into the perceived public relations value of philanthropy. In a survey of philanthropy programs in a Northwest city, it was found that corporations are more likely to operate their philanthropy efforts based on a one-way, rather than two-way, model. If public relations departments were involved more in the selection, implementation, and evaluation of philanthropy campaigns, they could quantify the value of such philanthropic efforts.

Private Issues and Public Policy: Locating the Corporate Agenda in Agenda-Setting Theory • Bruce K. Berger, Alabama • This research examines attempts by The Business Roundtable (BRT) to influence policy agendas regarding four private issues, i.e., policy issues not salient on media and public agendas. BRT’s information subsidies are studied, along with media coverage, public opinion, and policy agenda developments. Results suggest BRT uses information subsidies to control the scope of issue conflict, and these subsidies influenced the policy agenda for study issues. Corporate influence on private issues alters the traditional agenda-setting process, and an alternative, elitist model is proposed.

Do PRT Practitioners Have a PR Problem?: The Effect of Associating a Source with Public Relations and Client-Negative News on Audience Perception of Credibility • Coy Callison, Alabama • Through a 2 X 2 factorial experiment (N=141), information source type (PR Spokesperson or Generic Spokesperson) and message topic (Client-Neukal and Client-Negative) were varied to determine how both affect audience perception of source credibility. Results suggest public relations 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.

Talk the Talk, Walk the Walk: Advancing Measurement in Public Relations • Yuhmiin Chang, Fritz Cropp and Glen T. Cameron, Missouri • Lindenmann found that public relations research is talked about much more than it is done. To help assess why this might be hold true, we track the steps in an extensive evaluation of a public relations campaign. Following Grunig’s exemplification of the use of focus group research in public relations (1992), this case study offers a guide to the use of a quasi-experimental design with control group for evaluating public relations efforts.

Examining Factors that Influence Pharmacists’ Willingness to Participate in a National Health Campaign • Cynthia-Lou Coleman-Sillars, Georgia • A national study of pharmacists asked whether they would feel equipped to participate in a health campaign aimed at reducing antimicrobial resistance. While most pharmacists agreed that their role in educating patients is important, several barriers to communication were noted. The volume of prescriptions filled, constraints of time, worry over relationships with physicians and unfamiliarity with judicious antibiotic use were some of the barriers.

A National Survey of Public Relations Internship Programs at Mass Communication Programs Accredited by the Accrediting Council on Education in Journalism and Mass Communication (ACEJMC) • Janice Davis and Mary-Lou Galician, Arizona State • To compile a national profile of public relations internship programs • thereby filling a research gap, the researchers conducted a national mail survey of all 108 ACEJMC-accredited colleges and universities in the United States in February and March, 2000. To-date (3/22/00), the response rate was 54%, with additional returns expected before the 4/1/00 cut-off. In addition to statistical summaries and survey verbatims, exemplary collateral materials provided by respondents will be available for examination at this session.

Viva la Vacation: An Examination of Personal Values, Information Sources, and Pleasure Travel • Lisa T. Fall, Michigan State • Public relations researchers continually strive to advance methods for predicting consumer behavior as related to successful message consumption. Of noted importance is the increased worth consumers are placing on “individualism.” The overarching question, “What • personally • is in it for me?” must be answered every time an organization develops a message for its intended audiences. One successful way to personalize the message is by tapping into a consumer’s core values system.

“Integrated Relationship Management” as a Reforming Paradigm of Thai Corporations during the Post-Crisis: The Case Study and the [Re]construction of Social Values • Peeraya (Pepe) Hanpongp and, Iowa • In order to cope with the problems related to globalization, this paper advocates an integration of integrated marketing communications (IMC) and relationship management (RM). For that purpose, the notion of integrated relationship management (IRM) is developed in this paper. In this paper, the case of the Lemon Farm Cooperative, a corporation of Thailand is explored to show how the notion of global/local relationship was played out in the Thai culture and how a Thai value-based approach to relationship building has cultivated the concept of IRM as proposed in this paper.

Advertising and the News: Does Advertising Campaign Information in News Stories Improve the Memory of Subsequent Advertisement • Hyun Seung Jin, North Carolina-Chapel Hill • The purpose of this study is to examine whether previous exposure to advertising campaign information presented in news stories (publicity) boosts the audience’s memory for the subsequent advertisements. In the experiment, subjects in the experimental group were exposed to a print version of newspaper article about the Super Bowl ads on Friday before the Sunday night Super Bowl game, whereas subjects in the control group read a news article with no mention of the Super Bowl ads.

Ego-Involvement and Practitioners’ Attitudes Toward Integrated Marketing Communication • Amanda Jones and Amy Sanders, Truman State • This survey of Public Relations Society of America practitioners uses the Ordered Alternatives Questionnaire to analyze practitioners’ attitudes toward integrated marketing communication and the impact of professional ego-involvement on those attitudes. Results indicated communication professionals strongly support the integrated marketing communication concept, but differ as to the appropriate degree of integration. Those who identified with the public relations profession were more likely to prefer maintaining distinctions among the various communication professions.

Public Relations Roles and Media Choice • Tom Kelleher, Hawaii at Manoa • A national survey of PRSA members (n = 267) was conducted to examine the relationship between public relations roles and media choice based on the integration of PR theory and media richness theory. Respondents were identified as either PR managers or technicians using confirmatory factor analysis, corroborating previous research. Managers reported spending more time in oral communication than technicians, while technicians spend more time using written communication. E-mail use in PR and related communities is also discussed.

An Exploration of Integration of the Public Relations Function in International Business Operations • Juan Carlos Molleda, South Carolina • The paper introduces three cases that describe the types of coordination (formalization, centralization, and socialization) and communication tools (e.g., annual report, corporate intranet, and web sites) used by the public relations function in international businesses to achieve normative integration. That is, global efficiency, worldwide learning, and national responsiveness through enhancing interdependence and inter-unit communication. The cases are put into context by summarizing relevant literature from international management. Recommendations for theory building and research are provided.

Determining Message Objectives: An Analysis of Public Relations Strategy Use in Press Releases • Kelly Garnette Page, Florida • This study attempts to identify public relations strategies used in the press releases distributed by organizations. A content analysis of 100 press releases randomly selected from the PRNewswire web site was performed. Results indicate that the taxonomy of public relations strategies proposed by Hazleton (1992) is a valid conceptualization of public relations strategy use in organizations and that these strategies can be identified in the press releases distributed by organizations.

Mythic Battles: Examining the Lawyer-Public Relations Counselor Dynamic • Bryan H. Reber and Glenn T. Cameron, Missouri-Columbia • Long considered adversarial, relationships between public relations practitioners and lawyers were analyzed via Q methodology and depth interviews. Subjective attitudes were measured regarding strategies in dealing with publics in times of organizational crisis and how the subjects viewed their professional counterparts. Analysis employed concepts central to coorientation theory. Lawyers more accurately projected the PR response than vice versa. Relationships seem to be all-important. And, the proverbial law/PR conflict may have taken on nearly mythic proportions.

Comparative Approaches to Segmenting Publics in Agricultural Information Campaigns • Robin Shepard and Garrett ‘ÕKeefe, Wisconsin • Governmental agencies, educational institutions, not-for-profit environmental interest groups, and corporations regularly conduct public information campaigns aimed at promoting their own special interests and needs with respect to the natural environment. In this analysis we will compare approaches to segmenting and targeting agricultural producers • for informational campaigns. Results suggests that informational campaigns based on single medium delivery will not be effective at changing behavior in the studied watershed.

Employee Communications and Community: An Exploratory Study • Andi Stein, Oregon • This paper explores the relationship between employee communications and the process of community building within an organization. Using a survey approach, the paper focuses on PeaceHealth, a healthcare system in the Pacific Northwest with locations in six different regions in three different states. The paper evaluates PeaceHealth employees’ perceptions of the effectiveness of various communication tools in helping to establish a sense of community at three different levels of the organization • departmental, regional, and organizational.

Loyalty in Public Relations: When Is It Raw Material for Virtue and when is it Raw Material for Some Vices? • Kevin Stoker, Brigham Young and Curtis Carter, Georgia Pacific Corporation • This paper addresses the practical and moral ramifications of organizational deterioration on public relations professionals. First, the concepts of exit and voice and their relationship to public relations practice will be explained. Next, the paper will consider loyalty, its definition, its limits, and its effect on public relations practice. The paper will then delineate between loyalty as a raw material for virtue or vice before proposing a model to guide public relations practice.

Use of World Wide Web Sites Marketing and Promotions Tools: A Pilot Study of University Journalism/Mass Communication Programs in Texas • Thirty-one Texas college and university journalism/ mass communication World Wide Web sites were analyzed, and faculty/ administrator interviews were conducted to address five research questions about the use of Web sites as marketing and promotions tools. Sites were scored for visual, operational, and informational enhancements. Site administrators discussed site launch, design, maintenance, management and future trends issues. Sizeable differences were found in levels of site visual, operational, and informational enhancement.

Teaching
Preparing Public Relations and Advertising Students for the 21st Century: A Case Study • Robert Carroll, Southern Indiana • In 1993, the Task Force on Integrated Communications reported that public relations and advertising students would better be prepared to enter a changing communications industry through an “integrated” curriculum. This paper is a case study of how one university has attempted to meet that challenge. The work has resulted in the development of an “Integrated Marketing Communications” class for advertising, public relations, and marketing seniors.

The Internet and Public Relations Curricula: Fitting “a jet engine to a horse-drawn carriage” • Karla Gower and Jung-Yul Cho, Alabama • The Internet is changing the way business does business. It is also changing public relations, opening new opportunities for the field. This study presents the findings from an email survey of public relations agencies that attempted to determine how agencies are using the Internet for public relations and what skills they consider important. The purpose of the survey was to discovery how public relations educators could best prepare graduates for the demands of the profession.

Using Private Consulting as a Teaching Tool • Candace White, Tennessee • This paper explains how private consulting was used to provide on-going instruction and examples of public relations strategies and tactics in a public relations writing course. Students were able to see immediate, real-time implementation and how problems were addressed in a real life context. A survey of the students showed the teaching method was well received, increased understanding and knowledge of how public relations tactics are implemented, and proved relevant to the course material.

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