Social utility theory: guiding labeling of vnrs as ethical and effective public relations

Michelle L.M. Wood; Michelle R. Nelson; Lucy Atkinson; Julie B. Lane

doi:10.1080/10627260801894405

Social utility theory: guiding labeling of vnrs as ethical and effective public relations

Michelle L.M. Wood
, Michelle R. Nelson
, Lucy Atkinson
, Julie B. Lane

Communication Department

Research output: Contribution to journal › Article › peer-review

20 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	231-249
Number of pages	19
Journal	Journal of Public Relations Research
Volume	20
Issue number	2
DOIs	https://doi.org/10.1080/10627260801894405
State	Published - 2008

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title = "Social utility theory: guiding labeling of vnrs as ethical and effective public relations",

abstract = "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.",

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AU - Nelson, Michelle R.

AU - Atkinson, Lucy

AU - Lane, Julie B.

PY - 2008

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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 - https://www.scopus.com/pages/publications/42449099280

U2 - 10.1080/10627260801894405

DO - 10.1080/10627260801894405

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ER -

Social utility theory: guiding labeling of vnrs as ethical and effective public relations

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