Towards relationship management: Public relations at the core of organisational development

David Phillips

doi:10.1108/13632540610664751

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Journal of Communication Management

ISSN: 1363-254X

Online from: 1996

Subject Area: Marketing

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Towards relationship management: Public relations at the core of organisational development

Document Information:
Title:	Towards relationship management: Public relations at the core of organisational development
Author(s):	David Phillips, (Internet Reputation Services Ltd, Swindon, Wiltshire, UK)
Citation:	David Phillips, (2006) "Towards relationship management: Public relations at the core of organisational development", Journal of Communication Management, Vol. 10 Iss: 2, pp.211 - 226
Keywords:	Organizational behaviour, Organizational culture, Public relations
Article type:	Research paper
DOI:	10.1108/13632540610664751 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Purpose – The purpose of this paper is to outline concepts that explore and extend the significance of public relations as a relationship management discipline. Design/methodology/approach – The paper postulates practice through which value is created to meet organisational objectives from the known or latent potential of tangible and intangible assets. In doing so, a definition and early research findings into the nature of relationships is put forwards and a definition of organisations as the nexus of relationships is proposed. The differentiation between organisational and interpersonal relationships is explored through a concept that organisations' tangible and intangible tokens are limited by a concept of materiality in a cultural setting. Findings – The paper posits that material value is released through a process of relationship change and a public relations practice of relationship management is put forward as a management discipline that can create value when the process of relationship management acting on material tokens is deployed. Originality/value – The paper explores how public relations is an agent for changing the value of organisations.