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dc.contributor.authorLin, Jia-Yun
dc.date.accessioned2014-03-04T18:56:42Z
dc.date.available2014-03-04T18:56:42Z
dc.date.issued2010-08
dc.identifier.otherlin_jia-yun_201008_ma
dc.identifier.urihttp://purl.galileo.usg.edu/uga_etd/lin_jia-yun_201008_ma
dc.identifier.urihttp://hdl.handle.net/10724/26697
dc.description.abstractThe function and benefits of public relations to an organization have long been questioned by some CEOs. Although several past studies provide evidence of the positive relationship between public relations and an organization’s bottom-line, the results do not seem strong and convincing enough to many CEOs. The purpose of this paper is, based on the results of prior studies, to delineate how public relations impacts an organization’s bottom-line by describing the relationship between public relations and some common terms in the public relations. The result of this extensive literature review is the proposition of a new model, which includes ten most common terms in the public relations academic world: PR activities, organization reputation/brand image, behavioral intent, consumer satisfaction, customer service, repurchase behavior, consumer trust, consumer commitment/loyalty, consumer relationship, and organization profit. This model was then tested in in-depth interviews with public relations practitioners.
dc.languageeng
dc.publisheruga
dc.rightspublic
dc.subjectsustainable development, consumer relationship management (CRM), PR activities, organization reputation/brand image, behavioral intent, consumer satisfaction, customer service, repurchase behavior, consumer trust, consumer commitment/loyalty, consumer rel
dc.titleDeveloping a bottom-line public relations model
dc.typeThesis
dc.description.degreeMA
dc.description.departmentGrady College of Journalism and Mass Communication
dc.description.majorJournalism and Mass Communication
dc.description.advisorBryan Reber
dc.description.committeeBryan Reber
dc.description.committeeJeffrey Springston
dc.description.committeeBarry Hollander


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