Using Continuous Response and Self‐Report Measures to Understand Spokesperson Evaluation Processes During Water Crises

Abstract

This study investigated how perceptions of news conference sources varied from measures taken in real‐time to those taken retrospectively after exposure to news conference footage. A 4 (source type) X 4 (message replication) mixed design experiment was conducted in which participants viewed four organizational spokespersons responding to water crises involving organizations. Participants evaluated spokespersons using a handheld dial during stimulus exposure, and then, retrospectively, using self‐report measures. Evaluation of source trustworthiness tended to increase over time, regardless of the type of source. However, retrospective self‐report measures demonstrated that public relations practitioner credibility suffered in comparison to that of other sources. Implications are discussed for public relations practice and future research in source credibility.