June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Relationship management and crisis communication measurement
Although the term ‘public relations’ has been in place for many decades and definitions of PR such as ‘the management of relationships between an organization and its publics (stakeholders)’ have been widely used, it has only been in the past 15 years that the theorization of public relations as relationship management has made progress. Coombs and Holladay (2010: 5) say ‘modern public relations has attempted to re-energize the term relationship’ with emphasis on building better relationships with publics and ways to measure them. This reflects a corporate-centric view as organizations can derive benefits from close relationships with these groups, although it may not be clear that ...
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