Public Relations As Relationship Management: A Relational Approach To the Study and Practice of Public Relations

by Bruning; Stephen D.

• ISBN13: 9780805841039
• ISBN10: 0805841032
• Format: Nonspecific Binding
• Copyright: 2001-04-01
• Publisher: Lawrence Erlbau

Summary

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.

Table of Contents

About the Authors	vii
Introduction: Background and Current Trends in the Study of Relationship Management	xi
John A. Ledingham
Stephen D. Bruning
I: THE STATE OF ORGANIZATION-PUBLIC RELATIONSHIP RESEARCH	1	(70)
Concept and Theory of Organization-Public Relationships	3	(20)
Glen M. Broom
Shawna Casey
James Ritchey
From Organizational Effectiveness to Relationship Indicators: Antecedents of Relationships, Public Relations Strategies, and Relationship Outcomes	23	(32)
James E. Grunig
Yi-Hui Huang
A Longitudinal Study of Organization-Public Relationship Dimensions: Defining the Role of Communication in the Practice of Relationship Management	55	(16)
John A. Ledingham
Stephen D. Bruning
II: APPLICATIONS OF THE RELATIONAL PERSPECTIVE	71	(104)
Crisis Management: Advantages of a Relational Perspective	73	(22)
W. Timothy Coombs
Issues Management: A Relational Approach	95	(22)
Janet A. Bridges
Richard Alan Nelson
Relationship Management: A New Professional Model	117	(20)
Susan Lucarelli-Dimmick
Traci E. Bell
Samuel G. Burgiss
Caroline Ragsdale
Building Employee and Community Relationships Through Volunteerism: A Case Study	137	(8)
Laurie J. Wilson
Public Relations: Toward a Global Professionalism	145	(14)
Dean Kruckeberg
Organization and Key Public Relationships: Testing the Influence of the Relationship Dimensions in a Business to Business Context	159	(16)
Stephen D. Bruning
John A. Ledingham
III: IMPLICATIONS OF THE RELATIONAL PERSPECTIVE	175	(64)
An Interpersonal Primer With Implications for Public Relations	177	(28)
T. Dean Thomlison
From Personal Influence to Interpersonal Influence: A Model for Relationship Management	205	(16)
Elizabeth L. Toth
``Relationship'' and the Evolution of Network News	221	(18)
Steven A. Esposito
Stephen C. Koch
Author Index	239	(6)
Subject Index	245