The Business of Public Relations

By E. W. Brody | Go to book overview
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The Business of Public Relations
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Preface xiii
  • References xv
  • 1 - Public Relations: a New Perspective 1
  • In Summary 13
  • Additional Reading 14
  • 2 - The Consultant Model Applied 16
  • In Summary 31
  • Additional Reading 31
  • 3 - Preparing for Tomorrow: Strategic Organization 33
  • In Summary 50
  • Additional Reading 51
  • 4 - Making the Critical Decisions 52
  • In Summary 70
  • Additional Reading 70
  • 5 - Technology: a Competitive Edge 72
  • In Summary 84
  • Additional Reading 85
  • 6 - Managing Organizational Growth and Development 86
  • In Summary 102
  • Additional Reading 102
  • 7 - Financial Management 104
  • In Summary 125
  • Additional Reading 125
  • 8 - Marketing Public Relations 127
  • In Summary 143
  • Additional Reading 144
  • 9 - Practice Development 146
  • In Summary 162
  • Additional Reading 163
  • 10 - The Sales System 164
  • In Summary 180
  • Additional Reading 184
  • 11 - Proposals, Presentations, and Agreements 185
  • In Summary 203
  • Additional Reading 203
  • 12 - Developing Constituent Relationships 205
  • In Summary 213
  • Additional Reading 213
  • 13 - Managing the Public Relations Process 214
  • In Summary 235
  • Additional Reading 235
  • 14 - Managing Human Resources: the Employment Process 237
  • In Summary 254
  • Additional Reading 255
  • 15 - Nurturing Employees 256
  • In Summary 280
  • Additional Reading 281
  • 16 - Public Relations and the Law 282
  • In Summary 295
  • Additional Reading 296
  • 17 - Planning for the Future 297
  • In Summary 308
  • Additional Reading 309
  • Epilogue 311
  • Selected Bibliography 315
  • Index 320
  • About the Author 328
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