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    政大機構典藏 > 傳播學院 > 廣告學系 > 會議論文 >  Item 140.119/17459
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/17459


    Title: Is symmetrical communication ethical and effective?
    Authors: 黃懿慧
    Huang, Yi-Hui
    Contributors: The International Communication Association
    Date: 2004-05
    Issue Date: 2008-12-18 12:25:31 (UTC+8)
    Abstract: The purpose of this paper is to explore two questions: 1) Is symmetrical communication in public relations practice inherently ethical? 2) Is symmetrical communication effective in terms of public relations effectiveness and organizational effectiveness? Three surveys are undertaken to test seven research hypotheses for the purpose of a cross-validation of research findings. The results suggest that symmetrical communication is inherently ethical. Moreover, symmetrical communication indeed contributes to several performance measures, which include favorable organizational reputation, positive media exposure, positive market performance, overall organizational effectiveness, conflict resolution, and crisis management.
    Relation: The annual conference of the International Communication Association
    Data Type: conference
    Appears in Collections:[廣告學系] 會議論文

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