AN ANALYSIS OF PUBLIC RELATION AS THE BACKBONE OF AN ORGANIZATION
Abstract Most public relations research advocates for stronger organization-public relationships and the implementation of dialogic theory to advance the practice and elevate the status of the public relations practitioner. However, this study reveals that internal relationship dynamics can prevent corporate public relations practitioners from carrying out this function of the public relations role. The study show that internal relationship management is a prerequisite to corporate public relations practitioners’ success in ...
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