An Overview of The Public Relations Function, Second Edition
Description
This book acquaints the manager with the lexicon of the field and provides research on the theory of public relations, its sub-functions, such as research or public affairs, and the ethical guideline CERT formula: Credibility, Ethics, Relationships, Trust.
It also examines the role of the chief communications officer (CCO) and leadership, organizational culture, structure, effectiveness, managing stakeholders and publics, using research to create strategy, and the four-step process of public relations management ("RACE"). Finally, the authors discuss the advanced management concepts of issues management, specialization in the sectors of public relations, managing values, deontological ethics, conducting moral analyses, and counseling management. They review what research found in regard to the most excellent ways to manage public relations and relationships: both beginning and ending with ethics.
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Content
- Cover
- An Overview of the Public Relations Function
- Contents
- List of Figures
- List of Tables
- Preface
- Acknowledgments
- Part 1 Mastering the Principles
- Chapter 1 Why Do Public Relations?
- Chapter 2 What Is Public Relations?
- Chapter 3 Models of Public Relations and Its Subfunctions
- Chapter 4 The Management Function of Public Relations
- Part 2 Organizations and Processes
- Chapter 5 Organizational Factors, Culture, Character, and Structure
- Chapter 6 How Public Relations Contributes to Organizational Effectiveness
- Chapter 7 Managing Stakeholders and Publics
- Chapter 8 Public Relations Research
- Chapter 9 The Public Relations Process-"RACE".
- Part 3 Advanced Practices in Public Relations Management
- Chapter 10 Issues Management and Sectors of the Public Relations Industry
- Chapter 11 Ethics, Counseling Roles, Leadership, and Moral Analyses
- Chapter 12 Organizational Effectiveness: Excellence in Public Relations Management
- Notes
- References
- About the Authors
- Index
- Ad Page
- Back Cover
