Citizens’ relationships with a municipality and their communication behaviors in negative civic issues

A Web survey involving 293 citizens in Siena, Italy, revealed how perceived relationship quality with a municipality and prior experiences of residence can create strategic value for local governments. In particular, the quality of relations with citizens makes these holders of good relationships view civic problems as less problematic, although the problems impact residents’ interests. Implications for public relations research and practices are discussed, as well as the specific role played by digital and social media in citizens’ active communication behaviors related to negative civic issues.