Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore

• Main Authors: YEO, Su Lin, Krishnamurthy, Sriramesh
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: Senior practitioner role; Roles research; Value of PR to organizations; PR in Singapore; Business
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4414
• Institution: Singapore Management University

A key characteristic of public relations excellence in organizations is ensuring that the senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management...