Winning and keeping clients: networking processes and perceptions in public relations consultancies

Winning and keeping clients: networking processes and perceptions in public relations consultancies
Document type
Working Paper
Author(s)
Tonge, Jane
Publisher
Manchester Metropolitan University Business School
Date of publication
1 June 2003
Series
Manchester Metropolitan University Business School Working Papers
Subject(s)
Marketing: all aspects of marketing, advertising and public relations, Small business & enterprise: the practicalities of running a small business and the theory of entrepreneurship
Collection
Business and management
Material type
Reports

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This paper outlines an exploratory pilot study aimed at identifying the role and importance of business relationships within public relations consultancies, and at gaining a deeper understanding of the extent to which public relations practitioners employ networking as a means to both acquire and maintain client relationships and so support the consultancy’s survival and growth. The expected contribution of the full study will be to provide an understanding into several neglected areas – namely public relations consultancies, the role and contribution of networking to public relations consultancy value, and the content of practitioners’ network relations. It also aims to further theory in network relations and provide an understanding of the survival and growth of professional service small businesses

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