Managing public relations : business principles and tools for strategic communication

Managing public relations business principles and tools for strategic communication

"Managing Public Relations, 2e introduces students to the key concepts and practices involved in the day-to-day running of a PR operation, whether it is a company department, an independent agency, or any organized group focused on PR. The book's unique approach places the PR function with...

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Detalles Bibliográficos
Otros Autores: Smudde, Peter M., author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Abingdon, Oxon, England ; New York, New York : Routledge [2023]
Edición:Second edition
Materias:
Public relations.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009810647406719
Tabla de Contenidos:
  • Cover
  • Half Title
  • Title Page
  • Copyright Page
  • Table of Contents
  • Biographies
  • Introduction
  • Learning the Business Context for Public Relations
  • Why This Book?
  • Where and When This Book Would Best Work
  • What Is in This Book and Its Supporting Material?
  • References
  • Chapter 1 Leadership and Management In Public Relations: Two Sides of the Same Coin
  • History's Revelations
  • Defining the Field
  • Purview of Operations
  • Similarities and Differences Between Leadership and Management
  • Leadership Definition and Approaches
  • Leader Communication Styles
  • Leadership Orientations
  • Leadership Types
  • Management Definition and Approaches
  • Followers
  • Running Meetings
  • Characteristics of Effective Public Relations Leaders
  • Managing Across Generations
  • Executive Viewpoint
  • Key Words
  • References
  • Chapter 2 Team Management
  • Traits of Top-Performing Groups
  • Group Structure
  • Conflict
  • Creativity
  • Project Management
  • Freelancers, Consultants, and Vendors
  • Freelancers
  • Consultants
  • Vendors
  • Size Matters
  • Executive Viewpoint
  • Key Words
  • References
  • Chapter 3 Professionalism, Ethics, and Law: The Good Person Representing an Organization Well
  • Professionalism
  • Ethics
  • Building Up to Ethics
  • Ethics Orientations and Reasoning
  • Resolving Ethical Dilemmas
  • Law
  • Building a System of Laws
  • Cooperation Between Public Relations and Legal Staffs
  • First Amendment
  • Particular Areas of Law
  • Privacy
  • Defamation of Character
  • Copyright
  • Trademark
  • Contracts
  • Fraud
  • Governing Concepts
  • Executive Viewpoint
  • Key Words
  • References
  • Chapter 4 Distinctions Between Agency and Nonagency Operations
  • Nonagency ("Corporate") Public Relations Operations
  • Agency Public Relations Operations
  • What Job Descriptions Can Tell Us
  • Executive Viewpoint
  • Key Words.
  • References
  • Recommended Reading
  • Chapter 5 Operations Tools I: Strategic Plans and Financial Matters
  • Strategic Plans
  • Planning Process
  • Plan Content
  • Basic Organizational Background
  • Situation Analysis
  • Core Plan Section and Its Content
  • The Plan Thus Far
  • Performance and Reporting Matters
  • Objectives
  • Critical Success Factors
  • Key Performance Indicators
  • Budget
  • Timeline
  • Final Evaluation
  • Finance and Accounting Matters
  • The Four Core Financial Statements
  • Budgets and Forecasts
  • The Budget Process
  • Business Cycles and Budgeting
  • Time Management
  • Billing
  • Executive Viewpoint
  • Energy Transition Case Study
  • Activities and Key Performance Indicators for the Campaign
  • Key Words
  • References
  • Chapter 6 Operations Tools II: Performance Measurement, Performance Reviews, And Human Resources Management
  • Performance Measurement
  • Why Measure Performance?
  • Why Manage Performance?
  • How Are Performance Measurements Applied?
  • Performance Reviews
  • Human Resource Management
  • Hiring
  • Equity, Inclusion, Diversity, and Access
  • Toxic Employees
  • Firing
  • Developing Employees
  • Executive Viewpoint
  • Southwest Airlines "Start Strong" Campaign
  • Key Words
  • References
  • Chapter 7 Decision-Making In Tune With The Strategic Plan
  • Delivering Value
  • Managerial Decision-Making
  • Perception Is Central
  • Decision-making as a Process
  • Good Leaders But Bad Decisions
  • Communication Resource Management
  • Strategic Role of Tactics
  • The Spectrum of Media
  • Traditional and "New" Media
  • Executive Viewpoint
  • Implementation of Strategy
  • Decision-maker Versus Advisor
  • The Best Advice I Ever Received
  • Not All Companies Are the Same
  • Are You a "PR Purist"?
  • Recommendations
  • Key Words
  • References
  • Chapter 8 Client-Centered Communication
  • Know Your Audience.
  • Frameworks for Client Communication
  • Executive Viewpoint
  • Client-centered Communication as a Corporate America Employee
  • Client-centered Communication as an Entrepreneur
  • Client-centered Communication as a Nonprofit Leader
  • Client-centered Communication Nuggets for Students
  • Key Words
  • References
  • Chapter 9 Business-Development Principles
  • Promoting the Public Relations Function
  • Market Positioning
  • Cold, Warm, and Hot Calls
  • Preparation
  • Know Your Company
  • Know Your Target Customers
  • Know Your Competition
  • Understand the Big Picture
  • Scripts
  • At the Meeting
  • Follow-up Letters
  • Track Your Progress
  • Final Thoughts About Calls and Business Development
  • Executive Viewpoint
  • Key Words
  • References
  • Chapter 10 Requests For Proposals and New-Business Pitches
  • What Is a RFP?
  • New-Business Pitches From Both Sides of the Table
  • The Meeting
  • The Negotiation
  • Origin of Negotiation
  • Situation Rules
  • Know the BATNAs
  • Process-broadening Options
  • Executive Viewpoint
  • Key Words
  • References
  • Chapter 11 Personal Career-Planning Approaches
  • It's All About You
  • Know Yourself
  • Know the Field
  • Own Your Career
  • Career Change Cautions
  • Leaving an Employer
  • Final Points
  • Impression Management
  • Leisure
  • Executive Viewpoint
  • Key Words
  • References
  • Appendix A Template For Strategic Plans With Definitions and Examples
  • Table of Contents
  • Executive Summary
  • 1.0 Organization Background
  • 1.1 Business Definition
  • 1.2 Vision
  • 1.3 Mission
  • 1.4 Value Proposition
  • 1.5 Organization Structure
  • 1.6 History and Culture
  • 2.0 Situation Analysis
  • 2.1 Definition and Scope of Situation
  • 2.2 Stakeholders Affected
  • 2.3 Competition
  • 2.4 SWOT Analysis (Or Other Environmental-Scanning Method)
  • 2.5 Market Position
  • 3.0 Plan
  • 3.1 Objectives, Strategies, and Tactics.
  • 3.2 Critical Success Factors (CSFs)
  • 3.3 Key Performance Indicators (KPIs)
  • 3.4 Budget and Resource Allocations
  • 3.5 Timeline (Beginning With the Proposal's Acceptance/approval)
  • 3.6 Evaluation Method and Anticipated Results
  • Appendices
  • References
  • APPENDIX B Scripts for Different Types of New-Business Calls
  • Reference
  • Appendix C Observations About Agency and Nonagency Writing Exams
  • Basics
  • General Topics
  • Index.

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