THE EFFECT OF INTERACTIVE AND TRADITIONAL MEDIA ON RELATIONSHIP BUILDING:

Measuring the Influence of Yahoo Video and Broadcast Television on Organization-Public Relationships

By Jennifer DeYesoMentor: Dr. Tracy RutledgeUniversity of Tennessee at Martin

TRADITIONAL MODEL OF COMMUNICATION

Linear Univocal

Figure 1. The Traditional Communications Model introduced by Shannon and Weaver (1949). Retrieved from Launch! Advertising and Promotion in Real Time (Solomon et. al., 2009).

INTERACTIVE MODEL OF COMMUNICATION

Allows development of dialogiccommunication

Recent studies show that different media gratify different needs people use different

media for differentreasons (Uses &Gratifications Theory) Figure 2. An interactive, nonlinear, multivocal

communications model. Reprinted from Launch! Advertising and Promotion in Real Time (Solomon et al., 2009).

ORGANIZATION-PUBLIC RELATIONSHIPS

Positive OPRs are the goal of effective public relations

Two-way symmetrical model is the most effective type of communication in creating positive OPRs Recognizes the audience

as being active Long-term OPRs are the result of interacting

symbolic and behavioral relationships

Figure 3. Four models of public relations place on two continua, by Grunig & Grunig (1992).

RELATIONAL FACTORS OF OPRS

Control mutuality Trust Satisfaction Commitment Exchange relationship Communal relationship Local or community involvement Reputation

RELATIONSHIPS AND INTERACTIVE MEDIA

Interactive media fosters dialogic communication

Dialogic communication plays a crucial role in building relationships Allows senders and receivers to build trust and

cooperation in the long term Flashy gimmicks are not enough- conversation

and expression must be promoted

STUDY RATIONALE

Based on the uses and gratifications of traditional and interactive media and effective OPR development, the following hypothesis is proposed: Individuals that view USAGJ public affairs

material via social media (Yahoo video) will report more positive perceptions of relational factors than those who viewed the stimulus material via traditional media (television)

Population: 3,489 USAGJ employees located at Camp Zama, Japan. Includes: 669 U.S. military personnel 627 U.S. civilian employees 2,193 Japanese MLC employees

Sample size: 460 individuals contacted (230 for each group) 67 participated

Mainly males in their 30s/40s, holding 1+ college degrees, earning $60-100,000 annually

METHOD: SAMPLE

METHOD: PROCEDURE

Participants were randomly selected and assigned to one of two treatment groups Broadcast television or Yahoo Video

Participants were contacted via email with a survey invitation and instructions Directed to watch USARJ This Week Then asked to complete an online survey

Used previously validated OPR measures Data was analyzed using SPSS/PASW 18

RESULTS

Cronbach’s alpha was used to assess the internal consistency and reliability of measures

Two items were deleted from the control mutuality scale

Hypotheses were tested using a one-way multivariate analysis of variance (MANOVA) followed by univariate analyses for each dependent variable

MANOVA indicated that choice of channel was significant

Univarate analyses revealed that the main effect was significant for exchange relationships, reputation, and community involvement

DISCUSSION

Results showed that messages sent via traditional media yield more positive perceptions of reputation Traditional media more effectively communicates

cognitive messages, which helps to develop more positive symbolic relationships

Results revealed that messages sent via social media yield more positive perceptions of exchange mutuality and local/community involvement Interactive media allows organizations and

publics to go beyond simple marketing exchange to develop more positive behavioral relationships

CONCLUSION

OPRs are comprised of interacting symbolic and behavioral relationships Traditional media and interactive media should

be simultaneously implemented, but via different methods to achieve different PR goals

This study provides a methodology for investigating the relationship between delivery medium choice and OPRs

Also provides valuable information for USAG-J’s public affairs strategy and a baseline study for future research

QUESTIONS?

USES AND GRATIFICATIONS

CREATING DIALOGIC COMMUNICATION VIA THE INTERNET