search query: @indexterm Strategic management / total: 1889
reference: 116 / 1889
| Author: | Moncur, C. |
| Title: | Embracing PR theory: an opportunity for practitioners |
| Journal: | Journal of communication management
2006 : VOL. 10 :1, p. 95-99 |
| Index terms: | public relations strategic management |
| Language: | eng |
| Abstract: | This article investigates the public relations industry, which seeks professional status and a more meaningful role in the strategic management of organisations. However, practitioners appear to be reluctant to embrace theoretical frameworks and to study other management disciplines. The author suggests that a change of mindset on these issues - allied to a closer working realtionship with relevant academics - could both enhance PR's professional standing and its relevance to an organisational management and strategy. PR theory can provide practitioners with a language and conceptual frameworks by means of which they can both appraise and evaluate their own activities, and present their disciplines to organisational leaders within the context of wider management strategies. |
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