Public relations orientation: the construct and its dimensions

The concept of public relations orientation (PRO) is advanced as a way of conceptualizing public relations practice and linking differences in practice to differences in public relations effectiveness. Public relations orientation is defined as the possible philosophical stances organizations adopt when relating with publics. Public relations orientation, therefore, embraces the range of public relations goals, behaviours and transactions pursued by organizations. The three aspects of PRO were elaborated through analysis of interviews conducted with managers of a range of large Australian companies. Sub-dimensions for each category were identified and linked to the literature. The article concludes by discussing how PRO relates to the strengths and liabilities an organization has with respect to license to operate, reputation, and business performance.