Exploring the Connection Between Organizational Identity and Public Relations Behaviors: How Symmetry Trumps Conservation in Engendering Organizational Identification

Bey-Ling Sha

54 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Corporate Identity and Reputation Organizational Strategy and Culture

Abstract

One way for organizations to survive in the increasingly complex and competitive world may be to maintain or “conserve” a strong organizational identity, which often is expressed in organizational mission statements. Framed by literature in business communication, university development, and public relations behaviors (formerly public relations models), this article explores how organizations may use public relations behaviors to create, maintain, and strengthen their identities. Findings indicated that, in the effort to engender stakeholder identification with their organizations, public relations practitioners are better served attempting to do so using symmetrical communication, as opposed to conserving communication.

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1984Research in Organizational Behavior 1974Little Jiffy, Mark Iv 2017A Chronicle of Higher Education 2000Organizational Identity, Image, and Adaptive Instability 2000A Stakeholder Approach to Organizational Identity 2013Excellence in Public Relations and Communication Management 1993Excellence in public relations and communication management 2000Classifying Managerial Responses to Multiple Organizational Identities

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