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Journal Article 10.1: McCaughey, D., Baumgardner, C., Gaudes, A., LaRochelle, D., Jiaxin Wu, K., & Raichura, T. (2014). Best practices in social media utilizing a value matrix to assess social media’s impact on health care. Social Science Computer Review, 32(5), 575-589.

Abstract: This study examines the relationship of social media channel utilization (activity on blogs, content communities, and social networking sites, plus posting a social media policy) by health care organizations and the brand rating of those organizations, as measured by patients who have completed the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) survey. We found the degree of adoption of social media channels among hospitals to be 25%, which is consistent with other reports. We also found a positive relationship between social media channel utilization and patient rating of their overall hospital experience, as well as patient willingness to recommend the hospital. Based upon our findings, we introduce a social media value matrix. The matrix indicates that health care organizations utilizing a greater than average number of social media channels have significantly higher social media value scores (derived from the intersection of HCAHPS scores and social media channel prevalence) than hospitals that utilize fewer than average social media channels. Rogers’ diffusion of innovation theory is referenced to explain the rate of adoption of social media by health care organizations.

Journal Article 10.2: Mundy, D. E. (2015). Shifting, broadening, and diversifying: How gay pride organizations are reshaping their mission to build crucial relationships in a complex 21st century stakeholder network. Public Relations Inquiry, 4(1), 41-59.

Abstract: This study explores the 21st century context of “Gay Pride.” Leaders of gay pride organizations in major US cities revealed through in-depth interviews how they plan and execute what have become major events that attract millions of visitors annually. These leaders emphasized how their mission has changed over time. Forty years of progress toward lesbian, gay, bisexual, transgender equality has helped create a more inclusive environment that demands more from today’s gay pride organizations. Accordingly, the leaders detailed how they are adjusting their operational and communication strategy to better forge and maintain productive relationships among today’s immensely complex stakeholder network. The findings contribute to social movement scholarship and offer insight regarding the intersection of relationship management theory and stakeholder theory.

Journal Article 10.3: Macnamara, J. (2014). Emerging international standards for measurement and evaluation of public relations: A critical analysis. Public Relations Inquiry, 3(1), 7-29.

Abstract: After 30 years of modest progress in measurement and evaluation of public relations since Jim Grunig uttered his cri de coeur about lack of evaluation, a flurry of activity has occurred in the past few years. A new momentum started with the Barcelona Declaration of Measurement Principles in 2010. In 2011, a Coalition for Public Relations Research Standards was formed by three leading international PR and research organizations. In 2012, the group expanded to 11 professional associations which worked in collaboration with advertising and media organizations and companies representing employer perspectives to publish a number of definitions and standards for measurement and evaluation in 2012 and 2013. Concurrently, there have been renewed debates about measurement concepts such as Return on Investment. As the industry reaches the 20th anniversary of the International Public Relations Association “Gold Paper on Evaluation” published in 1994, it appears that progress is at last being made. This paper welcomes and commends initiatives taken, but presents a critical analysis that reveals continuing gaps and problematic issues to address in the latest efforts to measure the value of PR and a substantial gap between theory and practice.