A relationship Manager is a professional who works to improve relationships. Relationship Management is generally divided into three fields including businesses relationship management (BRM), customers relationship management (CRM), and between individuals as interpersonal relationship management (IRM). The latter describing a modern practice combining human resource management, coaching and mentoring, and public relations. All three fields share the common goal of facilitating effective relationships such that the business or individual maximizes the value of their relationships and maintain a good reputation over all.
Relationships have traditionally been regarded as an intangible aspect of business that was inherently difficult to assess or manage. Relationship Managers are part of a movement that seeks to use a scientific approach to gain greater control over business and personal relationships. Relationship Managers seek to define, quantify and analyze relationships so that they are not left u up to chance.
In 2010, Sophia Demetriades released a white paper that helps people understand, solve and decide upon common issues in the sphere of business to business marketing, business to customer marketing, internal stakeholder relations and interpersonal relationship building. The paper is based on interviews with more than 300 entrepreneurs, SMB owners, employees, interns and students and surveys of her mentees and clients over the last 7 years.
More recently, Demetriades (2012) has published several articles and papers on how these issues interact across three fields and which she believes will merge over the coming 10. With the backdrop of this research, she predicts a future landscape where entrepreneurship, human resources and public relations together shape a new trend for education of the individuals of the 21st century. Please note that she has chosen to define public relations also on scandinavian terms. Thus, the definitions must be understood in context prior to embarking upon her interpretations, which came to life during a study of small business communications.
Demetriades believe that current HR practitioners will move away from their recruitment offices and become coaches and mentors – and thus replace, or at the very least reduce, the presence of the university in our current society. After all, due to technology and the internet, western societies have greater access to knowledge and may not need the university on the same level as previously. We may see that the university will return to its origin where small groups or student teacher relationships become the norm. Imagine the early days of Plato and Aristotle, walking through the university hall in Athens, depicting the true meaning of university, designed for advanced learning for people as part of ‘the whole’, or ‘the society’.
The merging and emerging fields of human resources, public relations and entrepreneurship
The recent changes in the landscape of relationship management has been suggested as a result of three over arching factors (Demetriades 2010). The factor include; the last decades evolvement of Human Resource Management (HRM), the last 50 years development of the Public Relations (PR) field (including socialist interpretation of PR), and the increased global increase in entrepreneurial ventures. Together with the development and availability of technology and the internet, these three fields are affected by and affect public education. Using communications and management theories to interlink the three fields, we can look towards a future trend shaping the education landscape. More specifically, examining how management and communications theory introduces relationship theory as they become the practical solution to our existence. Continue reading