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Relationship Management

Relationship Management . Effectively managing organizational relationships around common interests and shared goals , over time, results in mutual understanding and benefit for interacting organizations and publics . Important focus on….

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Relationship Management

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  1. Relationship Management • Effectively managing organizational relationships around common interests and shared goals, over time, results in mutual understanding and benefit for interacting organizations and publics

  2. Important focus on…. • Placed the notion that the appropriate domain of PR is relationships • Building mutual benefit • Evaluates PR in terms of outcomes instead of outputs • Creating a framework for scholars and practitioners

  3. Organizational Relationships should be… • Transactional and dynamic • Goal oriented • Have antecedents and consequences • Can be analyzed in terms of relationship quality, maintenance strategies, relationship type and those involved in the relationship • Driven by the perceived needs and wants of interacting organizations and publics • The continuation of an organization-public relation depends on whether those needs and expectations are met

  4. Continued • Organizational relationships can be described by type: personal, professional, community, independent of the perceptions of those relationships and the organization-public relationship may be viewed as symbolic or behavioral

  5. Concepts such as relationship management focus attention on things such as, how the field needs to come to agreement once and for all that PR is not a collection of practice activities, but a way of viewing the interaction of organizations and publics\ • Scholars/practitioners need to validate the VALUE of effectively managing relationships around common interests, shared goals, over time, to generate mutual understanding and benefit for interacting organizations and publics

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