Reputation management or relationship management: Competing managerial public relations frameworks in China and Hong Kong
Other conference paper



摘要This study moved beyond the predominant framing of reputation and organization-public relationship (OPR) as instruments for measuring public relations (PR) effectiveness, redefining them instead as dual managerial values held by PR practitioners. Acknowledging the persisting discrepancy between academics and practitioners in the PR field, this study explored the interface between theory and practice by closely examining a double mediation model consisting of the implementation of PR strategies, two managerial value systems endorsed in PR theories, as well as PR practitioners’ self-assessment of their own efficacy. Two samples derived from two Chinese societies, mainland China and Hong Kong, served as data sets. While OPR orientation played a robust mediation role within the mainland sample, reputation orientation gained advantage in mediating the PR contribution to organizational goal attainment in Hong Kong. This study concludes with a discussion of theoretical implications, practical applications, and contextual sensitivity of our findings.
著者HUANG Christine Yi-Hui, WANG Xiao
會議名稱The 68th International Communication Association Preconference (The 3rd PRSC and the 11th PRAD Conference)

上次更新時間 2018-25-06 於 17:19