Public Relations

A Managerial Perspective

Danny Moss - University of Chester, UK

Barbara DeSanto - Maryville University

Public Relations | Public Relations

December 2011 | 512 pages | Sage UK

Create Flyer

If you’re in the Americas, please visit our Sage College Publishing website to purchase or sample this book:

Go to College Publishing Website

Description

Taking a managerial perspective on the field of public relations, this book explores PR 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 expertise of legal considerations and ethical awareness.

The range of PR and corporate communications within any organization is critical and a managerial awareness of this is all the more important. In providing a framework and examination of the issues, Public Relations: A Managerial Perspective offers an original and vital discussion.

This book will interest both second and third year undergraduate students of public relations and communications, as well as graduate students in the field of public relations, corporate communications and public affairs.

PART ONE: FRAMEWORKS AND CONTEXTS

Public Relations' Journey into Management
Building Bridges between Public Relations and Other Managerial Functions
A Managerial Perspective of Public Relations
Locating the Function and Analyzing the Environmental and Organizational Context
Moving from Management to Leadership
The Capabilities Needed for the Strategic Management Role
Strategy Making and Planning in the Communications Context

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

Corporate Branding and Corporate Reputation
Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere
The Strategic Communication Process in Government
A UK Perspective
Business-to-Business Public Relations Agency Practice
Financial Public Relations
Non-Profit Communication Management
Internal Communication as a Function of Public Relations
Public Relations Consultancies Practice
A Managerial Perspective of Public Relations
Public Relations and the Internet: The Impact of the Social Web
Strategic Issues Management
The Importance of Reasoning

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

Ethics and the Public Relations Management Process
Corporate Social Responsibility
Balancing Business and Social Priorities
Public Relations and the Law
Managing Your Way through the Maelstrom of Potential Legal Pitfalls
Managing Global Public Relations

Additional materials

Chapter One

Description

PART ONE: FRAMEWORKS AND CONTEXTS

Public Relations' Journey into Management
Building Bridges between Public Relations and Other Managerial Functions
A Managerial Perspective of Public Relations
Locating the Function and Analyzing the Environmental and Organizational Context
Moving from Management to Leadership
The Capabilities Needed for the Strategic Management Role
Strategy Making and Planning in the Communications Context

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

Corporate Branding and Corporate Reputation
Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere
The Strategic Communication Process in Government
A UK Perspective
Business-to-Business Public Relations Agency Practice
Financial Public Relations
Non-Profit Communication Management
Internal Communication as a Function of Public Relations
Public Relations Consultancies Practice
A Managerial Perspective of Public Relations
Public Relations and the Internet: The Impact of the Social Web
Strategic Issues Management
The Importance of Reasoning

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

Ethics and the Public Relations Management Process
Corporate Social Responsibility
Balancing Business and Social Priorities
Public Relations and the Law
Managing Your Way through the Maelstrom of Potential Legal Pitfalls
Managing Global Public Relations

Additional materials

Chapter One

Reviews

This is a good, worthwhile book concerning the managerial dimensions of public relations and communication practice. Study of the various chapters will provide knowledge ... Press enter to read the full quote (will open a modal popup)
students read free to downlaod articles. Press enter to read the full quote (will open a modal popup)
David Van Bennekom, Department of Communication Science, University of Amsterdam
some great material - although heavy going at times, and short of visuals Press enter to read the full quote (will open a modal popup)
Dr Daniel Valentine, Academic Programmes, London School of Business & Finance
I've adopted this book as recommended reading - provides a really good background/insight into public relations and the managerial perspective Press enter to read the full quote (will open a modal popup)
Dr Julia Jahansoozi, Department of Film and Media Studies, Stirling University
A useful book to provide students with a more indepth view of public relations. Press enter to read the full quote (will open a modal popup)
Miss Katie Angliss, Plymouth Business School, University of Plymouth
The book is used as supplementary reading with selected chapters. The content is suitable for students with some knowledge with public relations. Press enter to read the full quote (will open a modal popup)
Miss Olivine Lo, Journalism & Communication, Hong Kong Shue Yan University
An important contribution to the growing debate about the importance of corporate communications and the role of PR Press enter to read the full quote (will open a modal popup)
Mr Adrian Roxan, Arts, Computing, Eng'g & Sciences, Sheffield Hallam University
A well written book! Extremely insightful! Public relations has been effectively explored. Press enter to read the full quote (will open a modal popup)
Mr Amer Shehzad, Lancashire Business School, University of Central Lancashire
This will now be an essential/key reading for a new 4th year module starting in September 2012.Excellent balance of theory and practice from a management perspective Press enter to read the full quote (will open a modal popup)
Mr Grant Thoms, School of Arts & Creative Industries, Edinburgh Napier University
Thorough and highly informative. Excellent as aan addition to the range of reading we offer our students at level 5. Press enter to read the full quote (will open a modal popup)
Mr Ian Lamond, Events, Tourism and hospitality, Leeds Metropolitan University
It is an excellent book that approaches PR from a most needed point of view/perspective. I would not hesitate to recommend it to colleages designing a PR course. Press enter to read the full quote (will open a modal popup)
Mr Manuel Hernandez, Mass Communications , Wolverhampton University
Very good overview of public relations from a managerial perspective. Press enter to read the full quote (will open a modal popup)
Mr Michael Parsons, Faculty of Business and Society, University of South Wales
With such a priority being attached to developing professional practice, this book is a valuable look at PR's role in management, and as a manager of a burgeoning sector.... Press enter to read the full quote (will open a modal popup)
Mr Paul Simpson, The Business School, Greenwich University
Will be considered for next year for PR-students on year 2. Press enter to read the full quote (will open a modal popup)
Mrs Camilla Nothhaft, Department of Strategic Communication, Lund University
Good broad perspective on PR, good managerial viewpoint. Especially useful chapter on ethical decision making which will be my area of specialism on the course. Press enter to read the full quote (will open a modal popup)
Ms Alison Theaker, School of Media, London College of Communication

Public Relations

A Managerial Perspective

Danny Moss , Barbara DeSanto

Cancel Print

December 2011 | 512 pages | Sage UK

Format	Published Date	ISBN	Price

PART ONE: FRAMEWORKS AND CONTEXTS
Public Relations' Journey into Management
Building Bridges between Public Relations and Other Managerial Functions
A Managerial Perspective of Public Relations
Locating the Function and Analyzing the Environmental and Organizational Context
Moving from Management to Leadership
The Capabilities Needed for the Strategic Management Role
Strategy Making and Planning in the Communications Context
PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS
Corporate Branding and Corporate Reputation
Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere
The Strategic Communication Process in Government
A UK Perspective
Business-to-Business Public Relations Agency Practice
Financial Public Relations
Non-Profit Communication Management
Internal Communication as a Function of Public Relations
Public Relations Consultancies Practice
A Managerial Perspective of Public Relations
Public Relations and the Internet: The Impact of the Social Web
Strategic Issues Management
The Importance of Reasoning
PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS
Ethics and the Public Relations Management Process
Corporate Social Responsibility
Balancing Business and Social Priorities
Public Relations and the Law
Managing Your Way through the Maelstrom of Potential Legal Pitfalls
Managing Global Public Relations

Public Relations

Description

Contents

Additional materials

Description

Contents

PART ONE: FRAMEWORKS AND CONTEXTS

PART ONE: FRAMEWORKS AND CONTEXTS

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

Additional materials

Description

Description

Contents

Contents

PART ONE: FRAMEWORKS AND CONTEXTS

PART ONE: FRAMEWORKS AND CONTEXTS

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS

Additional materials

Additional materials

Reviews

Public Relations

A Managerial Perspective

Table Of Contents:

Recent Product Reviews:

Recommendations