Managing relationships with key stakeholders has long been regarded as a central concern of corporate public relations. In recent years, however, the concept of reputation management has gained rapidly in popularity, potentially supplanting relationships as the discipline's driving philosophy. This paper presents a case study of a major private hospital in Australia, focusing on the respective roles of corporate reputation versus relationships in forming perceptions of employer attractiveness. Through depth interviews and focus groups involving hospital management and highly skilled professionals, this study investigates what drives perceptions of employer attractiveness. Ramifications for the theory and practice of public relations are discussed
