A social capital approach to improving public relations' efficacy: Diagnosing internal constraints on external communication

Erich J. Sommerfeldt, Maureen Taylor

Research output: Contribution to journalArticlepeer-review

52 Scopus citations

Abstract

This article extends Heath's (2006) concept of fully functioning society theory (FFS) and argues that public relations can be used as a force to enhance collective social capital in communities. To serve this purpose, however, the effectiveness of an organization to serve its external publics is often dependent on the status and relationships the public relations function has developed within the organization. This paper provides a network analysis of a government agency in Jordan that illustrates the relationship between internal organizational social capital and the potential problems for establishing external relationships with publics. Implications for public relations research methods and theory are also discussed.

Original languageEnglish (US)
Pages (from-to)197-206
Number of pages10
JournalPublic Relations Review
Volume37
Issue number3
DOIs
StatePublished - Sep 2011
Externally publishedYes

Bibliographical note

Funding Information:
The authors would like to thank the United States Agency for International Development (USAID) for supporting this research.

Keywords

  • Network analysis
  • Relationship management
  • Social capital

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