Testing a Communication Theory-Method-Message-Behavior Complex for the Investigation of Publics

Abstract

This article is an operational continuation of a theoretical model to investigate organizational publics. A test of the model was conducted as proprietary research in an actual public relations campaign. Major aspects of the model were supported; however, refinements were indicated. Application of the model resulted in theory-based recommendations for the organization, identified theoretical implications, and allowed for additional discussion of a Homo Narrans paradigm for public relations. This research effort conceptually and operationally establishes a communication theory-method-message-behavior complex and makes this model available for use by practitioners and researchers alike.