Public Relations As Relationship Management
A Relational Approach To the Study and Practice of Public Relations
Edited by Stephen D. Bruning, John A. Ledingham
Routledge – 2000 – 280 pages
Series: Routledge Communication Series
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.
"As this book would be most appropriate for a graduate level class in public relations, the various viewpoints could be an asset. As supplementary reading, it could generate lively discussion in a class as different issues and approaches are discussed."
—Journalism & Mass Communication Educator
Contents: J.A. Ledingham, S.D. Bruning, Introduction: Background and Current Trends in the Study of Relationship Management. Part I:The State of Organization-Public Relationship Research. G.M. Broom, S. Casey, J. Ritchey, Concept and Theory of Organization-Public Relationships. J.E. Grunig, Y-H. Huang, From Organizational Effectiveness to Relationship Indicators: Antecedents of Relationships, Public Relations Strategies, and Relationship Outcomes. J.A. Ledingham, S.D. Bruning, A Longitudinal Study of Organization-Public Relationship Dimensions: Defining the Role of Communication in the Practice of Relationship Management. Part II:Applications of the Relational Perspective. W.T. Coombs, Crisis Management: Advantages of a Relational Perspective. J.A. Bridges, R.A. Nelson, Issues Management: A Relational Approach. S. Lucarelli-DimmickWith T.E. Bell, S.G. Burgiss, C. Ragsdale, Relationship Management: A New Professional Model. L.J. Wilson, Building Employee and Community Relationships Through Volunteerism: A Case Study. D. Kruckeberg, Public Relations: Toward a Global Professionalism. S.D. Bruning, J.A. Ledingham, Organization and Key Public Relationships: Testing the Influence of the Relationship Dimensions in a Business to Business Context. Part III:Implications of the Relational Perspective. T.D. Thomlison, An Interpersonal Primer With Implications for Public Relations. E.L. Toth, From Personal Influence to Interpersonal Influence: A Model for Relationship Management. S.A. Esposito, S.C. Koch, "Relationship" and the Evolution of Network News.