Excellence in Public Relations and Communication Management Book

	Contributors
	Preface
1	Communication, Public Relations, and Effective Organizations: An Overview of the Book	1
Pt. I	The Basic Theory
2	The Effect of Worldviews on Public Relations Theory and Practice	31
3	What Is an Effective Organization?	65
4	Public Relations and Management Decision Making	91
5	How Communication Managers Can Apply the Theories of Excellence and Effectiveness	109
Pt. II	The Program Level: Effective Planning of Communication Programs
6	Strategic Management, Publics, and Issues	117
7	Evaluation of Public Relations Programs: What the Literature Tells Us About Their Effects	159
8	Research Firms and Public Relations Practices	185
Pt. III	The Departmental Level: Characteristics of Excellent Public Relations Departments
9	What is Excellence in Management?	219
10	Public Relations Management and Operations Research	251
11	Models of Public Relations and Communication	285
12	The Organizational Roles of Communications and Public Relations Practitioners	327
13	Public Relations and Marketing Practices	357
14	The Organization of the Public Relations Function	395
15	Women in Public Relations: Problems and Opportunities	419
16	Public Relations Education and Professionalism	439
Pt. IV	The Organizational Level: The Conditions That Make Excellence in Public Relations Possible
17	How Public Relations/Communication Departments Should Adapt to the Structure and Environment of an Organization. . . And What They Actually Do	467
18	Power in the Public Relations Department	483
19	Activism: How It Limits the Effectiveness of Organizations and How Excellent Public Relations Departments Respond	503
20	Symmetrical Systems of Internal Communication	531
21	Corporate Culture and Public Relations	577
22	Societal Culture and Public Relations	597
Pt. V	The Economic Level: What Public Relations and Communication Contribute to the Bottom Line
23	Estimating the Value of Public Relations and Communication to an Organization	617
	Author Index	639
	Subject Index	653