Maximizing public relations with the organization–public relationship scale: Measuring a public's perception of an art museum

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Public Relations Review 33 (2007) 437–439

Short communication

Maximizing public relations with the organization–public

relationship scale: Measuring a public’s

perception of an art museum

Stephen A. Banning

∗

, Mary Schoen

Bradley University, Slane College of Communications and Fine Arts, 1501 West Bradley Avenue,

Peoria, IL 61625, United States

Abstract

This study employed the organization–public relationship scale to measure member perceptions of an art museum. Analysis shows

member perceptions of the museum–public relationship differentiated members likely to continue their membership from those

likely to discontinue their membership with the museum. This study conﬁrms the appropriateness of using the organization–public

relationship scale with museums.

Keywords: Organization–public relationship; Museum public relations; Nonproﬁt public relations

1. Introduction

An emerging paradigm within strategic management centers on relationship management as a public relations theory

(Ledingham, 2003). According to Ehling (1992), the shift from changing publics’ beliefs to building and maintaining

relationships indicates a change in the mission of public relations. Broom, Casey, and Ritchey (1997) suggested that

with this change comes a perceived change in deﬁnitions. Ledingham and Bruning (1998) responded by deﬁning a

relationship as “the state which exists between an organization and its key publics, in which the actions of either can

impact the economic, social, cultural or political well being of the other” (p. 62).

Another important advance in relationship management theory was the development of relationship measurement

strategies. According to Ledingham (2003), “organization–public relationships mimic the 10 phases of the coming

together and the coming apart of interpersonal relationships” (p. 10). Ledingham and Bruning (1998) created a scale

that consists of three components: personal relationship, community relationship, and professional relationship. The

scale’s three components are measured by a bank of 15 items that revolve around the public relations issues of

reciprocity, mutual legitimacy, and mutual understanding (Bruning & Galloway, 2002). This study employed the

organization–public relationship scale to measure member perceptions of an art museum.

∗

Corresponding author. Tel.: +1 309 677 2362; fax: +1 309 444 3852.

E-mail address: stephenbanning@yahoo.com (S.A. Banning).

doi:10.1016/j.pubrev.2007.08.001