Relationship Management

6 Elements of Relationships that are the Basis of Measurement

• Control Mutuality
• Trust - Integrity, dependability and competence
• Satisfaction
• Commitment
• Exchange relationship vs. communal relationship

'The fundamental goal of public relations is to build and then enhance on-going or long-term relationships with an organisation's key constituences'

'Public relations is the management function that establishes and maintains mutually beneficial relationships between an organisation and the publics on whom its success or failure depends'

'As the purpose and direction of an organisation (its mission) is affected by relationships with key constituents (its publics) in the organisation's environment...communication is  needed as a strategic management function that help manage relationships with key publics that affect organsiational mission, goals and objectives'

'Effectively managing organisational public relationships around common interests and shared goals, over time, results in mutual understanding and benefit for interacting organisations and publics'

• Are characterised by interdependence
• Represent exchanges or transfer of information, energy or resources
• Have antecedents and consequences

• Two party - An organisation and a public
• Multiple party - 'Organisations typically face multiple publics with different interests and conflicting goals. These publics often organise into coalitions and organisations enter into similar conditions' Grunig and Hunt

1. Identifying groups that the organisation needs relationship with

2. Establishing relationships

3. Maintaining relationships

4. Measurement of process used to maintain the relationship

5. Measurement of relationship

1. Identifying groups that the organisation needs relationship with

2. Establishing relationships

3. Maintaining relationships

4. Measurement of process used to maintain the relationship

5. Measurement of relationship

• Using concepts that come from interpersonal relationships
  • Access, openness, positivity, assurances, networking and task sharing
• Using concepts that come from conflict resolution
  • Win-win solutions or forcing strategies
• Stewardship strategies
  • Reciprocity, responsibility, reporting and relationship nurturing

Process indicators include considering key publics and counting:

Suggesting

Complaints

Inquiries

Contacts

Yi-Hui Huang Cross-Cultural Measuring Scale

• Control mutuality
• Trust
• Relational satisfaction/commitment
• Favour
• Face