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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 26 If this study measured reputation as the “distribution” of individual representations (the first-order representations), as Grunig and Hung (2002) and Bromley (1993, 2000) suggested, and then analyzed the results in accordance with J. Grunig and Hung’s (2002) taxonomy, this study would produce more meaningful findings. In fact, due to the limited number of research participants, the researcher did not investigate the distribution of individual representations. Second, in measuring relationships, this study was limited in one-way relationship measure, only measuring publics’ relationships with the case organization. Although the researcher initially contacted public relations professionals working for the case organization, due to the sensitive nature of organizational rumor or scandals, they rejected participating in this research. For the future study, this study suggests that measuring relationships and reputation through a longitudinal study—a research studying these concepts especially before, during, and after organizational cries—would be interesting to explore the “durability” between these concepts. The researcher propose here, as other scholars (Bromley, 2000; J. Grunig & Hung, 2002) did, that the concept of relationships is more durable than reputation, since it takes time to build relationships by nature, and reputations are “dynamic and … may change rapidly as situations change and different people become part of a public” (J. Grunig & Hung, 2002, p. 21). Reputation scholars (e.g., Schultz et al., 2001, p. 25) argued, on the contrary, that reputation is durable and tends to reproduce itself over time. Through a longitudinal study to compare the durability, one can support the theoretical assumption that the concept of relationships is more durable than reputation, or reputation is more susceptible to environmental changes. References Anderson, J. R., & Lebiere, C. (1998). The atomic components of thought. Mahwah, NJ: Lawrence Erlbaum Associates.

Authors: Yang, SungUn. and Mallabo, Jose.
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Tracking Number: ICA-15-10266
26
If this study measured reputation as the “distribution” of individual representations
(the first-order representations), as Grunig and Hung (2002) and Bromley (1993, 2000)
suggested, and then analyzed the results in accordance with J. Grunig and Hung’s (2002)
taxonomy, this study would produce more meaningful findings. In fact, due to the limited
number of research participants, the researcher did not investigate the distribution of
individual representations.
Second, in measuring relationships, this study was limited in one-way relationship
measure, only measuring publics’ relationships with the case organization. Although the
researcher initially contacted public relations professionals working for the case organization,
due to the sensitive nature of organizational rumor or scandals, they rejected participating in
this research.
For the future study, this study suggests that measuring relationships and reputation
through a longitudinal study—a research studying these concepts especially before, during,
and after organizational cries—would be interesting to explore the “durability” between these
concepts. The researcher propose here, as other scholars (Bromley, 2000; J. Grunig & Hung,
2002) did, that the concept of relationships is more durable than reputation, since it takes
time to build relationships by nature, and reputations are “dynamic and … may change
rapidly as situations change and different people become part of a public” (J. Grunig &
Hung, 2002, p. 21). Reputation scholars (e.g., Schultz et al., 2001, p. 25) argued, on the
contrary, that reputation is durable and tends to reproduce itself over time. Through a
longitudinal study to compare the durability, one can support the theoretical assumption that
the concept of relationships is more durable than reputation, or reputation is more susceptible
to environmental changes.
References
Anderson, J. R., & Lebiere, C. (1998). The atomic components of thought. Mahwah, NJ:
Lawrence Erlbaum Associates.


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