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 perceived relationship quality between a country and its foreign publics.Political, economic, cultural, interpersonal and corporate interactions are proposed to be antecedents whereas positive and negative megaphoningbehaviors are proposed to be outcomes. Perceived relationship quality in between the antecedents and outcomes classifies relationships into two types: experiential (those with direct experiences in terms of having visited a country) and reputational (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 interactional bilateralism, power mutuality, empathyand trust. Two dimensions, namely relational continuation and relational satisfaction, are proposed for experiential relationships. Two dimensions, namely relational curiosity and relational attentiveness, are proposed for reputational relationships.
","abstract_html":"<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>","abstract_has_math":false,"creators":["Tam, Lai Shan"],"institution":null,"degree_name":"Doctor of Philosophy (PhD)","degree_level":"Dissertation","degree_discipline":"Communication","degree_department":null,"school":null,"contributors":["Jeong-Nam Kim","Patrice Buzzanell","Seungyoon Lee","Meghan Norris"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015-04-01T07:00:00Z","date_published":"2015-04-01T07:00:00Z","updated_at":"2026-07-24T03:53:41Z","subjects":["Web Studies","Communication","International Relations","Marketing"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://docs.lib.purdue.edu/open_access_dissertations/566","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Jeong-Nam Kim","Patrice Buzzanell","Seungyoon Lee","Meghan Norris"]},{"key":"dc:creator","label":"Author","values":["Tam, Lai Shan"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Philosophy (PhD)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Web Studies","Communication","International Relations","Marketing"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://docs.lib.purdue.edu/open_access_dissertations/566"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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 perceived relationship quality between a country and its foreign publics.Political, economic, cultural, interpersonal and corporate interactions are proposed to be antecedents whereas positive and negative megaphoningbehaviors are proposed to be outcomes. Perceived relationship quality in between the antecedents and outcomes classifies relationships into two types: experiential (those with direct experiences in terms of having visited a country) and reputational (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 interactional bilateralism, power mutuality, empathyand trust. Two dimensions, namely relational continuation and relational satisfaction, are proposed for experiential relationships. Two dimensions, namely relational curiosity and relational attentiveness, are proposed for reputational relationships.
"]},{"key":"dc:title","label":"Title","values":["Strategic public diplomacy: Cultivating relationships with foreign publics and measuring relationship outcomes using the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale"]}]}],"canonical_facts":{"dc:contributor":["Jeong-Nam Kim","Patrice Buzzanell","Seungyoon Lee","Meghan Norris"],"dc:creator":["Tam, Lai Shan"],"dc:description.abstract":["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 perceived relationship quality between a country and its foreign publics.Political, economic, cultural, interpersonal and corporate interactions are proposed to be antecedents whereas positive and negative megaphoningbehaviors are proposed to be outcomes. Perceived relationship quality in between the antecedents and outcomes classifies relationships into two types: experiential (those with direct experiences in terms of having visited a country) and reputational (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 interactional bilateralism, power mutuality, empathyand trust. Two dimensions, namely relational continuation and relational satisfaction, are proposed for experiential relationships. Two dimensions, namely relational curiosity and relational attentiveness, are proposed for reputational relationships.
"],"dc:identifier":["https://docs.lib.purdue.edu/open_access_dissertations/566"],"dc:subject":["Web Studies","Communication","International Relations","Marketing"],"dc:title":["Strategic public diplomacy: Cultivating relationships with foreign publics and measuring relationship outcomes using the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale"],"thesis:degree_discipline":["Communication"],"thesis:degree_level":["Dissertation"],"thesis:degree_name":["Doctor of Philosophy (PhD)"]},"updated_at":"2026-07-24T03:53:41Z"}