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Strategic Public Relations Leadership

  • Livre Relié
  • 164 Nombre de pages
Anne Gregory is Professor of Public Relations and Pro-Vice Chancellor at Leeds Metropolitan University, UK Paul Willis is Directo... Lire la suite
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Description

Auteur

Anne Gregory is Professor of Public Relations and Pro-Vice Chancellor at Leeds Metropolitan University, UK Paul Willis is Director of the Centre for Public Relations Studies at the Leeds Metropolitan University, UK. Formerly, he was Managing Director of Ptarmigan Consultants, whose clients included Asda, Mini, BT, Proctor & Gamble, the Football Association and the NHS



Texte du rabat

Public relations is operating in an increasingly challenging and complex environment. Pressures from outside the organization include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally, there are increasing demands to demonstrate a return on investment, alongside a requirement to coach and counsel senior managers exposed to these environmental pressures.

This context requires public relations professionals to be able to clearly articulate and demonstrate their own contribution to organizational effectiveness. This textbook provides aspiring public relations professionals with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit if they are to operate at the highest levels of any organization.

This short textbook is suitable for MBA and other Masters qualifications in public relations - especially for those students who wish to pursue a successful career as a professional PR specialist able to operate strategically at the top of successful organizations.



Résumé
Public relations requires professionals to be able to clearly articulate and demonstrate their own contribution to organisational effectiveness. This textbook provides aspiring public relations professionals with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit.

Contenu

1. Introduction 2. A Public Relations View of the Organization 3. The CEO Perspective 4. Keeping the Organization in Balance: A Strategic View of Public Relations 5. Making it Real 6. Contextual Intelligence 7. Ethics 8. Values 9. Behaviours 10. Planning 11. Catalyst 12. Technician 13. The Internal Educator 14. A Consultancy Mindset 15. Leadership 16. Public Relations at the Edge

Informations sur le produit

Titre: Strategic Public Relations Leadership
Auteur:
Code EAN: 9780415667944
ISBN: 978-0-415-66794-4
Format: Livre Relié
Editeur: Taylor & Francis Ltd
Genre: Musique
nombre de pages: 164
Poids: 402g
Taille: H242mm x B162mm x T16mm
Année: 2013

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