Relationships as an Organisational Communication Strategy

The book deals with the subject of the relationship between organisations and their different publics, studied in the doctoral research in Social Communication defended by the author. The text moves through different areas of human knowledge: sociology, anthropology, social psychology, economics, administration and social communication. Organisational relationships were analysed in the context of strategic communication, i.e. it describes how organisational relationship actions generate communication strategies that are perceived and understood by the public. The study validated the working hypotheses arising from the integration of categories common to the areas of Public Relations and Relationship Marketing. Five categories were selected: Commitment, Trust, Co-operation, Power and Satisfaction. The qualitative-quantitative research generated 30 organisational relationship variables that were applied and validated for different audiences at a higher education institution, as well as making it possible to assess the perception of different audiences and their degree of understanding of the relationship actions developed by the organisation.