Managing Public Relations : Business Principles and Tools for Strategic Communication, 2e book cover
2nd Edition

Managing Public Relations
Business Principles and Tools for Strategic Communication, 2e

  • Available for pre-order. Item will ship after March 2, 2023
ISBN 9781032076768
March 2, 2023 Forthcoming by Routledge
320 Pages 55 B/W Illustrations

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USD $74.95

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Book Description

Managing Public Relations, 2e 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 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.

Table of Contents

Biographies for Authors of Chapters’ "Executive Viewpoints"


  1. Leadership and management in public relations: Two sides of the same coin
  2. Team management
  3. Professionalism, ethics, and law: The good person representing an organization well
  4. Distinctions between agency and nonagency operations
  5. Operations tools I: Strategic plans and financial matters
  6. Operations tools II: Performance measurement, performance reviews, and human resources management
  7. Decision-making in tune with the organizational strategic plan
  8. Client-centered communication
  9. Business-development principles
  10. Requests for proposals and new-business pitches
  11. Personal career-planning approaches

Appendix A: Template for strategic plans with definitions and examples

Appendix B: Scripts for different types of new-business calls

Appendix C: Observations about agency and nonagency writing exams


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Peter M. Smudde, Ph.D., APR, is Professor and Associate Director of the School of Communication at Illinois State University, USA.