The organization and implementation of relationship management.
The relationship management approach to public relations has much to offer practitioners in the health field. Public relations practitioners operate in an increasingly complex environment, and a relational approach provides professionals with a method of managing organization-public relationships in a coordinated manner to help health organizations achieve their goals. In addition, the adoption of a relational approach will allow public relations practitioners to work more closely with their marketing counterparts, who are increasingly using relational approaches in their jobs.
Wise
Kurt
K
Public Relations Department, School of Communications, Quinnipiac University, Hamden, CT 06518, USA. Kurt.wise@quinnipiac.edu
D003159:Community-Institutional Relations; D008389:Marketing of Health Services / Q000458:organization & administration*; D009937:Organizational Objectives; D011641:Public Relations; D012106:Research; D014421:Turkey