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.‎ 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.‎ 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.‎ The discussion conducted here is certain to influence and promote future theory and practice on the concept of relationship management

• Binding‎:‎ Paperback
• Language of Text‎:‎ English
• Number of Pages‎:‎ 274
• Publication Year‎:‎ 2001
• ISBN‎:‎ 9780805841039