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Full Description
The second edition of Managing Public Relations introduces students to the key concepts and practices involved in the day-to-day running of a PR operation, whether it is a company department, an independent agency, or any organized group focused on PR. The book's unique approach places the PR function within the broader context of an organization, equipping students with the essential business knowledge, perspective, and skills needed when starting out in their careers. This second edition has been fully updated throughout and includes:
Current examples and testimonials from across the globe, as well as updated "Executive Viewpoints"
Expanded content on strategic planning, budgeting, and financial statements
Detailed commentary on topics relevant to the modern workplace, including remote management
Consideration of diversity, inclusion, equity, and access within PR
Additional content on the use of analytics and measuring return on investment (ROI)
Updated online material, including an Instructor's Manual that incorporates problem-based questions, example assignments, and activities
A highly practical and comprehensive guide, this textbook should be essential reading for advanced undergraduate and postgraduate students studying public relations management, strategic communications and marketing management.
Contents
Biographies for Authors of Chapters' "Executive Viewpoints", Introduction, 1. Leadership and management in public relations: Two sides of the same coin, 2. Team management, 3. Professionalism, ethics, and law: The good person representing organizations well, 4. Distinctions between agency and nonagency operations, 5. Operations tools I: Strategic plans and financial matters, 6. Operations tools II: Performance measurement, performance reviews, and human resources management, 7. Decision-making in tune with the organizational strategic plan, 8. Client-centered communication, 9. Business-development principles, 10. Requests for proposals and new-business pitches, 11. Personal career-planning approaches, Appendix A: Template for strategic plans with definitions and examples, Appendix B: Scripts for different types of new-business calls, Appendix C: Observations about agency and nonagency writing exams, Index
