%0 Journal Article
%T Measuring the immeasurable?
%A Joy Chia
%J PRism Online PR Journal
%D 2006
%I Bond University, Massey University
%X Public relations scholars have attempted to measure public relations relationships to determine whether they are satisfactory, whether relational partners trust each other and whether commitment is critical to successful relationships. These scholars point to the need to measure relationships but an essential first step is to have a clear and orderly accepted concept of what is to be measured and whether the measuring of relationships is a realistic goal. This paper suggests that relational characteristics such as commitment, trust and satisfaction are so subjective that attempts to measure them have been extremely difficult as they change with each situation, with different clients and organisations and with varied perceptions and interpretations of those in a relationship. This paper looks at the contribution of interpersonal theory and scholarship in psychology and business management that suggests that personal and business relational dialogue is so complex that attempting to measure relationships or relationship characteristics maybe a fruitless exercise. Rather, interpersonal and business scholars, who focus on relational exchanges and relational development, point to the need to have rules for relationships that specify what is important to the relationship. Supporting the views of these scholars, the need for relational parameters for effective public relations relationship management was an important finding of a qualitative study of public relations consultants and their clients. The qualitative study also produced concepts of relationships and relationship management relevant to public relations that this paper argues extends the range of present perspectives beyond relationship indicators and beyond the measuring of immeasurable relationships.
%K public relations
%K relationships
%K measurement
%K interpersonal theory and scholarship
%K relational parameters
%U http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Evaluation_Issue/CHIA_ARTICLE.pdf