Publication: The role of public relations in corporate diplomacy: how relationship cultivation increases organizational legitimacy
The role of public relations in corporate diplomacy: how relationship cultivation increases organizational legitimacy
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Marschlich, S., & Ingenhoff, D. (2021). The role of public relations in corporate diplomacy: how relationship cultivation increases organizational legitimacy. Journal of Public Relations Research, 33, 86–105. https://doi.org/10.1080/1062726X.2021.1981332
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Drawing from neo-institutionalism and public relations theory, this study examined to what extent corporate diplomacy builds on public relations to identify and respond to societal expectations emerging from a company’s host country environment, which can result in organizational legitimacy. Based on in-depth interviews (N = 25) with public relations executives in the United Arab Emirates, our findings imply that companies engage in corporate diplomacy to align with governmental demands while simultaneously attempting to meet internal
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Marschlich, S., & Ingenhoff, D. (2021). The role of public relations in corporate diplomacy: how relationship cultivation increases organizational legitimacy. Journal of Public Relations Research, 33, 86–105. https://doi.org/10.1080/1062726X.2021.1981332
