While public relations research has proposed multiple models for how organizations form and manage relationships with publics, work remains to be done to test these models. This study examined the influence of message source (news vs. organizational media) and the use of cultivation strategies in nonprofit communication on the organization-public relationship and message reactions. An experiment with a non-student adult sample (N=284) found that organizational media were rated more credible, and that cultivation strategies led to greater perceived relational trust and more positive message-related attitudes. Findings are discussed in the context of OPR theory and the practice of nonprofit PR.
|Title of host publication||The influence of message source and cultivation strategies in a nonprofit public relations context|
|State||Published - Dec 2014|