Characteristics Of Interpersonal Communication
Some of the definitive characteristics of interpersonal communication, such as “mutual influence, turn-taking, conversational pragmatics, and negotiation” (Cappella, 1987, p. 189), have informed public relations researchers to conceptualize and theorize public relations as a communication process facilitating collaboration, negotiation, and mutual influence between an organization and its key publics in order to establish mutually beneficial relationships for both parties (Toth, 2000). The conceptual and theoretical approach to explicating public relations with interpersonal communication dynamics has been well reflected in many studies, such as the two-way symmetrical model of public relations that emphasizes bidirectional communication and …show more content…
The level of consensus, understanding, and interdependence between an organization and its key publics has been regarded as one of the strong indicators of a relationship state and quality for both parties (Broom & Dozier, 1990). In this light, Ledingham and Bruning (1998) defined organization-public relationship (OPR) as “the state which exists between an organization and its key publics, in which the actions of either can impact the economic, social, cultural or political well being of the other” (p. 62), and many public relations researchers have developed and proposed relationship dimensions of OPR, such as control mutuality, trust, commitment, satisfaction, exchange relationship, and communal relationship, that help theoretically understand and empirically evaluate the relationship state between an organization and its key publics (e.g., Hon & Grunig, 1999; Ledingham, Bruning, Thomlison & Lesko, 1997). It has been also empirically attested that these relationship dimensions of OPR are strong predictors of publics’ attitudes and behavioral intentions toward an organization (Ki & Hon, …show more content…
However, only recently have public relations researchers broadened their observations upon the effects of strategic organizational communication across diverse social channels and, more specifically, have paid attention to how organizational news coverage disseminated by the media produces public relations outcomes in concert with subsequent interpersonal communication and opinion
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