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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.

The impact of communication models of public relations and organization–public relationships on company credibility and financial performance