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Strategic Public Relations Leadership,9780415667951

Strategic Public Relations Leadership

by ;
Edition:
1st
ISBN13:

9780415667951

ISBN10:
041566795X
Format:
Nonspecific Binding
Pub. Date:
8/6/2013
Publisher(s):
Routledge
List Price: $45.95

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This is the 1st edition with a publication date of 8/6/2013.
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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
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Summary

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.


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