Cargando…
Strategic Public Relations Leadership.
Public relations is operating in an increasingly challenging and complex environment. Pressures from outside the organisation include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally, there are increasing demands to demonstrate a r...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2013.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; Acknowledgements; 1. Introduction; Aims, aspirations and approach; The shape of the book; Notes; Part I:The strategic contribution of public relations; 2.A public relations view of the organisation; What an organisation is; A management perspective; A stakeholder perspective; A public relations perspective; The strategy contribution; The stakeholder contribution; Summary; Notes; 3. Leadership andpublic relations; Introduction; Where do we start with leadership?; Diving deeper.
- Public relations and leadership come togetherMind the gap: the need for more research; Summary; Notes; 4. Supporting thechief executive; Introduction; Stakeholder expectations and governance; Accountability amplified by turbulence and scrutiny; The changing organisational climate; The need for trusted advisers; Joined in adversity: the CEO and public relations leader; Situational sensitivity; Summary; Notes; 5.A new model of strategic public relations; Introduction; Roles in general; The four-by-four model; The contribution of public relations at four strategic levels; Societal level.
- Corporate levelValue-chain level; Functional level; The four attributes: DNA strands; An excellent understanding of the brand; Leadership; Public relations as a core organisational competence; Excellence in planning, managing and evaluating public relations; Summary: the four principal roles; Notes; Part II: The preoccupations of public relations leader; 6. Contextualintelligence; Introduction; What is contextual intelligence?; Having the right strategic mindset; Tackling big-picture challenges; A case study; Focusing on your value chain and generating actionable insight; Summary; Notes.
- 7. Valuing ValuesIntroduction; Values and the organisation; Defining values; Why values are important; Developing values; Making values real; Implications for public relations leaders; Summary; Notes; 8. The Business of Ethics; Introduction; Defining ethics; Three ethical frameworks; Consequentialism; Non-consequentialism; Virtue ethics; Ethics and leadership; Ethics in the organisation; Summary; Notes; 9. Enacting the role; Introduction; The roles people play; The knowledge and skills set of senior communicators; The behaviours of public relations leaders; Summary; Notes.
- Part III: The responsibilities of public relations leaders10. The planner; Introduction; The context of planning; The contribution of planning at various levels in the organisation; Strategic planning models and templates; Problem areas in planning; Summary; Notes; 11. The catalyst; Introduction; The need for a catalyst; Implications; Grit in the oyster; Areas of influence; Summary; Notes; 12. The expert technician; Introduction; Technician is not a dirty word; What is an expert?; From novice to media relations expert; Making sense of the media environment.