DEBATING HEALTHCARE REFORM: HOW POLITICAL PARTIES' ISSUE-SPECIFIC COMMUNICATION INFLUENCES CITIZENS' PERCEPTIONS OF ORGANIZATION-PUBLIC RELATIONSHIPS.

A survey of U.S. citizens (N = 420) was conducted to examine the influence of strategic communication regarding healthcare reform on perceptions of organization-public relationships (OPRs) with political parties. Results indicate that issue-specific strategic communication--and dialogic communication in particular--not only improved perceptions of the OPR with the sponsoring political party, but also destabilized relationships with the opposition party. Positive perceptions of political OPRs resulted in favorable attitudes toward parties and support for the parties' position on the issue. [ABSTRACT FROM AUTHOR]