ABSTRACT
Kim (2001) joins others in arguing that the organization-public relationship is “a new paradigm of public relations” (p. 799). Jo and Kim (2003) explained that the relationship between an organization and its public is based on economic and humanistic factors. Economic factors include the ability of the organization to provide goods and services that satisfy the public. Humanistic factors deal with feelings that the public has for the organization, such as comfort and loyalty. Hon and Grunig (1999) explained that “a growing number of public relations practitioners and scholars have come to believe that the fundamental goal of public relations is to build and then enhance on-going or long-term relationship in an organization’s key constituencies” (p. 2).
