| Popis: |
As a corporate public affairs director, what would you do if your company spokesman agreed to an interview with an investigative television reporter and decided the resulting program failed to describe fairly your company's position? There are several options, say the authors of this article, who tested one technique—the corporate “reply tape”—in a laboratory setting at the University of Georgia. Their objective was to measure the effects of viewing a videotape that rebutted the TV program against the viewer's perceived credibility of that program, as well as several other sources: programs with a similar format, corporate public relations representatives and industry representatives. The results appear to indicate that there are both positive and negative credibility effects to the viewing of a contradictory reply to a broadcast news story. Clearly, the most dramatic effect is the decrease in the perceived credibility of the original news source. |
