2nd Edition

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

By Peter M. Smudde Copyright 2023
    352 Pages 55 B/W Illustrations
    by Routledge

    352 Pages 55 B/W Illustrations
    by Routledge

    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.

    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



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