Public relations : a managerial perspective / Danny Moss, Barbara DeSanto [co-editors].

Includes bibliographical references and index.

Public Relations Journey into Management: Building Bridges between Public Relations and Other Managerial Functions / Barbara DeSanto -- A Managerial Perspective of Public Relations: Locating the Function and Analysing the Environmental and Organisational Context / Danny Moss -- Moving from Management to Leadership / Barbara DeSanto -- The Capabilities Needed for the Strategic Management Role / Anne Gregory -- Strategy-Making and Planning in the Communications Context / Danny Moss -- Corporate Branding and Corporate Reputation / Ian Grime -- Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere / Ian Somerville -- The Strategic Communication Process in Government: A UK Perspective / Anne Gregory -- Business-to-Business Public Relations Agency Practice / Renee A. Robinson -- Financial Public Relations / Barbara DeSanto and David Bradin -- Non-Profit Communication Management / David Therkelsen -- Internal Communication as a Function of Public Relations / Michael Board -- Public Relations Consultancy Practice / Jane Tonge -- A Managerial Perspective of Public Relations: Public Relations and the Internet: The Impact of the Social Web / Rob Brown -- Strategic Issues Management: The Importance of Reasoning / John Arthur -- Ethics and the Public Relations Management Process / Mel Powell -- Corporate Social Responsibility: Balancing Business and Social Priorities / Richard Warren -- Public Relations and the Law: Managing Your Way through the Maelstrom of Potential Legal Pitfalls / Ann Rodriguez -- Managing Global Public Relations / Robert I. Wakefield.