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.

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.

Table of Contents

Foreword (By James Grunig)

Introduction (By Eyun-Jung Ki, Jeong-Nam Kim, & John Ledingham)

Section I. Relationship Theory Evolvement since Vol. 1

Ch-1. Revisiting Organization–Public Relationship Research for the Past Decade: Theoretical Concepts, Measures, Methodologies and Challenges (Yi-Hui Christine Huang & Yin Zhang)

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)

Ch-3. The Role of the Holistic Public Relations Manager (John Ledingham)

Section II. Expansion of Organization-Public Relationships

Ch-4. The Effect of Relationships on Reputation and Reputation on Relationships: A Cognitive, Behavioral Study (James E. Grunig & Chun-ju Flora Hung-Baesecke)

Ch-5. Framework linking organization-public relationships and organizational reputations in public relations management (Sung-Un Yang & Heewon Cha)

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)

Ch-7. Motivations of publics: The power of antecedents in the volunteer-nonprofit organization relationship (Denise Bortree)

Ch-8. When Shareholders Move From Passive to Active: Managing Relationships with Activist Investors (Marcia W. DiStaso)

Ch-9. Lobbying as relationship management: Avenues for public relations research and practice (Kurt Wise & Kati Tusinski Berg)

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)

Section III. Emergent Perspective: Culture, Globalization, and New Technologies

Culture and Globalization

Ch-11. Factoring Culture into Relationship Management Theory: Cultivation Strategies and Traditional Chinese Value Orientations (Chun-ju Flora Hung-Baesecke & Yi-Ru Regina Chen)

Ch-12. Chemyon, Relationship Building and Conflicts (Yungwook Kim & Jungeun Yang)

Ch-13. Culture-Centered Approach to Public Relations: Resistance in Relational Contexts (Mohan J. Dutta & Rati Kumar)

New Technologies

Ch-14. Everybody’s job? Managing Public Relations in the Age of Social Media (Tom Kelleher)

Ch-15. University-Student Relations: A Dynamic Framework in Offline and Digital Environments (Alessandro Lovari, Alessandra Mazzei, & Kelly Vibber)

Ch-16. Conceptualization, Examination, and Recommendations for a Normative Model Of Community-Building for Organizations Managing Change Using New Media (Marina Vujnovic & Dean Kruckeberg)