Public Relations As Relationship Management (eBook, ePUB)

A Relational Approach To the Study and Practice of Public Relations
Redaktion: Ki, Eyun-Jung; Ledingham, John A.; Kim, Jeong-Nam

• Format: ePub

Produktbeschreibung

The emergence of relationship management as a paradigm for public relations scholarship and practice necessitates an examination of precisely what public relations achieves -- its definition, function and value, and the benefits it generates. Promoting the view that public relations provides value to organizations, publics, and societies through relationships, Public Relations as Relationship Management takes a in-depth look at organization-public relationships and explores the strategies that can be employed to cultivate and maintain them.

Expanding on the work published in the first edition, this thoroughly up-to-date volume covers such specialized areas of public relations as non-profit organizations, shareholder relations, lobbying, employee relations, and risk management. It expands the reader's ability to understand, conceptualize, theorize, and measure public relations through the presentation of state-of-the-art research and examples of the use of the relationship paradigm. Developed for scholars, researchers, and advanced students in public relations, Public Relations as Relationship Management provides a contemporary perspective on the role of relationships in public relations, and encourages further research and study.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 394
• Erscheinungstermin: 24. April 2015
• Englisch
• ISBN-13: 9781317516330
• Artikelnr.: 42725650

Autorenporträt

Eyun-Jung Ki is Associate Professor in the College of Communication, The University of Alabama, USA Jeong-Nam Kim is Associate Professor at the Brian Lamb School of Communication at Purdue University, USA. John Ledingham is Professor Emeritus, Department of Communication, Capital University, USA

Inhaltsangabe

Foreword (By James Grunig)
Preface
Author Bios
Section I. The Evolution of Relationship Theory
Ch-1. Revisiting Organization-Public Relationship Research for the Past
Decade: Theoretical Concepts, Measures, Methodologies and Challenges
(Yi-Hui Christine Huang & Yin Zhang)
Ch-2. The Status of Organization-Public Relationship Research Through an
Analysis of Published Articles between 1985 and 2013: An Appeal for Further
Research (Eyun-Jung Ki & Jae-Hwa Shin)
Ch-3. The Role of the Holistic Public Relations Manager (John Ledingham)
Section II. Expansion of Organization-Public Relationships
Ch-4. The Effect of Relationships on Reputation and Reputation on
Relationships: A Cognitive, Behavioral Study (James E. Grunig & Chun-ju
Flora Hung-Baesecke)
Ch-5. Framework linking organization-public relationships and
organizational reputations in public relations management (Sung-Un Yang &
Heewon Cha)
Ch-6. Examining the Influence of Organization-Public Relationships and
Organizational Identification with a Psychological Group on Institutional
Affiliation, Behavioral Intent, and Evaluations of Satisfaction (Stephen D.
Bruning & John A. Ledingham)
Ch-7. Motivations of publics: The power of antecedents in the
volunteer-nonprofit organization relationship (Denise Bortree)
Ch-8. When Shareholders Move From Passive to Active: Managing Relationships
with Activist Investors (Marcia W. DiStaso)
Ch-9. Lobbying as relationship management: Avenues for public relations
research and practice (Kurt Wise & Kati Tusinski Berg)
Ch-10. Risk Management through Employees: Testing Employees' Voluntary
Scouting and Corporate Readiness for Cyber Risks (Jeong-Nam Kim, Soo Park,
Arunima Krishna, & Valentina Martino)
Section III. Emergent Perspective: Culture, Globalization, and New
Technologies
Culture and Globalization
Ch-11. Factoring Culture into Relationship Management Theory: Cultivation
Strategies and Traditional Chinese Value Orientations (Chun-ju Flora
Hung-Baesecke & Yi-Ru Regina Chen)
Ch-12. Chemyon, Relationship Building and Conflicts (Yungwook Kim & Jungeun
Yang)
Ch-13. Culture-Centered Approach to Public Relations: Resistance in
Relational Contexts (Mohan J. Dutta & Rati Kumar)
New Technologies
Ch-14. Everybody's job? Managing Public Relations in the Age of Social
Media (Tom Kelleher)
Ch-15. University-Student Relations: A Dynamic Framework in Offline and
Digital Environments (Alessandro Lovari, Alessandra Mazzei, & Kelly Vibber)
Ch-16. Conceptualization, Examination, and Recommendations for a Normative
Model Of Community-Building for Organizations Managing Change Using New
Media (Marina Vujnovic & Dean Kruckeberg)