The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

The Strategic Management Role of Public Relations

Although the Excellence theory incorporates a number of middle-range theories, its most important component is the strategic role of public relations. Since the completion of the Excellence study, scholars have continued to do research to help professionals understand and fulfill this role.

To contribute to strategic management, public relations should be an integral part of the management of every organization. The public relations function helps the organization interact with its stakeholders both to accomplish the organization's mission and to behave in a socially responsible manner. In a strategic role, communicators manage communication with top managers and with publics. They manage communication ...