Relationship Management in Public Relations

Public Relations Review, 24(l): 55-65 Copyright 0 1998 by JAI Press Inc.

ISSN: 0363-8111 All rights of reproduction in any form reserved.

1 Relationship

1 Management in Public

Relations: Dimensions

John A.

Leding-ham and

Stephen D.

Brwain.

of an Organization￾Public Relationship

ABSTRACT: Increasingly, scholars and practitioners are defin￾ing public relations as relationship management. The investiga￾tion 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 competi￾tion for local telephone service. A total of 384 respondents were

surveyed.

The results indicate that the relationship dimensions of

must, openness, involvement, investment, and commitment

differentiate those respondents who indicated they would stay

with the current provider, would sign up with a new pro￾vider, or were undecided as to what they would do. Conclu￾sions 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.

spring 1998 55