Comparing Organization-Public Relationships and Inter-Organizational Relationships

Keywords: Organization Public Relationships, Interorganizational Relationships, Organizations, Relationships

Introduction

The concept of organization-public relationships is important to the field of public relations and understanding the connection between organizations and its publics. The field itself can be understood as an organization maintaining its relationship with the public. As vital as this concept is, there is still a distinct lack of a precise conceptual definition (Broom et al., 1997). Broom et al. (1997) argue that further explication on this concept is needed and that the lack of a fully explicated definition hinders the development of operationalizations and theory building in public relations (p. 83). Ledingham and Bruning (1998) later offer a “tentative definition” and describe organization-public relationships as “the state which exists between an organization and its key publics in which the actions of either entity impact the economic, social, political, and/or cultural well-being of the other entity” (p. 62). Using this definition, we can look at a neighboring concept and find overlaps and differences between them.

Inter-organizational Relationships

The concept of inter-organizational relationships is related to organization-public relationships. Van de Ven (1976) gives us a definition and says “an inter-organizational relationship occurs when two or more organizations transact resources (money, physical facilities and materials, customer or client referrals, technical staff services) among each other” (p. 25). Oliver (1990) provides a list of “six critical contingencies” as the “generalizable determinants of IORs across organizations” (p. 242). Those six contingencies are necessity, asymmetry, reciprocity, efficiency, stability, and legitimacy. Oliver (1990) proposes that these contingencies are the causes that lead organizations to form relationships with one another.

Differences

When looking at the concepts of organization-public relationships and inter-organizational relationships, the most obvious difference between them is the parties involved in the relationship (Ledingham & Bruning, 1998). In organization-public relationships, the parties involved are the organization and its publics. With inter-organizational relationships, the parties involved are two or more organizations (Van de Ven, 1976).

Another difference is in the emphasis placed on the things being exchanged. With organization-public relationships, Broom et al. (1997) emphasize the role that communication plays in the exchange between the organization and its publics. They go on to say that “it would be difficult to overstate the importance of the communication linkage in organization-public relationships” (p. 94). In inter-organizational relationships, they emphasize the exchange of resources (Van de Ven, 1976). Van de Ven (1976) posits that the relationship here occurs when the organizations transact resources, like money, facilities, materials, referrals and services.

Similarities

As established above, there are differences between these two concepts. However, they are still closely related because both concepts look to describe relationships based on exchanges and transactions between two separate parties (Broom et al., 1997; Van de Ven, 1976). Though their emphasis on what is being exchanged and who is involved in the exchange differ, these concepts both look to further develop the meaning of the relationships.

Conclusion

As we’ve just discussed above, the concepts of organization-public relationships and inter-organizational relationships are related and have both similarities and differences. This comparison exercise helped me better understand the concept of organization-public relationships by clarifying the parties involved and what is being exchanged by those parties. It’s easier to discern between the two after having a better understanding of what is emphasized in both concepts. Distinguishing between them is important to the field of PR because furthering the understanding of both concepts will only strengthen later research using these concepts.

References

Broom, G. M., Casey, S., & Ritchey, J. (1997). Toward a concept and theory of organization-public relationships. Journal of Public Relations Research, 9(2), 83–98. https://doi.org/10.1207/s1532754xjprr0902_01

Ledingham, J. A., & Bruning, S. D. (1998). Relationship management in public relations: Dimensions of an organization-public relationship. Public Relations Review, 24(1), 55–65. https://doi.org/10.1016/s0363-8111(98)80020-9

Oliver, C. (1990). Determinants of interorganizational relationships: Integration and future directions. The Academy of Management Review, 15(2), 241-265. https://doi.org/10.2307/258156

Van De Ven, A. H. (1976). On the nature, formation, and maintenance of relations among organizations. Academy of Management Review, 1(4), 24–36. https://doi.org/10.5465/amr.1976.4396447