Relationship management in public relations: dimensions of an organization-public relationship

Increasingly, scholars and practitioners are defining public relations as relationship management. The investigation reported herein is an attempt to identify through qualitative research and verify through quantitative research relationship dimensions upon which good organization-public relationships are initiated, developed, and maintained. The respondents for this study were local telephone subscribers who resided in territories that were recently opened to competition for local telephone service. A total of 384 respondents were surveyed. The results indicate that the relationship dimensions of trust, openness, involvement, investment, and commitment differentiate those respondents who indicated they would stay with the current provider, would sign up with a new provider, or were undecided as to what they would do. Conclusions as to the impact of public relations as relationship management are offered, as well as suggestions for future areas of research. Dr. Ledingham and Dr. Bruning are members of the Public Relations faculty at Capital University in Columbus, OH.