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Public Relations
A Managerial Perspective



December 2011 | 512 pages | SAGE Publications Ltd

Electronic Inspection Copy available for instructors here

Taking a managerial perspective, this book explores public relations and its role in the wider organizational world. Contributors explore a variety of contexts in which the relevance of understanding these two interlinking domains is so paramount, such as corporate branding and reputation, government relations and community communications, as well as drawing on experise of legal considerations and ethical awareness.

The effective management of public relations is crucial within any organization, but a wider managerial awareness and support of its role is equally critical. Public Relations: A Managerial Perspective offers an original and vital discussion of these challenges for second and third year undergraduate and postgraduate students of public relations, corporate communications and public affairs.

 
PART ONE: FRAMEWORKS AND CONTEXTS
Barbara DeSanto
Public Relations' Journey into Management
Building Bridges between Public Relations and Other Managerial Functions

 
Danny Moss
A Managerial Perspective of Public Relations
Locating the Function and Analyzing the Environmental and Organizational Context

 
Barbara DeSanto
Moving from Management to Leadership
Anne Gregory
The Capabilities Needed for the Strategic Management Role
Danny Moss
Strategy Making and Planning in the Communications Context
 
PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS
Ian Grime
Corporate Branding and Corporate Reputation
Ian Somerville
Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere
Anne Gregory
The Strategic Communication Process in Government
A UK Perspective

 
Renee Robinson and Nicholson Kovac
Business-to-Business Public Relations Agency Practice
David Bradin and Barbara DeSanto
Financial Public Relations
David Therkelsen
Non-Profit Communication Management
Michael Board
Internal Communication as a Function of Public Relations
Dr. Jane Tonge
Public Relations Consultancies Practice
Rob Brown
A Managerial Perspective of Public Relations
Public Relations and the Internet: The Impact of the Social Web

 
Jon Arthur
Strategic Issues Management
The Importance of Reasoning

 
 
PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS
Mel Powell
Ethics and the Public Relations Management Process
Richard Warren
Corporate Social Responsibility
Balancing Business and Social Priorities

 
Anna Rodriguez
Public Relations and the Law
Managing Your Way through the Maelstrom of Potential Legal Pitfalls

 
Robert Wakefield
Managing Global Public Relations

This is a good, worthwhile book concerning the managerial dimensions of public relations and communication practice. Study of the various chapters will provide knowledge and deepen application of skills in this field. I welcome its inclusion within the arsenal of literature in the public relationsh domain. -Professor Philip J. Kitchen, Brock University, Canada


This new text, with contributions from communications leaders in the UK and the US, is expertly compiled by Danny Moss and Barbar DeSanto. The chapters explore the need for an improved connection between communcations and modern practices of management, strategy and leadership, arguing that communications has failed to make headway in strategic management because practitioners are rarely schooled in management disciplines.-Sally Sykes, Health and Safety Executive, UK


Very good overview of public relations from a managerial perspective.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
July 12, 2014

An important contribution to the growing debate about the importance of corporate communications and the role of PR

Mr Adrian Roxan
Arts, Computing, Eng'g & Sciences, Sheffield Hallam University
August 13, 2013

Thorough and highly informative. Excellent as aan addition to the range of reading we offer our students at level 5.

Mr Ian Lamond
Events, Tourism and hospitality, Leeds Metropolitan University
July 5, 2013

I've adopted this book as recommended reading - provides a really good background/insight into public relations and the managerial perspective

Dr Julia Jahansoozi
Department of Film and Media Studies, Stirling University
June 28, 2013

Will be considered for next year for PR-students on year 2.

Mrs Camilla Nothhaft
Department of Strategic Communication, Lund University
June 20, 2013

It is an excellent book that approaches PR from a most needed point of view/perspective. I would not hesitate to recommend it to colleages designing a PR course.

Mr Manuel Hernandez
Mass Communications , Wolverhampton University
June 17, 2013

The book is used as supplementary reading with selected chapters. The content is suitable for students with some knowledge with public relations.

Miss Olivine Lo
Journalism & Communication, Hong Kong Shue Yan University
May 31, 2013

A useful book to provide students with a more indepth view of public relations.

Miss Katie Angliss
Plymouth Business School, University of Plymouth
May 16, 2013

A well written book! Extremely insightful! Public relations has been effectively explored.

Mr Amer Shehzad
Lancashire Business School, University of Central Lancashire
March 26, 2013

Sample Materials & Chapters

Chapter One


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Paperback
ISBN: 9780761948575
£47.99

Hardcover
ISBN: 9780761948568
£120.00