Conceptualising and measuring relationship as public diplomacy outcome: development of the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale

Abstract

ABSTRACTIn response to calls for developing an instrument to measure public diplomacy outcomes, this paper introduces the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale. Developed based on the Organisation–Public Relationship Assessment (OPRA) scale in public relations, the RADIO scale measures relationship between a country and its foreign publics as public diplomacy outcome. It classifies relationships into two types: experiential (characterised by direct experiences with a country) and reputational (those without direct experiences). Two macro-dimensions (i.e. interactional bilateralism and power mutuality) and two micro-dimensions (i.e. trust and empathy) are proposed for both relationship types. Relational satisfaction and relational continuance are proposed as micro-dimensions for experiential relationships. Relational attentiveness and relational curiosity are proposed as micro-dimensions for reputational relationships. Implications of the RADIO scale also are discussed.