Sung-un | Akateeminen Kirjakauppa

In recent years, organizations have demanded evidence that communication
management is effective. Consequently, professionals and scholars alike have
looked for the key concepts to establish the value of communiction
management practice. The terms "relationships" and "reputation" have
emerged as the focal concepts in explaining the purpose and value of
organizational communication management. When those concepts are
integrated in a model, the role of communication management can be
captured more clearly than when there is a separate focus on each of the
concepts. This book examined the link between organization-public relationships
and organizational reputation. In the proposed model, organizationpublic
relationship outcomes and types of relationships (communal and
exchange relationships) predicted organizational reputation, taking into
account influences of communication behaviors of publics, experience, and
familiarity with the organizations studied. The book is addressed to professionals
in communication management and public relations as well as to
researchers in public relations, communications, and marketing.