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Collaboration and conflict between agencies and clientsVerčič, Dejan ; Tench, Ralph ; Tkalac Verčič, AnaPublic relations agencies are an important part of the public relations industry, but their relations with client organizations are rarely studied. There is more literature and studies in ... agency-client relations in advertising than in public relations. This paper reviews literature and reports results of an empirical study into perceptions of public relations agencies and their clients on the reasons for their cooperation and sources of conflict between them. Results show that agencies misperceive reasons for which they are hired and the sources of conflict in the relationship. The paper offers several suggestions about how to tackle the problem: notwithstanding rebranding into consultancies and firms, public relations agencies-client relations should be studied as a particular example of a broader family of agency-client relations. Also agencies should study and strategically manage relations with their clients, while being realistic about client organization's needs sometimes they just need additional arms and legs. and legs.Source: Public relations review. - ISSN 0363-8111 (Vol. 44, no. 1, 2018, str. 156-164)Type of material - article, component partPublish date - 2018Language - englishCOBISS.SI-ID - 35469405
Author
Verčič, Dejan |
Tench, Ralph |
Tkalac Verčič, Ana
Topics
Komuniciranje |
Communication |
Agencije |
Agencies |
Odnosi z javnostmi |
Public relations
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Verčič, Dejan | 14685 |
Tench, Ralph | |
Tkalac Verčič, Ana |
Source: Personal bibliographies
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