ABSTRACT
The emergence of relationship management as a paradigm for public relations scholarship and practice necessitates an examination of precisely what public relations achieves -- its definition, function and value, and the benefits it generates. Promoting the view that public relations provides value to organizations, publics, and societies through relationships, Public Relations as Relationship Management takes a in-depth look at organization-public relationships and explores the strategies that can be employed to cultivate and maintain them.
Expanding on the work published in the first edition, this thoroughly up-to-date volume covers such specialized areas of public relations as non-profit organizations, shareholder relations, lobbying, employee relations, and risk management. It expands the reader’s ability to understand, conceptualize, theorize, and measure public relations through the presentation of state-of-the-art research and examples of the use of the relationship paradigm. Developed for scholars, researchers, and advanced students in public relations, Public Relations as Relationship Management provides a contemporary perspective on the role of relationships in public relations, and encourages further research and study.
TABLE OF CONTENTS
part |59 pages
The Evolution of Relationship Theory
chapter |25 pages
Revisiting Organization–Public RelationsHIP Research for the Past Decade
chapter |18 pages
The Status of Organization–Public Relationship Research Through an Analysis of Published Articles between 1985 and 2013
part |153 pages
Expansion of Organization-Public Relationships
chapter |51 pages
The Effect of Relationships on Reputation and Reputation on Relationships
chapter |15 pages
Motivations of Publics
chapter |21 pages
When Shareholders Move From Passive to Active
chapter |19 pages
Lobbying as Relationship Management
chapter |16 pages
Risk Management Through Employees
part |133 pages
Emergent Perspectives: Culture, Globalization, and New Technologies