Community based participatory research for public relations: Realizing potential for researcher-participant relationships

Relationship management theory and organizational-public relationships (OPR) continue to guide much of the research in public relations (PR) and espouse values of building collaborative and dialogic interactions for mutual benefit. Yet, OPR historically prioritized the use of relationships to reach organizational goals instead of public or community needs. Furthermore, the relationship paradigm has overlooked the significance of re-lationships between researchers and participants. This essay urges PR to prioritize researcher-participant re-lationships when engaging in research that concerns a community by using community-based participatory research (CBPR), an approach that values the contributions of community partners. We consider the foundations and critiques of relationships in PR and explain how CBPR can transcend some of these limitations by facilitating mutual benefit in methodological decisions. We then outline the benefits and challenges of using CBPR based on a review of studies across disciplines and the authors' reflections on employing CBPR in their research. This work builds on the PR scholarship of relationships to offer concrete ways that researchers can utilize CBPR to address community needs and prioritize participants in the research process.