Towards a Typology of the Public Relations Behaviour of Organisations

Topics:
Public Relations
Tags:
Corporate Communications,
Marketing,
Public Relations
Source:
Monash University

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Overview: This paper contributes to a general theory of the public relations behavior of organizations by developing a typology of organizational public relations behavior based on a new construct called public relations orientation. Four constructed types describe the way organizations practice public relations, and the organization-level outcomes that may be expected from pursuing public relations strategy through a given type. It also contributes to a general theory of public relations by specifying how the types fit into a broader framework that explains the relationship of public relations to the strategy-performance link.

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Format: PDF | Size: 37KB | Date: Jul 2002 | Pages: 9

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