title: The organization and implementation of relationship management.
abstract: 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.
authors.affiliation: Public Relations Department, School of Communications, Quinnipiac University, Hamden, CT 06518, USA. Kurt.wise@quinnipiac.edu
authors.forename: Kurt
authors.initials: K
authors.lastname: Wise
mesh_terms: D003159:Community-Institutional Relations; D008389:Marketing of Health Services / Q000458:organization & administration*; D009937:Organizational Objectives; D011641:Public Relations; D012106:Research; D014421:Turkey