As a member of the Society for New Communications Research (SNCR), I get to see lots of the research other people are doing in the worlds of new media, social media, web x.0 and so on. Case in point, in a recent New Communications Review SNCR Founding Fellow Elizabeth Albrycht writes: 
It seems I am going back to basics these days, reexamining the words we use to describe the practice of communications. Today, I found myself thinking about trust and relationships. This was sparked by my reading of a recent paper on Trust and PR Practice by Brad L. Rawlins. It is an interesting and useful article, particularly for its review of the literature of trust and its role in relationship building, a primary goal of public relations. It got me thinking about relationships, however, as it didn't really address the content of them: Who is involved in a relationship? Is it only people? Or is there truly an ability to have a relationship with an abstraction, such as a brand or corporation? What would "relationship" look like at this abstracted level and what could PR do here?
This is an excellent read and I recommend it. You can find the rest of Ms. Albrycht's article at On Public Relations: The Infrastructure of Relationships.
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