IDEAS home Printed from https://ideas.repec.org/a/vrs/organi/v41y2008i3p91-98n2.html
   My bibliography  Save this article

How Public Relations Impact on a Company's Effectiveness

Author

Listed:
  • Jerman Damjana

    (Intereuropa Ltd. Co., Vojkovo nabrežje 32, 6000 Koper, Slovenia)

  • Vukovič Goran

    (Faculty of Organizational Sciences, University of Maribor, Kidričeva cesta 55a, 4000 Kranj, Slovenia)

  • Završnik Bruno

    (Faculty of Economics and Business, University of Maribor, Razlagova 20, 2000 Maribor, Slovenia)

Abstract

The role of public relations is dealing with the identification of organization's strategic public and developing communications programs for building solid, open and trusting relations with them. Many companies have taken a limited view of the impact that public relations can have on company's overall effectiveness. This paper consists of two parts: the theoretical framework for the role of public relations in the overall effectiveness of the company and an empirical analysis based on the primary data collected. We classified and analyzed different public relations factors (i.e. factors related to managing and implementing public relations) that influences the effectiveness of the company. We explored the correlation between public relations and a company's effectiveness and argued that public relations factors play a critical role in that effectiveness. We used linear regression and we found a significant linier relationship between the independent variable (public relations) and the dependent variable (company effectiveness).

Suggested Citation

  • Jerman Damjana & Vukovič Goran & Završnik Bruno, 2008. "How Public Relations Impact on a Company's Effectiveness," Organizacija, Sciendo, vol. 41(3), pages 91-98, May.
  • Handle: RePEc:vrs:organi:v:41:y:2008:i:3:p:91-98:n:2
    DOI: 10.2478/v10051-008-0010-x
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/v10051-008-0010-x
    Download Restriction: no

    File URL: https://libkey.io/10.2478/v10051-008-0010-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Yiannis E. Spanos & Spyros Lioukas, 2001. "An examination into the causal logic of rent generation: contrasting Porter's competitive strategy framework and the resource‐based perspective," Strategic Management Journal, Wiley Blackwell, vol. 22(10), pages 907-934, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tobias Knabke & Sebastian Olbrich, 2018. "Building novel capabilities to enable business intelligence agility: results from a quantitative study," Information Systems and e-Business Management, Springer, vol. 16(3), pages 493-546, August.
    2. Alexander Kalita & Alexander Chepurenko, 2020. "Competitiveness of Small and Medium Businesses and Competitive Pressure in the Manufacturing Industry," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 14(2), pages 36-50.
    3. Truyens, Jasper & De Bosscher, Veerle & Sotiriadou, Popi & Heyndels, Bruno & Westerbeek, Hans, 2016. "A method to evaluate countries’ organisational capacity: A four country comparison in athletics," Sport Management Review, Elsevier, vol. 19(3), pages 279-292.
    4. Piotr Trąpczyński & Barbara Jankowska & Marlena Dzikowska & Marian Gorynia, 2016. "Identification of Linkages between the Competitive Potential and Competitive Position of SMEs Related to their Internationalization Patterns Shortly after the Economic Crisis," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 4(4), pages 29-50.
    5. Jeremy Galbreath & Paul Shum, 2012. "Do customer satisfaction and reputation mediate the CSR–FP link? Evidence from Australia," Australian Journal of Management, Australian School of Business, vol. 37(2), pages 211-229, August.
    6. Chuang, Shu-Hui & Lin, Hong-Nan, 2013. "The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan," International Journal of Information Management, Elsevier, vol. 33(2), pages 271-281.
    7. Jorge Vareda Gomes & Mário José Batista Romão, 2023. "Gaining a Competitive Advantage Through Benefits Management," International Journal of Strategic Decision Sciences (IJSDS), IGI Global, vol. 14(1), pages 1-15, January.
    8. Arup Barua & Alexandra Ioanid, 2021. "Synergistic Competitive Advantage - The Modern Appeal of RBV and IO Theory in the Mergers and Acquisitions," Bulgarian Economic Papers bep-2021-06, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria // Center for Economic Theories and Policies at Sofia University St Kliment Ohridski, revised Jul 2021.
    9. Antonia Mercedes García-Cabrera & María Gracia García-Soto & Julia Nieves, 0. "Knowledge, innovation and NTBF short- and long-term performance," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-23.
    10. Tarziján, Jorge & Brahm, Francisco & Daiber, Luis Felipe, 2008. "Entrepreneurial profitability and persistence: Chile versus the U.S.A," Journal of Business Research, Elsevier, vol. 61(6), pages 599-608, June.
    11. Rosa Maria Dangelico & Pierpaolo Pontrandolfo, 2015. "Being ‘Green and Competitive’: The Impact of Environmental Actions and Collaborations on Firm Performance," Business Strategy and the Environment, Wiley Blackwell, vol. 24(6), pages 413-430, September.
    12. John Mugambwa Serumaga-Zake & John Andrew van der Poll, 2021. "Addressing the Impact of Fourth Industrial Revolution on South African Manufacturing Small and Medium Enterprises (SMEs)," Sustainability, MDPI, vol. 13(21), pages 1-31, October.
    13. Mikalef, Patrick & Pateli, Adamantia, 2017. "Information technology-enabled dynamic capabilities and their indirect effect on competitive performance: Findings from PLS-SEM and fsQCA," Journal of Business Research, Elsevier, vol. 70(C), pages 1-16.
    14. Galbreath, Jeremy & Galvin, Peter, 2008. "Firm factors, industry structure and performance variation: New empirical evidence to a classic debate," Journal of Business Research, Elsevier, vol. 61(2), pages 109-117, February.
    15. Anca Francisca Cruceru & Daniel Moise, 2017. "Marketing Capabilities and Selling Capabilities. Implementing a Framework Guide for a Business Performance," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 135-141, October.
    16. Edi Suandi & Herri & Yulihasri & Syafrizal, 2023. "Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 599-614, September.
    17. Tomás F. Espino-Rodríguez, 2016. "How hotels compete on the basis of competitive priorities and their relationship with infrastructural and structural decisions," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 737-773, December.
    18. Muhammad Shahid Qureshi & Nergis Aziz & Sarfraz A. Mian, 2017. "How marketing capabilities shape entrepreneurial firm’s performance? Evidence from new technology based firms in turkey," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-15, December.
    19. Camelia Delcea & Liviu-Adrian Cotfas & Mostafa Salari & R. John Milne, 2018. "Investigating the Random Seat Boarding Method without Seat Assignments with Common Boarding Practices Using an Agent-Based Modeling," Sustainability, MDPI, vol. 10(12), pages 1-28, December.
    20. Camelia Delcea & Liviu-Adrian Cotfas & Carmen Lenuța Trică & Liliana Crăciun & Anca Gabriela Molanescu, 2019. "Modeling the Consumers Opinion Influence in Online Social Media in the Case of Eco-friendly Products," Sustainability, MDPI, vol. 11(6), pages 1-32, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:organi:v:41:y:2008:i:3:p:91-98:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.