Organization–public relationships is a key concept in public relations. The emergence of relationship management theory as a new paradigm for public relations. [SUPPORTS] scholars’ argument about the essence of public relations—what it is and what [ITS VALUE IS TO ORGANIZATIONS AND FOR THE GREATER society. The relationship paradigm provides a framework to explore the linkage between public relations efforts and its outcomes.
Contents
- First scholar to suggest OPRs as an area of study in public relations
- Broom Casey and Ritcheys definition in 1997
- Ledingham Bruning Thomlison and Leskos definition in 1997
- Huangs definition in 1998
- Dimensions of OPR
- Most notable dimensions of OPR
- Definitions of selected key dimensions
- References
The notion that relationships ought to be at the core of public relations research was first advocated by Mary Ann Ferguson in 1984. Since then, the relational perspective has emerged as a major area for theory development in public relations.
First scholar to suggest OPRs as an area of study in public relations
As the first scholar to study general theory development in the field of public relations, Mary Ann Ferguson (1984) investigated the main foci in 171 public relations research ABSTRACTS published in Public Relation Review OVER THE period 1975 to 1984. Ferguson identified three overall foci that guide public relations research: social responsibility and ethics; social issues and issue management; and public relationships. Based on the three foci, Ferguson predicted thaT public relationships is the area WITH THE GREATEST POTENTIAl for theory development in public relations. Thus, she asserted that the matter of relationships between an organization and its key publics should be the central unit of the study of public relations research. Ferguson presented her findings to the Public Relations Division at the 1984 annual convention of the Association for Education in Journalism and Mass CommunicatiTIon in Gainesville, Florida. Although THE paper has been widely cited, it was never published.
Broom, Casey, and Ritchey's definition in 1997
organization–public relationships are represented by the patterns of interaction, transaction, exchange, and linkage between an organization and its publics. These relationships have properties that are distinct from the identities, attributes, and perceptions of the individuals and social collectivities in the relationships. Though dynamic in nature, organization–public relationships can be described at a single point in time and tracked over time.
Ledingham, Bruning, Thomlison and Lesko's definition in 1997
An organization–public relationship is the state which exists between an organization and its key publics in which the actions of either entity impact the economic, social, political, and/or cultural well-being of the other entity.
Huang's definition in 1998
An organization–public relationship is the degree that the organization and its publics trust one another, agree on one has rightful power to influence, experience satisfaction with each other, and commit oneself to one another.
More exactly, I might suggest that an OPR is a condition shared to varying degrees by those in that relationship, whereas matters such as "trust," "rightful power," etc. are indicators of the nature of that relationship.
Dimensions of OPR
After conceptualizaing OPR itself, researchers started proposing the characteristics that could best represent the quality of organization–public relationships. Therefore, explicating the defining dimensions of relationships within the literature became the primary goal for public relations researchers in order to facilitate the measurement of the construct of the term “relationship,” and a variety of frameworks and measuring dimensions have been developed.
Most notable dimensions of OPR
Ledingham and Bruning appear to have published the first quantitative test of OPR dimensions in their peer-reviewed 1998 article, in which they quantified the OPR dimensions suggested in their 1997 publication. In that publication (1997) they advanced the notion that relationship dimensions seen operating in an interpersonal context could apply as well in the context of organization–public relationships. Those dimensions are: openness, trust, involvement, investment, and commitment. In 1999, Bruning and Ledingham – in a
article which received the International Communication Association's PRide Award as top PR article of the year – found through statistical analysis that OPR dimensions could be categorized into three distinct types: personal, professional, and community. They further found that these OPR types could be used to predict probable public behavior in a choice situation. Also based on a comprehensive theoretical review, Hon and Grunig (1999) developed quantitative measurement scales for assessing six proposed dimensions of an organization–public relationship: control mutuality, trust, satisfaction, commitment, exchange relationships, and communal relationships. The Hon and Grunig scale, developed under the auspices of the Public Relations Institute, and the Bruning and Ledingham scale, a well as others, have been used repeatedly in studies by these and other scholars.
Definitions of selected key dimensions
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ionships, one party gives benefits to the other only because the other has provided benefits in the past or is expected to do so in the future.