Title

Evolution or Retreat? What PR Models Play a Role in Religious Public Relations?

Document Type

Conference Proceeding

Publication Date

3-10-2005

Department

Mass Communication and Journalism

Abstract

Religion and public relations are intertwined in this groundbreaking research which first attempted to examine the cultural similarities and differences that affect the practice of public relations and religious organizations. Long interviews were undertaken with religious public relations representatives to see how they practice communications--either symmetrically or contingently? Religious public relations practitioners were found to exhibit several contingency theory characteristics, particularly those that centered on ethical behavior and the willingness to accommodate and cooperate with their conflicting publics when morally and ethically feasible.

Publication Title

8th International Public Relations Research Conference Proceedings

First Page

126

Last Page

137

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