Dr. James Grunig defines relationship measurement in terms of process (number and type of communication activities conducted to strengthen relationships) and outcomes (the type and quality of relationship desired). These are fairly low-value levels of communication to measurethe activities we pursue and the audience perception changes that result. We need to go further and connect relationships to changed behaviors in our stakeholder groups and place a financial value on those behavior changes.
This article was originally published in Strategic Communication Management, Vol.8 Issue 6: October/November 2004. Melcrum Publishing, London, UK (2004).