PRIDE Awards

The PRIDE awards are given by the PR Division of the National Communication Association, which is comprised primarily of faculty in the area of communication. Winners have proven to be some of the seminal works in the field.

The awards date back to at least 1989 and are designed to recognize achievement in public relations research. The number of categories has varied over the years, but some version of the best book/monograph and best research article have existed since the start. Some years include a best PR textbook category.

The winners are determined by a committee of three NCA PR Division members. Two are elected at the business meeting the preceding year. The third member, and chair, is the immediate past chair of the division. The committee automatically reviews all articles in Public Relations Review andJournal of Public Relations Journal, but accepts nominations from other journals.

See information about PRIDE Awards procedures (pdf).


Contribution to Public Relations Education Award – Damion Waymer

  • Culture, Social Class, and Race in Public Relations: Perspectives and Applications (editor), Lexington Books, 2012
  • Each One, Reach One: An Autobiographic Account of a Black PR Professor’s Mentor-Mentee Relationships with Black Graduate Students, Public Relations Inquiry, 1(3), 403-419

 Article Award – W. Timothy Coombs & Sherry J. Holladay,

  • The Paracrisis: The Challenges Created by Publicly Managing Crisis Prevention, Public Relations Review, 38(3), 408-415.

 Book Award

  • Gender and Public Relations: Critical Perspectives on Voice, Image and Identity, Christine Daymon & Kristin Demetrious, Editors, Routledge, 2013


Outstanding Journal Article:

Ganesh, S., & Zoller, H. M. (2012). Dialogue, activism, and democratic social change. Communication Theory, 22, 66-91.

Outstanding Book:

Holtzhausen, D.R. (2012). Public relations as activism: Postmodern approaches to theory & practice. New York: Routledge.

Outstanding Contribution to Public Relations Education:

2011 Special Issue on Pedagogy in The Public Relations Review  (Guest Editor: Dr. Maureen Taylor, University of Oklahoma)


Outstanding Journal Article:

Sommerfeldt, E., & Taylor, M. (2011). A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication. Public Relations Review, 37, 197-206.

Outstanding Book:

Ihlen, O, Bartlett, J., & May, S. (2011). The Handbook of Communication & Corporate Social Responsibility. 

Outstanding Textbook:

Stacks, D. & Michaelson, D. (2010). A Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation


Best Article

Renita Coleman, University of Texas-Austin, and Lee Wilkins, University of Missouri, ‘The Moral Development of Public Relations Practitioners: A Comparison With Other Professions and Influences on Higher Quality Ethical Reasoning’, published in the Journal of Public Relations Research, 21: 3,2009.

Best Textbook:

W. Timothy Coombs and Sherry J. Holladay, University of Central Florida, Public Relations Strategy and Application: Managing Influence, published in 2009 by Wiley Blackwell

Best Scholarly Book:

Robert L. Heath, University of Houston, Editor, The Sage Handbook of Public Relations, published in 2010 by Sage Publications.


Best Book

Handbook of Risk and Crisis Communication, edited by Robert L. Heath and H. Dan O’Hair

Best Article

“Use of Scanning Research in Decision Making: An Examination of the Environmental Imperative and Power-Control Perspective” – Masako Okura, David Dozier, Bey-Ling Sha, C. Richard Hofstetter


Best Book : Hansen-Horn, T.L., & Neff, B. (2007). Public relations from theory to practice. Boston, Allyn & Bacon.

Best Textbook: no award

Best Article: Oyvind, I. (2007). Building on Bourdieu: A sociological grasp of public relations. Public Relations Review, 33(3), pp. 269-274.


Best Book : McKie, D & Munshi, D. (2006). Reconfiguring Public Relations: Ecology, Equity, and Enterprise. Routledge.

Best Textbook: Coombs, W.T. & Holladay, S. (2007). It’s not just PR. Malden, MA: Blackwell

Best Article: Palenchar, M. & Fitzpatrick, K. (2006). Disclosing Special Interest: Constitutional Restrictions on Front Groups. Journal of Public Relations Research18(3). 203-224.

Lifetime achievement award: Robert Heath.


Best Book: Botan, C., &  Hazelton, V. (Eds.) (2006).  Public relations theory II.  Mahwah, NJ:  Lawrence Erlbaum Associates.

Best Textbook: Heath, R., & Coombs, T. (2006).  Today’s public relations.  Thousand Oaks, CA:  Sage

Best Article: Heath, R. (2006) Onward into more fog: Thoughts on public relations’ research directions.  Journal of Public Relations Research, (18) 2, 93-114


Best Book: Enclyclopedia of Public Relations Volumes I and II Robert L. Heath, Editor Sage Publications, Inc.

Best Journal Article: Tie:

Category I: All Round
Donnalyn Pompper – “Difference” in Public Relations Research: A Case for Introducing Critical Race Theory Journal of Public Relations Research, Vol 17, (3): 139 – 169

Category II: International Public Relations Scholarship: 
Mohan J. Dutta-Bergman – Civil Society and Public Relations: Not So Civil AFter All Journal of Public Relations Research, Vol. 17 (3): 267- 289


Best Book:  Millar, Dan, & Heath, Robert (Eds.) (2004)  Responding to crisis: A rhetorical approach to crisis communication.  Mahwah, NJ: Lawrence Erlbaum Associates.

Best Journal Article: Leichty, Greg (2003)  “The cultural tribes of public relations,” Journal of Public Relations Research, 15 (4), 277-304.

Before 2004:

(many thanks to Chuck Lubbers for providing this information)
Best Book/Monograph in Public Relations – NCA Public Relations Division
2002 – Larissa A. Grunig, James E. Grunig & David M. Dozier, Excellent Public Relations and Effective Organizations (Mahwah, NJ: Lawrence Erlbaum Associates)
2001 – Robert L. Heath, Handbook of Public Relations (Thousand Oaks, CA: Sage)
2000 – W. Timothy Coombs, Ongoing Crisis Communication: Planning, Management and Responding. (Thousand Oaks, CA: Sage)
1999 – Karen S. Miller, The Voice of Business: Hill and Knowlton and Postwar Public Relations. (Chapel Hill: University of North Carolina Press)
1998 – Judith Hoover
1997 – Robert L. Heath, Strategic Issues Management (Thousand Oaks, CA: Sage)
1996 – William Elwood (Ed.), Public Relations Inquiry as Rhetorical Criticism. Case Studies of Corporate Discourse and Social Influence. (Praeger)
1995 – No book recipient

Best Text Award — NCA Public Relations Division
2002 – Don W. Stacks, Primer of Public Relations Research (New York: Guildford Press).

Best Article in Public Relations Scholarship – NCA Public Relations Division
2002 – W. Timothy Coombs and Sherry J. Holladay, An Extended Examination of the Crisis Situations. Journal of Public Relations Research, 13(4) 341-340 (2001) 2001 – Yi-Hui Huang, OPRA: A cross-cultural, multiple item scale for measuring organization-public relationships. Journal of Public Relations Research, 13(1), 61-90 (2001).
2000 – Robert L. Heath and Michael Palenchar. Community Relations and Risk Communication: A Longitudinal Study of the Impact of Emergency Response Messages. Journal of Public Relations Research, 12(3), 131 (2000).
1999 – Stephen D. Bruning and John A. Ledingham, Relationships Between Organizations and Publics: Development of a Multi-Dimensional Organization-Public Relationship Scale,” Public Relations Review, 25(2), 157-170. (1999).
1998 – Lisa Tyler
1997 — Glen M. Broom, Shawna Casey and James Ritchey. Toward a Concept and Theory of Organization-Public Relationships, Journal of Public Relations Research, 9(2), 83-98 (1997).
1996 – Keith Michael Hearit. The use of Counter Attack in Apologetic Public Relations Crises: The Case of General Motors vs. Dateline NBC, Public Relations Review, 22(3), 233-248 (1996)
1995 – Robert Heath, Shu-Huei Liao and William Douglas, Effectives of Perceived Economic Harms and Benefits on Issue Involvement, Use of Information Sources and Actions: Study in Risk Communication, Journal of Public Relations Research, 7(2), 89-110 (1995).