Institutionalization, Organizations, and Public Relations: A Dual Process

Anne Gregory, Emanuele Invernizzi, Stefania Romenti

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

12 Citations (Scopus)


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. 

Original languageEnglish
Title of host publicationPublic Relations and Communication Management
Subtitle of host publicationCurrent Trends and Emerging Topics
EditorsKrishnamurthy Sriramesh, Ansgar Zerfass, Jeong-Nam Kim
PublisherTaylor and Francis Ltd.
Number of pages15
ISBN (Electronic)9781136159268
ISBN (Print)9780203079256, 9780415630894, 9780415630900
Publication statusPublished - 13 May 2013
Externally publishedYes


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