How to Measure Relations in Public Relations
Strap on your seatbelts everyone. We are in for a bumpy ride on this next topic.
The process of evaluation is crucial to just about any occupation you choose to be a part of, however, it is possible to measure the feelings of another human being? How can you measure something that’s not tangible?
Thankfully, this difficult question has been solved by scholars in the occupation. Dr. Linda Childers Hon and Dr. James E. Grunig, tackles this problem head on with six dimensions of the PR Relationship Measurement Scale.
They include :
Control Mutuality -- “Parties agree on who has the rightful power to influence one another.”
Trust -- The level of confidence in another person and the “willingness” to open up.
Satisfaction -- Both involved in the relationship “feels favorably toward the other because [of] positive expectations.”
Commitment -- “The relationship is worth spending energy to maintain and promote.”
Exchange Relationship -- “One party gives benefits to the other only because the other has provided benefits in the past.”
Communal Relationship -- Two sided benefits.
Kind of sounds like a typical relationship should be, right? Well you are correct. The people that you are reaching out to should have that same kind of committed relationship with your company if you’re doing your job right. There’s a trick to it though. In order for people to care about you in that matter means you have to honestly care for them in the same way.
In regards to the company I’ve been working with all semester: Heifer Ranch. There is a lot to improve with their social media game, however, they do a good job at caring deeply for the people they do have currently. That in and of itself is a win and will bring them a lot of support in the future.
In conclusion, people want to be cared for. I’m not trying to be the wholesome and optimistic person that I’m seen in, but I do think that people need to care for others a little more. We’re all trying our very best out here and could use a helping hand.
YOU as the “relator of the public” (cough cough PUBLIC RELATIONS cough cough) could help a lot. It’s not a checklist or a to do list, and honestly gets me upset that it’s so surprising that this concept had to written out and studied. I’m going to stop now before I get on my soap box about it, but here’s my call to action: Take time for people.
Care about them. Love them well. That’s how you’ll get the numbers of followers that you so desire to achieve. You’ll get the numbers, but give people a reason to follow you.
HH
Photo: https://slicecommunications.com