The role of relationship management with stakeholders to achieve organizational goals in current public relations practice: a literature review on the meaning attributed by practitioners
My main interest is in public relations. My research aims to better understand how public relations practitioners manage to reconcile the imperatives of their own organization with those of their stakeholders. More specifically, I am interested in the role of interpersonal relations between public relations practitioners and stakeholders (internal departments, unions, managers, partners, municipalities, etc.) to ensure effective coordination of organizational projects.
From my professional experience in public relations, I understand that this profession is both technical (developing communication strategies, writing promotional or corporate texts, developing advertising campaigns, etc.) and relational (listening and responding to the issues and concerns of stakeholders, promoting dialogue and collaboration as part of organizational projects, etc.). Thus, through a nuanced reading of the scientific literature, I paint a portrait of traditional and current approaches in public relations to understand how the relational aspect of concrete, everyday practice is interpreted. I also offer recommendations for future research to reconcile both theory and practice in public relations.
Thesis project
The role of relationship management with stakeholders to achieve organizational goals in current public relations practice: a literature review on the meaning attributed by practitioners