TY - JOUR
T1 - Social utility theory
T2 - guiding labeling of vnrs as ethical and effective public relations
AU - Wood, Michelle L.M.
AU - Nelson, Michelle R.
AU - Atkinson, Lucy
AU - Lane, Julie B.
PY - 2008
Y1 - 2008
N2 - Social utility theory suggests that labeling video news release (VNR) source material is the ethical decision (Wulfemeyer & Frazier, 1992), yet the persuasion knowledge model predicts that the effectiveness of VNRs will decrease as people become aware of this PR tactic (Friestad & Wright, 1994). Our study found that positive and negative effects were heightened when subjects read about VNRs and viewed a labeled VNR in a newscast. These subjects were most likely to recognize the VNR story source and least likely to perceive the story as credible. Neither reading nor labeling affected evaluations of the VNR message or featured company.
AB - Social utility theory suggests that labeling video news release (VNR) source material is the ethical decision (Wulfemeyer & Frazier, 1992), yet the persuasion knowledge model predicts that the effectiveness of VNRs will decrease as people become aware of this PR tactic (Friestad & Wright, 1994). Our study found that positive and negative effects were heightened when subjects read about VNRs and viewed a labeled VNR in a newscast. These subjects were most likely to recognize the VNR story source and least likely to perceive the story as credible. Neither reading nor labeling affected evaluations of the VNR message or featured company.
UR - http://www.scopus.com/inward/record.url?scp=42449099280&partnerID=8YFLogxK
U2 - 10.1080/10627260801894405
DO - 10.1080/10627260801894405
M3 - Article
AN - SCOPUS:42449099280
SN - 1062-726X
VL - 20
SP - 231
EP - 249
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
IS - 2
ER -