Danny Moss & Barbara DeSanto 
Public Relations [EPUB ebook] 
A Managerial Perspective

Taking 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.

Daftar Isi

PART ONE: FRAMEWORKS AND CONTEXTS

Public Relations′ Journey into Management – Barbara De Santo

Building Bridges between Public Relations and Other Managerial Functions

A Managerial Perspective of Public Relations – Danny Moss

Locating the Function and Analyzing the Environmental and Organizational Context

Moving from Management to Leadership – Barbara De Santo

The Capabilities Needed for the Strategic Management Role – Anne Gregory

Strategy Making and Planning in the Communications Context – Danny Moss

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

Corporate Branding and Corporate Reputation – Ian Grime

Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere – Ian Somerville

The Strategic Communication Process in Government – Anne Gregory

A UK Perspective

Business-to-Business Public Relations Agency Practice – Renee Robinson and Nicholson Kovac

Financial Public Relations – David Bradin and Barbara De Santo

Non-Profit Communication Management – David Therkelsen

Internal Communication as a Function of Public Relations – Michael Board

Public Relations Consultancies Practice – Dr. Jane Tonge

A Managerial Perspective of Public Relations – Rob Brown

Public Relations and the Internet: The Impact of the Social Web

Strategic Issues Management – Jon Arthur

The Importance of Reasoning

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

Ethics and the Public Relations Management Process – Mel Powell

Corporate Social Responsibility – Richard Warren

Balancing Business and Social Priorities

Public Relations and the Law – Anna Rodriguez

Managing Your Way through the Maelstrom of Potential Legal Pitfalls

Managing Global Public Relations – Robert Wakefield