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Exploring the Link Between the Concepts of Organization-Public Relationships and Organizational Reputations
Unformatted Document Text:  Tracking Number: ICA-15-10266 2 Abstract The purpose of this study is to explore the link between the concepts of organization-public relationships and organizational reputations. A case study of an environmental activist organization was conducted for this purpose. This study found that, according to their various degree of experience with the case organization, participants’ evaluation of relationships and perception of reputations is differently linked. This study suggests that, even if an organization has been struggling with negative reputations, negative reputations can be improved by building good relationships with key publics. This is why public relations practitioners should concentrate on quality relationship management with key publics so as to demonstrate and enhance the value of public relations (i.e., the effectiveness of public relations) to an organization. Key words: Relationship management, reputation management

Authors: Yang, SungUn. and Mallabo, Jose.
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Tracking Number: ICA-15-10266
2
Abstract
The purpose of this study is to explore the link between the concepts of organization-public
relationships and organizational reputations. A case study of an environmental activist
organization was conducted for this purpose. This study found that, according to their various
degree of experience with the case organization, participants’ evaluation of relationships and
perception of reputations is differently linked. This study suggests that, even if an
organization has been struggling with negative reputations, negative reputations can be
improved by building good relationships with key publics. This is why public relations
practitioners should concentrate on quality relationship management with key publics so as to
demonstrate and enhance the value of public relations (i.e., the effectiveness of public
relations) to an organization.
Key words: Relationship management, reputation management


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