Theorizing expectations as enablers of intangible assets in public relations : normative, predictive, and destructive
Olkkonen, L., & Luoma-aho, V. (2019). Theorizing expectations as enablers of intangible assets in public relations : normative, predictive, and destructive. Public Relations Inquiry, 8(3), 281-297. https://doi.org/10.1177/2046147X19873091
Published inPublic Relations Inquiry
DisciplineViestinnän johtaminenBasic or discovery scholarshipCorporate CommunicationBasic or discovery scholarship
© 2019 SAGE Publications
Expectations intersect with many areas of public relations, yet conceptual and theoretical understandings of expectations have not been strong in public relations research. In fact, expectations are often discussed at a cursory level, expectation theories are seldom applied, and the concept of expectations is not problematized. In this article, therefore, we explore the role of expectations in public relations and illustrate how expectations shape organizational relationships, particularly by enabling or destroying the creation of organizational intangible assets. We identify gaps in how expectations are addressed in public relations, present the results from a literature review of 159 academic articles, and move forward conceptually by elaborating expectations as normative, predictive, and destructive assessments. The predictive and destructive dimensions that recognize negative expectations, in particular, can help public relations scholars understand the flipside of the much more often discussed positive expectations. Fulfillment of negative expectations, for example, can explain the active maintenance of unfavorable reputations and reputational stigmas. ...
PublisherSage Publications Ltd.
Publication in research information system
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- Kauppakorkeakoulu 
Additional information about fundingThe author(s) received no financial support for the research, authorship, and/or publication of this article.
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