The Future of Excellence in Public Relations and Communication Management: Challenges for the Next Generation (Paperback)

Contents: Preface. Introduction. Part I: Excellence: The Practitioner's Responsibility. L. Hon, How Public Relations Knowledge Has Entered Public Relations Practice. Part II: Advances in Understanding Excellence and Communication. C.H. Spicer, Collaborative Advocacy and the Creation of Trust: Toward an Understanding of Stakeholder Claims and Risks. R.L. Heath, Management Through Advocacy: Reflection Rather Than Domination. D.W. Stacks, M.L. Watson, Two-Way Communication Based on Quantitative Research and Measurement. K.D. Plowman, Public Relations, Conflict Resolution, and Mediation. Y. Rhee, Interpersonal Communication as an Element of Symmetrical Public Relations: A Case Study. P. Murphy, Coping With an Uncertain World: The Relationship Between Excellence and Complexity Theories. Part III: Advances in Understanding Excellence and Management. B. Steyn, Contribution of Public Relations to Organizational Strategy Formulation. M. Sung, Toward a Model of Scenario Building From a Public Relations Perspective. U. Ströh, An Alternative Postmodern Approach to Corporate Communication Strategy. B.K. Berger, Public Relations and Organizational Power. Y-H. Huang, A Revisit of Symmetrical Communication From an International Perspective: Status, Effect, and Future Research Directions. J. Scott, Relationship Measures Applied to Practice. S.A. Bowen, The Extent of Ethics. K. Hallahan, Integrated Communication: Implications for Public Relations Beyond Excellence. Part IV: Advances in Program Planning and Its Evolutions in the New Century. L. Aldoory, B-L. Sha, The Situational Theory of Publics: Practical Applications, Methodological Challenges, and Theoretical Horizons. D.R. Holtzhausen, Activism. B-L. Sha, R.L. Ford, Redefining "Requisite Variety": The Challenge of Multiple Diversities for the Future of Public Relations Excellence. L. Aldoory, Reconceiving Gender for an "Excellent" Future in Public Relations Scholarship. L.M. Hagan, For Reputation's Sake: Managing Crisis Communication. Part V: Conditions for Global Excellence in Public Relations and Communication Management. C-J.F. Hung, Toward the Theory of Relationship Management in Public Relations: How to Cultivate Quality Relationships? Y-R.R. Chen, Effective Government Affairs in China: Antecedents, Strategies, and Outcomes of Government Affairs. K. Sriramesh, The Relationship Between Culture and Public Relations. A. Tkalac, The Application of Situational Theory in Croatia. R.I. Wakefield, A Retrospective on World Class: The Excellence Theory Goes International. Part VI: Challenges to Educators. D.K. Wright, J.V.S. Turk, Public Relations Knowledge and Professionalism: Challenges to Educators and Practitioners. M.P. Russell, An Education Model to Prepare for Excellence in Public Relations: A Case Study of the Syracuse University Limited Residency/Distance Learning Master's Program in Communications Management.