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The need for public relations practitioners to form coalitions, negotiate consensus, and advocate organizational interests, the political system metaphor is most appropriate for understanding the relationship between organization power and organizational public relations.

This volume helps readers move from a tactical public relations approach to a strategic management style based on skillful use of research and planning techniques. Combining the key components of effective management and campaign design, the author introduce students and practitioners to the tools needed for developing and presenting comprehensive, effective, and accountable plans. Key features of the volume include the synthesis of knowledge in public relations and communication, covering the critical areas needed for a strategic approach to public relations, and ample real-world examples, providing concrete applications of principles and theories. With its practical and accessible approach, Strategic Public Relations Management will serve well as a text for public relations management and communication campaigns course, and is essential as a reference for professional practice.