图书简介

PART ONE: FRAMEWORKS AND CONTEXTS \\ Public Relations’ Journey into Management \\ A Managerial Perspective of Public Relations \\ Moving from Management to Leadership \\ The Capabilities Needed for the Strategic Management Role \\ Strategy Making and Planning in the Communications Context \\ PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS \\ Corporate Branding and Corporate Reputation \\ Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere \\ The Strategic Communication Process in Government \\ Business-to-Business Public Relations Agency Practice \\ Financial Public Relations \\ Non-Profit Communication Management \\ Internal Communication as a Function of Public Relations \\ Public Relations Consultancies Practice \\ A Managerial Perspective of Public Relations \\ Strategic Issues Management \\ PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS \\ Ethics and the Public Relations Management Process \\ Corporate Social Responsibility \\ Public Relations and the Law \\ Managing Global Public Relations \\

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