Credibility Discourse of PR Agencies: A Cross-Cultural Study of Corporate Ethos on the Web

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearch

This research examines the credibility discourse posted on the corporate websites of 60 British, Danish and Norwegian public relations agencies. The purpose was to determine the nature and patterns of the statements of credibility that PR agencies from different cultures have considered instrumental in establishing dependable and likeable images of their ethos. More specifically, the study seeks to establish whether there are distinct cross-cultural preferences in PR credibility discourse. Our assumption was that British and Scandinavian PR agencies assign similar relative importance to giving assurance of their expertise, trustworthiness and empathy, thus confirming our overall expectation that corporate credibility discourse is relatively uniform from a European perspective. However, contrary to our assumptions, the results of our study show that PR credibility discourse demonstrates certain cross-cultural preferences within the industry.
Original languageEnglish
Title of host publicationProceedings of the Conference on Corporate Communications
EditorsChristina M. Genest, Michael B. Goodman
PublisherCorporate Commmunication International at Baruch College/CUNY
Publication year2008
Publication statusPublished - 2008
EventConference on Corporate Communication 2008 - Wroxton, United Kingdom
Duration: 6 Jun 20089 Jun 2008


ConferenceConference on Corporate Communication 2008
LandUnited Kingdom

    Research areas

  • credibility, discourse, web communication, PR agencies

See relations at Aarhus University Citationformats

ID: 32369750