Reputation Management for Organizations- Effects of Organization-Public Relationships

ISBN-13: 9783836429160 / Angielski / Miękka / 2007 / 344 str.

Sung-Un Yang

Opis

In recent years, organizations have demanded evidence that communicationmanagement is effective. Consequently, professionals and scholars alike havelooked for the key concepts to establish the value of communictionmanagement practice. The terms "relationships" and "reputation" haveemerged as the focal concepts in explaining the purpose and value oforganizational communication management. When those concepts areintegrated in a model, the role of communication management can becaptured more clearly than when there is a separate focus on each of theconcepts. This book examined the link between organization-public relationshipsand organizational reputation. In the proposed model, organizationpublicrelationship outcomes and types of relationships (communal andexchange relationships) predicted organizational reputation, taking intoaccount influences of communication behaviors of publics, experience, andfamiliarity with the organizations studied. The book is addressed to professionalsin communication management and public relations as well as toresearchers in public relations, communications, and marketing.