Public Relations As Relationship Management: A Relational Approach To the Study and Practice of Public Relations (Routledge Communication Series)
| Author | : | |
| Rating | : | 4.18 (641 Votes) |
| Asin | : | 0805841032 |
| Format Type | : | paperback |
| Number of Pages | : | 280 Pages |
| Publish Date | : | 2014-12-12 |
| Language | : | English |
DESCRIPTION:
As supplementary reading, it could generate lively discussion in a class as different issues and approaches are discussed.—Journalism & Mass Communication Educator. As this book would be most appropriate for a graduate level class in public relations, the various viewpoints could be an asset
Initiated by the editors' interest in cross-disciplinary exploration, this volume evolved to its current form as a result of the need for a framework for understanding public relations and the potential impact of organization-public relationships on the study, practice, and teaching of public relations. The discussion conducted here is certain to influence and promote future theory and practice on the concept of relationship management.. 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. Ledingham and Bruning include contributions that present state-of-the-art research in relationship management, applications of the relational perspective to various components of public relations, and the implications of the approach to influence further research and practice