Conceptualizing Relationship Development in Public Relations: Two Perspectives on Relationship Types

Yeunjae Lee, Purdue University

Abstract

This study seeks to develop and validate measurements of types of organization-public relationship. By re-conceptualizing communal and exchange relationship between an organization and publics, the study proposes three types of relationship—acquisitive, provident, and communal relationship. To overcome an imbalanced view of the relationship and to identify relationship symmetry between an organization and its publics, the study also explores two distinct perspectives of relationship—organization-oriented and public-oriented. By carrying out two studies—organizations’ relationship with its employees and consumers, respectively—the study assesses the construct and nomological validity of newly conceptualized types of the relationship using structural equation modeling (SEM) and multi-trait-multi-method (MTMM) approach. The results of this proposed study contribute to public relations theory and organization-public relationship (OPR) framework by furthering our understanding of the nature of different relationships as well as mutual perceptions of it comprehensively and providing a normative model of OPR in public relations.

Degree

Ph.D.

Advisors

Morgan, Purdue University.

Subject Area

Communication

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