Document Type
Journal Article
Department/Unit
Department of Communication Studies
Title
Exploring the roles of organization-public relationships in the strategic management process: Towards an integrated framework
Language
English
Abstract
By combining the growing body of knowledge on organization-public relationships with insights from strategic management, the purpose of this study is to demonstrate, from the relational approach, the value of public relations. Specifically, it intends to examine the roles of organization-public relationships in each stage of the strategic management process, namely, strategic analysis, strategy formulation, strategy implementation, and strategic control. The findings show that OPRs can contribute to strategic analysis by being the source of information, channel of information, active information detector and foundation for internal analysis. It contributes to strategy formulation by providing broad information, incorporating intelligence, perspectives and insights and engaging employees in decision making. In strategy implementation, OPRs can generate support from parties involved and facilitate the strategy execution process. In strategic control, OPRs can provide feedback and updated information for strategy adjustments and strategy review, engage employee in self-management and facilitate organizational control through relational trust, commitment and satisfaction. Through playing multiple roles in each strategic management stage, relationships can eventually contribute to sustainable competitive advantage, achievement of organizational goals, and organizational effectiveness.
Publication Date
4-1-2012
Source Publication Title
International Journal of Strategic Communication
Volume
6
Issue
2
Start Page
151
End Page
173
Publisher
Taylor & Francis
DOI
10.1080/1553118X.2011.605778
Link to Publisher's Edition
http://dx.doi.org/10.1080/1553118X.2011.605778
ISSN (print)
1553118X
ISSN (electronic)
15531198
Recommended Citation
Men, Linjuan Rita, and Chun-ju Flora Hung-Baesecke. "Exploring the roles of organization-public relationships in the strategic management process: Towards an integrated framework." International Journal of Strategic Communication 6.2 (2012): 151-173.