Public relations as relationship management : a relational approach to the study and practice of public relations / edited by John A. Ledingham, Stephen D. Bruning.

Includes bibliographical references and indexes.

Introduction : Background and current trends in the study of relationship management / John A. Ledingham and Stephen D. Bruning -- Concept and theory of organization-public relationships / Glen M. Broom, Shawna Casey, and James Ritchey -- From organizational effectiveness to relationship indicators : antecedents of relationships, public relations strategies, and relationship outcomes / James E. Grunig and Yi-Hui Huang -- A longitudinal study of organization-public relationship dimensions : defining the role of communication in the practice of relationship management / John A. Ledingham and Stephen D. Bruning -- Crisis management : advantages of a relational perpsective / W. Timothy Coombs -- Issues management : a relational approach / Janet A. Bridges and Richard Alan Nelson -- Relationship management : a new professional model / Susan Lucarelli-Dimmick with Traci E. Bell, Samuel G. Burgiss, and Caroline Ragsdale -- Building employee and community relationships through volunteerism : a case study / Laurie J. Wilson -- Public relations : toward a global professionalism / Dean Kruckeberg -- Organization and key public relationships : testing the influence of the relationship dimensions in a business to business context / Stephen D. Bruning and John A. Ledingham -- An interpersonal primer with implications for public relations / T. Dean Thomlison -- From personal influence to interpersonal influence : a model for relationship management / Elizabeth L. Toth -- "Relationship" and the evolution of network news / Steven A. Esposito and Stephen C. Koch.

"The emergence of relationship management as a paradigm for public relations scholarship and practice requires a close examination of just what is meant by public relations - its definition, its function and value, and the benefits it generates. Addressing the topic of relationship management, this unique volume includes theoretical and applied chapters that explore the notion of public relations as the management of relationships between an organization and its key publics." "In addition to the contribution this collection makes to scholarship and coursework in public relations, the discussion conducted here is certain to influence and promote future research on and practice of relationship management."--Jacket.

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