Strategic public diplomacy: Cultivating relationships with foreign publics and measuring relationship outcomes using the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale

<p>In response to calls for a tool to measure public diplomacy effectiveness, this study was inspired by the organization-public relationship assessment (OPRA) scale in public relations to develop the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale. Its purpose is to measure the <em>perceived relationship quality</em> between a country and its foreign publics.<em>Political, economic, cultural, interpersonal</em> and <em>corporate interactions</em> are proposed to be antecedents whereas <em>positive</em> and <em>negative megaphoning</em>behaviors are proposed to be outcomes. <em>Perceived relationship quality</em> in between the antecedents and outcomes classifies relationships into two types: <em>experiential</em> (those with direct experiences in terms of having visited a country) and <em>reputational</em> (those without such direct experiences). A total of 52 items is developed to measure perceived relationship quality. Four base dimensions are proposed for both experiential and reputational relationships, namely <em>interactional bilateralism, power mutuality, empathy</em>and <em>trust</em>. Two dimensions, namely <em>relational continuation </em>and <em>relational satisfaction</em>, are proposed for experiential relationships. Two dimensions, namely <em>relational curiosity</em> and <em>relational attentiveness</em>, are proposed for reputational relationships.</p>

Name thesis:degree_name

Doctor of Philosophy (PhD)

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Communication

Year

2015

Author dc:creator

• Tam, Lai Shan

Contributors dc:contributor

• Jeong-Nam Kim
• Patrice Buzzanell
• Seungyoon Lee
• Meghan Norris

• Web Studies
• Communication
• International Relations
• Marketing

Repository record dc:identifier

https://docs.lib.purdue.edu/open_access_dissertations/566

OAI identifier oai:identifier

oai:docs.lib.purdue.edu:open_access_dissertations-1532