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基本説明
This book explores the field of PR and its role in the wider organizational world.
Full Description
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.
Contents
PART ONE: FRAMEWORKS AND CONTEXTS
Public Relations' Journey into Management - Barbara DeSanto
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 DeSanto
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 DeSanto
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
