Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale |
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| Affiliation: | 1. University of Ljubljana, Slovenia;2. University of Zagreb, Croatia;1. School of Journalism and Communication, The Chinese University of Hong Kong, Shatin, N. T., Hong Kong;2. School of Media and Design, Shanghai Jiao Tong University, 800 Dongchuan Rd, Shanghai, China;3. College of Media and International Culture, Zhejiang University, 148 Tianmushan Rd, Hangzhou, Zhejiang, China;1. Department of Communication, University of Maryland, 2130 Skinner Building, College Park, MD 20742-7635, United States;2. Annenberg School for Communication and Journalism, University of Southern California, 3502 Watt Way, Los Angeles, CA 90089-0281, United States;1. University of Ljubljana, Slovenia;2. University of Zagreb, Croatia;3. Purdue University, USA |
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| Abstract: | ![]()
Public relations has long struggled to develop an identity in both scholarship and practice. An increasing number of scholars are adopting the perspective that public relations should be viewed as the management of a relationship between organizations and publics. The current investigation was an attempt to design a multiple-item, multiple-dimension organization-public relationship scale. Results of this investigation show that organizations and key publics have three types of relationships: professional, personal, and community. The organization-public relationship measure developed in this investigation should provide an instrument that can be used to measure þe influence that perceptions of the organization-public relationship have on consumer attitudes, predispositions, and behavior, as well as an opportunity to track changes in organizationpublic relationship perceptions over time. Results of the investigation, conclusions, and suggested applications for future research are presented.Dr. Bruning and Dr. Ledingham are members of the Department of Communication at Capital University, Columbus, OH. |
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