Professional, personal and community relationships
affect key public members’ satisfaction. The ultimate goal
of a public relations program should be to build a mutually
beneficial relationship with key public members. It is
important that public relations practitioners manage an
organization’s public relationships using a two-way
symmetrical model. Respondents’ perceptions of the
personal relationship and, to a lesser degree, the
professional relationship influence key public members’
evaluations of satisfaction. The data suggest that public
relations programmatic initiatives should be based on
multidimensional relationship building strategies designed
to enhance key public members’ perceptions of personal,
professional and community relationships.