Managing Public Relations Methods and Tools

by Smudde, Peter

• ISBN13: 9780199985173
• ISBN10: 0199985170
• Edition: 1st
• Format: Paperback
• Copyright: 2014-11-14
• Publisher: Oxford University Press

Summary

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 of business, 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)

Author Biography

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 previous books include Power and Public Relations and Inspiring Cooperation and Celebrating Organizations: Genres, Message Design, and Strategy in Public Relations.

Table of Contents

Preface

Chapter 1: Leadership & Management in Public Relations: Two Sides of the Same Coin

Chapter 2: Distinctions Between Corporate & Agency Operations

Chapter 3: Professionalism, Ethics, and Law: The Good Person Representing Organizations Well

Chapter 4: Operations Tools I: Plans, Budgets, Time Management, & Billing

Chapter 5: Operations Tools II: Performance Measurement, Performance Reviews, & Human Resources Management

Chapter 6: Decision Making in Tune with the Corporate Strategic Plan

Chapter 7: Business-development Principles

Chapter 8: Requests for Proposals (RFPs) & New-business Pitches

Chapter 9: Team Management

Chapter 10: Client-centered Communication

Chapter 11: Personal Career Planning Strategies

Appendix A: Strategic Plan Content Summary
Appendix B: Example Strategic Plan
Appendix C: Calling Scripts
Appendix D: Resumes, Cover Letters, and Beyond

Index