Title page for ETD etd-10252005-094017


Type of Document Master's Thesis
Author Schoen, Mary Presley
Author's Email Address mschoe1@lsu.edu
URN etd-10252005-094017
Title Museum-Public Relationships: Exploring the Relationship Management Theory of Public Relations
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Stephen Banning Committee Chair
Laura Lindsay Committee Member
Richard Nelson Committee Member
Keywords
  • relationship management
  • OPR scale
  • organization public relationships
  • nonprofit organization
  • museum membership
Date of Defense 2005-09-30
Availability unrestricted
Abstract
This study employs the organization-public relationship (OPR) scale to measure member perceptions of an art museum affiliated with a Southern university. The scale is a 15-item, multi-dimension tool developed by Bruning and Ledingham to measure a publicís relationship with an organization (Ledingham, 2001). The three dimensions are personal relationship, community relationship, and professional relationship. The study found that member perceptions of the museum-public relationship differentiated members who voted to continue their membership from those who voted to discontinue their membership with the museum. Further, this study supports the relationship management theory of public relations as a viable framework for practicing museum public relations and quantifying museum public relations outcomes.
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