An Overview of The Public Relations Function Second Edition

<b>This second edition of <i>An Overview of the Public Relations Function</i> examines current thought to help busy managers and students master the most important concepts of management in communication quickly accessibly and with an eye to helping an organization achieve excellence through cutting-edge research-based strategic public relations management.</b> <p>This book acquaints the manager with the lexicon of the field and provides research on the theory of public relations its sub-functions such as research or public affairs and the ethical guideline CERT formula: Credibility Ethics Relationships Trust.</p> <p>It also examines the role of the chief communications officer (CCO) and leadership organizational culture structure effectiveness managing stakeholders and publics using research to create strategy and the four-step process of public relations management (RACE). Finally the authors discuss the advanced management concepts of issues management specialization in the sectors of public relations managing values deontological ethics conducting moral analyses and counseling management. They review what research found in regard to the most excellent ways to manage public relations and relationships: both beginning and ending with ethics.</p>