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 public’s 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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