Public relations is a distinctive management function which helps
establish and maintain mutual lines of communication,
understanding, acceptance and cooperation between an organization
and its publics; involves the management of problems or issues;
helps management to keep informed and responsive to public opinion;
defines and emphasizes the responsibility of management to serve
the public interest; helps management to keeps abreast of and
effectively utilize change, serving as an early warning system to
anticipate trends; and uses research and sound and ethical
communication techniques as its principal tools. In this context
this study tries to explore two-fold path. The first attempts to
understand the way Public Relations and Corporate Communication
departments are structured in organizations and the functions they
perform in meeting the challenges of contingent environments. The
second focuses on the management-induced constraints, if any,
experienced by Public Relations or Corporate Communication
personnel. core focus area of this book is to, broadly explore the
structure and functions of Public Relations/Corporate Communication
departments of small and large industries.
General
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