Purpose – The purpose of this paper is to use relationship management theory to measure the impact of relationship cultivation on the employer-employee relationship. Specifically, the paper examines how well Kelly's (2001) conceptualization of stewardship can impact internal stakeholders....

Purpose – This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to find out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social...

Purpose – Using the contingency theory's classification of leaders, the purpose of this paper is to examine how the categories of public relations leaders incorporate relationship building tactics into their public relations programming and explore how this categorization of leaders...