Intangible resource management: social capital theory development for public relations

Abstract

Purpose The purpose of this paper is to conceptualize a meso-level (organizational) social capital theoretical approach to public relations. A theory and conceptualization of social capital as a resource- and exchange-based function of public relations is proposed. Here it is argued that public relations professionals serve as the managers of intangible resources on behalf of organizations. These intangibles serve as social capital for organizations and are managed through strategic, goal-directed communication behaviors. Social capital is conceptualized alongside other forms of capital that contribute to organizational advantage. The author proposes a conceptual social capital model of public relations and argues that the strategic management of intangible resources as social capital offers an ontology for public relations. Design/methodology/approach The author employed a process of open-system theory building. Extensive research from multi-disciplinary areas of scholarship – namely, sociology, business, and public relations – formed the basis for the conceptualized model and propositions. Findings Public relations theory is narrowly defined and does not offer an adequate ontology. This paper extends and refines existing public relations scholarship surrounding social capital to focus on competitive advantages for the organization. This paper uses input from the larger fields of sociology and business, while contextualizing social capital within the public relations scholarship. The result is a resource- and exchange-based social capital model of public relations and propositions for further theory building and empirical analyses. Practical implications The public relations discipline often struggles to demonstrate return-on-investment for organizations. The social capital model of public relations offers support for the capital generation and maintenance role of public relations for organizational advantage. Originality/value This paper represents one of the first comprehensive attempts at developing a meso-level social capital theory of public relations focused on intangible resource management for the organization.

Resources and Capabilities Impact on Egyptian Travel Agencies' and Hotels ' Competitive Advantage: The mediating Role of Environmental Marketing Strategy

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Analysis of Public Relation Management Javadharna in Enhancing Parental Involvement

“…The importance of public relations in organization in accordance with its function related to the stakeholders who have an influence in organization success in the long run [15]. Related to its importance, Dodd investigate PRs through social capital theory as it is supposed to be an intangible resource which refers to the organizational asset that has certain value but has no material form [11]. Intangibles resources and assets comprises with management credibility, the ability and idea to innovate, brand and identity, reputation, customers' loyalty, talented and capable workers, access to information source, research relationship, leadership, and environmental, social responsibility, etc [12][13][14][15][16].…”

“…Organization can use this chance to further and improve relationship and partnership between parents and organization, as it is open the path in mutual understanding through lengthy and deeper discussion. In line with Barkley and Saylor "reaching out to the customer" is a way to stay in customer's good grace by facilitating parent/customers-organization communication to gain intangible assets in the form of trust and loyalty [11][12][13][14][15][16][17].…”

“…"Javadharna" is derived from three Sanskrit words Arjava (sincerity), Adarsavadah (ideal), and Avadhana (caring). It signifies the values embody in each of activities within the program The importance of such program serves as a way to further and improve relationship and partnership between parents and organization, as it is open the path in mutual understanding, a way to stay in customer's good grace by facilitating parent/customers-organization communication to gain intangible assets in the form of trust and loyalty [11][12][13][14][15][16][17][18].…”

Exploring antecedents of social media usage in B2B: a systematic review

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