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.

This study investigates the influence of dialogic relationship and organizational cultures on the military-public relationship. College students (N=218) participated in a 2 x 2 (dialogic relationship: high vs. low x organizational culture: military vs. civilian) independent groups factorial quasi-experiment. To induce dialogic relationship, two versions of the U.S. Army internet webpage screenshots were created. Organizational culture was controlled by purposive sampling two groups of military and civilian subjects. The results indicate that dialogic relationship and organizational culture combine exerts an effect on the military-public relationship by increasing perceptions of control mutuality, trust, commitment and communal relationship for civilians but not the military. In addition to its theoretical contributions, the results of this study have important practical implications for the military public affairs.

This study investigates the influence of different crisis response strategies and relationship history on corporate credibility and the dimensions of the organizational-public relationship. The relationship dimensions examined were trust, commitment, satisfaction and control mutuality. An experiment was conducted among undergraduate students drawn from an introductory mass communication class. Results indicate that when an organization's relationship history with its publics is positive, the public is more likely to view the post-crisis relationship quality and organizational credibility as positive than negative. Additionally, more accommodative crisis response strategies have a greater impact on relationship quality than less accommodative strategies. Crisis response strategy does not have an effect on corporate credibility. The results emphasize the importance of relationship building before crises and of assessing previous relationship history when matching response strategies to crises.

The rise of the social medias has changed the way organizations must think when itcomes to communicating with the public. No one really knows how to utilize the social medias in the best way, but many argue that organizations should focus on building relationships and being personal in their communication. Many also argue that the use of emotions in your communication should be beneficial. To test these thoughts, we formulated our research question based on previous research (Bruning & Ledingham,1999; Lovejoy & Saxton, 2012; Wang & Zhou, 2015) that categorized organizational communication on Twitter into three different dimensions. In this paper, we study what dimension the Swedish football clubs in Allsvenskan primarily use for building relationships on Twitter and which dimension that generates the most response from their followers. A quantitative content analysis was conducted on 2461 tweets from the 16 teams in Allsvenskan. We used crosstabs, One-Way ANOVA and bivariate correlation analysis in SPSS. Findings suggest that the use of the dimension personal relationship in combination with pathos should generate the most response from Twitter followers. Further research is needed to either verify or reject the statement.