Broadening the Concept of Expectations in Public Relations

Expectations have been connected to many central concepts of public relations research, yet definitions of what is meant by expectations are lacking. This article aims to broaden the understanding of expectations by taking into account their multidimensional nature, suggesting that there are several explanations to expectations depending on what the expectation is based on. We suggest that, in organizational context, expectations are two-fold assessments of what is considered good or desirable (expectation tone ranging from positive to negative) and the confidence placed in the organization (organization-specific context ranging from high to low confidence). As a result of the conceptual review with theoretical input from areas outside the scope of public relations, the article presents the Expectation Grid, where expectations are acknowledged as continuums of tone and context.