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Exposure to sided media coverage of an organization, subsequent group conversations, and public relations outcomes
Lee, HM., Southwell, B., & Suzuki, Y. (2013). Exposure to sided media coverage of an organization, subsequent group conversations, and public relations outcomes. Public Relations Review, 39(3), 245-247. https://doi.org/10.1016/j.pubrev.2013.01.004
We experimentally found a negative effect of subsequent group conversations after media exposure on the audience's attitudes toward the covered organization, while we found sided media exposure to predict both attitudes and behavioral intentions relevant to the covered organization. The extent of conversational engagement immediately following media exposure also helped predict future word-of-mouth (WOM) intentions. These results highlight the roles of interpersonal interactions after media exposure to explain and predict public relations outcomes. (C) 2013 Elsevier Inc. All rights reserved
