In search of a causal model of the organization– public relationship in public relations

Abstract

I explored the underlying linkage structure between relational indicators in the organization– public relationship setting to establish which dimension takes precedence over the others, and whether there is a cause-and-effect relationship among the various dimensions. The results showed that control mutuality was the primary relationship indicator, affecting trust and satisfaction. As predicted, satisfaction affected trust. Finally, trust significantly affected commitment. In the university–student relationship setting, the results showed that trust and satisfaction played a mediating role among the dimensions. If it is accepted that the operative effect of relationship management is to initiate, maintain, and enhance the organization’s relationship with the strategic public, then control mutuality might play an antecedent role in the development of satisfaction and trust. Thus, sharing the decision-making process with the public is more likely to increase the level of trust and satisfaction.