دانلود رایگان مقاله لاتین عملکرد روابط عمومی در فرهنگ سازمانی از سایت الزویر
عنوان فارسی مقاله:
ارزیابی برتری: مدل ارزیابی عملکرد روابط عمومی در فرهنگ سازمانی و زمینه سازمانی
عنوان انگلیسی مقاله:
Evaluating excellence: A model of evaluation for public relations practice in organizational culture and context
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review
To better understand the landscape of public relations excellence evaluation we examined three key areas of the public relations research literature relating to theorizing and measuring public relations excellence as well as the role of organizational context in doing so. 2.1. Measuring excellence Our review of the literature reaffirms that there is no general consensus on how, or indeed whether, public relations can be measured (Huang, 2012). This has been due to inconclusive notions of the multidimensional effects of public relations, and the feasibility of cross-cultural application of a measurementtool(Huang, 2012). Public relations measurement provides a quantitative means by which to evaluate the value or importance of a public relations program, typically manifested as an appraisal or evaluation of a predetermined set of organizational goals or objectives (Lindenmann, 2003). Measurement tends to be more precise and more objective than public relations evaluation and tends to be most effective when efforts are made to identify and understand an organization’s key goals, objectives, publics and communications (Lindenmann, 2003). Furthermore, this process is most effective when undertaken with consideration given to the organizational context as a whole (Lindenmann, 2003). Choi and Choi(2009) maintain “understanding public relations leadership from an organizationwide perspective opens up a whole new avenue for future research to strengthen public relations as a managementfunction” (p. 293). Thus, measurement of public relations which is organizationally and culturally situated and yet not solely based upon achievement of specific objectives is both desirable and difficult to attain. In developing a valid quantitative measurement instrument, we allowed the existing literature to strongly guide our choices. We specifically drew upon the following research and established scales: the Worldviews scale (Deatherage & Hazleton, 1998; Grunig & White, 1992), the Measurement of Relationships scale (Hon & Grunig, 1999), the OPRA Organization-Public Relationship Assessment scale (Huang, 2001), the OPDC Organization-Public Dialogical Communication scale (Yang, Kang, & Cha, 2015) and the GAP VIII Canada national data − 2014 benchmarks (Thurlow et al., 2014). The Worldviews scale is a validated measurement tool which asserts that symmetrical and asymmetrical worldviews may be measured within a public relations context (Deatherage & Hazleton, 1998), and it was derived from the scholarship of Grunig (1992) on excellence theory. The Measurement of Relationships scales consist of separate subscales, measuring relationship satisfaction, exchange relationships and communal relationships (Hon & Grunig, 1999). The Organization–Public Relationship Assessment (OPRA) scale was developed to examine the cross-cultural comparability of organization-public relationship within an organizational context (Huang, 2001). The Organization-Public Dialogical Communication (OPDC) scale measures the dialogue and trust/distrust relationships between organizations and their publics (Yang et al., 2015). In short, the existing literature provided previously tested scales, which could be adapted to our specific research questions and context.
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کلمات کلیدی:
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