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.
Chapter 21: Stewardship: The Fifth Step in the Public Relations Process
Stewardship: The Fifth Step in the Public Relations Process
It is easier to keep a friend than to make a new friend. In terms of public relations, reinforcing attitudes and behaviors of individuals who already think and act in ways desired by an organization is a strategically sound objective. ...