LAUSR

Abstract Inaccurate perceptions of audience can cause public relations practitioners to overreact or underreact to a situation, which brings about unintended consequences. We draw on the third-person effect research to identify examples and outline the conditions when the overestimation or underestimation of media effects can motivate key players to engage in restrictive, corrective, promotional, and resistance behaviors. Then, we recommend approaches that can help public relations practitioners better reflect and manage corporate communication. In short, the approaches involve: (a) determining the nature of the presumed effect from the audience perspective and going beyond the categorical positive/negative message, (b) assessing the level of the presumed effect and considering also the possibility of the first- as well as the second-person effect, and (c) assessing the influence of the perceived effect on behaviors that have the potential to directly as well as indirectly affect the company.