Public Relations As Relationship Management A Relational Approach to the Study and Practice of Public Relations

ISBN-10: 1138853828

ISBN-13: 9781138853829

Edition: 2nd 2015 (Revised)

List price: $32.99
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Description:

The emergence of relationship management as a paradigm for public relations scholarship and practice requires a close examination of just what is achieved by public relations--its definition, function and value, and the benefits it generates. The value public relations provide to organizations, publics and societies is through relationships, an overlooked aspect of the scholarship on the subject. Public Relations As Relationship Management takes an advanced look at organization-public relationships and the strategies that can be used to cultivate and maintain them. This updated edition covers several specialized areas of public relations, including non-profit organizations, shareholder relations, lobbying, employee relations, university-student relations, and risk management, among other topics and areas. This volume seeks to expand the reader's ability to theorize, understand, conceptualize, and measure public relations through the presentation of state-of-the-art research and examples of the use of the relationship paradigm. It offers suggestions for further areas of study, and will influence and promote future theory and practice on the concept of relationship management.
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Book details

List price: $32.99
Edition: 2nd
Copyright year: 2015
Publisher: Taylor & Francis Group
Publication date: 5/8/2015
Binding: Paperback
Pages: 368
Size: 5.00" wide x 9.00" long x 1.00" tall
Weight: 0.990
Language: English

University of Maryland, USA

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