The relationship between organizational culture and public relations in business organizations
Abstract
The study presents the results of the impact of organizational culture on public relations in business organizations. The data were obtained from a survey of 415 respondents from 93 companies in Serbia. The following statistical methods were used: descriptive statistics, correlation analysis, regression analysis and hierarchical regression analysis. Some of the most important conclusions of the research follow: In most cases, the organizational culture dimensions have a statistically significant and positive influence on the communication models of public relations (CMPR) dimensions and the organization – public relations (OPR) dimensions; A favorable organizational culture (represented through the favorable values of the organizational culture dimensions) has a positive impact on two-way models of communication, especially the symmetrical model, as well as on most of the OPR dimensions. On the other hand, an unfavorable organizational culture encourages one-way communication and the organization’s orientation solely for its own benefit; The Power Distance dimension acts in contrast to the other dimensions of organizational culture: high power distance impedes two-way communication and promotes the utility of the company, all of which causes public distrust and dissatisfaction.
Keyword : organizational culture, public relations models, organization – public relationships, the organization’s national origin, Serbia
How to Cite
Terek Stojanović, E., Vlahović, M., Nikolić, M., Mitić, S., & Jovanović, Z. (2020). The relationship between organizational culture and public relations in business organizations. Journal of Business Economics and Management, 21(6), 1628-1645. https://doi.org/10.3846/jbem.2020.13377
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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House, R., Wright, N. S., & Aditya, R. N. (1997). Cross-cultural research on organizational leadership: a critical analysis and proposed theory. In P. C. Early & M. Erez (Eds.), New perspectives on international industrial/organizational psychology (pp. 535–625). Lexington Press.
Javidan, M., & House, R. J. (2001). Cultural acumen for the global manager: Lessons from project GLOBE. Organizational Dynamics, 29(4), 289–305. https://doi.org/10.1016/S0090-2616(01)00034-1
Javidan, M., House, R. J., & Dorfman, P. W. (2004). A nontechnical summary of GLOBE findings. In R. J. House, P. J. Hanges, M. Javidan, P. W. Dorfman, & V. Gupta (Eds.), Culture, leadership, and organizations: The GLOBE study of 62 societies (pp. 29–48). Sage.
Johnston, K. A., & Everett, J. L. (2012). Employee perceptions of reputation: an ethnographic study. Public Relations Review, 38(4), 541–554. https://doi.org/10.1016/j.pubrev.2012.05.007
Judge, T. A., Thoresen, C. J., Bono, J. E., & Patton, G. K. (2001). The job satisfaction – job performance relationship: a qualitative and quantitative review. Psychological Bulletin, 127, 376–407. https://doi.org/10.1037/0033-2909.127.3.376
Kotter, J., & Heskett, J. L. (1992). Corporate culture and performance. The Free Press.
Lumbar Globočnik, K., Žnidaršič, A., & Ferjan, M. (2019). Relationship between Russian societal culture and public relations strategies. Journal for East European Management Studies, 24(3), 375–397. https://doi.org/10.5771/0949-6181-2019-3-375
Martinelli, D., & Erzikova, E. (2017). Public relations leadership development cycle: A cross-cultural perspective. Public Relations Review, 43(5), 1062–1072. https://doi.org/10.1016/j.pubrev.2017.09.002
Men, L., & Jiang, H. (2016). Cultivating quality employee-organization relationships: the interplay among organizational leadership, culture, and communication. International Journal of Strategic Communication, 10(5), 462–479. https://doi.org/10.1080/1553118X.2016.1226172
Meng, J. (2014). Cultural congruence or difference: a paired country investigation of leadership effectiveness in public relations. The Journal of International Communication, 20(1), 52–76. https://doi.org/10.1080/13216597.2013.876438
Meng, J., & Berger, B. K. (2019). The impact of organizational culture and leadership performance on PR professionals’ job satisfaction: testing the joint mediating effects of engagement and trust. Public Relations Review, 45(1), 64–75. https://doi.org/10.1016/j.pubrev.2018.11.002
Moynihan, D. P., & Pandey, S. K. (2007). Finding workable levers over work motivation: Comparing job satisfaction, job involvement, and organizational commitment. Administration & Society, 39(7), 803–832. https://doi.org/10.1177/0095399707305546
Ogbonna, E., & Harris, L. C. (2000). Leadership style, organizational culture and performance: Empirical evidence from UK companies. The International Journal of Human Resource Management, 11(4), 766–788. https://doi.org/10.1080/09585190050075114
O’Reilly, C. A. III, Chatman, J., & Caldwell, D. F. (1991). People and organizational culture: a profile comparison approach to assessing person-organization fit. Academy of Management Journal, 34(3), 487–516. https://doi.org/10.2307/256404
Pacanowsky, M., & O’Donell-Trujillo, N. (1982). Communication and organizational culture. The Western Journal of Speech Communication, 46(2), 115–130. https://doi.org/10.1080/10570318209374072
Penning, T. (2011). The value of public relations in investor relations: individual investors’ preferred information types, qualities, and sources. Journalism & Mass Communication Quarterly, 88(3), 615–631. https://doi.org/10.1177/107769901108800309
Rajković, J., Nikolić, M., Ćoćkalo, D., Terek, E., & Božić, S. (2020). National culture and the entrepreneurial intentions of students in Serbia. Journal for East European Management Studies, 25(1), 105–141. https://doi.org/10.5771/0949-6181-2020-1-105
Schein, E. H. (1985). Organizational culture and leadership: a dynamic view. Jossey-Bass Publishers.
Seltzer, T., Gardner, E., Bichard, S., & Callison, C. (2012). PR in the ER: Managing internal organization-public relationships in a hospital emergency department. Public Relations Review, 38(1), 128–136. https://doi.org/10.1016/j.pubrev.2011.12.002
Sriramesh, K., Grunig, J. E., & Dozier, D. M. (1996). Observation and measurement of two dimensions of organizational culture and their relationship to public relations. Journal of Public Relations Research, 8(4), 229–261. https://doi.org/10.1207/s1532754xjprr0804_02
Sriramesh, K., & Verčič, D. (2009). A theoretical framework for global public relations research and practice. In K. Sriramesh & D. Vercic (Eds.), The global public relations handbook: Theory, research and practice (2nd ed., pp. 3–21). Routledge. https://doi.org/10.4324/9780203889374
Sriramesh, K., & Verčič, D. (2019). The global public relations handbook: theory, research and practice (3rd ed.). Routledge. https://doi.org/10.4324/9781315173290
Thurlow, A., Kushniryk, A., Yue, A. R., Blanchette, K., Murchland, P., & Simon, A. (2017). Evaluating excellence: a model of evaluation for public relations practice in organizational culture and context. Public Relations Review, 43(1), 71–79. https://doi.org/10.1016/j.pubrev.2016.10.013
Vance, L., Raciti, M., & Lawley, M. (2016). Sponsorship selections: corporate culture, beliefs and motivations. Corporate Communications: An International Journal, 21(4), 483–499. https://doi.org/10.1108/CCIJ-11-2015-0072
Vasquez, G. M., & Taylor, M. (2000). What cultural values influence American public relations practitioners? Public Relations Review, 25(4), 433–449. https://doi.org/10.1016/S0363-8111(99)00030-2
Verhoeven, P., Zerfass, A., Verčič, D., Tench, R., & Moreno, A. (2018). Public relations and the rise of hypermodern values: exploring the profession in Europe. Public Relations Review, 44(4), 471–480. https://doi.org/10.1016/j.pubrev.2018.06.001
Wang, J., & Chaudhri, V. (2009). Corporate social responsibility engagement and communication by Chinese companies. Public Relations Review, 35(3), 247–250. https://doi.org/10.1016/j.pubrev.2009.04.005
Weihrich, H., & Koontz, H. (1998). Management (11th ed.). Mate.
Wilcox, D. L., & Cameron, G. T. (2009). Public relations (9th ed.). Allyn & Bacon.
Windahl, S., Signitzer, B. H., & Olson, J. T. (2009). Using communication theory: an introduction to planned communication (2nd ed.). Sage Publications.
Yeo, S. L., & Pang, A. (2017). Asian multiculturalism in communication: impact of culture in the practice of public relations in Singapore. Public Relations Review, 43(1), 112–122. https://doi.org/10.1016/j.pubrev.2016.10.014
Bhalla, N., & Overton, H. (2019). Examining cultural impacts on consumers’ environmental CSR outcomes. Corporate Communications: An International Journal, 24(3), 569–592. https://doi.org/10.1108/CCIJ-09-2018-0094
Black, S. (1993). The essential of public relations. Kogan Page Limited.
Calori, R., & Sarnin, P. (1991). Corporate culture and economic performance: A French study. Organizational Studies, 12, 49–74. https://doi.org/10.1177/017084069101200104
Cameron, G. T., & McCollum, T. (1993). Competing corporate cultures: A multi-method, cultural analysis of the role of internal communication. Journal of Public Relations Research, 5(4), 217–250. https://doi.org/10.1207/s1532754xjprr0504_01
Chen, X., Hung-Baesecke, C., & Chen, Y. R. (2020). Constructing positive public relations in China: Integrating public relations dimensions, dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang. Public Relations Review, 46(1), 101770. https://doi.org/10.1016/j.pubrev.2019.04.004
Curtin, P. (2008). Fred Harvey Company public relations and publicity (1876–1933). Journal of Communication Management, 12(4), 359–373. https://doi.org/10.1108/13632540810919819
Deal, T. E., & Kennedy, A. A. (1982). Corporate cultures: the rites and rituals of corporate life. Penguin Books. https://doi.org/10.1016/0007-6813(83)90092-7
Dhanesh, G. S., & Duthler, G. P. (2019). Public relations in the Middle East: an editorial introduction. Journal of Public Relations Research, 31(3–4), 71–83. https://doi.org/10.1080/1062726X.2019.1679436
Dhanesh, G. S., & Sriramesh, K. (2018). Culture and crisis communication: Nestle India’s Maggi Noodles case. Journal of International Management, 24(3), 204–214. https://doi.org/10.1016/j.intman.2017.12.004
Erzikova, E., & Berger, B. K. (2016). Gender effect in Russian public relations: a perfect storm of obstacles for women. In Women’s Studies International Forum, 56, 28–36. https://doi.org/10.1016/j.wsif.2016.02.011
Erzikova, E., Waters, R., & Bocharsky, K. (2018). Media catching: a conceptual framework for understanding strategic mediatization in public relations? International Journal of Strategic Communication, 12(2), 145–159. https://doi.org/10.1080/1553118X.2018.1424713
Gordon, A. E. (2011). Public relations. Oxford University Press.
Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations Research, 7(3), 163–186. https://doi.org/10.1207/s1532754xjprr0703_01
Grunig, J. E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.
Harris, P., Ziegler-Pierce, S., & Harris, I. (1999). The impact of organisational culture research on the practice of public relations by regional television. Journal of Communication Management, 4(1), 43–55. https://doi.org/10.1108/eb023506
Hofstede, G. (2001). Culture’s consequences, comparing values, behaviors, institutions, and organizations across nations. Sage Publications.
Hofstede, G. (1998). Attitudes, values, and organizational culture: disentangling the concepts. Organization Studies, 19(3), 477–493. https://doi.org/10.1177/017084069801900305
Hofstede, G. (1991). Cultures and organizations: software of the mind. McGraw-Hill.
Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Institute for Public Relations.
House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., & Gupta, V. (2004). Leadership, culture, and organizations: The GLOBE study of 62 societies. Sage.
House, R. J., Javidan, M., Hanges, P., & Dorfman, P. (2002). Understanding cultures and implicit leadership theories across the globe: An introduction to project GLOBE. Journal of World Business, 37(1), 3–10. https://doi.org/10.1016/S1090-9516(01)00069-4
House, R. J., Javidan, M., & Dorfman, P. (2001). Project GLOBE: an introduction. Applied Psychology: An International Review, 50(4), 489–505. https://doi.org/10.1111/1464-0597.00070
House, R. J., Hanges, P. J., Ruiz-Quintanilla, S. A., Dorfman, P. W., Falkus, S. A., & Ashkanasy, N. M. (1999). Cultural influences on leadership and organizations: Project GLOBE. In W. H. Mobley, M. J. Gessner, & V. Arnold (Eds.), Advances in global leadership (2 ed., pp. 171–233). Emerald Group Publishing Ltd.
House, R., Wright, N. S., & Aditya, R. N. (1997). Cross-cultural research on organizational leadership: a critical analysis and proposed theory. In P. C. Early & M. Erez (Eds.), New perspectives on international industrial/organizational psychology (pp. 535–625). Lexington Press.
Javidan, M., & House, R. J. (2001). Cultural acumen for the global manager: Lessons from project GLOBE. Organizational Dynamics, 29(4), 289–305. https://doi.org/10.1016/S0090-2616(01)00034-1
Javidan, M., House, R. J., & Dorfman, P. W. (2004). A nontechnical summary of GLOBE findings. In R. J. House, P. J. Hanges, M. Javidan, P. W. Dorfman, & V. Gupta (Eds.), Culture, leadership, and organizations: The GLOBE study of 62 societies (pp. 29–48). Sage.
Johnston, K. A., & Everett, J. L. (2012). Employee perceptions of reputation: an ethnographic study. Public Relations Review, 38(4), 541–554. https://doi.org/10.1016/j.pubrev.2012.05.007
Judge, T. A., Thoresen, C. J., Bono, J. E., & Patton, G. K. (2001). The job satisfaction – job performance relationship: a qualitative and quantitative review. Psychological Bulletin, 127, 376–407. https://doi.org/10.1037/0033-2909.127.3.376
Kotter, J., & Heskett, J. L. (1992). Corporate culture and performance. The Free Press.
Lumbar Globočnik, K., Žnidaršič, A., & Ferjan, M. (2019). Relationship between Russian societal culture and public relations strategies. Journal for East European Management Studies, 24(3), 375–397. https://doi.org/10.5771/0949-6181-2019-3-375
Martinelli, D., & Erzikova, E. (2017). Public relations leadership development cycle: A cross-cultural perspective. Public Relations Review, 43(5), 1062–1072. https://doi.org/10.1016/j.pubrev.2017.09.002
Men, L., & Jiang, H. (2016). Cultivating quality employee-organization relationships: the interplay among organizational leadership, culture, and communication. International Journal of Strategic Communication, 10(5), 462–479. https://doi.org/10.1080/1553118X.2016.1226172
Meng, J. (2014). Cultural congruence or difference: a paired country investigation of leadership effectiveness in public relations. The Journal of International Communication, 20(1), 52–76. https://doi.org/10.1080/13216597.2013.876438
Meng, J., & Berger, B. K. (2019). The impact of organizational culture and leadership performance on PR professionals’ job satisfaction: testing the joint mediating effects of engagement and trust. Public Relations Review, 45(1), 64–75. https://doi.org/10.1016/j.pubrev.2018.11.002
Moynihan, D. P., & Pandey, S. K. (2007). Finding workable levers over work motivation: Comparing job satisfaction, job involvement, and organizational commitment. Administration & Society, 39(7), 803–832. https://doi.org/10.1177/0095399707305546
Ogbonna, E., & Harris, L. C. (2000). Leadership style, organizational culture and performance: Empirical evidence from UK companies. The International Journal of Human Resource Management, 11(4), 766–788. https://doi.org/10.1080/09585190050075114
O’Reilly, C. A. III, Chatman, J., & Caldwell, D. F. (1991). People and organizational culture: a profile comparison approach to assessing person-organization fit. Academy of Management Journal, 34(3), 487–516. https://doi.org/10.2307/256404
Pacanowsky, M., & O’Donell-Trujillo, N. (1982). Communication and organizational culture. The Western Journal of Speech Communication, 46(2), 115–130. https://doi.org/10.1080/10570318209374072
Penning, T. (2011). The value of public relations in investor relations: individual investors’ preferred information types, qualities, and sources. Journalism & Mass Communication Quarterly, 88(3), 615–631. https://doi.org/10.1177/107769901108800309
Rajković, J., Nikolić, M., Ćoćkalo, D., Terek, E., & Božić, S. (2020). National culture and the entrepreneurial intentions of students in Serbia. Journal for East European Management Studies, 25(1), 105–141. https://doi.org/10.5771/0949-6181-2020-1-105
Schein, E. H. (1985). Organizational culture and leadership: a dynamic view. Jossey-Bass Publishers.
Seltzer, T., Gardner, E., Bichard, S., & Callison, C. (2012). PR in the ER: Managing internal organization-public relationships in a hospital emergency department. Public Relations Review, 38(1), 128–136. https://doi.org/10.1016/j.pubrev.2011.12.002
Sriramesh, K., Grunig, J. E., & Dozier, D. M. (1996). Observation and measurement of two dimensions of organizational culture and their relationship to public relations. Journal of Public Relations Research, 8(4), 229–261. https://doi.org/10.1207/s1532754xjprr0804_02
Sriramesh, K., & Verčič, D. (2009). A theoretical framework for global public relations research and practice. In K. Sriramesh & D. Vercic (Eds.), The global public relations handbook: Theory, research and practice (2nd ed., pp. 3–21). Routledge. https://doi.org/10.4324/9780203889374
Sriramesh, K., & Verčič, D. (2019). The global public relations handbook: theory, research and practice (3rd ed.). Routledge. https://doi.org/10.4324/9781315173290
Thurlow, A., Kushniryk, A., Yue, A. R., Blanchette, K., Murchland, P., & Simon, A. (2017). Evaluating excellence: a model of evaluation for public relations practice in organizational culture and context. Public Relations Review, 43(1), 71–79. https://doi.org/10.1016/j.pubrev.2016.10.013
Vance, L., Raciti, M., & Lawley, M. (2016). Sponsorship selections: corporate culture, beliefs and motivations. Corporate Communications: An International Journal, 21(4), 483–499. https://doi.org/10.1108/CCIJ-11-2015-0072
Vasquez, G. M., & Taylor, M. (2000). What cultural values influence American public relations practitioners? Public Relations Review, 25(4), 433–449. https://doi.org/10.1016/S0363-8111(99)00030-2
Verhoeven, P., Zerfass, A., Verčič, D., Tench, R., & Moreno, A. (2018). Public relations and the rise of hypermodern values: exploring the profession in Europe. Public Relations Review, 44(4), 471–480. https://doi.org/10.1016/j.pubrev.2018.06.001
Wang, J., & Chaudhri, V. (2009). Corporate social responsibility engagement and communication by Chinese companies. Public Relations Review, 35(3), 247–250. https://doi.org/10.1016/j.pubrev.2009.04.005
Weihrich, H., & Koontz, H. (1998). Management (11th ed.). Mate.
Wilcox, D. L., & Cameron, G. T. (2009). Public relations (9th ed.). Allyn & Bacon.
Windahl, S., Signitzer, B. H., & Olson, J. T. (2009). Using communication theory: an introduction to planned communication (2nd ed.). Sage Publications.
Yeo, S. L., & Pang, A. (2017). Asian multiculturalism in communication: impact of culture in the practice of public relations in Singapore. Public Relations Review, 43(1), 112–122. https://doi.org/10.1016/j.pubrev.2016.10.014