Public relations professionals are 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 strategic contribution,
alongside a requirement to coach and counsel senior managers exposed to
these environmental pressures.
This revised and updated edition provides a framework to enable public
relations professionals to clearly articulate and demonstrate their own
contribution to organisational effectiveness, while also setting out the
specific capabilities public relations leaders must exhibit to operate
at the highest levels of the organisation. This edition further develops
the pioneering approach to integrating thinking around public relations,
leadership, and strategy. It has been updated comprehensively to address
contemporary developments and introduce new research and fresh
perspectives from the authors. New to this edition are insights from
Chief Executives on what they expect from public relations leaders and a
comprehensive set of capabilities which scope the demanding role of
professionals at the top of their game.
Concise and practical, this textbook is suitable for MBA and other
postgraduate and executive education qualifications in Public Relations
and Corporate Communications - especially for those students who wish to
pursue a successful career as a professional public relations
specialist, able to operate strategically at the top of successful
organisations.
