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Social and Behavioral Sciences Commons

Open Access. Powered by Scholars. Published by Universities.®

2012

University of South Florida

Trust

Mass Communication

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Full-Text Articles in Social and Behavioral Sciences

An Exploration Of The Organization-Public Relationship Through Online Media: The Case Of The Tampa Bay Rays, Steven Lynch Jan 2012

An Exploration Of The Organization-Public Relationship Through Online Media: The Case Of The Tampa Bay Rays, Steven Lynch

Graduate Theses and Dissertations

ABSTRACT

Organizations are working to establish and maintain relationships with their target publics using a wide variety of communication tools. How they work at developing this organization-public relationship (OPR) is open to the organization, but previous research suggests there are measurement scales that can indicate what factors an organization may be doing right and those they may need to improve on.

This study examines relationship building efforts of the Tampa Bay Rays organization and the representation it has demonstrated through online content. Utilizing a content analysis, sample articles were collected and coded to examine if relationship components could be found ...