John A. Ledingham

Explicating Relationship Management as a General Theory of Public Relations

Although the relationship management perspective of public relations is the focus of a substantial body of scholarship, a theory of that perspective has yet to be articulated and explicated. Herein, I review the emergence of the relational perspective, summarize the relevant literature, and construct a theoretical statement of that perspective. I then argue for relationship management as a general theory of public relations and offer suggestions for future research within a relational paradigm.

Relationships between Organizations and Publics: Development of a Multi-Dimensional Organization-Public Relationship Scale.

Abstract Public relations has long struggled to develop an identity in both scholarship and practice. An increasing number of scholars are adopting the perspective that public relations should be viewed as the management of a relationship between organizations and publics. The current investigation was an attempt to design a multiple-item, multiple-dimension organization-public relationship scale. Results of this investigation show that organizations and key publics have three types of relationships: professional, personal, and community. The organization-public relationship measure developed in this investigation should provide an instrument that can be used to measure þe influence that perceptions of the organization-public relationship have on consumer attitudes, predispositions, and behavior, as well as an opportunity to track changes in organizationpublic relationship perceptions over time. Results of the investigation, conclusions, and suggested applications for future research are presented. Dr. Bruning and Dr. Ledingham are members of the Department of Communication at Capital University, Columbus, OH.

Perceptions of Relationships and Evaluations of Satisfaction: An Exploration of Interaction.

Abstract Increasingly, scholars and practitioners are defining public relations as the management of relationships between organizations and publics. Because relationships can be difficult to measure, public relations practitioners often have struggled to demonstrate the influence that public relations activities have on consumer perceptions, evaluations, and behaviors. The current investigation sought to examine key public members’ perceptions of the personal, professional, and community relationships they have with a bank and to relate those perceptions to evaluations of satisfaction. The results show that key public members’ perceptions of their personal and professional relationships significantly influence evaluations of overall satisfaction with the organization, accounting for 75% of satisfaction variation. A discussion of the implications these findings hold for the study and practice of public relations are provided, a management framework, SMART Public Relations, is suggested, and areas of examination for future research are presented. Dr. Bruning is an associate professor and Dr. Ledingham is a professor of communication at Capital University, Columbus, Ohio.

Government-community relationships: extending the relational theory of public relations

Abstract A study of government-citizen relationships found that public relations can contribute to community building. The study also found that the Bruning-Ledingham Relationship Scale is an effective tool for assessing relationship quality, and for predicting citizen behavior. Moreover, social exchange was found to serve as a useful concept for explaining human behavior within the broader framework of relationship management. Further, the study demonstrates the usefulness of the relational perspective as a paradigm for public relations.

Organization‐public relationships and consumer satisfaction: The role of relationships in the satisfaction mix

Scholars and practitioners long have debated the influence that public relations activities have on consumers. Recently Ledingham and Bruning (1998) reported that the organization‐public relationship variables of trust, openness, involvement, investment, and commitment can be used to predict consumer behavior. The current investigation examined these organization‐public relationship variables in relation to customer satisfaction and found that customer satisfaction is influenced by the relationship that exists between an organization and its key publics. The authors suggest that the relationship between an organization and its key publics should be considered when developing customer satisfaction initiatives and should be included in future models of satisfaction research. Conclusions and future directions for research also are presented.

A Chronology of Organization-Stakeholder Relationships With Recommendations Concerning Practitioner Adoption of the Relational Perspective

The notion of relationships as the appropriate focus of public relations has evolved over the past two decades. Initially, reaction was limited to recognition of the role of relationships, with little development in terms of operationalization, exploration, or implications. In recent years, however, the “relational perspective” has become the foundation for a growing stream of scholarly inquiry encompassing relationship processes, roles, attributes, and measurement strategies. This discourse traces the concept from its emergence to its position today as the second most-popular area for scholarly inquiry within the discipline of public relations. In addition, the author offers recommendations to facilitate the adoption of the relational perspective by the practitioner community.

Cross-Cultural Public Relations: A Review of Existing Models With Suggestions for a Post-Industrial Public Relations Pyramid

Public relations is impacted by globalism, prompting new models of public relations adapted to specific cultures. In this treatise, the author reviews current models constructed by U.S. scholars and those practicing internationally, and offers suggestions for a cross-cultural, overbridging approach to managing organization-public relationships entitled the “Post-Industrial Public Relations Pyramid.” The theoretical framework for the presentation is that of relationship management, the perspective that sees the study, teaching, and practice of public relations flourishing when practices generate benefit for both organizations and their interacting publics.

The Media Audit: A Tool for Managing Media Relationships

SUMMARY There is general agreement with the notion of public relations as the management of relationships between interacting organizations and key publics. The news media are a key public for organizations seeking to deliver information to viewers and readers of the media. The relationship between press relations practitioners and news media members, thus, is an important element in the practice of press relations. However, a review of relevant literature finds little to assist those charged with responsibility for managing that relationship. In this study, the authors advance the notion of a media audit as a means of identifying opportunities and issues and to serve as a tool for providing insight into ways to enhance the practitioner—media member relationship. The theoretical framework for the study is that of relationship management, and the research contributes to a growing body of research in that area.