Public relations orientation: Development, empirical testing and implications for managers

Abstract

This study proposes a new construct and a measure for understanding the embeddedness of public relations capability at the organisation level. The public relations orientation measure assesses the degree to which organisations (1) pursue both behavioural and symbolic relationships with publics, (2) set public relations goals to support organisational goals and facilitate effective use of public relations information within the organisation, (3) provide adequate resources for public relations, and (4) engage in dialogue with the publics on whom their success or failure depends. Suggestions are given for how public relations orientation (PRO) can be used as a diagnostic and benchmarking tool in organisations.