ABSTRACT
This chapter discusses the key theories in public relations management, mainly following the behavioral, strategic management paradigm in public relations scholarship. Theories include the strategic management process of public relations, as well as critical elements in such a management process, which include identification of publics, development and identifying of messages, messengers, and channels, relationship management, and conflict management. Many public relations research and theories in these areas are further detailed in later chapters that review the evolution and theoretical development in identifying publics (Chapter 6), relationship management (Chapter 7), and conflict management (Chapter 8) in intercultural settings.
