Status of Image Management Research in Public Relations: A Cross-Discipline Content Analysis of Studies Published Between 1991 and 2011

Abstract

This study reviews the status of image management research published in public relations-specific journals, as well as broader management, business, strategic communication, and communication journals, to extrapolate important trends for future research and practice. A content analysis of relevant research (n = 261) was conducted based on several criteria (area focus, application group, country of study, methodology, application of theory or conceptual framework, type of focus on image, communication type and medium). Findings suggest two considerations for the strategic communication of organizational image: 1) image as outcome, and 2) image as social influence in online communication.

Notes

¹ The authors thematized analyses according to articles dealing with: i. introspection of the public relations field (n = 295), ii. practice and applications in public relations (n = 291), and iii. theory development in public relations (n = 148).

² In a revisit to the theory, the term image “repair” was preferred to the term “restoration”. This is due to “restoration” implying that an entity’s image is reinstated to its original state whereas “repair” is more apt in highlighting “patches” that can be applied to affected images (see Benoit, 2000).

³ Random generator software Research Randomizer was used select articles for intercoder reliability tests. Software available at http://www.randomizer.org/form.htm

⁴ The seven factors in the Corporate Image Scale measuring individuals’ perceptions of organizational reputation are – (1) perceived corporate management, (2) perceived quality of products and services, (3) perceived treatment of employees, (4) perceived social responsibility, (5) perceived advertising and marketing activities, (6) perceived corporate dynamism, and (7) perceived financial prospect (Lee, 2004).