Linda Childers Hon

Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.

Feminist Values in Public Relations

This article explores the parallels between feminist values and the effective, ethical practice of public relations. It begins by establishing a link between feminine gender and feminist values, which include cooperation, respect, caring, nurturance, interconnection, justice, equity, honesty, sensitivity, perceptiveness, intuition, altruism, fairness, morality, and commitment. The article provides conceptual definitions for such central terms as gender, sex and sex roles, femininity and masculinity, feminists and feminism, and women. Throughout, the values associated with the feminine gender are juxtaposed with the norms of public relations practice. The goal is to help establish the field as a vital and ethical organizational function. The article concludes with the suggestion that teaching values is a critical precursor to teaching ethics along the way to incorporating feminist values into professional practice.

Organisation‐public relationships: Measurement validation in a university setting

Given the link between quality relationships and supportive behaviours among organisations and publics, it is not surprising that public relations scholars and practitioners have turned their attention to trying to measure public relationships and understanding their value for organisations and publics. As part of the development of a diagnostic tool for measuring relationships, the present study attempted to test a measurement scale for the organisation‐public relationship. This research effort was designed to test empirically Hon and Grunig’s proposed organisation‐public relationship instrument. Although each of the two data sets displayed slightly different operationalised items, the two groups of subjects similarly perceived the six‐factor (trust, satisfaction, control mutuality, commitment, exchange relationship, communal relationship) measures as a valid and reliable instrument for measuring their relationship with the university.

Relationship maintenance strategies on Fortune 500 company web sites

Purpose – The purpose of this paper is to examine how organizations enact positivity, openness, access, sharing of tasks, and networking through their web sites. The paper also aims to investigate whether, different types of industries display different levels of relationship strategy.Designs/methodology/approach – A content analysis of 286 web sites was conducted to determine how corporations use their site as a communication medium for building and nurturing relationships with publics. Company web sites were selected from the Fortune 500 list according to industry type. The sites were analyzed for the presence and quality of variables identified in the public relations literature as measures of relationship maintenance strategies.Findings – The studys first research question addressed how the sampled organizations display use of relationship maintenance strategies through their web sites. The results revealed that openness was the strategy used most frequently. The quality of the openness dimension als...

Reliability and Validity of Organization-Public Relationship Measurement and Linkages among Relationship Indicators in a Membership Organization

This research was designed to develop reliable and valid measures of the outcomes of quality relationships. Hon and J. E. Grunigs extended scales for four relationship dimensions were tested using multiple-item measurement procedures as suggested. The constructed measures were refined further using exploratory and confirmatory factor analysis. Causal linkages among relationship quality indicators were also tested. The developed measures and the model can be used to better understand a publics perceptions of its relationship with an organization, thus helping organizations better understand how to cultivate and sustain these relationships.

A Measure of Relationship Cultivation Strategies

A multiple-item scale for measuring relationship cultivation strategies, the essential day-to-day activities of public relations practitioners, was developed to meet the standards of reliability and validity in measurement. After a discussion of the definition of the relationship cultivation strategies, the procedures used in developing and refining the multiple-item measures are described. The developed measures can help public relations professionals better understand how to nurture and sustain relationships with their target publics.

Diversity Issues and Public Relations

Perceptions of diversity issues and implications for public relations were explored within the theoretical framework of organizational culture and requisite variety. Qualitative interviews with 28 practitioners and 5 executives revealed a continuum that ranged from organizations with no commitment to those with a fully integrated diversity strategy. Examples of effective diversity management illustrated the connection between diversity and the strategic management of public relations. We discuss the findings in relation to diversity integration and propose that a final stage not mentioned by participants--diversity as social responsibility--may represent the juncture where public relations and diversity are linked most meaningfully.