OPRA: A Cross-Cultural, Multiple-Item Scale for Measuring Organization-Public Relationships

2001-01-01articleJournal of Public Relations Research410 citationsclosed

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

A cross-cultural, multiple-item scale for measuring organization-public relationships (called Organization-Public Relationship Assessment [OPRA]) was developed not only to fulfill the standards of reliability and validity in measurement but also to acquire cross-cultural comparability. After a discussion of the conceptualization and operationalization of the organization-public relationship construct, the procedures used in constructing and refining a multiple-item scale to measure the construct are described. Four data sets including 2 survey data sets (a total of 535 respondents) and 2 long interview data sets (a total of 32 in-person long interviews) were incorporated in the development of OPRA. Evidence of the scale's reliability, factor structure, and validity is presented. The article concludes with a discussion of the scale's potential applications and theoretical implications.

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