1. Effective Group Communication and
Member Roles
In Online Professional Discussion Groups
By: Adam Yogel

2. Online Discussion Groups
The Public Relations Professionals
● Created February 22, 2008 by Richard Williams on linkedin.com
● 32,827 members
● According to Williams(2008), “Group formed to share ideas, discuss best
practices, network and examine challenges with corporate messaging and
outreach.”
The Discovery Channel Alumni Group
● Created on August 5, 2008 by Dave Killebrew on linkedin.com
● 2,707 members
● According to Killebrew(2008), “This is a group for people currently
employed, previously employed or any company currently working with
Discovery Channel.”

3. Course Concepts
Effective Group Communication
● Recognition of both group and individual goals
-Adler & Elmhorst(2010) claim that groups function to achieve a goal and
that in addition to the group goal, members have their own individual goals.
-Some member's goals align with the group goal. Napier &
Gershenfeld(1981) say that some members are satisfied with results
favorable to the group.
-Other member's goals are different from the group goal. Schultz(1989) says
these members are not contributing because their needs are not being met.
● Group cohesiveness
-Adler & Elmorst(2010) define cohesiveness as. “the degree to which group
members feel themselves part of a group and want to remain with that group.”
-Seashore(1954) says this cohesiveness will induce forces toward uniformity.

4. Course Concepts(cont'd)
Member Roles
● Adler & Elmhorst(2010) say individual members perform functions
and the contributions are labeled as functional roles.
● Adler & Elmhorst(2010) categorize roles into task and relational.
● Task roles are instrumental to the group task.
-Klopf(1981) lists some as being, the information giver, information seeker,
coordinator, and expeditor.
● Relational roles assist in interactions between group members.
-Klopf(1981) list some as being, the harmonizer, encourager or compromiser
● Klopf(1981) claims that these roles can be performed by one,
several or all of the individual members.

5. Application of Concepts to Discussion Groups
Public Relations Professionals
● Group and individual goals were recognized and achieved through
messaging and discussion.
● Quality of responses to various posts revealed cohesiveness.
● Task roles such as the information giver/seeker were assumed.
Discovery Channel Alumni Group
● Participation by actual Discovery employees showed a recognition
and achievement of both individual and group goals.
● These employees presence and willingness to respond revealed
the group's cohesiveness.
● Task roles such as the information giver/seeker were assumed.

6. Online Experience
● Initial participation in other online groups was not successful.
● Experience in Public Relations Professionals and Discovery
Channel Alumni Group was successful.
● Was able to analyze and experience effective group
communication within the two groups.
● Made several connections and contacts with industry
professionals.
● Contacts and connections will be beneficial to my career in
media.

7. References
Adler, R.B. , & Elmhorst, J.M. (2010) . Communicating at work: Principles and practices for business and the professions.
New York, NY: The McGraw-Hill Companies, Inc
.Killebrew, D. (2008, August 5) . Discovery channel alumni group description. Retrieved from
http://linkedin.com/groups/Discover-Channel-alumni-group-161042/about?trk=anet_ug-grppro
Napier, R.W. , & Gershenfeld, M.K. (1981) . Groups:Theory and experience. Boston, MA: Houghton Mifflin Company
Schultz, B.G. (1989) . Communicating in the small group: Theory and practice. New York, NY: Harper & Row, Publishers, Inc.
Seashore, S.E. (1954) . Group cohesiveness in the industrial work group. Ann Arbor, MI: Institute for Social Research
Williams, R. (2008, February 22) . Public relations professionals description. Retrieved from
http://linkedin.com/groups/Public-Relation-Professionals-58031/about?trk=anet_ug_grppro