Creating a Model to Measure Relationships: Strategic Communications for Public Relations

• In Event: Building Model (and Theory) Bridges

Abstract

The Army has not able to define strategic communication completely nor has it been able to come up with adequate operational measurement tools for measuring relationships within strategic communication. This paper, then, proposes a converged relationship measurement tool based on a model developed with the Army and based on models developed in the academic world by Hon and Grunig (1999); Huang (2001), Hung (2002), and Bruning and Ledingham (1999).

Author

• Kenneth Plowman, Brigham Young Univ