Public Relations As Relationship Management

Eyun-Jung Ki is Associate Professor in the College of Communication, The University of Alabama, USAJeong-Nam Kim is Associate Professor at the Brian Lamb School of Communication at Purdue University, USA.John Ledingham is Professor Emeritus, Department of Communication, Capital University, USA

Ki, Kim, and Ledingham have done a masterful job at providing a truly impressive anthology that captures the development, growth, and future directions of relationship theory. Every chapter is theoretically rich and thought provoking. The topics covered are diverse enough for every reader to find something fresh and resonating. This is a "must have" text for scholars, educators, students and professionals seeking state-of-the-art knowledge about a compelling paradigm for 21st century public relations. Linda Hon, Professor, Director of the Public Relations and Social Advocacy Project, University of Florida

• Foreword (By James Grunig)PrefaceAuthor BiosSection I. The Evolution of Relationship Theory Ch-1. Revisiting Organization–Public Relationship Research for the Past Decade: Theoretical Concepts, Measures, Methodologies and Challenges (Yi-Hui Christine Huang & Yin Zhang)Ch-2. The Status of Organization-Public Relationship Research Through an Analysis of Published Articles between 1985 and 2013: An Appeal for Further Research (Eyun-Jung Ki & Jae-Hwa Shin)Ch-3. The Role of the Holistic Public Relations Manager (John Ledingham)Section II. Expansion of Organization-Public RelationshipsCh-4. The Effect of Relationships on Reputation and Reputation on Relationships: A Cognitive, Behavioral Study (James E. Grunig & Chun-ju Flora Hung-Baesecke)Ch-5. Framework linking organization-public relationships and organizational reputations in public relations management (Sung-Un Yang & Heewon Cha)Ch-6. Examining the Influence of Organization-Public Relationships and Organizational Identification with a Psychological Group on Institutional Affiliation, Behavioral Intent, and Evaluations of Satisfaction (Stephen D. Bruning & John A. Ledingham) Ch-7. Motivations of publics: The power of antecedents in the volunteer-nonprofit organization relationship (Denise Bortree)Ch-8. When Shareholders Move From Passive to Active: Managing Relationships with Activist Investors (Marcia W. DiStaso) Ch-9. Lobbying as relationship management: Avenues for public relations research and practice (Kurt Wise & Kati Tusinski Berg)Ch-10. Risk Management through Employees: Testing Employees’ Voluntary Scouting and Corporate Readiness for Cyber Risks (Jeong-Nam Kim, Soo Park, Arunima Krishna, & Valentina Martino)Section III. Emergent Perspective: Culture, Globalization, and New TechnologiesCulture and GlobalizationCh-11. Factoring Culture into Relationship Management Theory: Cultivation Strategies and Traditional Chinese Value Orientations (Chun-ju Flora Hung-Baesecke & Yi-Ru Regina Chen) Ch-12. Chemyon, Relationship Building and Conflicts (Yungwook Kim & Jungeun Yang)Ch-13. Culture-Centered Approach to Public Relations: Resistance in Relational Contexts (Mohan J. Dutta & Rati Kumar) New TechnologiesCh-14. Everybody’s job? Managing Public Relations in the Age of Social Media (Tom Kelleher)Ch-15. University-Student Relations: A Dynamic Framework in Offline and Digital Environments (Alessandro Lovari, Alessandra Mazzei, & Kelly Vibber)Ch-16. Conceptualization, Examination, and Recommendations for a Normative Model Of Community-Building for Organizations Managing Change Using New Media (Marina Vujnovic & Dean Kruckeberg)