PRSA : SCALE DEVELOPMENT FOR EXPLORING THE IMPETUS OF PUBLIC RELATIONS STRATEGIE

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journal

20 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)307-326
Journal / PublicationJournalism and Mass Communication Quarterly
Volume81
Issue number2
Online published1 Jun 2004
Publication statusPublished - Jun 2004
Externally publishedYes

Abstract

This paper develops a multiple-item scale for measuring public relations strategies, i.e., the Public Relations Strategy Assessment (PRSA). In this study, Chinese culture was considered and incorporated into scale development. After a discussion of the conceptualization and operationalization of the dimensions of public relations strategies, three survey data sets are used for scale development, including (1) legislators and their assistants from the Legislative Yuan, (2) congressional liaisons from the Executive Yuan, and (3) public relations practitioners from Taiwan's top-500 companies and PR agencies in Taiwan. Moreover, two long-interview data sets that consist of a total of thirty-two in-person long interviews were incorporated. Evidence of the scale's reliability, factor structure, and validity are presented. © 2004 AEJMC.