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2003 - International Communication Association Pages: 39 pages || Words: 11249 words || 
1. Page, Kelly. "Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 Online <.PDF>. 2019-11-22 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Experimental methods were used to examine the influence of public relations strategies on beliefs, attitudes, and behavioral intentions. Seven public relations strategies were tested using the theory of reasoned action to determine strategy influence on individualsÂ’ beliefs, attitudes, and behavioral intentions toward an organization responding to activism. Results indicate that salient beliefs predict attitude, and attitude and subjective norm predict behavioral intention. In addition, results indicate that salient beliefs are predicted by attitude toward organizational response to activism, which is influenced by public relations strategy type. Findings suggest that any type of strategic response to activism is better than no response. The cooperative problem-solving strategy produced the most effective outcome for the organization, and the threat and punishment strategy produced the least effective outcome for the organization.

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