Individual Submission Summary
Share...

Direct link:

The Environment as a Conceptual Framework for Understanding Relationship Management in Public Relations

Fri, May 26, 8:00 to 9:15, Hilton San Diego Bayfront, Floor: 3, Aqua 300AB

Abstract

This study investigates the relationships between the political, economic and media environments and relationship management in public relations by building upon Sriramesh and Verčič’s (2009) environmental framework for understanding public relations. Based on a survey of public relations practitioners in Singapore, this study found that four environmental variables—perceptions of the degree of democracy, level of economic development, level of economic freedom, and level of media freedom—are significantly related to public relations practitioners’ orientation toward relationship management as a conceptual locus for public relations theory and practice. However, findings suggest that not all environmental variables are equally important. Perceptions of the degree of democracy emerged as the most important predictor of public relations practitioners’ orientation toward relationship management.

Authors