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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Public Relations As Relationship Management - A Relational Approach To the Study and Practice of Public Relations (Hardcover, 2nd edition)
Loot Price: R6,736
Discovery Miles 67 360
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Public Relations As Relationship Management - A Relational Approach To the Study and Practice of Public Relations (Hardcover, 2nd edition)
Series: Routledge Communication Series
Expected to ship within 12 - 19 working days
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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.
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