Public Relations Strategy (PR In Practice) - Softcover

Oliver FCIPR PhD, Sandra M

 
9780749448653: Public Relations Strategy (PR In Practice)
Softcover
ISBN 10: 0749448652 ISBN 13: 9780749448653
Verlag: Kogan Page, 2007

Inhaltsangabe

This challenging book reflects the intense discussion that is taking place on the nature of public relations and how it develops and supports management strategy. It links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy.

Full of clear and illustrative international case studies, it is a useful addition to the thinking practitioner's library, and an invaluable learning tool for students undertaking examinations in PR and related disciplines.

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Über die Autorin bzw. den Autor

Following a successful career in media and industrial/commercial public relations, Dr. Sandra M Oliver currently lectures and researches at Thames Valley University in London. She is an external examiner for undergraduate and postgraduate degree programmes at Bournemouth and Stirling Universities respectively. She is founding editor in chief of the international academic quarterly Corporate Communications journal, a fellow of the Royal Society of Arts and chair of the International Public Relations Association.

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1. Not 'Just' Public Relations: PR strategy in a management context

What is strategy?; Power and influence; Public relations and organizational culture; Best practice; Corporate communication academic models; Semantics; Operational strategy; The feedback cycle; Control vs co-dependency; Campaign: PSA Peugeot Citroën, Spain

2. PR's Place on the Board: a core governance role

Top-down, bottom-up communication; From function to strategy; Cognitive dissonance: coping with conflict; The CEO as cultural icon; Performance assessment; Assessing future performance; Tangible and intangible assets; Reputation and the Operating and Financial Review; Strategic alliances; Campaign: TAASA, USA

3. Reputation Management: a celebrity-driven society

Corporate image; Image and branding; Corporate identity; Visual identity; Semiotics: logos and livery; Substance vs style; Reputation; Campaign: Standard Bank, South Africa

4. Internal Communication and PR: employees as ambassadors

Mayhem vs morale; Privacy and confidentiality; Communication as a core competency; Communicating change; A change development plan; Fairness vs flexibility; Communication as team effort; Campaign: Edelman Public Relations Worldwide, USA

5. Beyond 'Customer is King': sales and marketing promotion

Conceptual authenticity; Knowledge and skill; Value-added and IMC; Competitive advantage; Customer relations; Business-to-business relations; Web analysis and evaluation; Efficiency vs effectiveness; Tools and techniques; Promotion performance; Performance gaps; Marketing vs manufacturing; Campaign: 3M, USA

6. Media Relations: a borderless world view

Mass communication; Rhetoric vs reality; Message modelling; Think global, act local; Today's future; Campaign: Royal Caribbean International, USA

7. Research Method: measures and motives

Art vs science; Validity and reliability; Balanced scorecard; Narrative methods; Intertextuality analysis; PR as a social science; Campaign : Marriott Hotel Group, Indonesia

8. The Ethical Dimension: a moral imperative

PR vs propaganda; Ethical evaluation; Campaign: The Russian Public Relations Association

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Verlag
Kogan Page
Erscheinungsdatum
2007
Sprache
Englisch
ISBN 10 
0749448652
ISBN 13 
9780749448653
Einband
Tapa blanda
Auflage
2
Anzahl der Seiten
144
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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