This book 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.
This book 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.
Peter M. Smudde, PhD, APR, is Professor and Associate Director of the School of Communication at Illinois State University, USA.
Inhaltsangabe
Biographies for Authors of Chapters' "Executive Viewpoints" Introduction 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 organizations 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 Index
Biographies for Authors of Chapters' "Executive Viewpoints" Introduction 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 organizations 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 Index
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