Public Relations: A Managerial PerspectiveTaking a managerial perspective, this book explores public relations and its role in the wider organizational world. Contributors explore a variety of contexts in which the relevance of understanding these two interlinking domains is so paramount, such as corporate branding and reputation, government relations and community communications, as well as drawing on experise of legal considerations and ethical awareness. The effective management of public relations is crucial within any organization, but a wider managerial awareness and support of its role is equally critical. Public Relations: A Managerial Perspective offers an original and vital discussion of these challenges for second and third year undergraduate and postgraduate students of public relations, corporate communications and public affairs. |
Contents
| 1 | |
| 3 | |
| 23 | |
3 Moving from Management to Leadership | 57 |
4 The Capabilities Needed for the Strategic Management Role | 82 |
5 StrategyMaking and Planning in the Communications Context | 111 |
Applying Frameworks and Contexts | 143 |
6 Corporate Branding and Corporate Reputation | 145 |
11 NonProfit Communication Management | 265 |
12 Internal Communication as a Function of Public Relations | 280 |
13 Public Relations Consultancy Practice | 310 |
14 A Managerial Perspective of Public Relations | 342 |
The Importance of Reasoning | 357 |
Part 3 Public Relations and Specialist Contexts | 393 |
16 Ethics and the Public Relations Management Process | 395 |
17 Corporate Social Responsibility | 422 |
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Common terms and phrases
achieve actions activities advertising agency analysis approach areas arguably behaviour brand personality campaign challenges chapter choice client Communication Management communication strategy communication/public relations company’s complex context corporate brand corporate reputation corporate social responsibility culture customers Danny Moss decision-making decisions Descartes Dozier effective employees environment environmental ethical evaluation example external Facebook focus function global goals Grunig identified impact implementation important industry internal communication investors issues management Journal leaders leadership lobbying managerial marketing measurement messages Mintzberg munication natural capital operating organisation organisation’s organization performance perspective planning political potential PR Week professional programmes public affairs public relations consultancies public relations managers public relations practitioners Public Relations Review rela relationships responsibility Review role sector senior management social media social web SPRC strategic management strategy-making tactics theory tion understanding Unilever