Is Symmetrical Communication Ethical and Effective?

Yi-Hui Huang ()

Journal of Business Ethics, 2004, vol. 53, issue 4, 333-352

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

Keywords: symmetrical communication; public relations; ethical communication; public relations effectiveness; organizational effectiveness (search for similar items in EconPapers)
Date: 2004
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://hdl.handle.net/10.1023/B:BUSI.0000043494.17425.c6 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jbuset:v:53:y:2004:i:4:p:333-352

Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10551/PS2

DOI: 10.1023/B:BUSI.0000043494.17425.c6

Access Statistics for this article

Journal of Business Ethics is currently edited by Michelle Greenwood and R. Edward Freeman

More articles in Journal of Business Ethics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().