Public Relations Journal is a free, web-based, open-access, quarterly academic journal presented by the Public Relations Society of America and the Institute for Public Relations dedicated to offering the latest public relations and communication-based research. In June 2017, IPR combined its “Research Journal of IPR” with the PRSA “PR Journal.”

Volume 15: Issue 1 (April 2022)


Editor's Introduction

Hilary Fussell Sisco, Ph.D., APR

Welcome to Volume 15 Issue 1 of Public Relations Journal, our first issue of 2022.  These past two years have been incredibly difficult on our discipline and our profession.  We would like to thank all our contributors, supporters, and reviewers for their time and effort to bring new ideas and rebuild our focus as we enter this next chapter of our society.  Public Relations Journal is unique in its ability to weave the ideas of academia with the outcomes of the profession, and we know that this bridge is upheld by the community that makes up its foundation.

In the first article, A Test of PR Students’ Ability to Differentiate Native Advertising from Editorial Content in Online Media, Dr. Lori Melton McKinnon, Dr. Jami A. Fullerton & Dr. Alice Kendrick addresses media literacy in public relations education with interesting findings for the implementation of native advertising.  The educational focus is encouraging for the incoming class of public relations graduates to the field.

Dr. Danielle LaGree & and Dr. Katie Olsen’s article, How young women in PR leverage proactivity behaviors for professional acclimation and advancement, explores the importance of early career socialization and its impact on career trajectories.  Implications for those training future professionals as well as those mentoring young women entering the field are explained.

Finally, in Female CCO Beliefs on Leadership Traits of CCOs, Dr. Breann E. Murphy utilizes leadership to explore the traits female CCOs believe are necessary for their roles.   The identification of transactional and transformational leadership styles and their fit for the advancement of women is helpful for the profession moving forward.

I would like to extend my deepest thanks to the following reviewers for their service on this issue:

Lois Boynton, Ph.D., UNC-Chapel Hill
Carolyn Kim, Ph.D., Biola University
Marlene Neill, Ph.D., Baylor University
Denise Hill, Ph.D., Elon University
Matt Ragas, Ph.D., DePaul University
Christopher Wilson, Ph.D., Brigham Young University

Thank you for reading and for your support for Public Relations Journal.

Hilary Fussell Sisco, Ph.D., APR



A Test of PR Students' Ability to Differentiate Native Advertising from Editorial Content in Online Media

Lori Melton McKinnon, Ph.D., Oklahoma State University
Jami A. Fullerton, Ph.D., Oklahoma State University
Alice Kendrick, Ph.D., Southern Methodist University


How Young Women in PR Leverage Proactivity Behaviors for Professional Acclimation and Advancement 

Danielle LaGree, Ph.D., Kansas State University
Katie Olsen, Ph.D., Kansas State University




Female CCO Beliefs on Leadership Traits of CCOs

Breann E. Murphy, Ph.D., Jacksonville State University