دانلود رایگان مقاله دینامیک روابط عمومی شرکت: ذینفعان داخلی و خارجی و نقش تمرین کننده

abstract

Most public relations research advocates for stronger organization-public relationships and the implementation of dialogic theory to advance the practice and elevate the status of the public relations practitioner. However, this study reveals that internal relationship dynamics can prevent corporate public relations practitioners fromcarrying outthis function ofthe public relations role. Twelve weeks of observation and eleven interviews were conducted at a Fortune 1000 technology company to gain insights on how corporate PR practitioners build relationships with external publics, to gauge practitioners’ orientation to dialogue, and to identify challenges to external relationship building. Results show that internal relationship managementis a prerequisite to corporate public relations practitioners’ success in developing mutually beneficial relationships with key publics. These findings have implications for both the theory and practice of public relations especially when considering the discussion of the technician versus strategic manager role of public relations and the advancement of the field to a professional status.

6. Discussion and conclusions

While scholars continue to advocate for a dialogic approach to public relations, research has shown thatlittle progress has been made in incorporating this theory into public relations practice. The majority of participants in this study recognized the importance of building mutually beneficial relationships with external publics but cited relationship dynamics within the organization as barriers to accomplishing this goal. Participants particularly expressed a willingness to incorporate Kent and Taylor’s (2002) principles of commitment, mutuality, and empathy into their public relations approach, yet the principles of risk andpropinquity—principles thattruly requirepractitioners toputthepublics’interests aheadofthe organization’s—were missing from participants’ discussions of external relationship building. Overall, principles of dialogue emerged, but dialogue as an orientation to public relations was not fully embraced.