Public Relations

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, CanadaThis 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

• PART ONE: FRAMEWORKS AND CONTEXTSPublic Relations′ Journey into Management - Barbara DeSantoBuilding Bridges between Public Relations and Other Managerial FunctionsA Managerial Perspective of Public Relations - Danny MossLocating the Function and Analyzing the Environmental and Organizational ContextMoving from Management to Leadership - Barbara DeSantoThe Capabilities Needed for the Strategic Management Role - Anne GregoryStrategy Making and Planning in the Communications Context - Danny MossPART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTSCorporate Branding and Corporate Reputation - Ian GrimeManaging Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere - Ian SomervilleThe Strategic Communication Process in Government - Anne GregoryA UK PerspectiveBusiness-to-Business Public Relations Agency Practice - Renee Robinson and Nicholson KovacFinancial Public Relations - David Bradin and Barbara DeSantoNon-Profit Communication Management - David TherkelsenInternal Communication as a Function of Public Relations - Michael BoardPublic Relations Consultancies Practice - Dr. Jane TongeA Managerial Perspective of Public Relations - Rob BrownPublic Relations and the Internet: The Impact of the Social WebStrategic Issues Management - Jon ArthurThe Importance of ReasoningPART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTSEthics and the Public Relations Management Process - Mel PowellCorporate Social Responsibility - Richard Warren Balancing Business and Social Priorities Public Relations and the Law - Anna RodriguezManaging Your Way through the Maelstrom of Potential Legal PitfallsManaging Global Public Relations - Robert Wakefield