QQ 發問時間: 社會與文化其他:社會與文化 · 1 0 年前

Grunig 公關理論中所指的\”品質良好的關係\”


Grunig 公關理論中所指的"品質良好的關係" ,除了"相互依存"、"承諾"以外,還有哪些呢? 因為老師上課時說這些很重要..但我上網都查不到...麻煩知道的人告知ㄧ下...感激不盡^^

1 個解答

    Lv 7
    1 0 年前

    Hon和J. Grunig (1999)提出了一套評估組織-公衆關係的指導準則。這一準則包括以下六個關係指標:相互依存 (control mutuality)、信任 (trust)、承諾 (commitment)、滿意(satisfaction)、共有型關係 (communal relationship)和交易型關係 (exchange relationship)。

    Control Mutuality--The degree to which parties agree

    on who has the rightful power to influence one another. Although some

    imbalance is natural, stable relationships require that organizations

    and publics each have some control over the other.

    Trust--One party’s level of confidence in and

    willingness to open oneself to the other party. There are three

    dimensions to trust: integrity: the belief that an organization is fair

    and just… dependability: the belief that an organization will do what it

    says it will do… and, competence: the belief that an organization has

    the ability to do what it says it will do (Hon and Grunig). That an

    organization will do what it says it will do. The notion of a fiduciary

    relationship operates particularly when a not-for-profit organization is

    a party to the relationship (Ledingham and Bruning).

    Commitment--The extent to which each party believes

    and feels that the relationship is worth spending energy to maintain and

    promote. Two dimensions of commitment are continuance commitment, which

    refers to a certain line of action, and affective commitment, which is

    an emotional orientation (Hon and Grunig). Perceived levels of

    commitment are an indication of OPR quality (Ledingham and Bruning).

    Satisfaction--The extent to which each party feels

    favorably toward the other because positive expectations about the

    relationship are reinforced. A satisfying relationship is one in which

    the benefits outweigh the costs.

    Exchange Relationships--In exchange relationships, one

    party gives benefits to the other only because the other has provided

    benefits in the past or is expected to do so in the future.