The Impact of Involvement in the Organisation-Public Relationship: Measuring the Mediating Role of Involvement between Organisation Behavior and Perceived Relationship Quality

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

An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media

Using a small-scale descriptive network analysis approach, this study highlights the importance of stakeholder networks for identifying valuable stakeholders and the management of existing stakeholders in the context of mental health not-for-profit services. We extract network data from the social media brand pages of three health service organizations from the U.S., U.K., and Australia, to visually map networks of 579 social media brand pages (represented by nodes), connected by 5,600 edges. This network data is analyzed using a collection of popular graph analysis techniques to assess the differences in the way each of the service organizations manage stakeholder networks. We also compare node meta-information against basic topology measures to emphasize the importance of effectively managing relationships with stakeholders who have large external audiences. Implications and future research directions are also discussed