Measuring the Influence of Yahoo Video and Broadcast Television on Organization-Public relationships An undergraduate honors thesis conducted by Jennifer (De Yeso) Taylor, published May 2011 by the University of Tennessee at Martin.

1. 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 DeYeso
Mentor: Dr. Tracy Rutledge
University of Tennessee at Martin

2. TRADITIONAL MODEL OF COMMUNICATION
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).
 Linear
 Univocal

3. INTERACTIVE MODEL OF COMMUNICATION
 Allowsdevelopment
of dialogic
communication
 Recent studies
show that
different media
gratify different
needs
 people use different
media for different
reasons (Uses &
Figure 2. An interactive, nonlinear, multivocal
Gratifications Theory) communications model.
Reprinted from Launch! Advertising and Promotion in
Real Time (Solomon et al., 2009).

4. 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
Figure 3. Four models of public relations place
as being active on two continua, by Grunig&Grunig (1992).
 Long-term OPRs are the result of interacting
symbolic and behavioral relationships

5. RELATIONAL FACTORS OF OPRS
 Control mutuality
 Trust
 Satisfaction
 Commitment
 Exchange relationship
 Communal relationship
 Local or community involvement
 Reputation

6. 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

7. 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)

8. METHOD: SAMPLE
 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

9. 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

10. 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

11. 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

12. 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

13. QUESTIONS?

14. USES AND GRATIFICATIONS
The social and psychological origins of
Needs, which generate
Expectations of the mass media or other sources, which lead to
Differential patterns of media exposure, resulting in
Need gratifications + other

15. CREATING DIALOGIC COMMUNICATION VIA
THE INTERNET
Usefulness Generation
Dialogic loop of of return
information visits
Rule of
Intuitiveness
conservation
of interface
of visitors