The value of relationships
DOI:
https://doi.org/10.4000/cp.7698Resumo
This paper outlines concepts that explore and extend the significance of public relations as a relationship management discipline. It postulates practice through which value is created to meet organisational objectives from the known or latent potential of intangibles.
In doing so, a definition of organisations as the nexus of relationships is put forward.
The differentiation between organisational and interpersonal relationships is explored through a concept that organisational tokens are limited by the concept of materiality.
Because material value can only be released through a process of relationship change, relationship management is put forward as a management discipline that can create value. The reverse is also true. Wealth can be latent, under-exploited or destroyed when the process of relationship management acting on material tokens is not deployed to meet organisational objectives.
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