Relationships

Abstract

Relationship is a core concept in strategic communication and public relations research. Recognizing the importance of advancing relationship management theory and of closing existing gaps in the current literature, this entry proposes a social capital model of relationship process that accounts for how relationship cultivation strategies affect both the quality and structure of relationships. The model brings together insights from relationship management theory and social network research. Further, it draws upon the concept of social capital to connect these two bodies of literature by suggesting that social capital is a relationship outcome that includes relationship quality and structure. As organizations deploy different relationship cultivation strategies, they may contribute social capital to local communities and the broader society.