Abstract
In many cases, a company’s introduction to PR can be by way of a PR project. A particular need is identified, perhaps not very sharply, a programme devised and carried out and, once the occasion is past, the PR toolkit is put away until next time. It is a better introduction to PR than no introduction at all, and some effective programmes can arise in this way. However, there is more to be gained by treating PR as part of a policy of ongoing communication: and that is a management function.
Public Relations … is the top-level employment of the management function, and colours — or should colour — every action which concerns a public or an attitude or an opinion about the company.
E. F. L. Brech1
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Notes and References
E. F. L Brech (ed.), The Principles and Practice of Management, Longmans, 1966.
Wendy Hirsh, What Makes a Manager?, Institute of Manpower Studies, 1988.
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© 1995 Norman Stone
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Stone, N. (1995). Choosing and Using Public Relations. In: The Management and Practice of Public Relations. Palgrave, London. https://doi.org/10.1007/978-1-349-24158-3_2
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DOI: https://doi.org/10.1007/978-1-349-24158-3_2
Publisher Name: Palgrave, London
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