An overview of the public relations function

Preface -- Part I : Mastering the basics. The importance of public relations : Case: UPS faces losses in Teamster's union strike ; What is public relations? ; Models and approaches to public relations ; Public relations as a management function -- Part II : Organizations and processes. Organizational factors contributing to excellent public relations ; How public relations contributes to organizational effectiveness ; Identifying and prioritizing stakeholders and publics ; Public relations research: the key to strategy ; The public relations process: RACE -- Part III : The practice and best practices. The practice of public relations ; Ethics, leadership and counseling roles, and moral analyses ; Best practices for excellence in public relations -- Notes -- References -- Index. - "This book provides an executive review of the field of public relations with a focus on what managers need to know in order to master the function quickly and effectively. Throughout the text, we integrate the academic with the professional by asking, how can an executive use this knowledge to make the most of the public relations function, department, and initiatives in order to help their whole organization be successful?"--Abstract from book