PART ONE: FRAMEWORKS AND CONTEXTS Public Relations′ Journey into Management - Barbara DeSanto Building Bridges between Public Relations and Other Managerial Functions A Managerial Perspective of Public Relations - Danny Moss Locating the Function and Analyzing the Environmental and Organizational Context Moving from Management to Leadership - Barbara DeSanto The Capabilities Needed for the Strategic Management Role - Anne Gregory Strategy Making and Planning in the Communications Context - Danny Moss PART TWO: PUBLIC RELATIONS PRACTICE: APPLYING FRAMEWORKS AND CONTEXTS Corporate Branding and Corporate Reputation - Ian Grime Managing Public Affairs and Lobbying: Persuasive Communication in the Policy Sphere - Ian Somerville The Strategic Communication Process in Government - Anne Gregory A UK Perspective Business-to-Business Public Relations Agency Practice - Renee Robinson and Nicholson Kovac Financial Public Relations - David Bradin and Barbara DeSanto Non-Profit Communication Management - David Therkelsen Internal Communication as a Function of Public Relations - Michael Board Public Relations Consultancies Practice - Dr. Jane Tonge A Managerial Perspective of Public Relations - Rob Brown Public Relations and the Internet: The Impact of the Social Web Strategic Issues Management - Jon Arthur The Importance of Reasoning PART THREE: PUBLIC RELATIONS AND SPECIALIST CONTEXTS Ethics and the Public Relations Management Process - Mel Powell Corporate Social Responsibility - Richard Warren Balancing Business and Social Priorities Public Relations and the Law - Anna Rodriguez Managing Your Way through the Maelstrom of Potential Legal Pitfalls Managing Global Public Relations - Robert Wakefield