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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 21 negatively, many participants tended to say that their relationship with EAO is more close to exchange relationships than communal relationships. A participant, for example, responded in the following manner: I don’t think that EAO tries to maintain good relationships with us, if there’s nothing to gain from us. Most typically, the type of relationships we have is like ‘give-and- take’ relationships. I have a story. Some of our oil trucks was collapsed and spilled gallons of oil to a stream in a small town. You know, only a few small environmental groups protested against it, but no big organizations such as EAO raised an issue about it. We provide supports, and they are expected to remain ‘silent.’ This is what we are supposed to be doing as PR professionals in a big organization like this.” On the other hand, a participant, who evaluated relationship outcomes positively, responded: “Indeed, we have to care about our own organization first. As we spent more time working closely with EAO, however, we came to trust EAO and respect its leadership. Personally, I believe it would care others first, be altruistic, although it gets nothing in return. This is why people in EAO do this job, protecting the environment, something not related with money.” Research Question 2: How do participants perceive reputations that they hold of the organization? Regarding their cognitive representations, participants are also varied in accordance with their different degree of experience with the case organization as follows: 1. Participants with experiential cognitive representations: These participants have direct experience with EAO. 2. Participants with reputational cognitive representations: These participants know of EAO without direct relationship history. 3. Participants generalizing cognitive representations: These participants neither recognize the organization nor have any prior relationship history. “Experiential” cognitive representations. Participants with direct relationship history with EAO responded to hold what J. Grunig and Hung (2002) called experiential cognitive representations, which are based on their direct experience with the organization. These participants tended to place more significance on “what they knew first hand” than “what they heard,” when they responded questions for measuring reputation. According to one of them, who now works closely with EAO: “EAO has a good leadership and it contributes to the development of environmental activism in this country. What else? Good

Authors: Yang, SungUn. and Mallabo, Jose.
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Tracking Number: ICA-15-10266
21
negatively, many participants tended to say that their relationship with EAO is more close to
exchange relationships than communal relationships. A participant, for example, responded
in the following manner:
I don’t think that EAO tries to maintain good relationships with us, if there’s nothing
to gain from us. Most typically, the type of relationships we have is like ‘give-and-
take’ relationships. I have a story. Some of our oil trucks was collapsed and spilled
gallons of oil to a stream in a small town. You know, only a few small environmental
groups protested against it, but no big organizations such as EAO raised an issue
about it. We provide supports, and they are expected to remain ‘silent.’ This is what
we are supposed to be doing as PR professionals in a big organization like this.”
On the other hand, a participant, who evaluated relationship outcomes positively, responded:
“Indeed, we have to care about our own organization first. As we spent more time working
closely with EAO, however, we came to trust EAO and respect its leadership. Personally, I
believe it would care others first, be altruistic, although it gets nothing in return. This is why
people in EAO do this job, protecting the environment, something not related with money.”
Research Question 2: How do participants perceive reputations that they hold of the
organization?
Regarding their cognitive representations, participants are also varied in accordance
with their different degree of experience with the case organization as follows:
1. Participants with experiential cognitive representations: These participants have
direct experience with EAO.
2. Participants with reputational cognitive representations: These participants know
of EAO without direct relationship history.
3. Participants generalizing cognitive representations: These participants neither
recognize the organization nor have any prior relationship history.
“Experiential” cognitive representations. Participants with direct relationship
history with EAO responded to hold what J. Grunig and Hung (2002) called experiential
cognitive representations, which are based on their direct experience with the organization.
These participants tended to place more significance on “what they knew first hand” than
“what they heard,” when they responded questions for measuring reputation. According to
one of them, who now works closely with EAO: “EAO has a good leadership and it
contributes to the development of environmental activism in this country. What else? Good


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