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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.
Public Relations and Communication Management serves as a
festschrift honoring the work of public relations scholars James E.
Gruning and Larissa A. Grunig. Between them, the Grunigs have
published 12 books and more than 330 articles, book chapters, and
various academic and professional publications, and have supervised
34 doctoral dissertations and 105 master's theses. This volume
recognizes the Grunig's contributions to public relations
scholarship over the past four decades. To honor the Grunig's
scholarship, this volume continues to expand their body of work
with essays from renowned colleagues, former students, and research
associates. The chapters discuss current trends in the field as
well as emerging issues that drive the field forward. Sample topics
include theories and future aspects of the behavioral, strategic
management approach to managing public relations, and its linkages
and implications to related subfields and key field issues.
Contributions stimulate academic discussion and demonstrate the
relevance of applied theories for the practice of public relations
and communication management with up-to-date concepts, theories,
and thoughts.
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.
Public Relations and Communication Management serves as a
festschrift honoring the work of public relations scholars James E.
Gruning and Larissa A. Grunig. Between them, the Grunigs have
published 12 books and more than 330 articles, book chapters, and
various academic and professional publications, and have supervised
34 doctoral dissertations and 105 master's theses. This volume
recognizes the Grunig's contributions to public relations
scholarship over the past four decades. To honor the Grunig's
scholarship, this volume continues to expand their body of work
with essays from renowned colleagues, former students, and research
associates. The chapters discuss current trends in the field as
well as emerging issues that drive the field forward. Sample topics
include theories and future aspects of the behavioral, strategic
management approach to managing public relations, and its linkages
and implications to related subfields and key field issues.
Contributions stimulate academic discussion and demonstrate the
relevance of applied theories for the practice of public relations
and communication management with up-to-date concepts, theories,
and thoughts.
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