Strategic Public Relations Leadership

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1.
Introduction
Part I : The Strategic Contribution of Public Relations
2. A Public Relations View of the Organization
3. Leadership and Public Relations
4. Supporting the Chief Executive
5. A New Model of Strategic Public Relations
Part II : The Pre-Occupations of Public Relations Leaders
6. Contextual Intelligence
7. Valuing Values
8. The Business of Ethics
9. Enacting the Role
Part III : The Responsibilities of Public Relations Leaders
10. The Planner
11. The Catalyst
12. The Expert Technician
13. The Internal Educator
14. The Consultant
15. Public Relations at the Edge

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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 return on investment, alongside a requirement to coach and counsel senior managers exposed to these environmental pressures.

This context requires public relations professionals to be able to clearly articulate and demonstrate their own contribution to organisational effectiveness. This textbook provides public relations leaders with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit if they are to operate at the highest levels of any organisation.

This short textbook is suitable for aspiring practitioners, MBA and other masters qualifications in public relations - especially for those students who wish to pursue a successful career as a professional PR specialist able to operate strategically at the top of successful organisations.

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