Excellence in Public Relations and Communication Management

Table of contents

• Title Page iii
• Contents vii
• Contributors xi
• Preface xiii
• Acknowledgments xiv
• 1 - Communication, Public Relations, and Effective Organizations: an Overview of the Book 28
• I - The Basic Theory 29
• 2 - The Effect of Worldviews on Public Relations Theory and Practice 31
• 3 - What Is an Effective Organization? 65
• 4 - Public Relations and Management Decision Making 91
• 5 - How Communication Managers Can Apply the Theories of Excellence and Effectiveness 109
• II - The Program Level Effective Planning of Communication Programs 115
• 6 - Strategic Management, Publics, and Issues 117
• 7 - Evaluation of Public Relations Programs: What the Literature Tells Us about Their Effects 159
• 8 - Research Firms and Public Relations Practices 185
• III - The Departmental Level: Characteristics of Excellent Public Relations Departments 217
• 9 - What Is Excellence in Management? 219
• 10 - Public Relations Management and Operations Research 251
• 11 - Models of Public Relations and Communication 285
• 12 - The Organizational Roles of Communications and Public Relations Practitioners 327
• Conclusion 351
• References 352
• 13 - Public Relations and Marketing Practices 357
• 14 - The Organization of the Public Relations Function 395
• 15 - Women in Public Relations: Problems and Opportunities 419
• 16 - Public Relations Education and Professionalism 439
• IV - The Organizational Level: the Conditions That Make Excellence in Public Relations Possible 465
• 17 - How Public Relations/Communication Departments Should Adapt to the Structure and Environment of an Organization . . . and What They Actually Do 467
• 18 - Power in the Public Relations Department 483
• 19 - Activism: How It Limits the Effectiveness of Organizations and How Excellent Public Relations Departments Respond 503
• 20 - Symmetrical Systems of (Internal Communication 531
• 21 - Corporate Culture and Public Relations 577
• 22 - Societal Culture and Public Relations 597
• V - The Economic Level: What Public Relations and Communication Contribute to the Bottom Line 615
• 23 - Estimating the Value of Public Relations and Communication to an Organization 617
• Conclusion 632
• Appendix A - Quantification of a Purposeful State 633
• Appendix B - Quantification of a Purposeful State 634
• Appendix C - Quantification of a Purposeful State 636
• Appendix D - Quantification of a Purposeful State 637
• Appendix E - Quantification of a Purposeful State 637
• Author Index 639
• Subject Index 653

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