PR 660 Lecture Notes - Lecture 60: Interactive Media, Interpersonal Communication

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

Five key concepts used to assess quality of organizational-public relationships in offline environments: Commitment: it is an enduring and shown desire to keep valued relationships with someone else. It is normally demonstrated through exchanges with intangible and/or tangible items. It"s shown by the readiness of partied to willingly communicate: the ability to do this is varied sometimes. A lot of members have only a marginal interest or a small amount of time to dedicate to the relationship/organization. Communality: this is the degree for how parties in the relationship share the same concerns, identities and values: this includes a demonstration of concern for the welfare and care of others. It normally involves giving benefits to the other party without them asking: creating communal relationships with others distinguishes pr from marketing and creates the basis for pr communication. Applying the measures of relationship quality to online communication.