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>