PRSA: Scale Development for Exploring the Impetus of Public Relations Strategies

In: Journalism & mass communication quarterly: JMCQ, Band 81, Heft 2, S. 307-326

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.