Economic perspectives on public relations

This paper explores the relationship between economic theory and public relations, in order to explain how public relations management contributes to companies’ overall economic gains. It uses a “blend” of economic theories to explain the role and contribution of public relations from the economic point of view. The paper sees a link between the strategic management of public relations as a function, and portions of neoclassical theory, as well as to alternative economic approaches relating to investments and transaction costs.     

How do public organizations communicate their alliances on Facebook and how does the public react? A longitudinal analysis

Organizations have adopted social media to communicate their alliances to the public, that is, engage in representational networks. Yet a comprehensive examination of what is communicated in representational networks and how public reactions are associated with these networks is relatively scarce. This study builds on the Symbiotic Sustainability Model (SSM) to examine the content of messages passed in representational networks on social media and their related public reactions. Based on a panel analysis of one year of Facebook data generated by 605 public organizations in Taiwan, this study reveals that referencing certain topics such as economic and technological development and employing linguistic features demonstrating efficacy, formality, and empathetic concern in Facebook messages was associated with an increased diversity of alliance ties reported by public organizations. Moreover, the relationship between communicating diverse alliance ties and positive public reactions in the form of likes went both ways. Integrating automated topic modeling, linguistic analysis, and panel analysis, this study provides a process-based and communication-centered view of the mechanisms and disparities underlying organizations’ strategic network management on social media.     

The relocation of nursing home residents: An illustration of the advantages gained by planning a new program and designing an implementation evaluation together

This paper describes a collaboration between an evaluation team and the management and staff responsible for relocating nursing home residents to a new, state-of-the-art facility. Both the relocation plan and the implementation evaluation of this plan are detailed in order to illustrate the link between program planning and evaluation. I argue that combining program planning and implementation evaluation activities is of value to a wide range of organizations contemplating the development and implementation of a new program. Then I draw upon the research utilization literature to discuss how the collaborative relationship between the evaluation team and management contributed to the success of both program planning and program evaluation activities.     

Using dialogue to build organization–public relationships,engage publics,and positively affect organizational outcomes

The study and practice of public relations continues to explore the many benefits accrued when organizations adopt a relational approach to public relations management. One area that is relatively unexplored in the relationship management literature is the role of dialogue in organization–public relationships. Historically, scholars have focused dialogic research on either interaction – where an organization and a public exchange information – or a debate – where organizations and public engage in a process of statement counterstatement. The current investigation explores the notion of dialogue and examines the ways in which relationship attitudes and dialogue may positively affect key public member evaluations and behavioral intent. The results suggest that both relationship attitudes and dialogue positively affect respondent evaluations of and intended behaviors toward an organization. The implications of the findings are presented and suggestions for managing organization–public relationships are considered.     

Dutch public relations practitioners and journalists: Antagonists no more

The increasing interdependence of public relations and journalism and the demands they make on each other raise the question how they perceive and evaluate each other. How do they view their roles, methods, relationship, and quality of media reporting on organizations? How do government and business public relations differ in this respect? Our survey of a representative sample of Dutch journalists and public relations practitioners in both government and business (n = 791) showed that while there were differences of opinion between the two professions, these were neither predominantly negative nor fundamental. Our results, therefore, do not confirm the difficult relationship between the press and public relations that was identified in research carried out in the United States between 1970 and 1990. Given the Dutch tradition that the government practitioner be a neutral servant of the public interest rather than a spokesperson for the organization, the general absence of differences between government and business public relations was striking. Our findings indicate that government public relations professionals have adopted the same norms and standards as their colleagues in business organizations.     

广东社会组织现状及发展策略研究

社会组织是平衡政府福利责任与社会福利供给的重要中介。公共管理视角下的社会组织是指由公民自发组成,为实现成员的共同理想,按照其内部章程开展活动,以便实现组织的宗旨和目标的社会群体,其核心目标在于实现群体内部成员的需求。本文基于广东省社会组织发展现状进行分析,探讨了阻碍社会组织进一步发展的主要问题成因,并提出了关于加强社会建设,推动社会组织加快发展的若干对策建议。     

Redefining sewardship: Examining how Fortune 100 organizations use stewardship with virtual stakeholders

Although Kelly's (2001) stewardship strategies have been discussed conceptually in public relations literature, they have not been examined through scholarly inquiry outside the fundraising realm despite repeated suggestions in relationship management literature. Through content analysis of the Fortune 100 organizations’ websites, this study examines how the four stewardship strategies are used by for-profit corporations. Results indicate that the current conceptualization of stewardship strategies for virtual behavior may be a better representation of relationship cultivation strategies than relying on the adaptation of interpersonal communication strategies to organizations.     

From an “outside group” to a catalyst for corporate change: Examining activists’ legitimation strategies

Activist organizations use issues management when pressuring corporations to alter practices and policies that these groups find problematic. Throughout this process, activists must establish legitimacy for their issue concerns, organizations, and proposed solutions to gain public support for their activities. This study qualitatively analyzes the communication practices of 21 activist organizations to understand the strategies that these unique groups harness as they seek to build legitimacy as part of the issues management process. The findings contribute to a growing body of public relations research on activist communication by introducing a new legitimation strategy that underscores the importance of ongoing issues monitoring for activists and illustrates how activist organizations can co-opt extant narratives to build legitimacy for their existing issue arguments.     

Exploring the development of an organizational approach to media relationships

Using semi-structured, qualitative interviews with practitioners, this study explored an organizational approach to media relations. Interviewees provided insight as to how organizations and their media relations practitioners integrated principles of excellent public relations and principles of relationship management with principles of traditional practitioner–journalist relationships. Results indicated that the practice of media relations can be viewed as a theory-based organizational commitment at the meso-level, and not merely as an atheoretical practitioner skill at the micro-level.     

Relationship Cultivation in Public Diplomacy: A Qualitative Study of Relational Antecedents and Cultivation Strategies

Political public relations and public diplomacy both focus on managing communication to build and maintain relationships for a political purpose. Public diplomacy focuses on foreign publics and involves governments and organizations seeking to build relationships internationally. This study explored relationship cultivation, i.e., the process of initiating, nurturing positive, and recovering from negative relationships between various public diplomacy actors. Data included 32 in-depth interviews with communication officers in the United States. Results confirmed some of the previously developed relationship cultivation dimensions and suggested new ones. The study offers a nuanced discussion of relationship cultivation factors and an explanation of how they apply to public diplomacy engagement.     

How companies cultivate relationships with publics on social network sites: Evidence from China and the United States

This study advances our understanding of relationship cultivation on social media from a cross-cultural perspective. We examined how companies use popular social network sites (SNSs) to facilitate dialogues with publics in two culturally distinct countries: China and the United States. We employed a content analysis of 50 corporate pages with 500 corporate posts and 500 user posts from each country. Overall, companies in both countries have recognized the importance of SNSs in relationship development and employed the appropriate online strategies (disclosure, information dissemination, and interactivity and involvement), but the specific tactics vary across the two markets. Furthermore, cultural differences among the types of corporate posts and public posts on SNSs indicate that culture plays a significant role in shaping the dialogue between organizations and publics in different countries. Implications for corporate relationship management practice in the global market in the digital era are discussed.     

How the State Shaped the Nonprofit Sector: Public Funding in British Columbia

This article examines how the state has used its spending power to shape the nonprofit sector in British Columbia since the 1960s. The province's thriving nonprofit sector and its polarized political culture provide an ideal case study for exploring the relationship between the state and nongovernmental organizations. The following study documents changes in state policy, the trajectory of funding, funding patterns, and organizations that have received state funding. Although public funding for nonprofits in Canada has been pervasive for decades, there is little empirical evidence on the nature and scope of this funding. This article is based on an innovative new database that provides a comprehensive list of grants from the provincial government to nonprofit organizations between 1960 and 2014. Despite concerns regarding cuts to public funding in recent years, this study finds that there has been an overall increase in funding. However, there has also been a significant shift in funding from women's issues to Aboriginal peoples since the early 2000s.     

Are We at the Cutting Edge or the Blunt Edge?: Improving NGO Organizational Performance with Private and Public Sector Strategic Management Frameworks

Bankruptcy or irrelevance are likely paths for not‐for‐profit organizations (NGOs) that do not reshape themselves to achieve greater impact, efficiency, and accountability in an increasingly global, competitive environment. But how relevant are public and private sector management frameworks for NGO repositioning? This article provides initial answers through a case study of CARE, one of the largest international relief and development nonprofit organizations in the United States. It explores the transformation frameworks employed at CARE between 1992 and 1997, assesses what worked and what did not, and identifies initial lessons learned for the broader sector.     

The formula funding controversy at the national endowment for the arts

This article explores how nonprofit organizations respond to proposed changes in the relationship between the government and the nonprofit sector using a case study of the “formula funding” controversy at the National Endowment for the Arts (NEA). The article shows how powerful notions of who should get to decide permeate and continually transform the funding debate, making public interest reforms of the process extremely difficult. The author concludes by suggesting that the victories the arts field can claim in defending the current practice of peer panel review at the NEA will turn out to be Pyrrhic victories, ultimately weakening the claim of the nonprofit arts on public resources.     

Advancing relationship management theory: Mapping the continuum of relationship types

Building on the literature of relationship management, this study explores the way organization type influences the nature of the organization–public relationship. Three types of organization–public relationship were examined (nonprofit organization–volunteer, retailer–consumer, and political party–member) and which were mapped to Hung's (2005) continuum of relationships, ranging from communal to exploitive. Four dimensions of the relationship were examined: trust, control mutuality, satisfaction, and commitment. Surveys were completed by 313 respondents to measure their relationships with all three organizational types. Significant differences were detected between organizations which were deemed high, medium and low in communality. Results provide insight into the role that communality plays in levels of relationship quality in the organization–public relationship.     

Fiscal management in government-funded nonprofit organizations: An exploratory study

Nonprofit human services organizations are playing an increasingly important role in the implementation of government programs. Yet little is known about how the fiscal affairs of these organizations are managed. This article explores the fiscal and budget practices of a group of affiliated nonprofit human services organizations in the western United States in an effort to provide a preliminary assessment of the capacities of these organizations, which have become so critical to the execution of public policy. The findings demonstrate that the organizations surveyed are making widespread use of many sophisticated management tools and methods in their budget processes.     

Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates

Many of the relationship cultivation strategies and the dialogic principles assume symmetrical communication is taking place. However, significant amounts of information are shared in a one-way manner. Although they have fallen out of favor with many academics, the four models of public relations can provide significant insights into how organizations communicate. Using the models as the guiding framework, this brief study examines how nonprofit organizations from the Philanthropy 200 communicate on Twitter. The findings reveal that the organizations are more likely to use one-way models despite the potential for dialogue and community building on the social networking site.     

Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale

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.