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28 Public relations and expectation theory: Introducing Relationship Expectation Theory (RET) for public relations

  • Laura Olkkonen und Vilma Luoma-aho
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Public Relations
Ein Kapitel aus dem Buch Public Relations

Abstract

Expectations provide organizations with information and cues about their stakeholders’ and publics’ values, interests, experiences, and knowledge. This chapter argues for a move that takes expectations beyond the current cursory level for different areas of public relations - reputation management, corporate responsibility, issues management, and legitimacy - toward explicit theoretical understanding and models for addressing expectations. The chapter introduces expectations as an intersecting phenomenon in public relations research and builds postulations for theorizing expectations in public relations by reviewing theories that address expectations in relationships, and by exploring different conceptual meanings of expectations. As a result, the chapter introduces Relationship Expectation Theory (RET), which places expectations in the domain of public relations. RET acknowledges different expectation types, the context of organizational relations, and organizations’ limited ability to influence expectations.

Abstract

Expectations provide organizations with information and cues about their stakeholders’ and publics’ values, interests, experiences, and knowledge. This chapter argues for a move that takes expectations beyond the current cursory level for different areas of public relations - reputation management, corporate responsibility, issues management, and legitimacy - toward explicit theoretical understanding and models for addressing expectations. The chapter introduces expectations as an intersecting phenomenon in public relations research and builds postulations for theorizing expectations in public relations by reviewing theories that address expectations in relationships, and by exploring different conceptual meanings of expectations. As a result, the chapter introduces Relationship Expectation Theory (RET), which places expectations in the domain of public relations. RET acknowledges different expectation types, the context of organizational relations, and organizations’ limited ability to influence expectations.

Kapitel in diesem Buch

  1. Frontmatter I
  2. Preface to Handbooks of Communication Science series V
  3. Acknowledgments IX
  4. Contents XI
  5. Introduction
  6. 1 Public relations and social influence: Understanding the roots of a contested profession 3
  7. Part I – Public Relations: History, Identity and Practice
  8. 2 Public relations origins and evolution: A global perspective 23
  9. 3 Women in public relations: A feminist perspective 45
  10. 4 Public relations and the problems of professional identity 61
  11. 5 Public relations as a reflective practice 83
  12. 6 Public relations and legitimacy 107
  13. 7 Public relations, power and control 123
  14. Part II – Core Functions of Public Relations
  15. 8 Public relations as media relations 141
  16. 9 Public relations and social media 159
  17. 10 Public relations as image and reputation management 175
  18. 11 Strategic crisis management: State of the field, challenges and opportunities 195
  19. 12 Public relations for stakeholder and societal engagement 217
  20. 13 Social advocacy and public relations: Building communitas in the public sphere 233
  21. 14 Public relations measurement and evaluation 249
  22. Part III – Theories of Public Relations
  23. 15 The four models of public relations and their research legacy 277
  24. 16 The Excellence Theory – origins, contribution and critique 313
  25. 17 Personal influence in public relations 335
  26. 18 Rhetorical theory of public relations 361
  27. 19 Contingency theory of strategic conflict management: Explicating a “grand” theory of public relations 381
  28. 20 Global public relations: Multi-paradigmatic perspectives, key approaches and future directions 399
  29. 21 Relationship management: Status and theory 415
  30. 22 Extending the boundaries of public relations through community-building and organic theories 433
  31. 23 Dialogic theory 451
  32. 24 A conceptual genealogy of the situational theory of problem solving: Reconceptualizing communication for strategic behavioral communication management 471
  33. Part IV – Recent Theorizing in Public Relations
  34. 25 The strategic application of social capital theory in public relations 489
  35. 26 Ideas of public relations in the light of Scandinavian institutionalism 509
  36. 27 Public relations and Actor-Network Theory 525
  37. 28 Public relations and expectation theory: Introducing Relationship Expectation Theory (RET) for public relations 541
  38. 29 Public relations and cultural theories 563
  39. 30 Ethical theories and public relations: Global issues and challenges 581
  40. Afterwords
  41. 31 Critical reflections on the field 601
  42. 32 Mapping public relations theory: Concluding reflections and future directions 615
  43. Contributors to this volume 629
  44. Index 639
https://doi.org/10.1515/9783110554250-028

Kapitel in diesem Buch

  1. Frontmatter I
  2. Preface to Handbooks of Communication Science series V
  3. Acknowledgments IX
  4. Contents XI
  5. Introduction
  6. 1 Public relations and social influence: Understanding the roots of a contested profession 3
  7. Part I – Public Relations: History, Identity and Practice
  8. 2 Public relations origins and evolution: A global perspective 23
  9. 3 Women in public relations: A feminist perspective 45
  10. 4 Public relations and the problems of professional identity 61
  11. 5 Public relations as a reflective practice 83
  12. 6 Public relations and legitimacy 107
  13. 7 Public relations, power and control 123
  14. Part II – Core Functions of Public Relations
  15. 8 Public relations as media relations 141
  16. 9 Public relations and social media 159
  17. 10 Public relations as image and reputation management 175
  18. 11 Strategic crisis management: State of the field, challenges and opportunities 195
  19. 12 Public relations for stakeholder and societal engagement 217
  20. 13 Social advocacy and public relations: Building communitas in the public sphere 233
  21. 14 Public relations measurement and evaluation 249
  22. Part III – Theories of Public Relations
  23. 15 The four models of public relations and their research legacy 277
  24. 16 The Excellence Theory – origins, contribution and critique 313
  25. 17 Personal influence in public relations 335
  26. 18 Rhetorical theory of public relations 361
  27. 19 Contingency theory of strategic conflict management: Explicating a “grand” theory of public relations 381
  28. 20 Global public relations: Multi-paradigmatic perspectives, key approaches and future directions 399
  29. 21 Relationship management: Status and theory 415
  30. 22 Extending the boundaries of public relations through community-building and organic theories 433
  31. 23 Dialogic theory 451
  32. 24 A conceptual genealogy of the situational theory of problem solving: Reconceptualizing communication for strategic behavioral communication management 471
  33. Part IV – Recent Theorizing in Public Relations
  34. 25 The strategic application of social capital theory in public relations 489
  35. 26 Ideas of public relations in the light of Scandinavian institutionalism 509
  36. 27 Public relations and Actor-Network Theory 525
  37. 28 Public relations and expectation theory: Introducing Relationship Expectation Theory (RET) for public relations 541
  38. 29 Public relations and cultural theories 563
  39. 30 Ethical theories and public relations: Global issues and challenges 581
  40. Afterwords
  41. 31 Critical reflections on the field 601
  42. 32 Mapping public relations theory: Concluding reflections and future directions 615
  43. Contributors to this volume 629
  44. Index 639
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Heruntergeladen am 9.10.2025 von https://www.degruyterbrill.com/document/doi/10.1515/9783110554250-028/html
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