A Strategic Management Approach to Reputation, Relationships, and Publics: The Research Heritage of the Excellence Theory1

Jeong Nam Kim, Flora C J HUNG-BAESECKE, Sung Un Yang, James E. Grunig

Research output: Chapter in book/report/conference proceedingChapterpeer-review

28 Citations (Scopus)

Abstract

The Excellence theory developed from a program of research conducted from 1985 to 2002 on 327 organizations in the United States, Canada, and the United Kingdom. Today, Excellence theory has evolved into a strategic management theory of public relations, which contrasts to the symbolic-interpretive paradigm that characterizes many theories of reputation. Research based on this strategic management paradigm shows that reputation is largely a byproduct of organizational behaviors and organization-public relationships-the well-known idea that actions speak louder than words. Both relationships and reputation differ for low-involvement and high-involvement publics, and strategic communicators should emphasize experiential relationships with high-involvement publics more than reputational relationships with low-involvement publics when they participate in organizational governance.

Original languageEnglish
Title of host publicationThe Handbook of Communication and Corporate Reputation
PublisherBlackwell Publishing Ltd.
Pages197-212
Number of pages16
ISBN (Print)9780470670989
DOIs
Publication statusPublished - 4 Apr 2013

Scopus Subject Areas

  • Social Sciences(all)

User-Defined Keywords

  • Excellence theory
  • Public relations
  • Relationships
  • Reputation
  • Strategic management theory

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