Abstract
In this chapter James E. Grunig describes in details the two competing approaches to an organization’s public relations policies and implies how these should and could integrate. The chapter queries if, in the minds of most people, public relations has become institutionalized as a messaging activity whose purpose is to make organizations look good in the media or to sell products, rather than as a management activity that improves relationships among stakeholders and organizations. The author explains how public relations can help shape management behaviors, going well beyond communicating messages after decisions are made. Terms such as image, impression, identity, reputation, attitude and relationships are neatly described and deliver a clear, operable and rational platform from which professionals may effectively navigate between the two approaches.
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© 2014 Toni Muzi Falconi, James E. Grunig, Emilio Galli Zugaro and Joao Duarte
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Grunig, J.E. (2014). Replacing Images, Reputations, and Other Figments of the Mind with Substantive Relationships. In: Global Stakeholder Relationships Governance: An Infrastructure. Palgrave Pivot, London. https://doi.org/10.1057/9781137396822_2
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DOI: https://doi.org/10.1057/9781137396822_2
Publisher Name: Palgrave Pivot, London
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