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代写uk dissertation ,uk master dissertation, uk dissertation格式Measuring relationships and reputation
The outcomes of the strategic Public Relations process, as depicted in Figure 2, are relationships and reputation. Organisations that segment their stakeholders and publics, anticipate and deal with issues and crises, and actively communicate with publics at all stages of the process, should be more likely to develop relationships with their publics that make it possible to achieve organisational objectives, develop a positive reputation, and reduce the consequences of poor relationships on the implementation of management decisions.
As with other phases of this process, I believe it is possible to use cyberspace as a database for measuring the type and quality of relationships developed with publics using the concepts of trust, mutuality of control, satisfaction, and commitment developed by Grunig and Huang (2000), Grunig (2002), and Hon and Grunig (1999). Measuring relationships in this way would require a content analytic scheme that reflects the relationship concept. In addition to measuring relationships from online content directly, additional survey research can be done to evaluate the outcomes of communication programmes implemented through social media (Paine, 2007a). Finally, reputation could be measured using Bromley’s (1993) and Grunig and Hung’s (2002) definition of reputation as what people think and say about you. This can be done by measuring themes that reflect the most common behaviours and attributes of an organisation discussed in cyberspace. As Phillips and Young (2009) have said, “your reputation … will increasingly depend on what comes up when you are Googled” (p. 157).
Evaluation of communication programmes
A number of analytical schemes have been developed to evaluate the effects of digital media programmes (see Jeffries-Fox, 2004; Paine 2007a, 2007b; Phillips & Young, 2009). These range from simple measures of hits on a website to measures of cognitions, attitudes, and behaviours, as well as indicators of the types and quality of relationships. In many cases, these measures can be applied directly to online content. In other cases, additional survey or experimental research will be required.
Conclusion
In some ways, public relations has not been changed by the revolution in digital media. Many public relations practitioners long have had the illusion that they could choose their publics, control the messages received by their publics, control the cognitive interpretations publics form about organisations, and persuade publics to change their attitudes and behaviours. In reality, however, our descriptive theories have shown for many years that publics create themselves and control the messages to which they are exposed. In addition, publics form their own cognitive representations and choose their own behaviours. Using a normative prescriptive theory, my colleagues, students, and I have long provided evidence that public relations has greater value both for organisations and society when it is strategic, managerial, symmetrical,
Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism 6(2):
https://praxis.massey.ac.nz/prism_on-line_journ.html
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integrated but not sublimated, diverse, and ethical—as captured by our generic global principles. Public relations, when practiced according to this global theory, helps organisations to achieve their goals, cultivate relationships in societies and globally, an