A Measure of Relationship Cultivation Strategies

Abstract

A multiple-item scale for measuring relationship cultivation strategies, the essential day-to-day activities of public relations practitioners, was developed to meet the standards of reliability and validity in measurement. After a discussion of the definition of the relationship cultivation strategies, the procedures used in developing and refining the multiple-item measures are described. The developed measures can help public relations professionals better understand how to nurture and sustain relationships with their target publics.