Communicating Effectively with Foreign Publics during COVID-19: A Hierarchy of Effects Model of OPDC, NREC, RADIO, and Positive Megaphoning
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Objectives This study aims to investigate the hierarchical effects of two-way communication through a model linking OPDC (Organization–Public Dialogic Communication), RADIO (Relationship Assessment of Diplomatic Interaction Outcome), NREC (national role expectation confirmation), and megaphoning in a public diplomacy setting. Methods A survey was conducted on international students who are important communication influencers shaping thoughts about a country. Results This study found two hierarchical effects (OPDC → macro-dimension of RADIO → micro-dimension of RADIO → megaphoning, and OPDC → NREC → micro-dimension of RADIO → megaphoning). Conclusions This study highlights the effectiveness of emphasizing openness and mutuality as a crucial foundation for establishing two-way communication in public diplomacy. Additionally, it reveals that the perception of a country's role at the national level can influence megaphoning solely through nation-public relationships. These findings underscore the significance of communication targeted at the public level, i.e., public relations efforts in public diplomacy.
Abstract
Objectives This study aims to investigate the hierarchical effects of two-way communication through a model linking OPDC (Organization–Public Dialogic Communication), RADIO (Relationship Assessment of Diplomatic Interaction Outcome), NREC (national role expectation confirmation), and megaphoning in a public diplomacy setting. Methods A survey was conducted on international students who are important communication influencers shaping thoughts about a country. Results This study found two hierarchical effects (OPDC → macro-dimension of RADIO → micro-dimension of RADIO → megaphoning, and OPDC → NREC → micro-dimension of RADIO → megaphoning). Conclusions This study highlights the effectiveness of emphasizing openness and mutuality as a crucial foundation for establishing two-way communication in public diplomacy. Additionally, it reveals that the perception of a country's role at the national level can influence megaphoning solely through nation-public relationships. These findings underscore the significance of communication targeted at the public level, i.e., public relations efforts in public diplomacy.
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