Teaching mediated public relations

Public Relations Review

Volumn 27, Issue 1, 2001, Pages 59-71

  Kent, Michael L ^a  

^a MONTCLAIR STATE UNIVERSITY   (United States)

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[No Author keywords available]

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EID: 0035285061     PISSN: 03638111     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0363-8111(01)00070-4     Document Type: Article

References (64)

1. 1. Cf., Michael L. Kent, "Managerial Rhetoric and the Metaphor of the World Wide Web," Critical Studies in Mediated Communication, in press; Carl Botan, "Communication work and electronic surveillance: A model for predicting panoptic effects," Communication Monographs 63(4) (1996), pp. 293-313.
2. 1. Cf., Michael L. Kent, "Managerial Rhetoric and the Metaphor of the World Wide Web," Critical Studies in Mediated Communication, in press; Carl Botan, "Communication work and electronic surveillance: A model for predicting panoptic effects," Communication Monographs 63(4) (1996), pp. 293-313.
3. 2. For an excellent discussion of "the history and future" of information and technology, see, Paul Levinson, The Soft Edge: A Natural History and Future of the Information Revolution. (New York: Routeledge, 1997).
4. 3. Kent, Critical Studies in Mediated Communication, op cit., in press.
5. 4. Suzanne Sparks FitzGerald and Nicole Spagnolia, "Four Predictions for PR Practitioners in the New Millennium," Public Relations Quarterly 44 (1999), pp. 12-14.
6. 5. Robert Kubey, "Obstacles to the development of media education in the United States," Journal of Communication 48(1) (1998), pp. 58-69.
7. 6. Don Middleberg & Steven S. Ross, Media in Cyberspace Study [1998: Fifth Annual National Survey]. (NY: Middleberg and Associates, 1999a), p. 2. Contact Middleberg and Associates at for a copy of this report (free to academicians); see also, Don Middleberg & Steven S. Ross, Broadcast Media in Cyberspace Study 1999: [First Annual National Survey]. (NY: Middleberg and Associates, 1999b). Contact Middleberg and Associates at for a copy of this report (free to academicians).
8. 6. Don Middleberg & Steven S. Ross, Media in Cyberspace Study [1998: Fifth Annual National Survey]. (NY: Middleberg and Associates, 1999a), p. 2. Contact Middleberg and Associates at for a copy of this report (free to academicians); see also, Don Middleberg & Steven S. Ross, Broadcast Media in Cyberspace Study 1999: [First Annual National Survey]. (NY: Middleberg and Associates, 1999b). Contact Middleberg and Associates at for a copy of this report (free to academicians).
9. 7. The Report of the Commission on Public Relations Education, Public Relations Education for the 21st Century: A Port of Entry, 1999, p. 20.
10. 8. The Report of the Commission on Public Relations Education, Public Relations Education for the 21st Century: A Port of Entry, 1999, p. 22.
11. 9. See the National communication Association's Web site for reports of the summer conference on public relations education, "Dialogue on Public Relations Education," held in July of 1998: .
12. 10. Given the relative youth of the Web as a public relations tool, and given the abundance of books/articles on the traditional print and broadcast technology, the majority of my examples will revolve around the Web.
13. 11. Donald Burnham, The Rise of the Computer State, (New York, NY: Vintage Books, 1984). p. 7.
14. 12. Ian Capps, "What the 'New Technology' really means for Communications professionals," Public Relations Quarterly (1993), pp. 24-25.
15. 13. James E Grunig, Excellence in Public Relations and Communication Management, (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992); James E. Grunig and Jon White, "The effect of worldviews on public relations theory and practice," in, James E Grunig, Excellence in Public Relations and Communication Management, (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), pp. 31-64.
16. 13. James E Grunig, Excellence in Public Relations and Communication Management, (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992); James E. Grunig and Jon White, "The effect of worldviews on public relations theory and practice," in, James E Grunig, Excellence in Public Relations and Communication Management, (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), pp. 31-64.
17. 14. Michael L. Kent, op. cit. In press; Michael L. Kent & Maureen Taylor, "Building dialogic relationships through the World Wide Web," Public Relations Review 24 (1988), pp. 321-334.
18. 14. Michael L. Kent, op. cit. In press; Michael L. Kent & Maureen Taylor, "Building dialogic relationships through the World Wide Web," Public Relations Review 24 (1988), pp. 321-334.
19. 15. Don Middleberg & Steven S. Ross, op. cit., 1999a and 1999b.
20. 16. Michael L. Kent, "Getting the Most From Your Search Engine," Communication teacher, 15(1) pp. 4-7; Michael L. Kent, "How to evaluate Web site validity and reliability," Communication Teacher 13, 1999.
21. 16. Michael L. Kent, "Getting the Most From Your Search Engine," Communication teacher, 15(1) pp. 4-7; Michael L. Kent, "How to evaluate Web site validity and reliability," Communication Teacher 13, 1999.
22. 17. Activities are consistent with the Pedagogy Task Team's active learning recommendations: guest lecture/speaker, simulations, games, oral presentations, hands-on work with computers, dialogue/class discussions, group discussions/exercises, case studies, and Web/Internet/Intranet activities ("Dialogue on Public Relations Education," op. cit., 1999).
23. 18. Richard Levine, Sun on the Net: Guide to web style, (Sun Microsystems Inc.: 1995), ; Linda Lemay, Teach Yourself Web Publishing with HTML 3.0 In a Week, [second edition]. (Indianapolis, IN: Sams.net Publishing, 1996); Michael L. Kent and Maureen Taylor, op cit., 1998.
24. 18. Richard Levine, Sun on the Net: Guide to web style, (Sun Microsystems Inc.: 1995), ; Linda Lemay, Teach Yourself Web Publishing with HTML 3.0 In a Week, [second edition]. (Indianapolis, IN: Sams.net Publishing, 1996); Michael L. Kent and Maureen Taylor, op cit., 1998.
25. 18. Richard Levine, Sun on the Net: Guide to web style, (Sun Microsystems Inc.: 1995),
26. 19. Ibid.
27. 20. Such activities could be facilitated by drawing on college/university resources: computing centers, media relations, and so forth Students might then be asked to apply what they have learned through the seminar in the form of an analysis/critique, exam, and so forth.
28. 21. Michael L. Kent, Communication Teacher, op. cit., 1999.
29. 22. Michael L. Kent, Communication Teacher, in press.
30. 23. Ibid.
31. 24. Ibid.; for information on effective web searching see also, Uttenweiller, W. L. "Working the Web," Security Management 43 (1999), pp. 75-78; "Search IQ's" Web site ; or the "Ask Scott" Web site, .
32. 24. Ibid.; for information on effective web searching see also, Uttenweiller, W. L. "Working the Web," Security Management 43 (1999), pp. 75-78; "Search IQ's" Web site ; or the "Ask Scott" Web site, .
33. 24. Ibid.; for information on effective web searching see also, Uttenweiller, W. L. "Working the Web," Security Management 43 (1999), pp. 75-78; "Search IQ's" Web site ; or the "Ask Scott" Web site, .
34. 24. Ibid.; for information on effective web searching see also, Uttenweiller, W. L. "Working the Web," Security Management 43 (1999), pp. 75-78; "Search IQ's" Web site ; or the "Ask Scott" Web site, .
35. 25. T. Corbitt, "Searching the net" Management Accounting-London 77 (1999), pp. 52-53.
36. 26. Cf., Michael L. Kent & Maureen Taylor, op. cit., 1998, for five dialogic public relations Web evaluation criteria.
37. 27. Ibid., Kent & Taylor.
38. 28. Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, (Harrisonburg Virginia: Penguin Books, 1984); Neil Postman, Conscientious Objections, (New York: Vintage Books, 1988); Neil Postman & Camille Paglia, "Dinner Conversation: She Wants Her TV! He Wants His Book!," Harper's Magazine (1991, March), pp. 44-55; Neil Postman, Technopoly: The Surrender of Culture to Technology (New York: Vintage Books, 1993); Neil Postman, Building a Bridge to the Eighteenth Century (NY: Alfred A. Knopf, 1999).
39. 28. Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, (Harrisonburg Virginia: Penguin Books, 1984); Neil Postman, Conscientious Objections, (New York: Vintage Books, 1988); Neil Postman & Camille Paglia, "Dinner Conversation: She Wants Her TV! He Wants His Book!," Harper's Magazine (1991, March), pp. 44-55; Neil Postman, Technopoly: The Surrender of Culture to Technology (New York: Vintage Books, 1993); Neil Postman, Building a Bridge to the Eighteenth Century (NY: Alfred A. Knopf, 1999).
40. 28. Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, (Harrisonburg Virginia: Penguin Books, 1984); Neil Postman, Conscientious Objections, (New York: Vintage Books, 1988); Neil Postman & Camille Paglia, "Dinner Conversation: She Wants Her TV! He Wants His Book!," Harper's Magazine (1991, March), pp. 44-55; Neil Postman, Technopoly: The Surrender of Culture to Technology (New York: Vintage Books, 1993); Neil Postman, Building a Bridge to the Eighteenth Century (NY: Alfred A. Knopf, 1999).
41. 28. Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, (Harrisonburg Virginia: Penguin Books, 1984); Neil Postman, Conscientious Objections, (New York: Vintage Books, 1988); Neil Postman & Camille Paglia, "Dinner Conversation: She Wants Her TV! He Wants His Book!," Harper's Magazine (1991, March), pp. 44-55; Neil Postman, Technopoly: The Surrender of Culture to Technology (New York: Vintage Books, 1993); Neil Postman, Building a Bridge to the Eighteenth Century (NY: Alfred A. Knopf, 1999).
42. 28. Neil Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business, (Harrisonburg Virginia: Penguin Books, 1984); Neil Postman, Conscientious Objections, (New York: Vintage Books, 1988); Neil Postman & Camille Paglia, "Dinner Conversation: She Wants Her TV! He Wants His Book!," Harper's Magazine (1991, March), pp. 44-55; Neil Postman, Technopoly: The Surrender of Culture to Technology (New York: Vintage Books, 1993); Neil Postman, Building a Bridge to the Eighteenth Century (NY: Alfred A. Knopf, 1999).
43. 29. Clifford Stoll Silicon Snake Oil: Second Thoughts on the Information Highway (New York, NY: Doubleday, 1995); Clifford Stoll, High Tech Heretic: Why Computers Don't Belong in the Classroom and Other Reflections by a Computer Contrarian (New York, NY: Doubleday, 1999).
44. 29. Clifford Stoll Silicon Snake Oil: Second Thoughts on the Information Highway (New York, NY: Doubleday, 1995); Clifford Stoll, High Tech Heretic: Why Computers Don't Belong in the Classroom and Other Reflections by a Computer Contrarian (New York, NY: Doubleday, 1999).
45. 30. Donald & Jill Treadwell, Public Relations Writing: Principles in Practice (Boston, Allyn and Bacon, 2000).
46. 31. Note, Treadwell and Treadwell's text would make an excellent supplementary text, and is an excellent public relations writing text, however, it is not suitable as a "stand-alone" text for a mediated public relations course.
47. 32. Diane, F. Witmer, Spinning the Web: A Handbook for Public Relations on the Internet (NY: Longman, 2000).
48. 33. Michael L. Kent, Critical Studies in Mass Communication, op. cit., in press.
49. 34. Don Middleberg and Steven S. Ross, op. cit., 1999a & 1999b.
50. 35. Carl Botan, "Ethics in Strategic Communication Campaigns: The Case for a New Approach to Public Relations," Journal of Business Communication 34 (1997), pp. 188-202.
51. 36. Ron Pearson, "A theory of public relations ethics," (unpublished Doctoral dissertation) Ohio University (1989a); Ron Pearson, "Business Ethics as Communication Ethics: Public Relations Practice and the Idea of Dialogue, in, Carl H. Botan & Vincent Hazleton Jr., Public Relations Theory (Hillsdale, NJ: Lawrence Erlbaum and Associates, 1989b), pp. 111-131.
52. 36. Ron Pearson, "A theory of public relations ethics," (unpublished Doctoral dissertation) Ohio University (1989a); Ron Pearson, "Business Ethics as Communication Ethics: Public Relations Practice and the Idea of Dialogue, in, Carl H. Botan & Vincent Hazleton Jr., Public Relations Theory (Hillsdale, NJ: Lawrence Erlbaum and Associates, 1989b), pp. 111-131.
53. 37. Steven (sic) L. Esrock, & Greg Leichty, "Social Responsibility and Corporate Web Pages: Self-Presentation or Agenda-Setting?," Public Relations Review 24 (1998), pp. 305-319; S. L. Esrock, & Greg B. Leichty, "Corporate World Wide Web Pages: Serving the News Media and Other Publics," Journalism and Mass Communication Quarterly 76 (1999), pp. 456-467.
54. 37. Steven (sic) L. Esrock, & Greg Leichty, "Social Responsibility and Corporate Web Pages: Self-Presentation or Agenda-Setting?," Public Relations Review 24 (1998), pp. 305-319; S. L. Esrock, & Greg B. Leichty, "Corporate World Wide Web Pages: Serving the News Media and Other Publics," Journalism and Mass Communication Quarterly 76 (1999), pp. 456-467.
55. 38. Michael L. Kent, "Does Your Web Site Attract or Repel Customers?: Three Tests of Web Site Effectiveness," Public Relations Quarterly 43 (1998-1999), pp. 31-33.
56. 39. Michael L. Kent & Maureen Taylor, op. cit., 1988.
57. 40. Rob Anderson, Kenneth N. Cissna, and Ronald C. Arnett, The Reach of Dialogue: Confirmation, Voice, and Community (Cresskill, NJ: Hampton Press, 1994); Clifford G. Christians, "Social Responsibility: Ethics and New Technologies," in Richard L. Johannesen, Ethics in Human Communication [3rd edition] (Prospect heights, IL: Waveland Press, 1990), pp. 265-278.
58. 40. Rob Anderson, Kenneth N. Cissna, and Ronald C. Arnett, The Reach of Dialogue: Confirmation, Voice, and Community (Cresskill, NJ: Hampton Press, 1994); Clifford G. Christians, "Social Responsibility: Ethics and New Technologies," in Richard L. Johannesen, Ethics in Human Communication [3rd edition] (Prospect heights, IL: Waveland Press, 1990), pp. 265-278.
59. 41. "Technology and the Corporate Citizen," Public Relations Review 24 (1998).
60. 42. Eugene Marlow, Electronic Public Relations (NY: Wadsworth, 1996).
61. 43. Joe Bridges, An Internet Guide for Mass Communication Students (Chicago: Brown and Benchmark, 1997).
62. 44. Terrance A. Doyle & Doug Gotthoffer, Quick Guide to the Internet For Speech Communication (Boston: Allyn and Bacon, 1999).
63. 45. The Report of the Commission on Public Relations Education, Public Relations Education for the 21st Century: A Port of Entry, 1999, p. 22.
64. 46. Ibid.