Editorial 29.5: Relationship building and behaviour in public relations and corporate communications.

The article discusses the importance of relationship building in public relations and corporate communications. It emphasizes the need for organizations to actively engage with stakeholders and build collaborative relationships to create value for both parties. The article also explores the shift from transactional relationships to relationship-oriented approaches in marketing. It highlights the emergence of corporate social advocacy as a strategy in corporate communications and the challenges it poses in terms of stakeholder engagement. The article concludes by addressing the role of communication in the digital age, the impact of the COVID-19 pandemic on communication strategies, and the ongoing influence of mainstream media in shaping public opinion. Overall, the article emphasizes the significance of relationship building and the need for organizations to consider stakeholder behavior in their communication efforts. [Extracted from the article]