Civil Society, Networks, and Relationship Management: Beyond the Organization–Public Dyad

Abstract

Given the importance of relationships to civil society, many scholars have positioned strategic communication as essential to the civil society process. Using social network analysis, this study extends relationship management theory into the civil society arena and offers implications on how network approaches to examining relationships may help to move the theory forward. Using data gathered from a network of Peruvian civil society organizations, the article theoretically and methodologically links relationship management theory with social network perspectives, and the results of the study are discussed in terms of their contributions to extending relationship management theory and civil society research. Critiques of social network analysis and implications for its use in strategic communication research and theory development are also explored.