In this chapter, the concept of institutionalization is addressed as a dual process. First, and as originally conceived, institutionalization theory is applied to organizations and seeks to articulate how they become socially accepted and successful, with their existence and activities legitimized. Second, institutionalization is applied to public relations as a function to examine whether it is becoming institutionalized within organizations, recognized as important for organizational life and success, and to what extent it has become a strategic function of the organization itself.
|Title of host publication
|Public Relations and Communication Management
|Subtitle of host publication
|Current Trends and Emerging Topics
|Krishnamurthy Sriramesh, Ansgar Zerfass, Jeong-Nam Kim
|Taylor and Francis Ltd.
|Number of pages
|9780203079256, 9780415630894, 9780415630900
|Published - 13 May 2013