Muting or Meddling? Advocacy as a Relational Communication Strategy Affecting Organization-Public Relationships and Stakeholder Response

被引：53

作者：

Browning, Nicholas ^{[1
]}

Lee, Ejae ^{[2
]}

Park, Young Eun ^{[3
]}

Kim, Taeyoung ^{[4
]}

Collins, Ryan ^{[2
]}

机构：

[1] Indiana Univ, Media Sch, Publ Relat Program, Bloomington, IN 47405 USA

[2] Indiana Univ, Media Sch, Franklin Hall,Room M130F,601 E Kirkwood Ave, Bloomington, IN 47405 USA

[3] Colorado State Univ, Journalism & Media Commun Dept, Ft Collins, CO 80523 USA

[4] Loyola Univ, Sch Commun, Chicago, IL 60611 USA

来源：

JOURNALISM & MASS COMMUNICATION QUARTERLY | 2020年 / 97卷 / 04期

关键词：

advocacy; organization-public relationships (OPRs); corporate social responsibility (CSR); public relations; CORPORATE SOCIAL-RESPONSIBILITY; CONVERSATIONAL VOICE; ANTECEDENTS; COMMITMENT; OUTCOMES; IDENTIFICATION;

D O I：

10.1177/1077699020916810

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This article conceptualizes organizational advocacy as a relational communication strategy by which organizations take stances on controversial, sociopolitical issues to signal shared commitment with key publics. The authors conducted a series of two-by-two experimental surveys-controlling whether an organization took a defined position (advocacy vs. silence) and whether it acted alone or in line with peers (leader vs. follower)-across both less partisan (Study 1) and highly partisan (Study 2) issues. Findings indicate advocacy is an effective relational communication strategy that strengthens organization-public relationships (OPRs) and increases publics' support for the organization. Theoretical contributions and practical applications are discussed.

引用

页码：1026 / 1053

页数：28

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