A1 Journal article (refereed), original research

Theorizing expectations as enablers of intangible assets in public relations: Normative, predictive, and destructive

Open Access publication

Publication Details
Authors: Olkkonen Laura, Luoma-aho Vilma
Publisher: SAGE Publications (UK and US)
Publication year: 2019
Language: English
Related Journal or Series Information: Public Relations Inquiry
Volume number: 8
Issue number: 3
Start page: 281
End page: 297
Number of pages: 17
ISSN: 2046-147X
eISSN: 2046-1488
JUFO-Level of this publication: 1
Open Access: Open Access publication
Location of the parallel saved publication: http://urn.fi/URN:NBN:fi-fe2019100731396


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.

Last updated on 2020-20-03 at 10:03