Public Relations : A Managerial Perspective

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.

Danny Moss is Professor of Corporate and Public Affairs at the University of Chester, UK. Barbara DeSanto is Professor of Communication at Maryville University, USA.

Notes on Contributors	p. ix
Introduction	p. xv
Frameworks and Contexts	p. 1
Public Relations Journey into Management: Building Bridges between Public Relations and Other Managerial Functions	p. 3
A Managerial Perspective of Public Relations: Locating the Function and Analysing the Environmental and Organisational Context	p. 23
Moving from Management to Leadership	p. 57
The Capabilities Needed for the Strategic Management Role	p. 82
Strategy-Making and Planning in the Communications Context	p. 111
Public Relations in Practice: Applying Frameworks and Contexts	p. 143
Corporate Branding and Corporate Reputation	p. 145
Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere	p. 167
The Strategic Communication Process in Government: A UK Perspective	p. 193
Business-to-Business Public Relations Agency Practice	p. 222
Financial Public Relations	p. 243
Non-Profit Communication Management	p. 265
Internal Communication as a Function of Public Relations	p. 280
Public Relations Consultancy Practice	p. 310
A Managerial Perspective of Public Relations: Public Relations and the Internet - The Impact of the Social Web	p. 342
Strategic Issues Management: The Importance of Reasoning	p. 357
Public Relations and Specialist Contexts	p. 393
Ethics and the Public Relations Management Process	p. 395
Corporate Social Responsibility: Balancing Business and Social Priorities	p. 422
Public Relations and the Law: Managing Your Way through the Maelstrom of Potential Legal Pitfalls	p. 440
Managing Global Public Relations	p. 467
Index	p. 486
Table of Contents provided by Ingram. All Rights Reserved.

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Public Relations : A Managerial Perspective

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