• Summary
  • Contents
  • Subject index

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 45: Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good

Managing Community Relationships to Maximize Mutual Benefit: Doing Well by Doing Good
Managing community relationships to maximize mutual benefit: Doing well by doing good
John A.Ledingham
Stephen D.Bruning

The community is a key public for organizations that practice strategic public relations. Not only do communities represent geographic publics, they also encompass key constituencies that share a relationship with local organizations. ...

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