The Business Of Public Relations [Paperback]

This book fills a void in both the professional and academic literature on the management of public relations. Using systems theory, it approaches public relations as an organizational subsystem. The author defines a functional framework for the practice of public relations consistent with contemporary management theory. In addition, the book presents a practice management model for application in both corporate and counselor settings; develops this model to elaborate the role of the PR unit; and meets the development-related informational needs of both organizational and counselor practitioners in terms of human resources management, fiscal services, and insurance. Chapters include discussions on the development of employee incentives, pensions, profit sharing systems, and the sale and merger of consultant practices. Each chapter is accompanied by model programs with examples and the specifics of their applications.E. W. BRODY is Associate Professor and Coordinator of the Public Relations Sequence in the Department of Journalism at Memphis State University.

Preface
Public Relations: A New Perspective
The Consultant Model Applied
Preparing for Tomorrow: Strategic Organizaiton
Making the Critical Decisions
Technology: A Competitive Edge
Managing Organizational Growth and Development
Financial Management
Marketing Public Relations
Practice Development
The Sales System
Proposals, Presentations, and Agreements
Developing Constituent Relationships
Managing the Public Relations Process
Managing Human Resources: The Employment Process
Nurturing Employees
Public Relations and the Law
Planning for the Future
Epilogue
Bibliography
Index