1. No category

+
Relationship Management
Theory
By: Tori, Sarah & Katie
+
Agenda

Brief explanation of the emergence of this theory

Definition and content involving RMT

How RMT contributes to the practice and management of
public relations

A study that exemplifies the theory

Discussion of recent PR campaign

Interactive activity
+
Four pivotal developments spurred
the emergence of the relational
perspective

(1) Recognition of the central role of relationships in the
study and practice of public relations

(2) Re-conceptualizing public relations as a management
function
+
Four pivotal developments spurred
the emergence of the relational
perspective

(3) 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

(4) The construction of models that accommodate
relationship antecedents, process, and consequences of
organization-public relationships
+
Relationship Management

Effectively managing
organizational relationships
around common interests
and shared goals, over time,
results in mutual
understanding and benefit
for interacting organizations
and publics
+
Important focus on….

Placed the notion that the
appropriate domain of PR is
relationships

Building mutual benefit

Evaluates PR in terms of
outcomes instead of outputs

Creating a framework for
scholars and practitioners
+
Organizational Relationships:


Are transactional and dynamic: they change over time

Goal oriented

Have antecedents and consequences

Can be analyzed in terms of relationship quality, maintenance
strategies, relationship type and those involved in the relationship

Driven by the perceived needs and wants of interacting
organizations and publics

The continuation of an organization-public relation depends on
whether those needs and expectations are met
Described as: personal, professional and community
+
Evaluative Relationship Indicators

Control mutuality

Trust

Satisfaction

Commitment

Exchange relationship

Communal relationship
+
How does this theory relate to PR?


Represents a fundamental change in the function and
direction of PR

Focus moves from focus of “communication” to “relationships”

Movement away from traditional impact measures and toward
evaluation of PR initiatives

Strategic planning = central in decision-making process

Bigger picture versus small details when assessing problems
Empowers the PR function

Begins to answer those long-standing questions concerning the
value of public relations to an organization
+
What does this theory mean for
you?

Proficiency in messaging AND
strategic planning &
evaluation

Understanding of
management principles (for
those who aspire to higherlevel management positions)

Students must be prepared to
develop and manage
organization-public
relationships in addition to
proficiency in traditional
communication skills
+
Relationship building as a
retention strategy (Related Study)

Shift of enrollment Strategies
to building mutually beneficial
relationships

Results:


overall satisfaction was
strongly related and
university–student
relationship attitudes were
substantially related to the
criterion
What the results mean for PR
“Practitioners cannot expect to
build lasting relationships by
adopting a “one size fits all
orientation when
+ communicating with key public
members” (Brunig, 2000)
+
Aspen Heights = Relationship
Management Example
+
Activity


“Organizational involvement in and support of the
community in which it operates can engender loyalty toward
an organization among key publics when that
involvement/support is known by key publics [and] what
emerges is a process in which organizations must:

(1) Focus on the relationships with their key publics

(2) Communicate involvement of those activities/programs that
build the relationship to members of their key publics
(Botan, 471-472)
+
Conclusion

Using communication as a tool to build mutually beneficial
relationships between organization and key publics

The focus of PR should be the management of relationships
not individual communication strategies

PR should not involve a one-size-fits-all approach

Evaluation based on relational and behavioral outcomes
(bigger picture) vs. communication outputs
+
Sources

Beckett, K. (2012). Harrisonburg’s first gated community for
students moves in. The Breeze. Retrieved from
http://www.breezejmu.org/news/article_31df4ef4-134611e2-9fcd-001a4bcf6878.html

Botan, C. H. & Hazleton, V. (2006). Public Relations Theory II.
New Jersey: Lawrence Erlbaum Associates.

Bruning, S.D. (2000). Examining the role that personal,
professional, and community relationships play in
respondant relationship recognition and intended behavior.
Communication Quarterly, 48(4), 1-12.

Stephen D, B. (n.d). Relationship building as a retention
strategy: linking relationship attitudes and satisfaction
evaluations to behavioral outcomes. Public Relations Review,
2839-48. doi:10.1016/S0363-8111(02)00109-1