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Using Cognitive Schema Theory in the Development of Public Relations Strategy: Exploring the Case of Firms and Financial Analysts Following Acquisition Announcements

59 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Management and Organizational Studies

Abstract

Consistent with a cognitive sensegiving-sensemaking perspective (Gioia & Chittipeddi, 1991), this study views firms as sensegivers attempting to influence the meaning construction of sensemakers. Following from this interpretivist perspective, this article proposes that cognitive schema theory can be a valuable tool in helping firms to develop more effective public relations strategies for the firm's different stakeholders. As an illustration, this article looks at firm to financial analyst communications following acquisition announcements and shows how schema theory can be used in this context to help develop a more effective public relations strategy.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1968The Discovery of Grounded Theory; Strategies for Qualitative Research 2010Strategic management a stakeholder approach 1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1996Sensemaking in Organizations 1979The Social Psychology of Organizations.1993The cornerstones of competitive advantage: A resource‐based view

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