Nicole M. Lee

Arizona State University | ASU · School of Social and Behavioral Sciences

As traditional thinking about science communication is modified to emphasize engagement with science, public relations theorizing—particularly related to dialogic communication—may contribute to science communication theory and practice. Despite calls to move beyond the deficit model, we argue that many science organizations continue to practice on...

In the current media landscape, organizations often communicate about science directly with publics through online channels rather than relying on journalist gatekeepers. Online platforms present organizations with the opportunity to participate in two-way communication in order to increase engagement with science. The present study examined how th...

Purpose The purpose of this paper is to explore how online interaction with an organization impacts not only those users participating in the exchange, but also those that witness the interaction and are influenced as suggested by social cognitive theory. Design/methodology/approach This study utilized a mixed methodological approach. First, 20 in...

For-profit organizations play a considerable role in the dissemination of scientific research and information. In the case of direct-to-consumer genetic testing, this is important because how consumers learn about genetic science can influence health decisions and support for science. Through a content analysis of Twitter posts ( N = 1,000), this s...

There are parallels, intersections, and contrasts between how theory and practice in the public relations and science communication literatures have evolved. Given the need for systematic evidence-based theory to inform communication practice in both contexts, and the need for critical inquiry into the values and power structures that define and re...

Within the direct-to-consumer (DTC) genetic test industry, attracting customers can be difficult especially due to the highly sensitive nature of these products. How these tests are communicated to consumers may be one avenue in which companies can impact customer purchase intentions. A 2 (message sidedness: one-way vs. two-way refutational) x 2 (h...

Purpose This study examines perceived transparency of direct-to-consumer (DTC) genetic testing communication and measures its impact on consumers' trust, attitudes, and the intention to recommend the test to others. Design/methodology/approach An online survey of US–based adults (over 18 years of age) ( N = 271) was administered by the online pane...

Communication of science through online media has become a primary means of disseminating and connecting science with a public audience. However, online media can come in many forms and stories of scientific discovery can be told by many individuals. We tested whether the relationship of a spokesperson to the science story being told (i.e., the nar...

BACKGROUND To slow down transmission and prevent deaths in the face of the severe acute respiratory syndrome coronavirus 2 (COVID-19) pandemic, the public needs to adhere to recommendations to limit exposure and the spread of the disease. There is emerging evidence that television viewership choices and partisanship are associated to adherence to C...

The purpose of this study is to interrogate, analyze and understand how public relations and marketing professionals are leveraging SMIs across Africa to push relevant brand experiences to these fast-growing consumer markets. This is fundamental to understanding the interrelations between the brand communication landscape in Africa, the relatively...

Beer brewing is a water intensive industry, which has led breweries to adopt different water conservation practices such as buying water offsets or using reclaimed water. In order to encourage widespread adoption of these practices, it is important that breweries see the benefits of their efforts. Beyond benefiting the environment, sustainable busi...

The current state of polarization evidenced in communication around race, politics, criminal justice, immigration, health care, and other critical social issues highlights the challenges of talking about our most enduring, “wicked” problems. This increased polarization has been shown to result in self-monitoring of media consumption (both tradition...

COVID-19 has forced many businesses to adjust their communication strategies to fit a new reality. One surprising example of this strategy adjustment came from the company Steak-umm, maker of frozen sliced beef. Instead of finding new ways to promote its products, the company shifted its focus to the public’s urgent needs, breaking down possible ap...

Both academics and science communication practitioners have long been interested in the public's perceptions of scientists, impacts of those perceptions, and how communication tactics can affect them. Despite this interest, perceptual variables (e.g., trustworthiness, credibility, and fairness) are inconsistently conceptualized and operationalized...

This study proposed a conceptual model of organization-public relationships (OPRs) that draws distinctions between the distal (enduring individual, organizational, and environmental factors) and proximal (situational individual and organizational behaviors and interactions) antecedents that precede and influence OPR perceptions. Using an online sur...

The Internet poses a variety of risks at both the individual and societal levels including scams and the spread of misinformation. Older adults are especially vulnerable to many of these risks. This paper argues that one important strategy for combating such threats is through digital media literacy education. Although a good deal of research on di...

The present study examines Starbucks' 2015 Race Together campaign to understand the importance of company-cause fit and of proper employee involvement in a CSR context. Specifically, we looked at the public's response to the campaign, the employees' perception of the campaign and their roles in implementing it, and the short-and long-term financial...

Reviews of editorial practices and academic studies have shown that journalists often rely on organization websites—and online newsrooms in particular—to inform news stories. Yet, at a time when many academics are called upon as experts by the media, university newsrooms have been ignored. To fill this gap, this study assesses newsrooms of universi...

The American craft beer industry has seen tremendous growth in the last two decades and exemplifies the growing artisanal and locavore movements which are shaping a variety of industries and reflect shifts in stakeholder motivations, particularly Millennials. Through a series of interviews with craft beer professionals, this study explores the role...

Through two online surveys, this study found support for seven distinct social media roles assumed by public relations practitioners. Principle components analysis using varimax rotation resulted in the following roles: social media technician, social listening and analytics, online media relations, policy maker, employee recruiter, internal social...