Public Relations Methods and Corporate Image Outcomes

The Public Relations Society of America (PRSA), the leading professional organization for U.S. public relations (PR) practitioners, recently approved a new definition of the function that states, PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (Elliot, 2012; Corbett, 2012). This study asks, do different methods of PR practice produce different outcomes in public perceptions of organizational image, and which methods are preferable? The study compared two widely used PR methods to determine which one more effectively created a positive organizational image. The first method correlates corporate image with the personality and character of its leader, and the second creates an image based on products, services and processes. A statistical analysis of responses to a survey that described images created by these two methods determined which method was more effective in creating a positive image in positive, negative and crisis business situations. A positive business situation reflects current and future financial and organizational strength. A negative business situation reflects threats to current and future financial and organizational strength. A crisis situation threatens the business’ survival. The study also considered several cases in which corporations utilized one of the methods during crises to determine comparative impact on corporate images. Statistical analyses and case studies partially or fully upheld three hypotheses under consideration, namely, that in positive business environments the personality-based method is more effective, but in negative or crisis situations, the product-based method is the preferred approach for creating a positive public image. The study concludes by considering the implications of these findings for improving PR effectiveness and organizational public image.;Keywords: public relations theory and practice, organizational communications.