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公共关系研究中的关系管理取向源起于1980年代中期,逐步发展兴盛,为公关学界与业界带来重大转变。在理论上,关系视角是公共关系研究的有效范式,加速了公关研究的发展;在实践层面,关系视角转变了以传播功效为基础的传统目标考核标准,使公关的核心功能更加彰显、公关效果的测量更加科学,也使危机公关的观照焦点更多延伸至预防管理。
The relationship management orientation in the study of public relations originated in the mid-1980s and gradually developed and prospered, bringing about a major shift in public relations circles and the industry. In theory, the relationship perspective is an effective paradigm of public relations research, accelerating the development of public relations research. On the practical level, the relationship perspective changes the traditional target evaluation criteria based on the dissemination function, so that the core functions of public relations are more obvious, and the public relations effect The measurement of more scientific, but also the focus of crisis public relations to extend the focus of prevention and management.