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:	Bowen, Shannon A, Rawlins, Brad, Martin, Thomas
Định dạng:	Sách
Ngôn ngữ:	English
Được phát hành:	Business Expert 2012
Những chủ đề:	Strategic public relations management Organizationpublic relationships
Truy cập trực tuyến:	http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31117
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Thư viện lưu trữ:	Thư viện Trường Đại học Đà Lạt

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spelling	oai:scholar.dlu.edu.vn:DLU123456789-311172014-01-19T08:33:22Z An Overview of the Public Relations Function Bowen, Shannon A Rawlins, Brad Martin, Thomas Strategic public relations management Organizationpublic relationships 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. 2012-06-21T08:19:22Z 2012-06-21T08:19:22Z 2010 Book http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31117 en application/pdf Business Expert
institution	Thư viện Trường Đại học Đà Lạt
collection	Thư viện số
language	English
topic	Strategic public relations management Organizationpublic relationships
spellingShingle	Strategic public relations management Organizationpublic relationships Bowen, Shannon A Rawlins, Brad Martin, Thomas An Overview of the Public Relations Function
description	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.
format	Book
author	Bowen, Shannon A Rawlins, Brad Martin, Thomas
author_facet	Bowen, Shannon A Rawlins, Brad Martin, Thomas
author_sort	Bowen, Shannon A
title	An Overview of the Public Relations Function
title_short	An Overview of the Public Relations Function
title_full	An Overview of the Public Relations Function
title_fullStr	An Overview of the Public Relations Function
title_full_unstemmed	An Overview of the Public Relations Function
title_sort	overview of the public relations function
publisher	Business Expert
publishDate	2012
url	http://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31117
_version_	1757677600467058688

An Overview of the Public Relations Function

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