Building Dialogic Relationships through the World Wide Web.

http://www.mlkent.com/PDFs/PRRTowardTheoryDialoguePR.pdf

Toward a dialogic theory of public relations

Relationship management in public relations: dimensions of an organization-public relationship

Although the relationship management perspective of public relations is the focus of a substantial body of scholarship, a theory of that perspective has yet to be articulated and explicated. Herein, I review the emergence of the relational perspective, summarize the relevant literature, and construct a theoretical statement of that perspective. I then argue for relationship management as a general theory of public relations and offer suggestions for future research within a relational paradigm.

Explicating Relationship Management as a General Theory of Public Relations

How activist organizations are using the Internet to build relationships

This article explores the concept of relationships in the theory and practice of public relations. Even though the public relations function builds and maintains organizations' relationships with publics, we found few definitions of such relationships in public relations literature. We also found the same paucity of useful definitions in the literature of other fields in which the concept of relationships is central. We concluded that the absence of a fully explicated definition precludes the development of valid operational measures of organization-public relationships and limits theory building in public relations. Without such definition, both scholars and practitioners will continue to use indirect measures to draw inferences about relationships without measuring the relationships themselves. We suggest a concept of relationships with measurable properties distinct from their antecedents and consequences and independent of the parties intherelationships. We also posit a theoretical model for constmcti...

James Ritchey

Papers

Toward a Concept and Theory of Organization-Public Relationships