Research and Insights

March 4-6, 2021
Virtual 

Jie Jin, doctoral student

How Avoidant Leadership Styles Turns Employees into Adversaries: The Impact of Laissez-Faire Leadership on Employee-Organization Relationships

Abstract: This study’s findings offer practical implications for organizational leaders and communication professionals as to what kind of leadership practices should be avoided and how positive strategic relationship management with employees can counter the negative impacts of laissez-faire leadership on organizational effectiveness. Also, since perceived organizational justice can buffer against the negative effects of laissez-faire leadership behaviors on the quality of EORs and employees’ positive megaphoning behaviors, the organization should enhance its fair treatment of employees by rewarding employees based on their performance and communicating with employees in a timely, polite, and candid manner.

Tom Kelleher, Associate Dean, Division of Graduate Studies and Reserach and April Cen Yue, Ph.D. 2020

A Conversation Model for Computer-Mediated Public Relations

Abstract: Personalization, personification, and conversation have been shown to affect marketing, branding, and public relations outcomes, respectively. But what are the benefits of scaling communication with AI or mass communication versus scaling communication by employing more people or allotting more time for people to participate in online public relations? The conversation model forwarded in this essay sets the stage for future studies that predict and compare the relative benefit of actual human conversations to automated personalized interactions or personified symbolic representations of organizations.

Spiro Kiousis, Interim Dean with doctoral students Hadeel Alhaddadeh, Ekaterina Romanova and Sofiya Tarasevich

Gender, Politics, and the Glass Ceiling: Comparing News Coverage of Female and Male Politicians in 2020 US Primaries

Authors: Sofiya Tarasevich, Unaffiliated researcher; Ekaterina Romanova,  Hadeel Alhaddadeh, Long Xiao, and Spiro Kiousis

Abstract: This study aims to inform the practice of political PR and expand both academics’ and PR practitioners’ understanding of political agenda-building. Specifically, the study examines whether male and female politicians’ PR messages have a different agenda-building potential due to gender bias in media coverage and whether they have a different chance of setting the news agenda (“being noticed” by media). The results of the study could be used not only by corporate political PR practitioners to inform their practice, but also by non-profits advocating for gender equality in politics and political communication professors while discussing gender bias in political communication.

Benjamin Lynn, doctoral student

Relationship Cultivation via Social Media During the COVID-19 Pandemic: A Cross-cultural Comparison between China and the U.S.

Authors: Qiongyao Serena Huang, Hong Kong Baptist University, China; Benjamin J. Lynn, University of Florida; Chuqing Dong, Michigan State University; and Shijun Ni, Hong Kong Baptist University, China

Awards: Institute for Public Relations Ward White Award of Practical Practice and Koichi Yamamura International Communication Award

Abstract: This study explored the perspectives of 31 women in their first five years of public relations employment. Research insights point to how educators and mentors can instill a sense of proactiveness among young women. Insights also reveal organizational strategies to retain young women and advance them to leadership positions, ultimately working toward the long-term goal of closing the PR leadership gender gap.

Rita Men, Public Relations Associate Professor

Carving Startup Characters: Effects of Symmetrical Communication on Startup-Customers Connection, Relationship Outcomes, and Customer Advocacy

Authors: Yi Grace Ji, Boston University, Zifei Fay Chen, University of San Francisco, and Linjuan Rita Men, University of Florida

Abstract: This study examines how startups carve their company characters to nurture customers-startup relationships and garner customers support. Results from an online survey with 641 startup customers in China revealed the importance of practicing symmetric startup communication, which effectively help shape startup characters and build startup-customer connections.

Rita Men with doctoral students  Yufan Sunny Qin and Renee Mitson

Engaging Startup Employees via Charismatic Leadership Communication: The Importance of Communicating Vision, Passion, and Care

Authors: Rita Men, Yufan Sunny Qin and Renee Mitson

Award: Plank Center Award for Leadership in Public Relations

Abstract: Organizations, particularly high-risk startup organizations who suffer disproportionately when an employee leaves or fails to produce quality output, benefit greatly from a roadmap of how to help retain their most important stakeholders, satisfy their needs, engage them to bring passion and productivity to the workplace, and foster a sense of community and collective vision for achievement. Utilizing this study, organizations may develop leadership development best practices and specifically highlight the importance of charismatic leadership communication within their organization in order to motivate, engage, and include their people, and help them to bring their best to work each day.

Marc Vielledent, doctoral student

Force Multiplier? An Analysis of How Military Leaders Communicate on Twitter

Abstract: This research analyzes social media content from the U.S. military’s senior-most representatives. This analysis is overdue in equipping DOD decisionmakers with data to inform policy in support of the nation’s security posture and maintaining the sanctity of the civ-military relationship. These findings also inform social presence, dialogic, and interpersonal communication through the lens of engagement as a construct to better understand how military leaders communicate on Twitter.