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From personal and interpersonal influence to impersonal influence - A role for media in relationship management

Bartlett, Jennifer L. (2007) From personal and interpersonal influence to impersonal influence - A role for media in relationship management. In Duhe, Sandra (Ed.) New Media and Public Relations. Peter Lang, New York.

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Abstract

This chapter introduces a model depicting how the impersonal influence of mass media plays a central role in the symmetrical relationship maintenance strategy of legitimacy. In doing so it challenges a number of existing conceptions of the role of media in public relations practice. Firstly, it conceptualises media as being in a symmetrical role in contributing to a mutual understanding of legitimacy between a range of publics and organizations. Secondly, it adds the impersonal influence of media to existing models of personal and interpersonal influence in relationship management. Thirdly, it conceptualises the role of media in terms of long-term effects not short-term outputs. By doing so, it suggests media play an integral role in understanding the collective perceptions and expectations of others in the social environment within which organization-public relationships are developed.

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ID Code: 12674
Item Type: Book Chapter
Additional Information: For more information about this book please refer to the publisher's website (see link) or contact the author.
Additional URLs:
ISBN: 9781433101243
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2007 Peter Lang
Deposited On: 26 Feb 2008
Last Modified: 03 Mar 2011 15:36

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