About StrategyOne’s Relationship Index
StrategyOne offers our propriety stakeholder evaluation tool, the Relationship Index, as a part of our suite of evidence-based communications products. We have designed the Relationship Index using cutting-edge market insights, to bring clients higher depth and quality when evaluating their stakeholder relationships.
At StrategyOne, we believe PR should stand for Public Relationships, and that a successful communications campaign will both recognize and demonstrate a fundamental understanding of key stakeholder relationships. With our Relationship Index, we offer clients the opportunity to support their campaigns with a greater depth in research, allowing them to create the optimal communications campaign.
The Relationship Index is ideal for:
- Benchmarking current stakeholder relationship levels.
- Informing strategy and content for a communications campaign.
- Tracking the campaign’s impact during and after its lifecycle.
We have tailored the research methodology of renowned Public Relations Scientist, Dr. Grungig, to measure relationships on four key dimensions:
One party’s level of confidence in and willingness to open oneself to the other party. In order gain the fullest scope possible, we evaluate trust on three separate dimensions:
- Integrity: the belief that an organization is fair and just.
- Dependability: the belief that an organization will do what it says it will do.
- Competence: the belief that an organization has the ability to do what is says it will do.
The degree to which parties agree on who has the rightful power to influence one another.
Although some imbalance is natural, stable relationships require that organizations and publics each have some control over the other.
- The extent to which each party believes and feels that the relationship is worth spending energy to maintain and promote. Specifically, dimensions we explore include:
- Continuance commitment: Referring to a certain line of action.
- Affective commitment: An emotional orientation.
The extent to which each party fells favorable towards the other because positive expectations about the relationship are reinforced.
A satisfying relationship is one in which the benefits outweigh the costs.
How it works:
- With the client, we produce a custom-designed survey questionnaire, merging our four dimensions of relationships with client-specific concepts.
- We field the custom survey to a representative sample of key stakeholders.
- We analyze and map survey responses, to give clients an accurate map of current relationships, as well as inform a campaign with key insights.
- We track the success of the campaign via multiple tracking survey waves and media analysis, to determine how well the campaign has “moved the needle” of opinion.
"Building Relationships is such a fundamental aspect of the public relations business, guidelines for measuring them should help pinpoint and document for senior managements the overall value of public relations to the organization as a whole.”
-Dr. Grunig, Holmes Report (5/5/03)
Contact Us
To learn more, please contact us at information@StrategyOne.net.
