Do PR 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

76 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Media Studies and Communication Corporate Identity and Reputation

Abstract

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.

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1951The Influence of Source Credibility on Communication Effectiveness 1990Persuasion theory and research 1969Dimensions for Evaluating the Acceptability of Message Sources 1978Causal inferences about communicators and their effect on opinion change.1981Ethos and credibility: The construct and its measurement after three decades 1996News Media Use and the Informed Public: A 1990s Update

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