Getting respect: How the concept of public relations orientation can transform the client-consultant relationship from an activity-based to a results-based transaction

The concept of public relations orientation (PRO) is advanced as a way of conceptualising public relations practice and transforming consultant approaches to client problems. Public relations orientation is defined as the possible philosophical stances organisations adopt when relating with publics. Public relations orientation, therefore, embraces the range of public relations goals, behaviours and transactions pursued by organisations. The three aspects of PRO and their sub-dimensions were elaborated through analysis of the public relations management literatures. The article concludes by discussion how consultants can transform the client-consultant transaction model from an adult-child ego state to an adult –adult ego state by using PRO to develop interventions with organisation-level outcomes, rather than the usual program-level outcomes

Public relations orientation: the construct and its dimensions

The concept of public relations orientation (PRO) is advanced as a way of conceptualizing public relations practice and linking differences in practice to differences in public relations effectiveness. Public relations orientation is defined as the possible philosophical stances organizations adopt when relating with publics. Public relations orientation, therefore, embraces the range of public relations goals, behaviours and transactions pursued by organizations. The three aspects of PRO were elaborated through analysis of interviews conducted with managers of a range of large Australian companies. Sub-dimensions for each category were identified and linked to the literature. The article concludes by discussing how PRO relates to the strengths and liabilities an organization has with respect to license to operate, reputation, and business performance

Public relations orientation how public relations consultancies can "grow up"

The concept of public relations orientation (PRO) is advanced as a way of conceptualising public relations practice and transforming consultant approaches to client problems. Public relations orientation is defined as the possible philosophical stances organisations adopt when relating with publics. Public relations orientation, therefore, embraces the range of public relations goals, behaviours and transactions pursued by organisations. The three aspects of PRO were elaborated through analysis of interviews conducted with managers of a range of large Australian companies. Sub-dimensions for each category were identified and linked to the literature. The article concludes by discussing how consultants can transform the clientconsultant transaction model from an adult-child ego state to an adult-adult ego state by using PRO to develop interventions with organisation-level outcomes, rather than the usual program-level outcomes

Corporate social responsibility orientation: an alternative construct and its application

While the process by which organisations adapt to their task environment has received much attention from managers and researchers, the non-task, or social environment has received relatively little attention. This paper examines social strategy-environment co-alignment with respect to an organisation's social environment. Based upon a critical examination of the concept of corporate social responsibility orientation (CSRO) as a descriptor of the mode of adaptation to the social environment sought by an organisation, it is argued that a new, theoretical construct of CSRO is required, which is based on an organisation's goals, goal-related behaviour and goal-related transactions with the social environment. Propositions are advanced relating an organisation's social adaptation to its level of exposure to the social environment, its philosophy and values, and its ability to derive competitive advantage from stakeholder relationships. Finally, ways in which the new construct can advance theory and practice are offered

Corporate social responsibility orientation: an alternative construct and its application

While the process by which organisations adapt to their task environment has received much attention from managers and researchers, the non-task, or social environment has received relatively little attention. This paper examines social strategy-environment co-alignment with respect to an organisation's social environment. Based upon a critical examination of the concept of corporate social responsibility orientation (CSRO) as a descriptor of the mode of adaptation to the social environment sought by an organisation, it is argued that a new, theoretical construct of CSRO is required, which is based on an organisation's goals, goal-related behaviour and goal-related transactions with the social environment. Propositions are advanced relating an organisation's social adaptation to its level of exposure to the social environment, its philosophy and values, and its ability to derive competitive advantage from stakeholder relationships. Finally, ways in which the new construct can advance theory and practice are offered

Public relations orientation: the construct and its dimensions

The concept of public relations orientation (PRO) is advanced as a way of conceptualizing public relations practice and linking differences in practice to differences in public relations effectiveness. Public relations orientation is defined as the possible philosophical stances organizations adopt when relating with publics. Public relations orientation, therefore, embraces the range of public relations goals, behaviours and transactions pursued by organizations. The three aspects of PRO were elaborated through analysis of interviews conducted with managers of a range of large Australian companies. Sub-dimensions for each category were identified and linked to the literature. The article concludes by discussing how PRO relates to the strengths and liabilities an organization has with respect to license to operate, reputation, and business performance

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

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