Document Type
Article
Publication Date
2010
Abstract
Stakeholder involvement has played a significant role in the evolution of public relations from a strategic communication function to one of relationship management. Despite encouragement to explore the impact involvement has on the organisation-public relationship, few scholars have examined this construct. This study measures involvement in the non-profit organisation-volunteer relationship by using Zaichkowsky’s (1985) personal involvement inventory and examines its impact on relationship quality. New cultivation strategies, nurturance and instrumental aid, are identified. Results suggest that involvement plays a role in mediating the impact of cultivation strategies on the quality volunteers perceive in the non-profit organisation relationship.
Recommended Citation
Bortree, D. S. & Waters, R. (2010). The impact of involvement in the organisation-public relationship: Measuring the mediating role of involvement between organisation behavior and perceived relationship quality. PRism 7(2).
Comments
This article was published in PRism Online PR Journal