Reputation management or relationship management: Competing managerial public relations frameworks in China and Hong Kong
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AbstractThis 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.
All Author(s) ListHUANG Christine Yi-Hui, WANG Xiao
Name of ConferenceThe 68th International Communication Association Preconference (The 3rd PRSC and the 11th PRAD Conference)
Start Date of Conference23/05/2018
End Date of Conference24/05/2018
Place of ConferencePrague
Country/Region of ConferenceCzech Republic
LanguagesEnglish-United States

Last updated on 2018-25-06 at 17:19