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Relationships between image and organization-public relationships: Interaction between symbolic relationships and behavioral relationships

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Abstract:

The purpose of this study is to suggest that effectiveness of public relations should be evaluated in terms of behavioral relationships as well as symbolic relationships by examining relationships between image and organization-public relationships. This study empirically investigated relationships between public relationships and corporate image and furthermore explored whether the relationships differed depending different corporations (public/private) as well as groups (professional/non-professional). A survey was conducted with 423 respondents. It found that there were statistically significant positive correlations between corporate image and multiple components of public relationships in the public and private corporations as well as in the professional and non-professional groups. Moreover, it discovered that the components of public relationships affecting corporate image were almost similar in both corporations. It also found that components of public relationships affecting corporate image were different between professional groups and non-professional ones, for the public corporation, whereas they, except one component, were almost similar in both groups, for the private corporation. Conclusively, these findings suggest that there were close relationships between corporate image and public relationships, implying that effectiveness of public relations should be evaluated in terms of behavioral relationships as well as symbolic relationships.

Most Common Document Word Stems:

public (255), relationship (224), imag (138), corpor (137), relat (116), organ (89), organization-publ (62), effect (62), profession (54), compani (54), group (51), evalu (44), grunig (37), compon (34), studi (33), manag (33), privat (31), 1 (30), g (30), 2 (28), communic (28),

Author's Keywords:

corporate image, organization-public relationships, effectiveness of public relations
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Oh, Mi Young. and Kim, Chung-Hyun. "Relationships between image and organization-public relationships: Interaction between symbolic relationships and behavioral relationships" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p113085_index.html>

APA Citation:

Oh, M. and Kim, C. , 2004-05-27 "Relationships between image and organization-public relationships: Interaction between symbolic relationships and behavioral relationships" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p113085_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of this study is to suggest that effectiveness of public relations should be evaluated in terms of behavioral relationships as well as symbolic relationships by examining relationships between image and organization-public relationships. This study empirically investigated relationships between public relationships and corporate image and furthermore explored whether the relationships differed depending different corporations (public/private) as well as groups (professional/non-professional). A survey was conducted with 423 respondents. It found that there were statistically significant positive correlations between corporate image and multiple components of public relationships in the public and private corporations as well as in the professional and non-professional groups. Moreover, it discovered that the components of public relationships affecting corporate image were almost similar in both corporations. It also found that components of public relationships affecting corporate image were different between professional groups and non-professional ones, for the public corporation, whereas they, except one component, were almost similar in both groups, for the private corporation. Conclusively, these findings suggest that there were close relationships between corporate image and public relationships, implying that effectiveness of public relations should be evaluated in terms of behavioral relationships as well as symbolic relationships.

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Document Type: .PDF
Page count: 22
Word count: 7149
Text sample:
Relationships between Image and Organization-Public Relationships: Interaction between Symbolic Relationships and Behavioral Relationships Many scholars and practitioners have made incessant efforts to define what public relations is what it does and what it should be (Ledingham & Bruning 2000). These efforts seem to result in a recent trend to view public relations as relationship management. In the new paradigm public relations is defined as “the management function that establishes and maintains mutually beneficial relationships between an organization and the
Vos M. F. (1992). The Corporate Image Concept: A Strategic Approach. Utrecht: Lemma. Wiebe G. D. (1963). The social dynamics of corporation-public relationships: A model and a parable. In J. W. Riley Jr. (Ed.) The Corporation and Its Publics: Essays on the Corporate Image. New York: John Wiley & Sons. Wilson L. J. (2000). Building employee and community relationships tjrough volunteerism: A case study. In J. A. Ledingham & S. D. Bruning (Eds.) Public Relations as Relationship Management. Mahwah


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