Muting or Meddling? Advocacy as a Relational Communication Strategy Affecting Organization-Public Relationships and Stakeholder Response

This article conceptualizes organizational advocacy as a relational communication strategy by which organizations take stances on controversial, sociopolitical issues to signal shared commitment with key publics. The authors conducted a series of two-by-two experimental surveys-controlling whether an organization took a defined position (advocacy vs. silence) and whether it acted alone or in line with peers (leader vs. follower)-across both less partisan (Study 1) and highly partisan (Study 2) issues. Findings indicate advocacy is an effective relational communication strategy that strengthens organization-public relationships (OPRs) and increases publics' support for the organization. Theoretical contributions and practical applications are discussed.