Managing public relations : business principles and tools for strategic communication. / Peter M. Smudde.

Format:

Book

Author/Creator:

Smudde, Peter M., author.

Language:

English

Subjects (All):

Public relations.

Physical Description:

1 online resource (353 pages)

Edition:

Second edition.

Place of Publication:

Abingdon, Oxon, England ; New York, New York : Routledge, [2023]

Summary:

"Managing Public Relations, 2e introduces students to the key concepts and practices involved in the day-to-day running of a PR operation, whether it is a company department, an independent agency, or any organized group focused on PR. The book's unique approach places the PR function within the broader context of an organization, equipping students with the essential business knowledge, perspective, and skills needed when starting out in their careers. This second edition has been fully updated throughout and includes: Current examples and testimonials from across the globe, as well as updated "Executive Viewpoints" Expanded content on strategic planning, budgeting, and financial statements Detailed commentary on topics relevant to the modern workplace, including remote management Consideration of diversity, inclusion, equity, and access within PR Additional content on the use of analytics and measuring ROI Updated online material, including an Instructor's Manual that incorporates problem-based questions, example assignments, and activities A highly practical and comprehensive guide, this textbook should be essential reading for advanced undergraduate and postgraduate students studying Public Relations Management, Strategic Communications and Marketing Management"-- Provided by publisher.

Contents:

Cover

Half Title

Title Page

Copyright Page

Table of Contents

Biographies

Introduction

Learning the Business Context for Public Relations

Why This Book?

Where and When This Book Would Best Work

What Is in This Book and Its Supporting Material?

References

Chapter 1 Leadership and Management In Public Relations: Two Sides of the Same Coin

History's Revelations

Defining the Field

Purview of Operations

Similarities and Differences Between Leadership and Management

Leadership Definition and Approaches

Leader Communication Styles

Leadership Orientations

Leadership Types

Management Definition and Approaches

Followers

Running Meetings

Characteristics of Effective Public Relations Leaders

Managing Across Generations

Executive Viewpoint

Key Words

Chapter 2 Team Management

Traits of Top-Performing Groups

Group Structure

Conflict

Creativity

Project Management

Freelancers, Consultants, and Vendors

Freelancers

Consultants

Vendors

Size Matters

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

Professionalism

Ethics

Building Up to Ethics

Ethics Orientations and Reasoning

Resolving Ethical Dilemmas

Law

Building a System of Laws

Cooperation Between Public Relations and Legal Staffs

First Amendment

Particular Areas of Law

Privacy

Defamation of Character

Copyright

Trademark

Contracts

Fraud

Governing Concepts

Chapter 4 Distinctions Between Agency and Nonagency Operations

Nonagency ("Corporate") Public Relations Operations

Agency Public Relations Operations

What Job Descriptions Can Tell Us

Key Words.

References

Recommended Reading

Chapter 5 Operations Tools I: Strategic Plans and Financial Matters

Strategic Plans

Planning Process

Plan Content

Basic Organizational Background

Situation Analysis

Core Plan Section and Its Content

The Plan Thus Far

Performance and Reporting Matters

Objectives

Critical Success Factors

Key Performance Indicators

Budget

Timeline

Final Evaluation

Finance and Accounting Matters

The Four Core Financial Statements

Budgets and Forecasts

The Budget Process

Business Cycles and Budgeting

Time Management

Billing

Energy Transition Case Study

Activities and Key Performance Indicators for the Campaign

Chapter 6 Operations Tools II: Performance Measurement, Performance Reviews, And Human Resources Management

Performance Measurement

Why Measure Performance?

Why Manage Performance?

How Are Performance Measurements Applied?

Performance Reviews

Human Resource Management

Hiring

Equity, Inclusion, Diversity, and Access

Toxic Employees

Firing

Developing Employees

Southwest Airlines "Start Strong" Campaign

Chapter 7 Decision-Making In Tune With The Strategic Plan

Delivering Value

Managerial Decision-Making

Perception Is Central

Decision-making as a Process

Good Leaders But Bad Decisions

Communication Resource Management

Strategic Role of Tactics

The Spectrum of Media

Traditional and "New" Media

Implementation of Strategy

Decision-maker Versus Advisor

The Best Advice I Ever Received

Not All Companies Are the Same

Are You a "PR Purist"?

Recommendations

Chapter 8 Client-Centered Communication

Know Your Audience.

Frameworks for Client Communication

Client-centered Communication as a Corporate America Employee

Client-centered Communication as an Entrepreneur

Client-centered Communication as a Nonprofit Leader

Client-centered Communication Nuggets for Students

Chapter 9 Business-Development Principles

Promoting the Public Relations Function

Market Positioning

Cold, Warm, and Hot Calls

Preparation

Know Your Company

Know Your Target Customers

Know Your Competition

Understand the Big Picture

Scripts

At the Meeting

Follow-up Letters

Track Your Progress

Final Thoughts About Calls and Business Development

Chapter 10 Requests For Proposals and New-Business Pitches

What Is a RFP?

New-Business Pitches From Both Sides of the Table

The Meeting

The Negotiation

Origin of Negotiation

Situation Rules

Know the BATNAs

Process-broadening Options

Chapter 11 Personal Career-Planning Approaches

It's All About You

Know Yourself

Know the Field

Own Your Career

Career Change Cautions

Leaving an Employer

Final Points

Impression Management

Leisure

Appendix A Template For Strategic Plans With Definitions and Examples

Executive Summary

1.0 Organization Background

1.1 Business Definition

1.2 Vision

1.3 Mission

1.4 Value Proposition

1.5 Organization Structure

1.6 History and Culture

2.0 Situation Analysis

2.1 Definition and Scope of Situation

2.2 Stakeholders Affected

2.3 Competition

2.4 SWOT Analysis (Or Other Environmental-Scanning Method)

2.5 Market Position

3.0 Plan

3.1 Objectives, Strategies, and Tactics.

3.2 Critical Success Factors (CSFs)

3.3 Key Performance Indicators (KPIs)

3.4 Budget and Resource Allocations

3.5 Timeline (Beginning With the Proposal's Acceptance/approval)

3.6 Evaluation Method and Anticipated Results

Appendices

APPENDIX B Scripts for Different Types of New-Business Calls

Reference

Appendix C Observations About Agency and Nonagency Writing Exams

Basics

General Topics

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Other Format:

Print version: Smudde, Peter M. Managing Public Relations

ISBN:

9781003208280

1003208282

9781000832495

100083249X

9781000832471

1000832473

OCLC:

1343160753