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.
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