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Overview The purpose of this study is to triangulate professional literature on online communication, scholarship on relational maintenance strategies and relational outcomes, and quantitative data to explore the potential of blogs as tools for public relations. As the public relations professionals also have taken interest in relationships as the foundation for their work and have sought various ways to measure their contributions as such by Defining the terms of Relationship, Blogs, Organizational Blogs, and Market …

…of relational maintenance strategies provides a theoretical link between strategies found to be effective in interpersonal communications and the relational outcomes of interest in public relations. These strategies include five factors which are the positivity, openness, assurances, social networks and sharing task. As a conclusion, throughout the last several decades public relations practitioners have endeavored to quantify their organizational value. Public relations ability is to build and enhance relationships with key publics via relational strategies.