A DIFFERENT APPROACH TO PUBLIC RELATIONS: RELATIONSHIP MANAGEMENT

Many studies deal with public relations as a function of management and as communication management. in this study, views public relations from the point of relationship management where establishing and maintaining mutual relations of the organization with it’s publics are fundamental functions of public relations. in this context, the emergence and significance of relationship management, it’s basic premises and the relations dimension in public relations have been reviewed at first. traditional approaches see public relations as communications management and thus prefer a communications management perspective while we in this study, place a central importance to relations. while communications are utilized as means for establishing and maintaining relations, practitioners define themselves more as relations managers rather than communications managers. briefly, public relations is addressed in this study as relations focused thinking rather than a communications focused thinking.