Suggesting a strategy lineage for public relations (Comparative Review of "Understanding Michael Porter" by Joan Magretta; "Playing to Win" by A.G. Lafley and Roger Martin; and The Design of Business by Roger Martin)

Abstract

This book review compares three strategic management books from the perspective of public relations and communications management Understanding Michael Porter ( Magretta, 2012), Playing to Win ( Lafley & Martin, 2013) , and The Design of Business. (Martin, 2009). The reviewer makes the case that public relations and communications management has been structured around Grunig’s Excellence theory. The reviewer suggests that the new fact that digital communications has elevated the status of the communications in many organization, positioning it as a key management function. In light of this, reviewer argues that the most provocative answer would be that public relations can or should attempt to adopt strategy as a core responsibility; appropriating the function from other disciplines, and demonstrating that this specific form of positioning and repositioning is one of our professional competencies.  ©Journal of Professional Communication, all rights reserved.