Disciplines
Communication | Public Relations and Advertising | Social and Behavioral Sciences
Abstract
This study investigates the influences on organisational–public relationships (OPRs) in terms of how organisations express relationships as a value in community foundation annual reports. While much attention recently has been given to social media as a form of dialogic communication, the depth and genuine nature of an organisation’s value of relationships is revealed in traditional communication where the nature of the forum is not dialogic and there is not an expectation of relational content as there could be in an online or social medium. A content analysis of community foundation annual reports shows that the presence of a public relations staff position can make a difference in whether organisations stress relationships with their publics in their self–evaluation. Specifically, when an organisation has a staff position designated as a public relations or communication role, and when this person is accredited in public relations (APR), there is a greater likelihood the organisation’s annual report will stress relationships to the same or greater degree as financial metrics. The relative organisational power of the public relations function and the asset size of the organisation did not appear to cause a difference in relationship content.
Original Citation
Penning, T. (2014). The influence of public relations on relationship content: A content analysis of community foundation annual reports. PRism 11(2): http://www.prismjournal.org/homepage.html
ScholarWorks Citation
Penning, Timothy, "The influence of public relations on relationship content: A content analysis of community foundation annual reports" (2014). Peer Reviewed Articles. 17.
https://scholarworks.gvsu.edu/com_articles/17
