Research Article
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PUBLIC ‘RELATIONS’; AMPIRICAL EVIDENCE ON ORGANIZATION RELATIONSHIP CULTIVATION STRATEGIES AND RELATIONSHIP OUTCOMES

Year 2018, Volume: 11 Issue: 2, 139 - 158, 11.07.2018
https://doi.org/10.18094/josc.387981

Abstract

This study aims to solve the structure of relations between organizations and organizations by taking relationship management theory in background. Towards this end, the study, which seeks empirical evidence on relationship-building strategies and outputs, presents the relations with the public in a way that focuses on the outputs of the strategies and relations that will relate to the organization and the publics rather than an understanding that only breaks the theoretical ties away from the theoretical ties. In the research, the perception of both the organizations and the public in the construction process of the relationship was evaluated by field research. It has reached the conclusion that the relations of the organizations are directly affecting the relations outputs. In addition, there are important differences between the predictions of organizations on relations outputs and the perceptions of the publics.

References

  • Berko R M, Rosenfeld L, Samovar L A (1997) Connecting, 2nd ed., Harcourt Brace College Publisher, New York, NY.
  • Grunig L A, Grunig J E, Dozier D M (2002) Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. Mahwah, NJ: Lawrence Erlbaum Associates.
  • Broom G M, Casey S, Ritchey J (1997) Toward A Concept and Theory of Organization-Public Relationships, Journal of Public Relations Research, 9(2), 83-98.
  • Dick A S, Basu K (1994) Customer Loyalty: Toward An Integrated Conceptual Framework, Journal of Academy of Marketing Science, 22(2), 45-6.
  • Erjavec S H, Dmitrović T, Bržan P P (2016) Drivers of Customer Satisfaction And Loyalty In Service Industries, Journal Of Business Economics and Management, 17 (5), 810-823. Ferguson M A (1984) Building Theory in Public Relations: Inter-Organizational Relationships. Paper Presented To The Public Relations Division, At The Annual Conference Of The Association For Education In Journalism And Mass Communication, Gainesville, FL, August
  • Garbarino E, Mark S J (1999) The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, 63(2), 70-87.
  • Grunig J E, Hung C J (2002) The Effect of Relationships on Reputation and Reputation on Relationships: A Cognitive, Behavioural Study. Paper Presented To The Public Relations Society Of America Educator's Academy, Miami, Florida.
  • Grunig J E (1993) Image and Substance: From Symbolic to Behavioral Relationships. Public Relations Review, 91(2), 121-139.
  • Grunig J E, Huang Y H (2000) From Organizational Effectiveness to Relationship Indicators: Antecedents of Relationships, Public Relations Strategies, and Relationship Outcomes. In J. A.
  • Guiniven J (2005) "Podcast as a PR Tool: What Do You Need To Know?" Public Relations Tactics, 12(9), 6.
  • Ledingham J A, Bruning S D (2000) A Longitudinal Study of Organization-Public Relationship Dimensions: Defining The Role of Communication In The Practice Relationship Management. In J A Ledingham, S D Bruning (Eds.), Public Relations as Relationship Management: A Relational Approach To The Study And Practice of Public Relations, Mahwah, NJ: Lawrence Erlbaum Associates.
  • Holtzhausen, D R (2000) Postmodern Values in Public Relations, Journal of Public Relations Research, 12(1), 93-114.
  • Holtzhausen D R, Voto R (2002) Resistance From the Margins: The Postmodern Public Relations Practitioner as Organizational Activist, Journal of Public Relations Research, 14(1), 57-84.
  • Hon, L C, Grunig J E (1999) Guidelines for Measuring Relationships in Public Relations. Gainesville, FL: The Institute for Public Relations. Retrieved January 26, 2006, from http://www.instituteforpr.com/pdf/1999_guide_measure_relationships.pdf
  • Huang, Y-H (1997) Public Relations Strategies, Relational Outcomes, And Conflict Management Strategies, Unpublished Doctoral Dissertation, University of Maryland, College Park, MD.
  • Hung C J F (2005) Exploring Types of Organization-Public Relationships and Their Implications for Relationship Management in Public Relations. Journal of Public Relations Research, 17, 393–425. Jensen I (1997) Legitimacy And Strategy of Different Companies: A Perspective Of External And Internal Public Relations, In, Public Relations Research: An International Perspective. In D. Moss, T.Macmanus, D.Verdic. London: International Thomson Business Press.Jo S, Kim Y (2003) The Effect of Web Characteristics on Relationship Building, Journal of Public Relations Research, 15 (3), 199-223.
  • Ki E J, Hon L C (2006) Relationship Maintenance Strategies on Fortune 500 Company Web Sites, Journal of Communication Management, 10 (1), 27-43.Kaura V, Prasad C S D, Sharma S (2015) "Service Quality, Service Convenience, Price And Fairness, Customer Loyalty, And The Mediating Role of Customer Satisfaction", International Journal of Bank Marketing, 33(4), 404-422.
  • Kim J N,  Sriramesh K (2009) A Descriptive Model of Activism in Global Public Relations Research and Practice. In K Sriramesh, D Vercic (Eds.), The Global Public Relations Handbook (Rev. ed.) New York: Routledge.
  • Amin M, Isa Z, Fontaine R (2013) Islamic Banks: Contrasting The Drivers of Customer Satisfaction on Image, Trust, And Loyalty of Muslim and Non‐Muslim Customers In Malaysia, International Journal of Bank Marketing, 31(2), 79-97.
  • Ledingham J A , Bruning S D (1998) Relationship Management in Public Relations: Dimensions of An Organization-Public Relationship, Public Relations Review, 24 (1), 55-65.
  • Miyamoto T, Rexha N (2004) Determinants of Three Facts of Customer Trust, A Marketing Model of Japanese Buyer-Supplier Relationships, Journal of Business Research, 57 (3), 312-319.
  • Millar F E, Rogers L E (1987) Relational Dimensions of Interpersonal Dynamics. In M E Roloff ve G R Miller (Eds.), Interpersonal Process: New Directions in Communication Research, Newbury, CA: Sage. Martinez P, Rodriguez I B (2013) CSR, and Customer Loyalty: The Roles of Trust, Customer Identification With The Company and Satisfaction, International Journal of Hospitality Management, 35, 89-99.O’Hair D, Friedrich G W, Wiemann J M, Wiemann M O (1995) Component Communication, New York: St.Martin’s Press.
  • Preston C C, Colman, A M (2000) Optimal Number of Response Categories In Rating Scales: Reliability, Validity, Discriminating Power, And Respondent Preferences, Acta Psychologica, 104, 1-15.
  • Seltzer T (2005) The Dialogic Potential of Weblogs in Relationship Building. Paper Presented To The Public Relations Division At The Annual Meeting Of The Association For Education In Journalism And Mass Communication, San Antonio, TX.
  • Tuncer U (2011) Halkla İlişkilerde Meslek Standartları: Uygulayıcılara Yönelik Bir Araştırma, İletişim Kuram ve Araştırma Dergisi, Gazi Üniversitesi, 32, 63-86.
  • Wright H P (1984) Self-Referent Motivation and The Intrinsic Quality of Friendship Journal of Social And Personal Relationships 1 (1), 115-130.

Halkla 'İlişkiler'; Örgütlerin İlişki Yerleştirme Stratejileri ve İlişki Çıktıları Üzerine Ampirik Bulgular

Year 2018, Volume: 11 Issue: 2, 139 - 158, 11.07.2018
https://doi.org/10.18094/josc.387981

Abstract











Bu çalışma ilişki yönetimi teorisini ardalanına alarak, örgütlerle
kamuların ilişkilerinin yapısını çözümlemeyi amaçlamaktadır. Bu amaç
doğrultusunda ilişki yetiştirme stratejileri ve çıktılarına ilişkin ampirik
kanıtlar arayan çalışma halkla ilişkileri,
kuramsal bağlarının koparılarak sadece uygulamaları
yöneten bir anlayışla değil, örgüt ve kamularla ilişkileri yetiştirecek
stratejilere ve ilişkilerin çıktılarına odaklanan bir yönle sunmaktadır. Çalışma
ilişkideki her iki tarafın algılarını alan araştırması ile  değerlendirmiş, örgütlerin ilişki yetiştirme
stratejilerinin etki büyüklükleri farklı olsa da ilişki çıktılarını etkilediği
sonucuna ulaşmıştır. Ayrıca, örgütlerin ilişki çıktılarına ilişkin öngörüleri
ile kamuların algılamaları arasında önemli farklar bulunmaktadır.

References

  • Berko R M, Rosenfeld L, Samovar L A (1997) Connecting, 2nd ed., Harcourt Brace College Publisher, New York, NY.
  • Grunig L A, Grunig J E, Dozier D M (2002) Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. Mahwah, NJ: Lawrence Erlbaum Associates.
  • Broom G M, Casey S, Ritchey J (1997) Toward A Concept and Theory of Organization-Public Relationships, Journal of Public Relations Research, 9(2), 83-98.
  • Dick A S, Basu K (1994) Customer Loyalty: Toward An Integrated Conceptual Framework, Journal of Academy of Marketing Science, 22(2), 45-6.
  • Erjavec S H, Dmitrović T, Bržan P P (2016) Drivers of Customer Satisfaction And Loyalty In Service Industries, Journal Of Business Economics and Management, 17 (5), 810-823. Ferguson M A (1984) Building Theory in Public Relations: Inter-Organizational Relationships. Paper Presented To The Public Relations Division, At The Annual Conference Of The Association For Education In Journalism And Mass Communication, Gainesville, FL, August
  • Garbarino E, Mark S J (1999) The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, 63(2), 70-87.
  • Grunig J E, Hung C J (2002) The Effect of Relationships on Reputation and Reputation on Relationships: A Cognitive, Behavioural Study. Paper Presented To The Public Relations Society Of America Educator's Academy, Miami, Florida.
  • Grunig J E (1993) Image and Substance: From Symbolic to Behavioral Relationships. Public Relations Review, 91(2), 121-139.
  • Grunig J E, Huang Y H (2000) From Organizational Effectiveness to Relationship Indicators: Antecedents of Relationships, Public Relations Strategies, and Relationship Outcomes. In J. A.
  • Guiniven J (2005) "Podcast as a PR Tool: What Do You Need To Know?" Public Relations Tactics, 12(9), 6.
  • Ledingham J A, Bruning S D (2000) A Longitudinal Study of Organization-Public Relationship Dimensions: Defining The Role of Communication In The Practice Relationship Management. In J A Ledingham, S D Bruning (Eds.), Public Relations as Relationship Management: A Relational Approach To The Study And Practice of Public Relations, Mahwah, NJ: Lawrence Erlbaum Associates.
  • Holtzhausen, D R (2000) Postmodern Values in Public Relations, Journal of Public Relations Research, 12(1), 93-114.
  • Holtzhausen D R, Voto R (2002) Resistance From the Margins: The Postmodern Public Relations Practitioner as Organizational Activist, Journal of Public Relations Research, 14(1), 57-84.
  • Hon, L C, Grunig J E (1999) Guidelines for Measuring Relationships in Public Relations. Gainesville, FL: The Institute for Public Relations. Retrieved January 26, 2006, from http://www.instituteforpr.com/pdf/1999_guide_measure_relationships.pdf
  • Huang, Y-H (1997) Public Relations Strategies, Relational Outcomes, And Conflict Management Strategies, Unpublished Doctoral Dissertation, University of Maryland, College Park, MD.
  • Hung C J F (2005) Exploring Types of Organization-Public Relationships and Their Implications for Relationship Management in Public Relations. Journal of Public Relations Research, 17, 393–425. Jensen I (1997) Legitimacy And Strategy of Different Companies: A Perspective Of External And Internal Public Relations, In, Public Relations Research: An International Perspective. In D. Moss, T.Macmanus, D.Verdic. London: International Thomson Business Press.Jo S, Kim Y (2003) The Effect of Web Characteristics on Relationship Building, Journal of Public Relations Research, 15 (3), 199-223.
  • Ki E J, Hon L C (2006) Relationship Maintenance Strategies on Fortune 500 Company Web Sites, Journal of Communication Management, 10 (1), 27-43.Kaura V, Prasad C S D, Sharma S (2015) "Service Quality, Service Convenience, Price And Fairness, Customer Loyalty, And The Mediating Role of Customer Satisfaction", International Journal of Bank Marketing, 33(4), 404-422.
  • Kim J N,  Sriramesh K (2009) A Descriptive Model of Activism in Global Public Relations Research and Practice. In K Sriramesh, D Vercic (Eds.), The Global Public Relations Handbook (Rev. ed.) New York: Routledge.
  • Amin M, Isa Z, Fontaine R (2013) Islamic Banks: Contrasting The Drivers of Customer Satisfaction on Image, Trust, And Loyalty of Muslim and Non‐Muslim Customers In Malaysia, International Journal of Bank Marketing, 31(2), 79-97.
  • Ledingham J A , Bruning S D (1998) Relationship Management in Public Relations: Dimensions of An Organization-Public Relationship, Public Relations Review, 24 (1), 55-65.
  • Miyamoto T, Rexha N (2004) Determinants of Three Facts of Customer Trust, A Marketing Model of Japanese Buyer-Supplier Relationships, Journal of Business Research, 57 (3), 312-319.
  • Millar F E, Rogers L E (1987) Relational Dimensions of Interpersonal Dynamics. In M E Roloff ve G R Miller (Eds.), Interpersonal Process: New Directions in Communication Research, Newbury, CA: Sage. Martinez P, Rodriguez I B (2013) CSR, and Customer Loyalty: The Roles of Trust, Customer Identification With The Company and Satisfaction, International Journal of Hospitality Management, 35, 89-99.O’Hair D, Friedrich G W, Wiemann J M, Wiemann M O (1995) Component Communication, New York: St.Martin’s Press.
  • Preston C C, Colman, A M (2000) Optimal Number of Response Categories In Rating Scales: Reliability, Validity, Discriminating Power, And Respondent Preferences, Acta Psychologica, 104, 1-15.
  • Seltzer T (2005) The Dialogic Potential of Weblogs in Relationship Building. Paper Presented To The Public Relations Division At The Annual Meeting Of The Association For Education In Journalism And Mass Communication, San Antonio, TX.
  • Tuncer U (2011) Halkla İlişkilerde Meslek Standartları: Uygulayıcılara Yönelik Bir Araştırma, İletişim Kuram ve Araştırma Dergisi, Gazi Üniversitesi, 32, 63-86.
  • Wright H P (1984) Self-Referent Motivation and The Intrinsic Quality of Friendship Journal of Social And Personal Relationships 1 (1), 115-130.
There are 26 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Aslı İcil Tuncer

Publication Date July 11, 2018
Submission Date February 1, 2018
Published in Issue Year 2018 Volume: 11 Issue: 2

Cite

APA İcil Tuncer, A. (2018). Halkla ’İlişkiler’; Örgütlerin İlişki Yerleştirme Stratejileri ve İlişki Çıktıları Üzerine Ampirik Bulgular. Selçuk İletişim, 11(2), 139-158. https://doi.org/10.18094/josc.387981