Time as an Indicator of the Perceptions and Behavior of Members of a Key Public: Monitoring and Predicting Organization-Public Relationships

Previous research quantified 5 dimensions of the organization-public relationship and determined their influence on organization-public relationships. In this study, the researchers examined the previously unexplored dimension of length of time in the relationship. Results indicate time in the relationship significantly influences perceptions of relationship dimensions and, furthermore, serves as an indicator of behavioral predispositions toward the organization. The research underscores the appropriateness of relationship management as a framework for determining the value of public relations initiatives. This study suggests that building relationships requires a long-term organizational commitment. The study also recommends that public relations practitioners initiate mutually beneficial relationships with key publics at the earliest possible time and nurture relationships with key public members on a continuing basis through programs centered around operationalized relationship dimensions. It is further suggested that mature relationships also require nurturing to sustain loyalty toward the organization.