Managing Public Relations: Methods and Tools

Paperback | November 19, 2014

byPeter Smudde

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Focusing on the day-to-day matters of running a PR operation, Managing Public Relations is the first book to balance both corporate and agency needs while addressing the management of a public relations function. Its unique approach stresses the function of PR within the larger scope ofbusiness, showing students how to think like their future bosses and colleagues and making them more competitive in today's job market.Features* Gives students the business know-how they need in order to succeed in public relations* Directly applies current, foundational research to the day-to-day management concerns of public relations operations, allowing students to connect theory to practice in a demanding environment* Balances coverage of both agency and corporate (for-profit, non-profit, non-governmental, and governmental organizations) public relations operations* "Executive Viewpoints"-first-person testimonials from actual PR executives-bring concepts, methods, and tools to life for readers as they realize how senior managers work and why* Rich pedagogy in each chapter assists students in their reading* A Companion Website offers resources for students and instructors, and an Instructor's Manual is available to adopters (please see the preface for details)

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From the Publisher

Focusing on the day-to-day matters of running a PR operation, Managing Public Relations is the first book to balance both corporate and agency needs while addressing the management of a public relations function. Its unique approach stresses the function of PR within the larger scope ofbusiness, showing students how to think like their...

Peter Smudde is Associate Professor and Coordinator of the Public Relations Program at Illinois State University. He has been widely recognized for his work, including winning awards from the Public Relations Society of America, the International Association for Business Communication, and the Society for Technical Communication. His...
Format:PaperbackDimensions:336 pages, 9.25 × 7.5 × 0.68 inPublished:November 19, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199985170

ISBN - 13:9780199985173

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Table of Contents

Preface1. Leadership and Management in Public Relations: Two Sides of the Same Coin2. Distinctions Between Corporate and Agency Operations3. Professionalism, Ethics, and Law: The Good Person Representing Organizations Well4. Operations Tools I: Plans, Budgets, Time Management, and Billing5. Operations Tools II: Performance Measurement, Performance Reviews, and Human Resources Management6. Decision Making in Tune with the Corporate Strategic Plan7. Business-development Principles8. Requests for Proposals (RFPs) and New-business Pitches9. Team Management10. Client-centered Communication11. Personal Career Planning StrategiesAppendix A Strategic Plan Content SummaryAppendix B Example Strategic PlanAppendix C Calling ScriptsAppendix D Resumes, Cover Letters, and Beyond

Editorial Reviews

"This text provides more content on business related strategies than other PR texts. The writing is clear and well edited, and is accessible to readers with limited business knowledge." --Jeffrey Brand, University of Northern Iowa