An Overview of the Public Relations Function 2nd Edition by Shannon A Bowen, Thomas R Martin, Brad Rawlins ISBN 9781949443660 1949443663

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Product details:

ISBN 10:  1949443663

ISBN 13: 9781949443660

Author: Shannon A. Bowen, Thomas R. Martin, Brad Rawlins

 This second edition of An Overview of the Public Relations Function 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.

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.

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.

Table of contents: 

1. Why Do Public Relations?

2. What Is Public Relations?

3. Models of Public Relations and Its Subfunctions

4. The Management Function of Public Relations

5. Organizational Factors, Culture, Character, and Structure

6. How Public Relations Contributes to Organizational Effectiveness

7. Managing Stakeholders and Publics

8. Public Relations Research

9. The Public Relations Process “RACE”

10. Issues Management and Sectors of the Public Relations Industry

11. Ethics, Counseling Roles, Leadership, and Moral Analyses

12. Organizational Effectiveness: Excellence in Public Relations Management

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Tags: Shannon A Bowen, Thomas R Martin, Brad Rawlins, Public Relations, Function, Overview