Cause identity: A measurement of disability organizations’ communicated values

This article introduces the concept of “cause identity” as an important consideration in public relations practice as well as research. Ten different disability organizations were used to examine how – as measured through communicated values – organizational identity is expressed. Results of a quantitative content analysis of marketing and public relations materials used by the organizations indicated very few distinctions in their organizational identities. Rather, a strong collective identity was shared among all ten organizations.