| Increasingly, the study and practice of public relations has emphasized relationship management as the primary function of public relations. A growing body of research has shown that effectively managed relationships affect supportive attitudes and behaviours toward the organization among key publics. Employees are one of the most crucial publics for any organization yet research on the employee-organization relationship is rare, as are studies that measure both sides of the organization-public relationship. This study surveyed managers and employees of an environmental non-governmental organization using the coorientation methodology, and examined how relationship evaluations affected employee attitudes and behavioural intent. Both sides rated the relationship favourably though differences in evaluations suggest there is room for improvement, especially in the trust dimension. The results suggest that relationship attitudes affect job satisfaction (positively) and intention to quit (negatively) among respondents. Implications ofthe findings, suggestions for managing employee-organization relationships, and the study's limitations are discussed. |
