دانلود مقاله ISI انگلیسی شماره 84806
کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
84806 2018 9 صفحه PDF سفارش دهید 6783 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Collaboration and conflict between agencies and clients
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Public Relations Review, Volume 44, Issue 1, March 2018, Pages 156-164

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چکیده انگلیسی

Public 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.

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