Relationship management using Q methodology and the organization-public relationship scales with nonprofit theatres around Indiana

Abstract

This research focused on gaining a greater understanding of Indiana nonprofit theatre professionals regarding relationship-building practices with their patrons. In addition, this researcher questioned whether Bruning and Ledingham's organization-public relationship theory was applicable to theatres.Executive directors and managing directors from 21 theatres completed a Q sort to evaluate their perceived level of relationships with their patrons. From the sorts, three distinct factor groups were revealed: communitarians, partner makers, and idealists.The communitarians placed a strong commitment to the community and education. The partner makers focused on building community and business partnerships. Idealists showed a generalized focus on both community, patron, and businesses without being able to fully implement their interests.