Covers the analytic techniques necessary for the effective management of public relations, and suggests practical steps to success. Adopting a managerial and strategic focus, the work draws on the Economist Intelligence Unit's research featuring cases and examples of the best practices.
Part 1 Public relations and communications management: public relations management; public relations - contributions to strategic planning and management decision-making; options for the management of public relations; public relations programme and human resources management; budgeting, control and evaluation. Part 2 Special areas of practice: media relations; marketing communications; internal communications; public affairs; crisis management. Part 3 Managing relationships: customers and suppliers; investors relations; the community; pressure and interest groups. Part 4 Issues in the practice: ethical and legal issues; the future of public relations.
Strategic Communications Management: Making Public Relations Work by Jon White
Used - Very Good
Pearson Education (US)
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