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Is Symmetrical Communication Ethical and Effective?

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  • Yi-Hui Huang

Abstract

The purpose of this paper is to explore two questions:(1) Is symmetrical communication in public relations practice inherently ethical?(2) Does symmetrical communication contribute to public relations effectiveness and organizational effectiveness? Three surveys are undertaken to test seven research hypotheses for the purpose of cross-validating research findings. The results suggest that symmetrical communication is inherently ethical. Moreover, symmetrical communication indeed contributes to several performance measures, which include positive market performance, overall organizational effectiveness, conflict resolution, crisis management, favorable organizational reputation, and positive media exposure, with the last two measures only partially supported. Copyright Kluwer Academic Publishers 2004

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  • Yi-Hui Huang, 2004. "Is Symmetrical Communication Ethical and Effective?," Journal of Business Ethics, Springer, vol. 53(4), pages 333-352, September.
    • Handle: RePEc:kap:jbuset:v:53:y:2004:i:4:p:333-352
    DOI: 10.1023/B:BUSI.0000043494.17425.c6
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    Cited by:

    1. Brooke Fisher Liu & Duli Shi & JungKyu Rhys Lim & Khairul Islam & America L. Edwards & Matthew Seeger, 2022. "When Crises Hit Home: How U.S. Higher Education Leaders Navigate Values During Uncertain Times," Journal of Business Ethics, Springer, vol. 179(2), pages 353-368, August.
    2. Williams, Christopher & Du, Juana & Zhang, Hongzhong, 2020. "International orientation of Chinese internet SMEs: Direct and indirect effects of foreign and indigenous social networking site use," Journal of World Business, Elsevier, vol. 55(3).
    3. Behera, Rajat Kumar & Bala, Pradip Kumar & Rana, Nripendra P. & Kizgin, Hatice, 2022. "Cognitive computing based ethical principles for improving organisational reputation: A B2B digital marketing perspective," Journal of Business Research, Elsevier, vol. 141(C), pages 685-701.
    4. Juyan Zhang, 2020. "Compassion versus manipulation; narratives versus rational arguments: a PD radar to chart the terrain of public diplomacy," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(3), pages 195-211, September.
    5. Rachmat Kriyantono, 2017. "The Model of Public Relations Practices in Indonesia," GATR Journals gjbssr494, Global Academy of Training and Research (GATR) Enterprise.

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