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This study established a 2-step model to measure the economic value of public relations by testing 2 relationships: the impact of public relations expense on reputation as a goal of public relations and the economic impact of reputation on companies' bottom lines. The proposed model illustrated...
A comprehensive issues processes model is outlined, based on a typology of 4 key types of publics found in public relations. These groups differ based on their levels of knowledge and involvement and can be labeled active (high knowledge and high involvement), aroused (high involvement and low...
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...
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