Journal article
Resource-Based Public Relations Efforts for University Reputation from an Agenda-Building and Agenda-Setting Perspective
Corporate reputation review, v 18(3)
01 Aug 2015
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
With growing pressure on higher education institutions (HEIs) because of decreasing student numbers and increasing demand on seeking external funds, emphasis on managing an institution's reputation is higher than ever. As an important indicator of public relations' impact on organizational performance, scholars suggest reputation as a tangible public relation (PR) outcome leading to financial performance. Agenda-building and agenda-setting research have been popularly examined in line of PR reputation research. However, little research has focused on integrating PR planning as the underlying factor of PR influence on reputation. To this end, the present study examined the relationships among resourcebased PR information, media coverage and reputation through the theoretical lens of agenda-building and agenda-setting. Previous literature pertaining to strategy development explicated resources as an organization's internal strength that enables an organization to succeed at environmental opportunities through prompt and effective responses. Taking this concept further to PR research, this study highlights the interplay of PR strategy based on the target public's perceptions of an organization's resources (eg, internal strengths such as human capital resources) and reputation.
Metrics
Details
- Title
- Resource-Based Public Relations Efforts for University Reputation from an Agenda-Building and Agenda-Setting Perspective
- Creators
- Youngah Lee - Ball State UniversityWayne Wanta - University of FloridaHyunmin Lee - St Louis Univ, Dept Commun, St Louis, MO 63103 USA
- Publication Details
- Corporate reputation review, v 18(3)
- Publisher
- Springer Nature
- Number of pages
- 15
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:000372582400004
- Scopus ID
- 2-s2.0-84938342694
- Other Identifier
- 991021863209504721
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InCites Highlights
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business