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Managing public relations : methods and tools for achieving solid results / Peter M. Smudde, Ph.D., APR., Illinois State University.
Smudde, Peter M.
New York ; Oxford : Oxford University Press, [2015]
xiii, 337 pages : illustrations ; 24 cm
Includes index.



Material Type
Call Number
Book HD59.S666m

On Order



Focusing on the day-to-day matters of running a PR operation, Managing Public Relations is the first book to balance both corporate and agency needs while addressing the management of a public relations function. Its unique approach stresses the function of PR within the larger scope of business, showing students how to think like their future bosses and colleagues and making them more competitive in today's job market.

* Gives students the business know-how they need in order to succeed in public relations
* Directly applies current, foundational research to the day-to-day management concerns of public relations operations, allowing students to connect theory to practice in a demanding environment
* Balances coverage of both agency and corporate (for-profit, non-profit, non-governmental, and governmental organizations) public relations operations
* "Executive Viewpoints"-first-person testimonials from actual PR executives-bring concepts, methods, and tools to life for readers as they realize how senior managers work and why
* Rich pedagogy in each chapter assists students in their reading
* A Companion Website offers resources for students and instructors, and an Instructor's Manual is available to adopters (please see the preface for details)

Author Notes

Peter Smudde is Associate Professor and Coordinator of the Public Relations Program at Illinois State University. He has been widely recognized for his work, including winning awards from the Public Relations Society of America, the International Association for Business Communication, and the Society for Technical Communication. His previous books include Power and Public Relations and Inspiring Cooperation and Celebrating Organizations: Genres, Message Design, and Strategy in Public Relations.

Table of Contents

Prefacep. v
Chapter 1 Leadership and Management in Public Relations: Two Sides of the Same Coinp. 1
Chapter 2 Distinctions Between Corporate and Agency Operationsp. 31
Chapter 3 Professionalism, Ethics, and Law: The Good Person Representing Organizations Wellp. 49
Chapter 4 Operations Tools I: Plans, Budgets, Time Management, and Billingp. 85
Chapter 5 Operations Tools II: Performance Measurement, Performance Reviews, and Human Resources Managementp. 119
Chapter 6 Decision-Making in Tune with The Corporate Strategic Planp. 147
Chapter 7 Business-Development Principlesp. 175
Chapter 8 Requests for Proposals and New-Business Pitchesp. 209
Chapter 9 Team Managementp. 227
Chapter 10 Client-Centered Communicationp. 247
Chapter 11 Personal Career-Planning Strategiesp. 263
Appendix A Template for Strategic Plans with Definitions and Examplesp. 287
Appendix B Examples Strategic Planp. 297
Appendix C Scripts for Different Types of Callsp. 323
Appendix D Resumes, Cover Letters, and Beyondp. 329
Indexp. 333