Assessing the Influence of Perceived Direct and Indirect Symmetrical Communication on Organization-Public Relationships

• In Event: Theory Interventions II: Organization-Public Relationships

Abstract

This study compared the influence of participants’ perceptions that an organization engages in symmetrical communication directly with themselves versus the influence of their perceptions that the organization engages with stakeholders in general. A nationwide survey was conducted with U.S. adults examining their relationship with a specific organization with which they were involved. Increased perceptions of symmetrical communication with oneself as well as with others had a positive effect on perceptions of organization-public relationships (OPR) as well as intention to engage in supportive behaviors. Furthermore, both the perception of direct symmetrical communication with oneself and the perception of symmetrical communication with others had both shared and unique effects on perceptions of OPR. The results have substantial theoretical and practical implications related to our understanding of the effects of symmetrical communication, even when an organization is merely observed to be engaging in such communication with stakeholders.

Authors

• Nicole Lee, North Carolina State U

• Trent Seltzer, Texas Tech U