Public relations as relationship management

"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.