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Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships by William T. Paarlberg, Katie Delahaye Paine

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Appendix 1. The Grunig Relationship Survey

The following survey statements, which in this book we call the Grunig Relationship Survey, are from "Guidelines for Measuring Relationships in Public Relations" by Dr. Linda Childers Hon and Dr. James E. Grunig, copyright 1999, Institute for Public Relations. This paper is relatively short and available at no cost from the Institute for Public Relations website (www.instituteforpr.org/files/uploads/Guidelines_Measuring_Relationships.pdf). It presents a bracing argument "... that the fundamental goal of public relations is building relationships with an organization's key constituencies." It discusses the underlying dimensions of relationships (trust, control mutuality, commitment, satisfaction, communal, and exchange), and it provides a straightforward tool to measure them, in the form of the questionnaire below.

We present these statements here to encourage your further interest and to demonstrate the relative simplicity of the technique, rather than as an actual working reference. If you are going to use these statements to measure relationships, then you must refer to the paper for the correct procedure and helpful tips. (For instance, you do not need to use all the questions.) We discuss the use of this questionnaire in Chapter 4. For more detail on administering the survey, see this follow-up paper by Jim Grunig, "Qualitative Methods for Assessing Relationships Between Organizations and Publics" (www.instituteforpr.org/files/uploads/2002_AssessingRelations.pdf) ...

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