Title
Public Relations As Relationship Management: A Relational Approach To the Study and Practice of Public Relations (Routledge Comm,Used
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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 relationsits definition, function and value, and the benefits it generates. Initiated by the editors' interest in crossdisciplinary 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 organizationpublic relationships on the study, practice, and teaching of public relations. Ledingham and Bruning include contributions that present stateoftheart 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. The discussion conducted here is certain to influence and promote future theory and practice on the concept of relationship management.
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