An Overview of the Public Relations Function

This book provides an executive review of the ? eld of public relations with a focus on what managers need to know in order to master the function quickly and effectively. Throughout the text, we integrate the academic with the professional by asking, how can an executive use this knowledge to make the most of the public relations function, department, and initiatives in order to help their whole organization be successful? Part I of the book provides the busy manager with the taxonomy of the public relations ? eld, provides research on the theory of public relations, and examines the structure of organizations and where public relations ? ts within that structure. Part II examines how public relations should be conducted in order to achieve maximum results and provides a comprehensive review of public relations strategy, including how to conduct a public relations campaign. Part III discusses the organizational settings most common in public relations: corporate, agency, government, or public affairs and nonpro? t or advocacy groups and the public relations approaches common in each. We review what research ? nds regarding the most excellent ways to manage public relations and the best ways to analyze and address the ethical challenges to be faced in public relations. We occasionally use short case examples to illustrate and apply the main points managers will need to know in order to manage public relations effectively. Throughout this book, we focus on the managerial pursuits in public relations, such as strategic relationship maintenance, segmentation of publics, and conducting research. We offer insight into the managerial activities of issues management, lobbying and advocacy, creating stakeholder relationships, reputation management, ethical counsel, and corporate communication. We examine the most current thought in public relations to help the busy manager master the most important concepts in the ? eld quickly, accessibly, and with an eye toward helping an organization or client achieve the most effective results through cutting-edge, modern, research-based strategic public relations management