Sung-un Yang

Reputation Management for Organizations- Effects of Organization-public Relationships Sung-un Yang

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.