The paper presents the results of the study of the impact and effects of communication models of public relations and organization–public relationships on company credibility and financial performance in companies in Serbia. The data were obtained by interviewing 415 respondents (PR managers, PR practitioners and marketing experts) working in 93 companies in Serbia. The dimensions of the organization–public relationships have stronger positive influences and effects on company credibility and financial performance than the dimensions of communication models of public relations. The influence of the dimensions of trust, commitment, satisfaction and communal relationship is particularly emphasized. Of the four communication models, the strongest positive impact on company credibility and financial performance is achieved by the two-way symmetrical dimension, and then the two-way asymmetrical dimension. The dimensions of communication models of public relations and organization–public relationships have the greatest influence and predictive effect on the dimension of trustworthiness, followed by the dimension of expertise, and finally the dimension of financial performance. Therefore, a greater impact exists on company credibility than on financial performance.

中文翻译：

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公共关系和组织-公共关系的沟通模式对公司信誉和财务绩效的影响

本文介绍了公共关系和组织-公共关系的沟通模型对塞尔维亚公司的公司信誉和财务绩效的影响和影响的研究结果。数据是通过采访塞尔维亚93家公司的415名受访者（公关经理，公关从业人员和市场专家）而获得的。组织-公共关系的维度比公共关系的交流模型的维度对公司信誉和财务绩效具有更强的积极影响。特别强调信任，承诺，满意度和社区关系等方面的影响。在四种沟通模式中，双向对称维，然后是双向非对称维，对公司信誉和财务绩效产生了最大的积极影响。公共关系和组织-公共关系的沟通模型的维度对可信赖性的影响最大，并具有预测效果，其次是专业知识的维度，最后是财务绩效的维度。因此，对公司信誉的影响要大于对财务绩效的影响。最后是财务绩效的维度。因此，对公司信誉的影响要大于对财务绩效的影响。最后是财务绩效的维度。因此，对公司信誉的影响要大于对财务绩效的影响。