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The Public Relations Handbook, 5th Edition
book

The Public Relations Handbook, 5th Edition

by Alison Theaker
May 2016
Intermediate to advanced content levelIntermediate to advanced
556 pages
18h 3m
English
Routledge
Content preview from The Public Relations Handbook, 5th Edition

Chapter 4Public relations and management

Anne Gregory

Chapter Aims

This chapter aims to do four things:

  • describe public relations as a strategic management activity taking the business strategy and systems perspectives as a basis for discussion;
  • explain the roles of public relations practitioners;
  • indicate the influences that determine the structure and priorities of public relations within organisations;
  • describe the working linkages between public relations and other professional areas of organisations.

Impact of Change

The world of public relations has changed radically in the last few years. The challenges faced by society, such as globalisation and environmental concerns are posing serious challenges to organisations. Added to ...

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Publisher Resources

ISBN: 9781317487364