| This study aims to analyze the specific dimensions of an organization's reputation by adopting Whetten and Mackey's (2002) tripartite relationship model in identity, reputation, and identification. PeaceHealth Medical Group was used as an example to assess its reputation held by a sample of key stakeholder groups through the lens of organizational identity. An elite interview with the Chief Executive Officer was first conducted to identify the four key identity attributes of PHMG. They were (1) mission statement set forth by the Catholic sisters, (2) quality leader, (3) patient-centered facility with compassionate care, and (4) regional medical center. Three hundred and twenty five respondents from various organizational member groups (i.e., nurses, medical technologists, support staff, physicians, Oregon Medical Lab employees, and others) evaluated the identity attributes, their strength of the identification as well as their affective and continuance commitment toward PHMG. Focus groups and individual interviews were then conducted to examine the current-versus-ideal reputation of PHMG among different internal and external stakeholder groups. The groups consisted of donors, volunteers, community leaders, local community, media, support staff, nurses, doctors and the control group.; Results showed that PHMG had a relatively strong identity shared to a greater or lesser extent among its organizational members. For example, support staff had higher ratings on both its current and ideal identity than nurses and doctors. The front line staff had weaker identification and lower level of affective commitment than other employees. The overall reputation of PHMG were (1) quality of service, (2) monopolistic image, and (3) new hospital project or competition with McKenzie Willamette Hospital. However, they defined PHMG's reputation differently based on their quality of relationships with PHMG. Also, the way(s) in which the external stakeholders perceived PHMG's reputation would affect the strength of identification and level of affective commitment of its employees. By adopting an identity-centered model of reputation management, results of this study offer clear directions for public relations practitioners to develop their programming and strategic plans for their organizations, especially with various internal and external stakeholders. It also reinforces the notion that relationship management is a general theory in public relations literature. |
