Public Relations Strategy (PR In Practice) - Softcover

Oliver FCIPR PhD, Sandra M

Softcover

ISBN 10: 0749448652 ISBN 13: 9780749448653

Publisher: Kogan Page, 2007

Synopsis

<p>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.<br><br>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.</p>

About this title

About the Author

Following a successful career in media and industrial/commercial public relations, <b>Dr. Sandra M Oliver</b> 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 <i>Corporate Communications</i> journal, a fellow of the Royal Society of Arts and chair of the International Public Relations Association.

Excerpt. © Reprinted by permission. All rights reserved.

<p><b>1. Not 'Just' Public Relations: PR strategy in a management context </b><br><br> 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; <i>Campaign</i>: PSA Peugeot Citroën, Spain<br><br> <b>2. PR's Place on the Board: a core governance role </b><br><br> 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; <i>Campaign</i>: TAASA, USA<br><br> <b>3. Reputation Management: a celebrity-driven society</b><br><br> Corporate image; Image and branding; Corporate identity; Visual identity; Semiotics: logos and livery; Substance vs style; Reputation; <i> Campaign</i>: Standard Bank, South Africa<br><br> <b>4. Internal Communication and PR: employees as ambassadors </b><br><br> Mayhem vs morale; Privacy and confidentiality; Communication as a core competency; Communicating change; A change development plan; Fairness vs flexibility; Communication as team effort; <i>Campaign</i>: Edelman Public Relations Worldwide, USA<br><br> <b>5. Beyond 'Customer is King': sales and marketing promotion </b><br><br> 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; <i>Campaign</i>: 3M, USA<br><br> <b>6. Media Relations: a borderless world view </b><br><br> Mass communication; Rhetoric vs reality; Message modelling; Think global, act local; Today's future; <i>Campaign</i>: Royal Caribbean International, USA<br><br> <b>7. Research Method: measures and motives </b><br><br> Art vs science; Validity and reliability; Balanced scorecard; Narrative methods; Intertextuality analysis; PR as a social science; <i>Campaign</i> : Marriott Hotel Group, Indonesia<br><br> <b>8. The Ethical Dimension: a moral imperative </b><br><br> PR vs propaganda; Ethical evaluation; <i>Campaign</i>: The Russian Public Relations Association</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2007
• Language: English
• ISBN 10: 0749448652
• ISBN 13: 9780749448653
• Binding: Paperback
• Edition number: 2
• Number of pages: 144