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Relationship Management
Theory
By: Tori, Sarah & Katie
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Agenda
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Brief explanation of the emergence of this theory
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Definition and content involving RMT
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How RMT contributes to the practice and management of
public relations
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A study that exemplifies the theory
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Discussion of recent PR campaign
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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
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(2) Re-conceptualizing public relations as a management
function
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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
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(4) The construction of models that accommodate
relationship antecedents, process, and consequences of
organization-public relationships
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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
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Important focus on….
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Placed the notion that the
appropriate domain of PR is
relationships
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Building mutual benefit
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Evaluates PR in terms of
outcomes instead of outputs
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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
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Goal oriented
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Have antecedents and consequences
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Can be analyzed in terms of relationship quality, maintenance
strategies, relationship type and those involved in the relationship
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Driven by the perceived needs and wants of interacting
organizations and publics
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The continuation of an organization-public relation depends on
whether those needs and expectations are met
Described as: personal, professional and community
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Evaluative Relationship Indicators
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Control mutuality
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Trust
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Satisfaction
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Commitment
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Exchange relationship
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Communal relationship
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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”
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Movement away from traditional impact measures and toward
evaluation of PR initiatives
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Strategic planning = central in decision-making process
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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
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What does this theory mean for
you?
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Proficiency in messaging AND
strategic planning &
evaluation
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Understanding of
management principles (for
those who aspire to higherlevel management positions)
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Students must be prepared to
develop and manage
organization-public
relationships in addition to
proficiency in traditional
communication skills
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Relationship building as a
retention strategy (Related Study)
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Shift of enrollment Strategies
to building mutually beneficial
relationships
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Results:
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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)
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Aspen Heights = Relationship
Management Example
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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
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(2) Communicate involvement of those activities/programs that
build the relationship to members of their key publics
(Botan, 471-472)
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Conclusion
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Using communication as a tool to build mutually beneficial
relationships between organization and key publics
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The focus of PR should be the management of relationships
not individual communication strategies
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PR should not involve a one-size-fits-all approach
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Evaluation based on relational and behavioral outcomes
(bigger picture) vs. communication outputs
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Sources
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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
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Botan, C. H. & Hazleton, V. (2006). Public Relations Theory II.
New Jersey: Lawrence Erlbaum Associates.
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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.
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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