Social and Behavioral Sciences Commons^™

An Exploratory Study To Conceptualize Press Engagement Behavior With Public Relations Practitioners, Liane W.Y. Lee, Leslie S.C. Yip, Kara Chan

Faculty of Management & Hospitality (THEi)

This study addresses how journalists respond to public relations (PR) practitioners in co-creating value for their audiences. The co-creation perspective is conceptualized by synthesizing extant literature from public relations and relationship marketing, including cultivation strategies in organization-public relationships studies, two-way symmetrical model in excellence theory, intereffication model, service-dominant (S-D) logic of co-creation in marketing, and customer engagement theories. Using long-interview technique with 18 journalists, the study investigates how journalists perceive media relations activities of PR practitioners from a value co-creation dimension. A new theoretical model titled press engagement behavior (PEB) with sub-dimensions in press participation behavior (PPB) and press citizenship …