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This book reports findings of a three-nation study of public
relations and communication management sponsored by the
International Association of Business Communicators (IABC) Research
Foundation. The Excellence Study provides communication managers
and public relations practitioners with information critical to
their own professional growth, and supplies organizations with
tools that help them communicate more effectively and build
beneficial relations with key publics. Communication excellence is
a powerful idea of sweeping scope that applies to all organizations
-- large or small -- that need to communicate effectively with
publics on whom the organization's survival and growth depend. The
essential elements of excellent communication are the same for
corporations, not-for-profit organizations, government agencies,
and professional/trade associations. And they are applicable on a
global basis.
The study identifies three spheres of communication excellence.
These spheres consider the overall function and role of
communication in organizations, and define the organization of this
book. They are:
* the core or inner sphere of communication excellence -- the
"knowledge base" of the communication department,
* the "shared expectations" of top communicators and senior
managers about the function and role of communication, and
* the organization's culture -- the larger context that either
nurtures or impedes communication excellence.
This text also examines communication excellence as demonstrated
in specific programs developed for specific publics.
This book reports findings of a three-nation study of public
relations and communication management sponsored by the
International Association of Business Communicators (IABC) Research
Foundation. The Excellence Study provides communication managers
and public relations practitioners with information critical to
their own professional growth, and supplies organizations with
tools that help them communicate more effectively and build
beneficial relations with key publics. Communication excellence is
a powerful idea of sweeping scope that applies to all organizations
-- large or small -- that need to communicate effectively with
publics on whom the organization's survival and growth depend. The
essential elements of excellent communication are the same for
corporations, not-for-profit organizations, government agencies,
and professional/trade associations. And they are applicable on a
global basis.
The study identifies three spheres of communication excellence.
These spheres consider the overall function and role of
communication in organizations, and define the organization of this
book. They are:
* the core or inner sphere of communication excellence -- the
"knowledge base" of the communication department,
* the "shared expectations" of top communicators and senior
managers about the function and role of communication, and
* the organization's culture -- the larger context that either
nurtures or impedes communication excellence.
This text also examines communication excellence as demonstrated
in specific programs developed for specific publics.
This book is the final product of the "excellence project"--a
comprehensive research effort commissioned by the International
Association of Business Communicators (IABC) Research Foundation.
Going well beyond any of the previously published reports on the
Excellence study, this book contains many new statistical analyses
of the survey data and more details from the case studies.
Discussing theory and data related to several ongoing discussions
in the communication profession, this book answers the following
questions:
*How can we show the value of public relations?
*What is the value of relationships?
*How do relationships affect reputation?
*What does it mean to practice communication strategically?
*How can we measure and evaluate the effects of public relations
programs?
*Should communication programs be integrated?
*How does the new female majority in the profession affect
communication Excellence?
This book, as well as the research it reports, is the product of
symmetrical communication and collaboration. As such, it is
intended for scholars, applied researchers, students, and informed
professionals who understand the value of research in developing a
profession, such as public relations. Knowledge of quantitative and
qualitative research methods will make it easier to understand the
book; however, the results are interpreted in a way that makes the
analyses understandable even to those with little or no knowledge
of statistics and research methods.
This book is the final product of the "excellence project"--a
comprehensive research effort commissioned by the International
Association of Business Communicators (IABC) Research Foundation.
Going well beyond any of the previously published reports on the
Excellence study, this book contains many new statistical analyses
of the survey data and more details from the case studies.
Discussing theory and data related to several ongoing discussions
in the communication profession, this book answers the following
questions:
*How can we show the value of public relations?
*What is the value of relationships?
*How do relationships affect reputation?
*What does it mean to practice communication strategically?
*How can we measure and evaluate the effects of public relations
programs?
*Should communication programs be integrated?
*How does the new female majority in the profession affect
communication Excellence?
This book, as well as the research it reports, is the product of
symmetrical communication and collaboration. As such, it is
intended for scholars, applied researchers, students, and informed
professionals who understand the value of research in developing a
profession, such as public relations. Knowledge of quantitative and
qualitative research methods will make it easier to understand the
book; however, the results are interpreted in a way that makes the
analyses understandable even to those with little or no knowledge
of statistics and research methods.
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