Conceptualizing and measuring relationship quality as public diplomacy outcomes: Application of the Relationship Assessment of Diplomatic Interaction Outcome (RADIO) scale

In response to calls for a tool to measure public diplomacy outcomes, the Relationship Assessment of Diplomatic Interaction Outcome ( RADIO ) scale was developed based on the Organization-Public Relationship Assessment ( OPRA ) scale in public relations. Its purpose is to measure the perceived relationship quality between a country and its foreign publics. The scale classifies relationship types into experiential (those with the direct experiences of having traveled to a foreign country) and reputational (those without such experiences). Two macro-dimensions, interactional bilateralism and power mutuality, and two microdimensions, trust and empathy, are measured for both relationship types. Two microdimensions, relational continuation and relational satisfaction, are proposed for experiential relationships. Two micro-dimensions, relational attentiveness and relational curiosity, are proposed for reputational relationships. Based on the questionnaires completed by over 500 respondents in the United States and India, the theoretical implications and the practical applications of the RADIO scale are discussed.