TWO SIDES TO EVERY STORY: USING COORIENTATION TO MEASURE DIRECT AND META-PERSPECTIVES OF BOTH PARTIES IN ORGANIZATION-PUBLIC RELATIONSHIPS

This study extends the study of organization-public relationships through the development of a new methodology for measuring organization-public relationships. The Hon-Grunig (1999) relationship scale was applied in a coorientational framework to assess agreement between the direct perspectives of both an organization and a stakeholder public. This represents a departure from existing organization-public relationship measurement. Additionally, the meta-perspectives of each party were also included to assess the degree of accuracy and congruency (perceived agreement) between the perspectives of the two parties in the relationship. The effect of time in the relationship on the coorientational relationship variables was also examined

Relationship Building in the Craft Beer Industry: A Study of Public Relations within the Growing Artisanal and Locavore Movements

The American craft beer industry has seen tremendous growth in the last two decades and exemplifies the growing artisanal and locavore movements which are shaping a variety of industries and reflect shifts in stakeholder motivations, particularly Millennials. Through a series of interviews with craft beer professionals, this study explores the role of public relations in the craft beer industry, what is unique about public relations within industry, and the strategies breweries use to build relationships with one another and other stakeholders. Findings do not only apply to craft beer, but other industries influenced by the locavore and artisanal movements