Trent Seltzer

Trent Seltzer

Associate Professor
Chair, Department of Public Relations

About Me

  • I have been married to my incredibly patient and understanding wife for seven years. We have an adorable, but stubborn three-year-old daughter and a little guy on the way. I love politics and football (not necessarily in that order).

Research Specialty

  • My research focuses on organization-public relationships (OPRs), including measurement and evaluation of OPRs, investigating the antecedents and outcomes of OPRs, understanding the role of strategic communication and public relations in establishing and developing these relationships, and how politically situated OPRs influence political engagement and policy.

Main Methodological Approaches

  • Survey
  • Content Analysis


  • Ph.D. University of Florida, College of Journalism and Communications, Mass Communication (Public Relations)
  • M.A. University of Central Florida, Nicholson School of Communication, Mass Communication
  • B.A. University of Florida, College of Liberal Arts & Sciences, Political Science

Recent Graduate Courses Taught

  • Integrated Communication Campaigns
  • Public Relations Problems and Cases
  • Seminar in Relationship Management
  • Seminar in Strategic Political Communication
  • Foundations of Persuasion in Strategic Communications
  • Critical Analysis of Public Relations

Publications in Last Five Years

  • Seltzer, T., Zhang, W., Gearhart, S., & Conduff, L. (2013). Sources of citizens’ experiential and reputational relationships with political parties. Public Relations Journal, 7(4), 1-35.

  • Zhang, W., Seltzer, T., & Bichard, S. (2013). Two sides of the coin: Assessing the influence of social network site use during the 2012 US presidential campaign. Social Science Computer Review, 31(5), 542-551.

  • Seltzer, T., Gardner, L., Callison, C., & Bichard, S. (2012). PR in the ER: Managing internal organization-public relationships in a hospital emergency department. Public Relations Review.

  • Seltzer, T., & Zhang, W. (2011). Debating healthcare reform: How political parties' issue-specific communication influences citizens' perceptions of organization-public relationships. Journalism and Mass Communication Quarterly.

  • Seltzer, T., & Zhang, W. (2011). Toward a model of political organization-public relationships: Antecedent and cultivation strategy influence on citizens' relationships with political parties. Journal of Public Relations Research.

  • Callison, C., & Seltzer, T. (2010). Influence of responsiveness, accessibility, and professionalism on journalists’ perceptions of Southwest Airlines public relations. Public Relations Review.

  • Johnson, T., Zhang, W., Bichard, S., & Seltzer, T. (2010). United we stand? Online social network sites and civic engagement. In Zizi Papacharissi (Ed.), A networked self: Identity, community, and culture on social network sites.

  • Rybalko, S., & Seltzer, T. (2010) Corporate communications in 140 characters or less: Are Fortune 500 companies using Twitter to foster dialogic communication? Public Relations Review.

  • Zhang, W., & Seltzer, T. (2010). Another piece of the puzzle: Advancing social capital theory by examining the effect of political party relationship quality on political and civic participation and confidence in government. International Journal of Strategic Communication.

  • Zhang, W., Johnson, T., Seltzer, T., & Bichard, S. (2010). The revolution will be networked: The influence of social network sites on political attitudes and behaviors. Social Science Computer Review.

  • Bortree, D., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Public Relations Review.

  • Seltzer, T., & Dittmore, S. (2009). Down, set, frame: Second-level agenda building and the NFL Network carriage dispute. International Journal of Sport Communication.

  • Seltzer, T., & Mitrook, M. (2009). The role of expert opinion in framing media coverage of the Heisman Trophy race. Journal of Sports Media.

  • Seltzer, T., & Mitrook, M. (2009). Two sides to every story: Using coorientation to measure direct and meta-perspectives of both parties in organization-public relationships. Public Relations Journal.

  • Mitrook, M. A., Parish, N. B., & Seltzer, T. (2008). From advocacy to accommodation: A case study of the Orlando Magic's public relations efforts to secure a new arena. Public Relations Review.

  • Seltzer, T., & Mitrook, M. A. (2007). The dialogic potential of weblogs in relationship building. Public Relations Review.