[PPT] - Measuring the Quality of Relationships: Beyond Outputs and Outcomes PowerPoint Presentation

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Measuring the Quality of Relationships: Beyond Outputs and Outcomes

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Bottom Line Overview

 PHI LOSOPHY

 Use our heads to work smart  Trust our hearts to know what’s right  Do quality work as it reflects who we are  Have fun to recharge our hearts and souls

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Bottom Line Expertise

 Healthcare  Financial Services  Senior Living  Professional Services Firms  Education

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Measuring the Quality of Relationships

Beyond Outputs and Outcomes

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Learning Objectives

 Understand  Differences between output and

utcome metrics

 Distinctions between shared and

exchange relationships

 Dimensions of quality relationships

and factors that influence quality

 Process to conduct/analyze research

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Pop Quiz # 1

 Who is Michael Porter?  What is the Theory of Competitive

Advantage?

 Where was the sixth game of the

World Series played in 1967?

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Porter’s Theory of Competitive Advantage

“Standards for product performance, safety and

environmental impact contribute to creating and upgrading competitive advantage. They pressure firms to improve quality, upgrade technology and provide features in areas of important customer (and social) concern.”

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Porter’s Theory in Short

 Firms gain economic benefits:  From social pressures  By collaborating with stakeholders

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Pop Quiz # 2

 What is the fundamental goal of PR?  How do you measure your progress

toward that goal?

 Who in senior leadership believes this

is important?

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Fundamental Goal of PR

 Build and enhance on-going, long-

term, high quality, working relationships with strategic stakeholders:

 Customers  Employees  Investors  Industry analysts  Regulators

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Most Measure

 Outputs  Immediate results  Numbers of things  Amount of exposure  Outcomes  Opinions influenced  Attitudes changed  Behaviors affected

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Guidelines for Measuring Quality of Relationships

 The Institute for Public Relations

Commission on Public Relations Measurement and Evaluation

 Dr. Walter K. Lindenmann, Chairman  Dr. James E. Grunig, University of Maryland  Dr. Linda Childers Hon, University of Florida

 IABC Excellence Study

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Research Summary

 Two basic types of relationships  Four key attributes  Based in social science and

psychological research

 Bey

eyond do

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u t r

t rus ust , t , t o t o w hy y yo you t r t rus ust ? t ?

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Types and Nature

 Exchange Relationship  Give expecting return now or later  Shared Relationship  Give out of concern for welfare of

ther and the relationship – not

expecting a return now or later

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Four Key Attributes

 Control  Trust

 Integrity – fair and just  Dependability – do what you say  Competence – ability to deliver

 Satisfaction  Commitment

 Continuance commitment  Affective commitment

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Survey Tool

 Series of agree/disagree statements  9-point scale  Cronbach’s Alpha, reliability measure  Alpha < .60 not very reliable  Alpha approaching .90 is excellent  All above .80 and most near .90

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Survey Questions/Exchange

 This organization:

 Will compromise with people like me when it

knows that it will gain something

 Takes care of people who are likely to reward

the organization

 Generally expects something in return whenever

it gives or offers something to people like me

 Even though people like me have had a

relationship with this organization for a long time, it still expects something in return whenever it offers us a favor

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Survey Questions/Shared

 This organization:

 Is very concerned about the welfare of

people like me

 Does not especially enjoy giving others aid  Tries to get the upper hand  Helps people like me without expecting

anything in return

 Takes advantage of people who are

vulnerable

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Survey Questions/Control

 This organization:

 And people like me are attentive to what each other say  Believes the opinions of people like me are legitimate  Really listens to what people like me have to say (reverse)  Gives people like me enough say in decisions  Tends to throw its weight around when dealing with people

like me

 When I have an opportunity to interact with

this organization, I feel I have some sense

f control over the situation

 I believe people like me have an influence

n the decision-makers of this organization

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Survey Questions/Trust

 This organization:

 Treats people like me fairly and justly (integrity)  Can be relied upon to keep promises (dependability)  Has the capability to accomplish what it says it will do

(competence)  Sound principles seem to guide this

rganization (integrity)

 I am very willing to let this organization make

decisions for people like me (dependability)

 This organization is known to be successful at

the things it tries to do (competence)

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Survey Questions/Satisfaction

 Both the organization and people like me

benefit from the relationship

 Most people like me are happy with their

interactions with this organization

 I feel people like me are important to this

rganization

 This organization fails to satisfy the needs of

people like me

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Survey Questions/Commitment

 This organization is trying to maintain a long-

term commitment to people like me

 I can see that this organization wants to

maintain a relationship with people like me

 There is a long-lasting bond between this

rganizational and people like me

 I would rather work together with this

rganization than not

 I feel a sense of loyalty to this organization  I could care less about this organization

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Survey Methods

 Online and “snail” mail  Focus groups  Intercepts  One-on-one interviews with probes

 Tell me more  What makes you  Why do you think that way

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First Pilot Survey

 General Electric (GE)  Social Security Administration (SSA)  Microsoft (MS)  National Rifle Association (NRA)  American Red Cross (ARC)

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