In recent years, organizations have demanded evidence that communication
management is effective. Consequently, professionals and scholars alike
have looked for the key concepts to establish the value of communiction
management practice. The terms "relationships" and "reputation" have
emerged as the focal concepts in explaining the purpose and value of
organizational communication management. When those concepts are
integrated in a model, the role of communication management can be
captured more clearly than when there is a separate focus on each of the
concepts. This book examined the link between organization-public
relationships and organizational reputation. In the proposed model,
organizationpublic relationship outcomes and types of relationships
(communal and exchange relationships) predicted organizational
reputation, taking into account influences of communication behaviors of
publics, experience, and familiarity with the organizations studied. The
book is addressed to professionals in communication management and
public relations as well as to researchers in public relations,
communications, and marketing.