Pr: Running A Public Relations Department, 2/e

Goodmanagement practice is essential if any public relations department is to be highly valued, productive, cost effective and an asset to the organization. This must involve effective internal and external communication. Running a Public Relations Department is a step-by-step guide to the different aspects of operating a successful unit. In a highly accessible style, this hands-on guide for practitioners and senior managers offers a thorough explanation of the practicalities of structuring and running a well-managed and professional public relations function. Written by one of the most respected and well-known figures in the industry, it offers expert advice on • identifying the key areas and types of activity; • planning and establishing a long-term strategy; • managing budgets; • building up a team; • handling internal and external relationships; • involving outside consultancies. This fully updated second edition, which contains new chapters on project management and personal career planning, is endorsed by the Institute of Public Relations and offers an excellent insight into the effective organization of public relations activity and the techniques that are involved. About Author: Mike Bread, Fellow of the CIPR, has held the post of corporate communications director in major international companies including Taylor Woodrow and Lucas Industries. He has also worked in consultancy, both in the UK and the Far East. He is a former president of the CIPR.