Clarifying covenants and delineating devotion: Explicating religious public relations relationship frameworks.

Research on how religious and faith-based organizations practice public relations is steadily increasing and of particular interest. Public relations scholars have examined the applicability of public relations theories with religious organizations, and sought to develop new public relations theories, concepts, and models that are appropriate for the context of faith and religion. However, one set of public relations concepts has been limitedly studied, irregularly applied, and inconsistently explained regarding their definitions, how they work together, how they are distinct, and how they can be studied within and outside the narrow context of religious public relations. This conceptual framework essay explicates four constructs found in religious public relations scholarship to provide clarification regarding the application of these murky concepts and a roadmap for how public relations scholars can apply, study, and advance these concepts and models within and outside the context of religious public relations to advance public relations theorizing. • This conceptual essay explicates four constructs in religious public relations research. • The devotional model provides a framework for religious relational engagement. • Covenantal relationships are characterized by shared values, benefits, and commitment. • Devotional campaigns are a public relations strategy to inspire devotion and allegiance. • The covenantal approach focuses on relational health and opportunity. [ABSTRACT FROM AUTHOR]