Values advocacy: Enhancing organizational images, deflecting public criticism, and grounding future arguments

  title={Values advocacy: Enhancing organizational images, deflecting public criticism, and grounding future arguments},
  author={Denise M. Bostdorff and Steven L. Vibbert},
  journal={Public Relations Review},
Abstract In this article, the authors argue that organizations today routinely engage in values advocacy—or the appeal to shared cultural values—in order to perform three distinct functions: (1) to enhance the organization's image; (2) to deflect criticism of the organization and/or its policies, products, and services; and (3) to establish value premises that can be used in later discourse. 
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