The Handbook of Public Relations offers a comprehensive and detailed examination of the field. It gives scholars, practitioners, and students a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationship between organizations, markets, audiences, and publics.

Defining the Discipline

Defining the Discipline
Defining the discipline

Shifting Foundations: Public Relations as Relationship Building

Robert L.Heath

Section 1 of the handbook addresses the very broad question: What is public relations—how do we define the discipline? Academics delight in using that question to initiate the first class session of an academic semester. It is asked during job ...

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