Relationship stresses: new ground for relationship management research

Purpose - The purpose of this paper is to advance knowledge about organization-public relationships by establishing a theoretical category for understanding them and by contributing to a foundation of knowledge in that category. Relationship stresses are presented as the factors that constrain organization-public relationships. This study identifies stresses on the relationship between a grassroots advocacy organization and its former members, as well as stresses between the organization and members who have decreased their participation in it. Design/methodology/approach - In-person interviews were conducted with 24 people, phone interviews were conducted with 44 people, and e-mail interviews were conducted with 13 people. Interviewees included staff members, former volunteers, and volunteers who had decreased their participation in the organization. Findings - Several relationship stresses were identified: the silver curtain, the emotion tax, relationship speeding, invisible isms, weak leadership, disagreement with decisions, the revolving door, overworking volunteers, underworking volunteers, age, and health. Research limitations/implications - This study contributes a new category for relationship management scholarship, which can be productive for theory building. It also illuminates Dozier and Lauzen's questioning about the unique conditions of social movement organizations. Practical implications - Established cultivation strategies can actually aggravate publics when a relationship has significantly deteriorated and the root problem is not addressed. Originality/value - Recognizing problems in the relationship between an advocacy organization and members results in a deep understanding of a unique context for public relations practice. In addition, this study illuminates a context for cultivation strategies by codifying a foundation of relationship stresses. Identifying stresses to relationships can help scholars and practitioners ascertain problems and treat those problems at the root level.