Public Relations: 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.

Table 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

Review :
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