DOI: 10.36347/sjahss.2014.v02i06.020

Pages: 982-987

In recent years, the argument concerning the effects of Public Relations in organization management has engaged various scholars. Consequently, professionals and scholars alike have looked for the key concepts to establish the value of public relations. However, the terms “relationships” and “reputation” have emerged as the focal concepts in explaining the purpose and value of public relations. The concepts of organization-public relationships and organizational reputation can be integrated within a theoretical framework of public relations effectiveness. When those concepts are integrated in a model, the role of Public Relations can be captured more clearly than when there is a separate focus on each of the concepts. Therefore, this paper examines the effects of Public Relations in achieving effective organizational management.