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John A. Ledingham, & Stephen D. Bruning, editors Public Relations as Relationship Management: A Relational Approach to the Study and Practice of Public Relations
Mahwah, NJ: Lawrence Eribaum Associates, Publishers, 2000, 240 pp., $27.50 hardcover
This book outlines the theoretical and applied aspects of one of the newest perspectives in public relations practice and scholarship- relationship management. It signifies a departure from the perspective of public relations as a production and distribution function to public relations as "the linkage between public perceptions of an organization-public relationship... and the role of communication in this process" (pp. 56-57). Throughout the 12 chapters, the authors seek to …