An Overview of the Public Relations Function
This book provides an executive review of the fi eld of public relations with a focus on what managers need to know in order to master the function quickly and effectively. Throughout the text, we integrate the academic with the professional by asking, how can an executive use this knowledge to...
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| Những tác giả chính: | , , |
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Được phát hành: |
Business Expert
2012
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31117 |
| Các nhãn: |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | This book provides an executive review of the fi eld of public relations with
a focus on what managers need to know in order to master the function
quickly and effectively. Throughout the text, we integrate the academic
with the professional by asking, how can an executive use this knowledge
to make the most of the public relations function, department, and initiatives
in order to help their whole organization be successful?
Part I of the book provides the busy manager with the taxonomy
of the public relations fi eld, provides research on the theory of public
relations, and examines the structure of organizations and where public
relations fi ts within that structure. Part II examines how public relations
should be conducted in order to achieve maximum results and provides
a comprehensive review of public relations strategy, including how to
conduct a public relations campaign. Part III discusses the organizational
settings most common in public relations: corporate, agency, government,
or public affairs and nonprofi t or advocacy groups and the public
relations approaches common in each. We review what research fi nds
regarding the most excellent ways to manage public relations and the best
ways to analyze and address the ethical challenges to be faced in public
relations. We occasionally use short case examples to illustrate and apply
the main points managers will need to know in order to manage public
relations effectively.
Throughout this book, we focus on the managerial pursuits in public
relations, such as strategic relationship maintenance, segmentation of
publics, and conducting research. We offer insight into the managerial
activities of issues management, lobbying and advocacy, creating stakeholder
relationships, reputation management, ethical counsel, and corporate
communication. We examine the most current thought in public
relations to help the busy manager master the most important concepts
in the fi eld quickly, accessibly, and with an eye toward helping an organization
or client achieve the most effective results through cutting-edge,
modern, research-based strategic public relations management. |
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