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Relationship Management Theory

By: Tori, Sarah & Katie

Agenda
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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

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Four pivotal developments spurred the emergence of the relational perspective

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(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

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(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
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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.

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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

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Organizational Relationships:
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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

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Control mutuality Trust Satisfaction Commitment Exchange relationship Communal relationship

How does this theory relate to PR?

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Represents a fundamental change in the function and direction of PR

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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

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Begins to answer those long-standing questions concerning the value of public relations to an organization

What does this theory mean for you?

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Proficiency in messaging AND strategic planning & evaluation Understanding of management principles (for those who aspire to higher-level 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)

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Shift of enrollment Strategies to building mutually beneficial relationships Results:

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overall satisfaction was strongly related and universitystudent 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
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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:
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(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
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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

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Sources
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Beckett, K. (2012). Harrisonburgs first gated community for students moves in. The Breeze. Retrieved from http:// www.breezejmu.org/news/ article_31df4ef4-1346-11e2-9fcd-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