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Public Relations(hips): The Relationship Model of Public Relations Practice

This presentation will explain and critique the Relationship Model of public relations practice.

Jamie Jones

on 16 October 2012

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Transcript of Public Relations(hips): The Relationship Model of Public Relations Practice

Public Relations(hips): The Relationship Model of Public Relations Practice Jamie Jones The building and maintenance of relationships between an organization and the publics with which it interacts "Management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends Ledingham, 2006 Shifts the focus of public relations from communication to relationships Relationship Management Pre-relationship management--communication between organization and public is the goal

Relationship Management--Relationship is the goal, communication is the tool to reach that goal Recognition of the central role of relationships in the study and practice of public relations

Reconceptualizing public relations as a management function

The emergence of measurement strategies, relationship components and types of organization-public relationships, and linkage of organization-public relationships to public attitudes, perceptions, knowledge, and behavior

The construction of models that accomodate relationship antecedents, process, and consequences Four Developments Ledingham, 2003 Palo Alto Group Relational Pattern of Interaction When two people (organizations) communicate, they are defining their relationship by the ways in which they interact Basic unit of relationships: interaction between two individuals (organizations), behaviors responding to behaviors Symmetrical Relationship Types of Relationships Complementary Relationship two people (organizations) responding to one another the same way communicators respond to each other in opposing ways Littlejohn and Foss, 2009 Ledingham & Brunig, 1998 Organization-Public Relationships the state which exists between an organization and its key publics, in which the actions of either can impact the economic, social, cultural or political well being of the other Broom, Casey, & Ritchey, 2000 consist of the transactions that involve the exchange of resources between organizations, and lead to mutual benefit, as well as mutual achievement trust




commitment Dimensions of Organization-Public Relationships Wise, 2007 reciprocity


mutual legitimacy


mutual satisfaction

mutual understanding Measurement of Organization-Public Relationships Ledingham, 2003 Personal




Behavioral Types of Relationships Brunig, 2001 Broom, Casey, & Ritchey, 1997 Models of Organization-Public Relationships antecedents

subsequent states

consequences Broom, et. al, 2000 Models of Organization-Public Relationships antecedents

subsequent states

consequences transactions social exchange
indicator of relationship state
method of constructing relationship type Grunig & Huang, 2000 Models of Organization-Public Relationships antecedents

subsequent states

consequences environmental scanning ongoing observation coorientational measurement Toth, 2000 Models of Organization-Public Relationships interpersonal influence approach personal influence approach interpersonal communication is used to dominate individuals, to accept either the organization's or public's position, closed and static in attributes interpersonal communication is used to find mutual definitions, mutuality of understanding, agreement, consensus, open and dynamic in attributes Brunig & Ledingham, 1999; Ledingham, 2000 SMARTS PR s M A R T S can ap ct ollout rack teward Corporate Social Responsibility and the Relationship Model Future Directions Social Media and the Relationship Model Business and the Relationship Model Bruning, S. D. (2001). Axioms of relationship management: Applying interpersonal communication principles to the public relations context . Journal of Promotion Management, 7(1/2).

Bruning, S. D., Castle, J. D., & Schrepper, E. (2004). Building relationships between organizations and publics: Examining the linkage between organization-public relationships, evaluations of satisfaction, and behavioral intent. Communication Studies, 55(3), 435-446.

Jones, K., & Bartlett, J. (2008). The Strategic Value of Corporate Social Responsibility: A Relationship Management Framework for Public Relations Practice. Conference Papers -- International Communication Association, 1-30.

Ledingham, J. A. (2003). Explicating relationship management as a general theory of public relations. Journal of Public Relations Research, 15(2), 181-198.

Ledingham, J. A. (2006). Relationship management: A general theory of public relations. In C. H. Botan & V. Hazelton (Eds.), Public Relations Theory II (2nd ed., pp. 21-62). Mahway, NJ: Lawrence Erlbaum Associates, Publishers.

Levenshus, A. (2010). Online Relationship Management in a Presidential Campaign: A Case Study of the Obama Campaign's Management of Its Internet-Integrated Grassroots Effort. Journal Of Public Relations Research, 22(3), 313-335. doi:10.1080/10627261003614419

Men, L., & Hung, C. (2012). Exploring the Roles of Organization-Public Relationships in the Strategic Management Process: Towards an Integrated Framework. International Journal Of Strategic Communication, 6(2), 151-173. doi:10.1080/1553118X.2011.605778

Ni, L. (2006). Relationships as organizational resources: Examining public relations impact through its connection with organizational strategies. Public Relations Review, 32(3), 276-281. doi:10.1016/j.pubrev.2006.05.007

Waters, R. D., & Bortree, D. (2012). Advancing relationship management theory: Mapping the continuum of relationship types. Public Relations Review, 38(1), 123-127. doi:10.1016/j.pubrev.2011.08.018

Wise, K. (2007). The organization and implementation of relationship management [Electronic version]. Health Marketing Quarterly, 24(3/4), 151-166.

Yang, S., & Mallabo, J. (2003). Exploring the Link Between the Concepts of Organization-Public Relationships and Organizational Reputations. Conference Papers -- International Communication Association, 1-35. doi:ica_proceeding_11397.PDF References
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