Linkage beliefs and diagnosing an image

The authors of this article have applied associationist attitude theory to the diagnosis of public image of an osteopathic medical clinic in Ohio. The object of the study was to gather data from which a rational public relations program could be developed. “Given knowledge of what beliefs are salient, one might develop strategies to change, quality or buttress these beliefs,” the authors write. Since associationist theory presumes that attitude is derived from linked beliefs, a public relations program that uses linkage with a large number of beliefs would reduce the impact of any one additional or changed belief. An organization's image could be altered by associating it with desirable objects and dissociating it from negative ones. Dr. Denbow is director of communication at Ohio University's College of Osteopathic Medicine. Dr. Culbertson is a professor in the E. W. Scripps School of Journalism there. This study was supported, in part, by funding from the medical school's Office of Communication.