A Chronology of Organization-Stakeholder Relationships With Recommendations Concerning Practitioner Adoption of the Relational Perspective

Abstract

The notion of relationships as the appropriate focus of public relations has evolved over the past two decades. Initially, reaction was limited to recognition of the role of relationships, with little development in terms of operationalization, exploration, or implications. In recent years, however, the “relational perspective” has become the foundation for a growing stream of scholarly inquiry encompassing relationship processes, roles, attributes, and measurement strategies. This discourse traces the concept from its emergence to its position today as the second most-popular area for scholarly inquiry within the discipline of public relations. In addition, the author offers recommendations to facilitate the adoption of the relational perspective by the practitioner community.

KEYWORDS:

• chronology
• organizational communication
• practitioners
• public relations
• relationship management
• stakeholders