Beyond Dyadic Organization–Public Relationships: Proposing the Devotional-Promotional Relational Engagement Model

Abstract

ABSTRACTRelationships are complex, multifaceted, and complicated phenomena, both in practice and study. Additionally, while research regarding the ways in which religious organizations practice public relations is growing, this area of public relations scholarship is still in its infancy with a limited understanding regarding the practice of public relations by religious organizations and the outcomes of their efforts. Thus, to contribute to gaps in public relations theorizing on relationship management and engagement, and gaps in the literature on religious organization and stakeholders, this study interviewed 28 megachurch communication employees to assess their relational engagement strategies and goals. Findings reveal that religious organizations encourage the formation of six relationships between five entities through their public relations efforts. This study proposes the Devotional-Promotional Relational Engagement Model as a new model of relational engagement, which highlights the six strategic relationships organizations cultivate.KEYWORDS: Engagementintra-stakeholder relationshipsorganization-public relationshipsrelationship managementreligious organizations AcknowledgementI'd like to acknowledge and thank the Graduate School at the University of North Carolina in Chapel Hill, Thomas Gene Roberts and Jean R. Roberts, and Eli A. and Minnie S. Rubinstein for their generous research awards.Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1. Thus, all previous research on relationships in the public relations literature, including OPR, is applicable to relational engagement. Again, relational engagement is the repositioning of relationships within an engagement framework, as opposed to an entirely new concept or construct.2. To clarify, an intra-congregational relationship can come first and act as an influential force toward a relationship between the congregant and God. However, participants posit that the relationship with God should come first and take priority over other relationships.3. To clarify, salvation is a term that refers to the “saving” of a person from death and eternal separation from God. Becoming “saved,” or converted to Christianity, occurs when a person believes that Jesus Christ, God’s son, took ownership and punishment of their sin, died as a result of that punishment, was resurrected, and now as a result of Jesus’ actions, the individual can spend eternity in Heaven with God and Jesus.4. While megachurches do benefit from their congregants having a strong relationship with God, or strong friendships within the church, the primary benefit of these relationships rests with the stakeholders themselves.