The Business of Public Relations: Practical Strategies for Modern Communication

By Fabrizio Vignati

The Business of Public Relations is a comprehensive study of public relations as a strategic and socially responsible management discipline. It combines theoretical foundations, strategic planning models and practical tools to foster high-quality relationships and enhance corporate reputation.

The book provides readers with a structured and accessible approach to mastering public relations, integrating theoretical insights with practical applications. It introduces a new strategic planning model (SMOPR) that guides readers through the phases of analysis, planning, implementation, and evaluation. Chapter recap questions and detailed checklists reinforce understanding and enable students and professionals to apply key concepts effectively in real-world contexts. It's clear and accessible language, combined with rigorous academic standards, makes it an invaluable resource for bridging the gap between academic knowledge and professional practice.

Written primarily for undergraduate students, this textbook is also suitable for postgraduate courses and for practitioners in public relations and corporate communication.

• Format: Paperback
• Language: English
• ISBN: 1041298153
• ISBN13: 9781041298151
• Release Date: January 2027
• Publisher: Routledge
• Length: 408 Pages
• Dimensions: 6.9" x 9.7"