Establishing and maintaining strong relationships with each of your target audiences is the key to building a strong following for your brand and growing the profitability of your business. In fact, it is the whole reason we engage in public relations and marketing. These relationships impact pretty much every aspect of your organization: customer spending; brand loyalty; public trust in the event of a crisis; repeat purchases or contributions; the influence of word-of-mouth marketing; the believability of marketing and advertising initiatives; and much more.
At NMC, we are big fans of public relations and digital ROI guru Katie Paine and her book “Measure What Matters.” Much of what we do at NMC in managing relationships for our clients is built on Paine’s straightforward, easy-to-understand approach to measuring relationships.
Like Paine, we believe anything is measurable if you know how to go about it. We also don’t believe simply counting the social media followers one has or the number of mentions you get in the press is an accurate assessment of the value of your relationships. We dig much deeper than that.
To set a benchmark, we test the strength of the relationships clients have with their publics using the Grunig Relationship Survey, a set of thoroughly tested questions that measures these relationships across a set of six dimensions:
- Communal relationship
- Exchange relationship
- Control mutuality
We use our findings to craft strategies and tactics that will further strengthen positive relationships and improve poor relationships, measuring relationship quality over time to ensure our endeavors are delivering the results you desire.