Relationship outcomes as measurement criteria to assist communication strategists to manage organisational relationships

Los recursos no financieros, como las relaciones, son de granimportancia para los directivos. En particular, los gerentes de comunicacionesse enfocan en medir y manejar las relaciones organizacionales comouna forma de cuantificar el Retorno sobre la Inversión (ROI ) que se derivade las relaciones públicas y de las estrategias de comunicación. Esta mediciónofrece a los gerentes una manera de evaluar el aporte de las relacionesen la organización. Sin embargo, no existe un acuerdo generalizadosobre cómo definir estas relaciones. Si la dirección de las comunicacionesse considera como una función de la gerencia, se debe, entonces, refinarsus instrumentos de medición. Así, este estudio considera un modelo detres etapas sobre las relaciones organizacionales (antecedentes de la relación,estrategias de mantenimiento y resultado de la relación) propuestopor Grunig y Huang (2000). Primero, se revisará el desarrollo del modelo.En segundo lugar, se estudiará en detalle cada resultado de la relación entérminos de su confianza, compromiso, satisfacción y control de la reciprocidad.Finalmente, la fiabilidad y la validez del uso de las medidas actualesde los resultados de la relación se evalúan a través de una muestra de154 relaciones organizacionales. Estudios previos que han utilizado estosresultados en la medición de las relaciones organizacionales no discutenla posible interacción (o relación) entre los resultados. Este estudio realizauna contribución a la literatura al ofrecer una mejora del actual esquemapara medir los resultados de las relaciones y al sugerir algunas hipótesissobre cómo estos resultados interactúan entre sí. Asimismo discute qué repercusionespuede tener para las directivas un manejo de estas relacionesa través de una política de medición continua de la confianza, el compromiso,la satisfacción y del control de la reciprocidad

Towards an international understanding of the power of celebrity persuasions: a review and a research agenda

Research into advertising using celebrity has been undertaken for nearly 40 years. It has principally used surveys and experiments to explore how consumers respond to celebrity advertisements. A recent meta-study of 32 papers has demonstrated that different populations respond in different ways to celebrity endorsements. Specifically, both US subjects and college students are more likely to respond in a significant way to the presence of celebrity than subjects who are not from the US, or who are not studying at college. Given that the nationality and student status of subjects matter, this article explores the make up of the samples that have been used to examine celebrity advertising. The article finds that these samples are not representative of US populations (because so many are students), nor of populations outside the US (because so few live beyond it). Furthermore, the history of dominance of US-based student samples, and the citation practices which keep them circulating in academia, suggests that theories of celebrity advertising have for a long time been excessively influenced by ideas tested on this unrepresentative group. This fact will limit the applicability of research into celebrity advertising to the wider world. I explore whether this matters, and how deficiencies might be addressed in further research

Relationship outcomes as measurement criteria to assist communication strategists to manage organisational relationships

Nonfinancial assets like relationships are increasingly important to managers. Communication managers in particular are focusing on measuring and managing organisational relationships as a means to quantify the return on investment (ROI) of public relations and communication strategies. Measuring relationships offers communication managers a way to evaluate its contribution to the organisation. A commonly agreed upon definition of these relationships, however, does not exist. If we consider communication management is a managerial function, it must first refine its instruments of measurement. This study looks at the three-stage model of organisational relationships (relationship antecedents, maintenance strategies and relationship outcomes) proposed by Grunig & Huang (2000) to firstly review the development of the model. Secondly, the study takes an in-depth look at each relationship outcomes of trust, commitment, satisfaction and control mutuality. Lastly, we assess the reliability and validity of the use of current relationship outcome measures through a survey of 154 organisational relationships. Previous studies that have utilized these outcomes in the measurement of organisational relationships do not discuss the possible interaction (or relationship) among these outcomes. This study contributes to current literature by both providing an improved framework for the measurement of relationship outcomes and hypothesizing about how these outcomes interact with one another. It also discusses the managerial implications of managing relationships through the constant measurement of trust, commitment, satisfaction and control mutualit