02485cam a22003378i 450000100090000000300070000900500170001600800410003301000170007402000310009102000300012202000270015204000210017904200080020005000220020810000310023024501110026125000200037226000110039226300090040326400700041230000170048233600260049933700280052533800270055350400510058052012930063165000220192465500240194677601770197022770347US-DLC20231127090933.0220830s2023    nyu      b    001 0 eng    a  2022037998  a9781032076768q(paperback)  z9781032076805q(hardback)  z9781003208280q(ebook)  aaubengerdacau  apcc00aHD59b.S5367 20231 aSmudde, Peter M.,eauthor.10aManaging public relations :bbusiness principles and tools for strategic communication /cPeter M. Smudde.  aSecond edition.  c©2023  a2302 1aMilton Park, Abingdon, Oxon ;aNew York, NY :bRoutledge,c©2023  a340 pages cm  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references and index.  a"Managing Public Relations, 2e introduces students to the key concepts and practices involved in the day-to-day running of a PR operation, whether it is a company department, an independent agency, or any organized group focused on PR. The book's unique approach places the PR function within the broader context of an organization, equipping students with the essential business knowledge, perspective, and skills needed when starting out in their careers. This second edition has been fully updated throughout and includes: Current examples and testimonials from across the globe, as well as updated "Executive Viewpoints" Expanded content on strategic planning, budgeting, and financial statements Detailed commentary on topics relevant to the modern workplace, including remote management Consideration of diversity, inclusion, equity, and access within PR Additional content on the use of analytics and measuring ROI Updated online material, including an Instructor's Manual that incorporates problem-based questions, example assignments, and activities A highly practical and comprehensive guide, this textbook should be essential reading for advanced undergraduate and postgraduate students studying Public Relations Management, Strategic Communications and Marketing Management"-- 0aPublic relations. 02localaPrint books.08iOnline version:aSmudde, Peter M.tManaging public relations.bSecond editiondMilton Park, Abingdon, Oxon ; New York, NY : Routledge, 2023z9781003208280w(DLC) 2022037999