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.     

Public relations aspects of brand attitudes and customer activity

Featuring the role of public relations in brand equity research and best practices, this study investigates how product, non-product, and customer–business relationship attributes affect customer-based brand equity (i.e., brand attitudes and customer activity). Analysis reveals customer–business relationships are central to a causal model linking evaluation (brand attitudes) and activation/motivations (customer activity). Findings demonstrate that for service businesses (e.g., banks), customer–business relationships are the primary, rather than minor, predictor of brand equity. These findings demonstrate how public relations scholarship and practice plays a central rather than peripheral role in customer satisfaction.     

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.     

Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract

This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.     

Relationship management in public relations: dimensions of an organization-public relationship

Increasingly, scholars and practitioners are defining public relations as relationship management. The investigation reported herein is an attempt to identify through qualitative research and verify through quantitative research relationship dimensions upon which good organization-public relationships are initiated, developed, and maintained. The respondents for this study were local telephone subscribers who resided in territories that were recently opened to competition for local telephone service. A total of 384 respondents were surveyed.The results indicate that the relationship dimensions of trust, openness, involvement, investment, and commitment differentiate those respondents who indicated they would stay with the current provider, would sign up with a new provider, or were undecided as to what they would do. Conclusions as to the impact of public relations as relationship management are offered, as well as suggestions for future areas of research.Dr. Ledingham and Dr. Bruning are members of the Public Relations faculty at Capital University in Columbus, OH.     

Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner

Most public relations research advocates for stronger organization-public relationships and the implementation of dialogic theory to advance the practice and elevate the status of the public relations practitioner. However, this study reveals that internal relationship dynamics can prevent corporate public relations practitioners from carrying out this function of the public relations role. Twelve weeks of observation and eleven interviews were conducted at a Fortune 1000 technology company to gain insights on how corporate PR practitioners build relationships with external publics, to gauge practitioners’ orientation to dialogue, and to identify challenges to external relationship building. Results show that internal relationship management is a prerequisite to corporate public relations practitioners’ success in developing mutually beneficial relationships with key publics. These findings have implications for both the theory and practice of public relations especially when considering the discussion of the technician versus strategic manager role of public relations and the advancement of the field to a professional status.     

Public relations (PR) in nation-building: An exploration of the South African presidential discourse

This research explored public relations strategies employed in the presidential discourses for building relationships among South Africans in a democracy. This was done through analyzing political discourses of the three South African Presidents since 1994–2009 of Mandela, Mbeki and Zuma. A comparative discourse analysis was used to examine five important dimensions in political discourses concerning nation-building. Different themes were identified: relationship managing, democracy, national identity, and national development. Additionally, an exploratory discourse analysis was conducted to further investigate the characteristics of the presidential political discourses on nation-building. These analyses in the present research provide contributions to foster cooperation, developing a common national identity agenda and social cohesion using political campaign strategies, particularly for government, policymakers and public relations practitioners (PRP's), government communication practitioners, who strive to build a better relationship between government and the public.     

A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication

This article extends Heath's (2006) concept of fully functioning society theory (FFS) and argues that public relations can be used as a force to enhance collective social capital in communities. To serve this purpose, however, the effectiveness of an organization to serve its external publics is often dependent on the status and relationships the public relations function has developed within the organization. This paper provides a network analysis of a government agency in Jordan that illustrates the relationship between internal organizational social capital and the potential problems for establishing external relationships with publics. Implications for public relations research methods and theory are also discussed.     

Contributions of unrestricted funds: The donor organization–public relationship and alumni attitudes and behaviors

This exploratory pilot study examined alumni attitudes and behaviors toward making contributions in a nonprofit higher education organizational setting. The theoretical base of the study was that nonprofit higher education organizations operate in competitive marketing environments within a resource dependence open systems framework. In an effort to better understand alumni donor attitudes and behaviors in this context, this research explored the predictive relationship between the donor organization–public relationship (OPR) and alumni donor attitudes toward willingness to contribute unrestricted funds and donor behaviors concerning size of gifts made, frequency per year of contributions, and frequency of years of contributions using Huang's (2001) organization–public relationship assessment. Results indicate that donor OPR significantly predicts alumni donor attitudes toward willingness to contribute unrestricted funds. The results do not support that donor OPR significantly predicts size of gifts made, frequency per year of contributions, and frequency of years of contributions.     

Do public relations professionals understand corporate governance issues well enough to advise companies on stakeholder relationship management?

The King Reports on Governance for South Africa are internationally respected for proposing integrated reporting in a triple bottom-line business context to improve corporate governance. The most recent report, King III, views stakeholder relationship management as a key tenet of corporate governance. This raises the question whether public relations professionals (PRPs) understand the principles of corporate governance well-enough to inform and guide organizations on the management of stakeholder relationships. The views of senior PRPs at selected top performing companies were elicited on their practice of stakeholder relationship management in line with corporate governance principles. It was found that their knowledge on corporate governance was limited, although they recognized its importance. They propose six role functions for managing stakeholder relationships on a strategic or managerial level; these role functions are aligned with the King III principles on stakeholder relationships. The following three were of particular importance: developing a corporate strategy, giving advice to senior management and managing crisis communication. Different terminologies were used to build relations with stakeholders and different approaches were used to profile stakeholders. It is recommended that organizations leverage their public relations functions on strategic and managerial levels in support of their corporate governance efforts. In turn, PRPs are encouraged to ensure a deep knowledge on corporate governance issues when counseling senior management on building stakeholder relationships.     

Toward a Model of Political Organization–Public Relationships: Antecedent and Cultivation Strategy Influence on Citizens' Relationships with Political Parties

This study examined the organization–public relationship between citizens and their political parties against the backdrop of the 2008 presidential general election. Employing a telephone survey of registered voters (n = 508), we investigated the interaction of politically relevant relationship antecedents, relationship cultivation strategies used by political parties, perceptions of the organization–public relationship between voters and their party, and outcomes of the relationship to test a model of political organization–public relationships (POPRs). Time, interpersonal trust, mediated communication, interpersonal communication, and dialogic communication emerged as significant predictors of POPR strength. The findings lay the groundwork for further investigation of POPRs.     

Exploring trust and distrust as conceptually and empirically distinct constructs: Association with symmetrical communication and public engagement across four pairings of trust and distrust

Existing relationship research has interpreted low trust as being equivalent to high distrust and high trust as the evidence of low distrust, which has failed to capture the full scope of the functions of trust and distrust in organization–public relationships. Recent research in this area suggests that trust and distrust might simultaneously exist during relational interactions and might play uniquely positive and negative functions in certain social contexts. The main purpose of this study was to offer a new insight in trust–distrust research by providing distinctions in conceptualization and operationalization between trust and distrust. This study also empirically tested the functions of four pairings of trust and distrust on two core public relations concepts (i.e., symmetrical communication and public engagement). The results from the surveys (N = 704; in 20 companies) of US consumers showed sound discriminant validity of trust and distrust. Further, the statistical results revealed that symmetrical communication and public engagement were most strongly associated with the high trust and high distrust pairing, supporting the utilities of distrust in public relations and the coexistence of trust and distrust in social interactions.     

Comparing the two sides of the nonprofit organization–donor relationship: Applying coorientation methodology to relationship management

Although public relations scholars recommend practitioners strive for symmetry in their communication programming, scholarship on the organization–public relationship has abandoned the push for symmetry despite potential problems that could emerge when the organization and publics have different viewpoints. Using the coorientation methodology, this study found that even though fundraisers and donors at a West coast hospital viewed their relationship positively, the differences in the evaluations leave room for the organization to devise strategies to improve the relationship status.     

Public relations identity and the stakeholder–organization relationship: A revised theoretical position for public relations scholarship

This paper addresses the challenge to differentiate public relations scholarship from other related communication disciplines (i.e., marketing, advertising, communication studies) by examining the concept of the stakeholder–organization relationship and public relations’ unique contributions therein. This paper proposes that public relations scholars move beyond discussing relationship attitudes and examine the central concept of a relationship, which comprises mutual orientation around a common interest point and the multiplicity of stakes and stakeholders. Research imperatives in the integration of relationship stakes and the value of social media in relationship analysis stand to further differentiate public relations from marketing.     

Organization–Public Relationships and Crisis Response Strategies: Impact on Attribution of Responsibility

The study examines how relationships with an organization and crisis response strategy affect attribution of crisis responsibility. Participants were exposed to 1 of 4 different crisis response strategies, manipulated through news articles. The study measured perceptions of the organization–public relationship, and after exposure to 1 of the 4 news articles, attribution of crisis responsibility. People with a positive relationship with the organization were less likely to place blame for the crisis on the organization regardless of crisis response strategy. The study provides evidence that maintaining positive relationships with stakeholders may be more important that individual crisis strategies.     

Towards a postmodern research agenda for public relations

The theory and practice of public relations are largely based on a modernist understanding of organization that privileges management perspectives and a strategic focus in the field. This article explores the possibility of postmodernism as an alternative theoretical approach to public relations. Postmodernism rejects the manager as a rational being who has the ability to determine organizational outcomes through strategies. Modernist public relations is examined as a hegemonic practice that interpellates practitioners into the system to legitimize the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organizational media. Public relations’ media relations role is critiqued for its creation of a hyperreality and the resulting crisis of representation. The paper concludes with suggestions for a postmodern research agenda based on reflexivity.     

Examining the role of sense of community: Linking local government public relationships and community-building

This study examines the relationship between factors central to community building, including local government-public relationships, sense of community, positive Word-of-Mouth (WOM) toward community, and community participation. A national survey of U.S. respondents (n?=?447) was conducted through MTurk. The results indicate that the effects of local government-public relationships on positive WOM and community participation are mediated by individuals’ sense of community. This study advances the relationship-management scholarship by demonstrating that managing government-public relationships is ineffective in community-building when a sense of community is absent. In addition, the results of this study may benefit government public relations practitioners who are interested in public engagement.     

Discrepancy Between Korean Government and Corporate Practitioners Regarding Professional Standards in Public Relations: A Co-Orientation Approach

This study examines the perceptional accuracy and the extent of the discrepancy between the professional standards of government and corporate public relations practitioners. Using a co-orientation approach in a national survey of randomly selected public relations professionals in Korea, it also measured practitioners' own attitudes as well as responses to questions about the attitudes of their peers concerning professional standards.

The results of this study suggest the influence of cultural perspectives. First, gender inequality in the relationship hierarchy has been largely eliminated but there is still no social and occupational consensus in the Korean public relations field. Second, the personal influence model and the behavior of gao guanxi (personal relations) still operate in the public relations of government systems, which have paternal authoritarian cultures. Government practitioners, nevertheless, feel strongly about the importance of social scientific research in their field and desire closer relationships with their communities and publics.     

The Good,the Bad,and the Ugly: Perceptions of Public Relations Practitioners

This study contributes to relationship management research by introducing a new construct—authenticity—as the mediating variable between symmetrical communication and relationship quality, and investigating the behavioral outcomes of perceived organization–public relationship quality. We propose a structural model of symmetrical communication, authentic organizational behavior, organization–public relationships, and two behavioral outcomes—positive and negative messaging. The results support all the hypothesized linkages, and shed new light on the process of relationship management.     

An exploratory study of transformed media relations dimensions after the implementation of an anti-graft law in Korea

The Improper Solicitation and Graft Act, which went into effect on September 28, 2016, strictly prohibits gift giving to journalists, thereby making a traditional media relations practice in Korea illegal. A survey of 342 public relations practitioners revealed that providing monetary gifts, performing formal responsibility, building informal relationships, receiving paid media coverage, and giving and accepting informal support were found to be significant subdimensions of media relations. After implementation of the anti-graft law, public relations practitioners expressed a belief that the practice of providing monetary gifts would shrink the most and that performing formal responsibility would experience the most growth. The formal responsibility factor was significantly positively related to support for the new law and public relations ethics, while giving and accepting informal support was negatively linked to public relations ethics. Paid media coverage showed a positive relationship with public relations practitioners’ perceptions about difficulties of increasing outputs of media relations. Finally, this empirical study shows how new external regulations arising from implementation of the anti-graft law can affect the personal influence model of media relations in Korea.