PR 660 Chapter Notes - Chapter 4: Customer Retention

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

Understanding relationships is the framework for pr theory and research, applied research, dealing with customers, and understanding organizational negotiation and management of organizations external environment. Establishing quality relationships is the basis for excellence and defining the pr field. Positive relationships in these can lead to accomplishing many things, like customer retention. Even though it is an extremely useful construct, there is not a good definition for organizational-public relationship that has been defined yet. Some describe organization-public relationships as the state existing between organizations and its key publics where actions by either impact the social, economic, political, and cultural well-being of the other. Others define organizational-public relationships as the patterns of interaction, transaction, exchange, and linkage between the public and its organization. These patterns have properties that are different from the identities, perceptions, and attributed of the people and collective social relationships.