This context requires public relations professionals to be able to clearly articulate and demonstrate their own contribution to organisational effectiveness. This textbook provides public relations leaders with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit if they are to operate at the highest levels of any organisation.
This short textbook is suitable for aspiring practitioners, MBA and other masters qualifications in public relations - especially for those students who wish to pursue a successful career as a professional PR specialist able to operate strategically at the top of successful organisations.
Anne Gregory is Professor of Public Relations and Director of the Centre for Public Relations Studies, at Leeds Metropolitan University, UK, and Chair of the Global Alliance.
Paul Willis is Director of the Centre for Public Relations Studies at the Leeds Metropolitan University, UK.