Public Relations As Relationship Management

<p>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, <em>Public Relations as Relationship Management</em> takes a in-depth look at organization-public relationships and explores the strategies that can be employed to cultivate and maintain them. </p><p>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.</p> <p>Foreword (By James Grunig)</p><p>Preface</p><p>Author Bios</p><p>Section I. The Evolution of Relationship Theory </p><p>Ch-1. Revisiting Organization–Public Relationship Research for the Past Decade: Theoretical Concepts, Measures, Methodologies and Challenges (Yi-Hui Christine Huang & Yin Zhang)</p><p>Ch-2. The Status of Organization-Public Relationship Research Through an Analysis of Published Articles between 1985 and 2013: An Appeal for Further Research (Eyun-Jung Ki & Jae-Hwa Shin)</p><p>Ch-3. The Role of the Holistic Public Relations Manager (John Ledingham)</p><p>Section II. Expansion of Organization-Public Relationships</p><p>Ch-4. The Effect of Relationships on Reputation and Reputation on Relationships: A Cognitive, Behavioral Study (James E. Grunig & Chun-ju Flora Hung-Baesecke)</p><p>Ch-5. Framework linking organization-public relationships and organizational reputations in public relations management (Sung-Un Yang & Heewon Cha)</p><p>Ch-6. Examining the Influence of Organization-Public Relationships and Organizational Identification with a Psychological Group on Institutional Affiliation, Behavioral Intent, and Evaluations of Satisfaction (Stephen D. Bruning & John A. Ledingham) </p><p>Ch-7. Motivations of publics: The power of antecedents in the volunteer-nonprofit organization relationship (Denise Bortree)</p><p>Ch-8. When Shareholders Move From Passive to Active: Managing Relationships with Activist Investors (Marcia W. DiStaso) </p><p>Ch-9. Lobbying as relationship management: Avenues for public relations research and practice (Kurt Wise & Kati Tusinski Berg)</p><p>Ch-10. Risk Management through Employees: Testing Employees’ Voluntary Scouting and Corporate Readiness for Cyber Risks (Jeong-Nam Kim, Soo Park, Arunima Krishna, & Valentina Martino)</p><p>Section III. Emergent Perspective: Culture, Globalization, and New Technologies</p><p>Culture and Globalization</p><p>Ch-11. Factoring Culture into Relationship Management Theory: Cultivation Strategies and Traditional Chinese Value Orientations (Chun-ju Flora Hung-Baesecke & Yi-Ru Regina Chen) </p><p>Ch-12. Chemyon, Relationship Building and Conflicts (Yungwook Kim & Jungeun Yang)</p><p>Ch-13. Culture-Centered Approach to Public Relations: Resistance in Relational Contexts (Mohan J. Dutta & Rati Kumar) </p><p>New Technologies</p><p>Ch-14. Everybody’s job? Managing Public Relations in the Age of Social Media (Tom Kelleher)</p><p>Ch-15. University-Student Relations: A Dynamic Framework in Offline and Digital Environments (Alessandro Lovari, Alessandra Mazzei, & Kelly Vibber)</p><p>Ch-16. Conceptualization, Examination, and Recommendations for a Normative Model Of Community-Building for Organizations Managing Change Using New Media (Marina Vujnovic & Dean Kruckeberg)</p>