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Strategic Public Relations Leadership

By Anne Gregory, Paul Willis

To Be Published June 18th 2013 by Routledge – 164 pages

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    978-0-415-66795-1
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Description

Public relations is operating in an increasingly challenging and complex environment. Pressures from outside the organization include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally, there are increasing demands to demonstrate a return on investment, alongside a requirement to coach and counsel senior managers exposed to these environmental pressures.

This context requires public relations professionals to be able to clearly articulate and demonstrate their own contribution to organizational effectiveness. This textbook provides aspiring public relations professionals with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit if they are to operate at the highest levels of any organization.

This short textbook is suitable for aspiring practitioners, MBA and other Masters qualifications in public relations - especially for those students who wish to pursue a successful career as a professional PR specialist able to operate strategically at the top of successful organizations.

Reviews

'This book demonstrates what leaders need to know to communicate effectively in their organization, but also to external audiences' Wim Elving, University of Amsterdam and Editor in Chief, Corporate Communications, an International Journal

'This book takes a giant stride in addressing the dearth of publications on strategic communication (public relations)' Benita Steyn. Cape Peninsula University of Technology, South Africa and co-author of Corporate Communication Strategy

Contents

1. Introduction Part I: The Strategic Contribution of Public Relations 2. A Public Relations View of the Organization 3. Leadership and Public Relations 4. Supporting the Chief Executive 5. A New Model of Strategic Public Relations Part II: The Pre-Occupations of Public Relations Leaders 6. Contextual Intelligence 7. Valuing Values 8. The Business of Ethics 9. Enacting the Role Part III: The Responsibilities of Public Relations Leaders 10. The Planner 11. The Catalyst 12. The Expert Technician 13. The Internal Educator 14. The Consultant 15. Public Relations at the Edge

Author Bio

Anne Gregory is Professor of Public Relations and Chair of the Global Alliance at Leeds Metropolitan University, UK

Paul Willis is Director of the Centre for Public Relations Studies at the Leeds Metropolitan University, UK

Name: Strategic Public Relations Leadership (Paperback) – Routledge 
Description: By Anne Gregory, Paul Willis. Public relations is operating in an increasingly challenging and complex environment. Pressures from outside the organization include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally,...
Categories: Public Relations, Strategic Management, Public Relations, Leadership