Managing public relations : business principles and tools for strategic communication / Peter M. Smudde.
"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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Full Text (via O'Reilly/Safari) |
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| Format: | eBook |
| Language: | English |
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Milton Park, Abingdon, Oxon ; New York, NY :
Routledge,
2023.
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| Edition: | Second edition. |
| Subjects: |
Table of Contents:
- 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.
- 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.