Meng, Juan, Cacciatore, Michael A., & Berger, Bruce K. (2016). Information flow and leadership challenges: A global study on effective responsive strategies in public relations practice. Research paper accepted for presentation at the 66th annual conference of the International Communication Association (ICA), Fukuoka, Japan, June 9-13, 2016.
Abstract: How to effectively manage information flow continues presenting challenges for public relations practice, reflecting the magnitude and impact of a data-driven and strategy-oriented market environment globally. To echo this emerging global trend and identify effective responsive strategies, this study explores public relations practitioners’ perceptions on the impact of information flow and digital revolution on their practice by using the global survey data collected from five country clusters. ANOVA analyses and hierarchical regression models were used to identify the heterogeneity across clustered groups. Results identified the overall patterns of responsive strategies that have been widely adopted by public relations practitioners globally. Practical implications are discussed.