Measuring Relationships: A Model for Evaluating U.S. Air Force Public Affairs Programs
Abstract
The thesis advanced here is that Air Force Public Affairs should be responsible for managing the organization-public relationship and that the effectiveness of that management can be measured in terms of relationship building. The current investigation examined organization-public relationship scales in an environment it had never measured before-military public affairs. Furthermore, the current study used a symmetrical approach to gain knowledge of both a community's view and an Air Force base's view of their relationship. To capture the relationship between a community and a military base, the researcher created a multi-mode survey using genuine random samples of two populations: (1) Fort Walton, FL community members and (2) Eglin Air Force Base military personnel. The surveys were based on previous organization-public relationship scales developed by J. E. Grunig & Hon, 1999; J. E. Grunig & Huang, 2000: Huang, 2001. The relationship scales used in the current investigation were modified to match a military environment and to gain a greater sense of an organization-community's relationship. All three survey modes had reliable response rates (mail 37.5%, telephone 26.5% and Internet 53.7%) that allowed the results to be generalized to the greater community and base populations.
Document Details
- Document Type
- Technical Report
- Publication Date
- May 19, 2005
- Accession Number
- ADA434056
Entities
People
- Joseph P. Della Vedova
Organizations
- University of Florida