Towards relationship management

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.

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