Manager's Guide to Excellence in Public Relations and Communication Management

Manager's Guide to Excellence in Public Relations and Communication Management

Manager's Guide to Excellence in Public Relations and Communication Management

Manager's Guide to Excellence in Public Relations and Communication Management

Synopsis

This book reports findings of a three-nation study of public relations and communication management sponsored by the International Association of Business Communicators (IABC) Research Foundation. The Excellence Study provides communication managers and public relations practitioners with information critical to their own professional growth, and supplies organizations with tools that help them communicate more effectively and build beneficial relations with key publics. Communication excellence is a powerful idea of sweeping scope that applies to all organizations -- large or small -- that need to communicate effectively with publics on whom the organization's survival and growth depend. The essential elements of excellent communication are the same for corporations, not-for-profit organizations, government agencies, and professional/trade associations. And they are applicable on a global basis. The study identifies three spheres of communication excellence. These spheres consider the overall function and role of communication in organizations, and define the organization of this book. They are:
• the core or inner sphere of communication excellence -- the knowledge base of the communication department,
• the shared expectations of top communicators and senior managers about the function and role of communication, and
• the organization's culture -- the larger context that either nurtures or impedes communication excellence. This text also examines communication excellence as demonstrated in specific programs developed for specific publics.

Excerpt

This book reports the findings of a $400,000, three-nation study of public relations and communication management sponsored by the International Association of Business Communicators (IABC) Research Foundation. As you will learn, the Excellence Study provides communication managers and public relations practitioners with information critical to their own professional growth. The Excellence Study provides tools that help organizations communicate more effectively and build beneficial relations with key publics. Communication excellence is a powerful idea of sweeping scope that applies to all organizations, large or small, that need to communicate effectively with publics on whom the organization's survival and growth depends. The essential elements of excellent communication are the same for corporations, not-for-profit organizations, government agencies, and professional-trade associations; they apply to organizations globally.

Men and women who manage communication for organizations will find much useful information in this book directly relevant to their work. Those who aspire to manage communication for organizations should consider this book an essential professional development tool. If you are a typical communication manager, you are likely mid-career with a decade or more of professional experience in the field. You know the communication profession and you know your organization. Most important, professional development and career opportunities motivate you to improve and expand your expertise; you seek broad managerial responsibilities. You read professional communicator journals such as Communication World; you attend professional workshops and seminars. You may study for the accreditation exam or you may already have earned this important professional distinction. You may pursue an advanced degree on the side.

In short, you seek professional advancement rather than rest on your laurels. New ideas in the communication profession interest and excite you, rather than leave you petrified. As communication and public relations enter the 21st century, change stands out as the one certain imperative of this emerging profession. You see yourself growing professionally to meet these changes, not counting the years to retirement or looking for a different career.

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.