Maximizing public relations with the organization public relationship scale: Measuring a public's perception of an art museum

This study employed the organization - public relationship scale to measure member perceptions of an art museum. Analysis shows member perceptions of the museum - public relationship differentiated members likely to continue their membership from those likely to discontinue their membership with the museum. This study confirms the appropriateness of using the organization - public relationship scale with museums. (c) 2007 Elsevier Inc. All rights reserved.