This study explores the most current theories surrounding organization-public relationship measurement, which is one approach used to verify the effectiveness of public relations programs. The study attempted to define and test two new factors that may affect organization-public relationships, which are identified as public image and public trust. Existing factors used to test such relationships, such as trust, satisfaction, commitment, and control mutuality, focus on testing the perceptions stakeholders have about an organization based upon their interpersonal relationship with that organization. However, in organizations where the dominant coalition still does not view public relations as a management function, use of the existing scales to measure the long-term effectiveness of public relations programs can be dangerous and inaccurate, especially when public relations practitioners are not responsible for creating, maintaining, or managing those organization-public relationships. A 65-item questionnaire was administered via email to a convenience sample of 5,799 stakeholders. A total of 1,193 completed questionnaires were received; however, a response rate could not be reported because the questionnaire was posted to a popular Internet site. The survey instrument tested new items for public image and public trust, as well as the existing relationship items of trust, satisfaction, commitment, and control mutuality defined by Hon and J. E. Grunig (1999). Factor analysis defined two new indices for public image and public trust and Cronbach's alpha further supported the reliability of these measures. Also, Cronbach's alphas tested reliable for trust, satisfaction, commitment, and control mutuality. However, when all items for public image, public trust, trust, satisfaction, commitment, and control mutuality were subject to factor analysis, all but four items weighted into one factor. This suggests the need to further explore new measurement tools for assessing the long-term effectiveness of public relations programs beyond the organization-public relationship.

The purpose of this study was to examine any potential relationship between  management’s perception of gender issues and strategic renewal, internal stakeholder pressure and strategic renewal, as well as the potential moderating influence of external stakeholder pressure on both relationships. Gender and stakeholder theory, as well as strategic renewal, are important themes in business research, although their intersection has not previously been studied to this degree. This research follows a positivist methodology and utilizes data collected from an online survey given to several hundred corporate employees, the vast majority of whom are managers. The findings show a positive correlation between managers perception of gender issues and strategic renewal, as well as internal stakeholder pressure felt by managers and strategic renewal. External stakeholder pressure was found to significantly moderate the relationship between internal stakeholder pressure and strategic renewal, but was not found to be significant in the relationship between the perception of gender issues and strategic renewal.

Approved for public release; distribution in unlimited. / The purpose of a United States Army Directorate of Contracting (DOC) is to award or execute contracts for supplies or services and perform post-award contract administration functions for the Army installation and Army units stationed at the installation. The DOC accomplishes its purpose within the context of the Federal Acquisition System's Vision, which is to deliver on a timely basis the best value product or service to the customer, while maintaining the public's trust and fulfilling public policy objectives. A DOC must consider many external stakeholders to achieve its purpose. The basic premise of this thesis research is to improve a DOC's organizational effectiveness through the examination of its external environment, particularly, external stakeholders. The concept of stakeholder management concentrates on an organization's need to consider its relationships with specific stakeholder groups. An organization's ability to satisfy the desires of key stakeholders, meeting the stakeholders' criteria, is the key to an effective organization. Data were gathered from 15 government stakeholders and 14 contractors using a questionnaire that addressed such questions as: What are your organizations expectations and requirements of the DOC? How well did the DOC meet your needs and expectations? Does your organization control a resource needed by the DOC? The thesis summarizes findings and provides recommendations. The overall benefit of this thesis research is improved environmental awareness, which enables the DOC to become more effective in achieving its mission and meeting the desires of its external stakeholders. / Major, United States Army