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.