The role of public relations in corporate diplomacy: how relationship cultivation increases organizational legitimacy

Drawing from neo-institutionalism and public relations theory, this study examined to what extent corporate diplomacy builds on identify respond societal expectations emerging a company’s host country environment, which can result in organizational legitimacy. Based in-depth interviews (N = 25) with executives the United Arab Emirates, our findings imply that companies engage align governmental demands while simultaneously attempting meet internal originating employees values. The resulted identification description of five modes model describing diplomacy-legitimacy, highlighting role played by relationship cultivation culture gaining legitimacy through diplomacy. Consequently, provides framework explain building cultivation.