Managing Public Relations

Business Principles and Tools for Strategic Communication, 2e

By: Peter M. Smudde

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Paperback | 2 March 2023 | Edition Number 2

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354 Pages

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24.6 x 17.4 x 3.1

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The second edition of Managing Public Relations 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 return on investment (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.

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