What the Public Thinks about Public Relations: An Impression Management Experiment

Abstract

Impression management theories suggest that perceived motives of self-interest may explain the poor reputation sometimes attributed to public relations. A 4×2×2 factorial design experiment with 585 nonstudent adults and undergraduate students tested effects of motives, communication style, and licensing on the reputation of public relations. Perceived motives to impression manage in public relations, seen as advocacy behavior, had a main effect. Public relations was found to be less well-regarded when its practitioners were seen as acting with overt, intentional behaviors for self-gain compared with practitioners not appearing to be intentionally managing impressions. Mixed support was found for licensing as a means of enhancing reputation. Results of experimental tests suggest licensing may create a halo effect around selfishly motivated practitioners. The effect of one-way or two-way communication was in combination with the other factorial variables.