Public Relations Strategy

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Kogan Page Publishers, 2007 - 146 páginas
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Everything you need to create a 21st-century public relations strategy, with international case studies from companies in the US, Spain, South Africa, Indonesia and Russia, including Royal Caribbean, Edelman Public Relations, 3M Scotch and the Marriott Hotel Group.

Contents include
Not Just PR: PR strategy in a management context; PR's Place on the Board: A core governance role; Reputation management in a celebrity-driven society; Internal Communication: Employees as ambassadors; Beyond ?Customer is King: ? Sales and marketing promotion; Media Relations: A borderless world view; Research Methods: Measures and motives; and The Ethical Dimension: A moral imperative.

 

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Páginas seleccionadas

Contenido

a core governance role
25
a celebritydriven society
48
employees as ambassadors
61
sales and marketing promotion
73
a borderless world view
93
measures and motives
104
a moral imperative
119
TABLES
127
Glossary
132
Further Reading
141
Derechos de autor

Términos y frases comunes

achieved action activities advertising agencies analysis approach areas assessment audiences awareness behaviour brand campaign cent challenge client communication compete competitive concept continue contribute corporate corporate communication critical culture decision departments economic effective employees environment environmental ethical evaluation example external Figure firm function future global groups identified identity implementation important increase industry influence Institute integrated interest involved issues knowledge marketing means measures messages methods mission monitoring objectives offer operational organization organization's organizational outcomes perceptions performance political positive practice practitioners professional programmes promotion public relations relationship reputation responsibility result role Russian share social Source stakeholders statements story strategy studies term theory understanding usually

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Acerca del autor (2007)

Following a successful career in media and industrial/commercial public relations, Dr. 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 past chair of the International Public Relations Association.

Información bibliográfica

QR code for Public Relations Strategy
TítuloPublic Relations Strategy
Kogan Page Series
PR in practice series
AutorSandra Oliver
ColaboradorChartered Institute of Public Relations
Ediciónilustrada
EditorKogan Page Publishers, 2007
ISBN0749448652, 9780749448653
Largo146 páginas
  
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