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.