Public Relations - A Managerial Perspective

Klappentext Explores the essential role of managerial theory and practice within the public relations/communications function of organizations. Zusammenfassung Explores the essential role of managerial theory and practice within the public relations/communications function of organizations. Inhaltsverzeichnis 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 ...

List of 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

Report

This is a good, worthwhile book concerning the managerial dimensions of public relations and communication practice. Study of the various chapters will provide knowledge and deepen application of skills in this field. I welcome its inclusion within the arsenal of literature in the public relationsh domain.
-Professor Philip J. Kitchen, Brock University, Canada



This new text, with contributions from communications leaders in the UK and the US, is expertly compiled by Danny Moss and Barbar DeSanto. The chapters explore the need for an improved connection between communcations and modern practices of management, strategy and leadership, arguing that communications has failed to make headway in strategic management because practitioners are rarely schooled in management disciplines.
-Sally Sykes, Health and Safety Executive, UK

Product details

• Authors: Barbara DeSanto, DeSanto Barbara, Danny Moss, Danny Desanto Moss, Moss Danny
• Assisted by: Danny Moss (Editor)
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 15.12.2011
• EAN: 9780761948575
• ISBN: 978-0-7619-4857-5
• No. of pages: 512
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Public Relations, BUSINESS & ECONOMICS / Public Relations