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

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