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

Relationships 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. [ABSTRACT FROM AUTHOR]