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Public Relations Strategy A Guide to Corporate Communications Management

ISBN-10: 0749435410

ISBN-13: 9780749435417

Edition: 2001

Authors: Sandra Oliver, Anne Gregory

List price: $32.50
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Description:

Sandra Oliver's study reflects the intense discussion that is taking place on the nature of public relations and its role in developing and supporting management strategy. It is written for seasoned PR practitioners and students.
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Book details

List price: $32.50
Copyright year: 2001
Publisher: Kogan Page, Limited
Publication date: 11/1/2001
Binding: Paperback
Pages: 160
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.484
Language: English

Following a successful career in media and industrial/commercial public relations, Dr. Sandra Oliver currently teaches and researches at Thames Valley University in London. She is founding editor of "Corporate Communications" journal and formerly served as chair of the International Public Relations Association.

Anne Gregory is one of the leading academics in public relations in the UK. Anne is Professor of Public Relations and Director of the Centre for Public Relations Studies at Leeds Metropolitan University.Before becoming an academic, Anne spent twelve years in public relations practice, working both in-house and for consultancies. She is Consultant Editor of the PR in Practice Series and is the editor of Public Relations in Practice and author of Planning and Managing Public Relations Campaigns also in this series, published by Kogan Page.

Foreword
Preface
Acknowledgements
Not 'just' PR: public relations strategy in a management context
From function to strategy
What is strategy?
The network triangle
Audiences
Key groups
Integrating communication
Semantics
Public relations practice
Feedback
Public relations theory
Power control and public relations
Public relations and organizational culture
Research
Summary
Case study: Centrais de Apoio aos Transportes (CAT), Brazil
A place on the board: public relations strategy in a professional context
Proactive processes
Strategic management models and public relations
'Ordinary' and 'extraordinary' public relations management
Visual identity
Benchmarking
Boundary spanners
Forward planning
Tangible and intangible capital
Presenting alliances
Ethics
The Mexican statement
From negative to positive
Summary
Case study: Suncorp-Metway Finance Company, Australia
Image in a 'celebrity' society: public relations strategy as integrated communication
Image
Identity
Reputation
Summary
Case study: Kraft Jacobs Suchard, Romania
Employees as ambassadors: public relations strategy in an HR context
Employees and two-way communication
Internal communication
Coping with the flexible firm
Communication in leadership
Operational public relations practice
Summary
Case study: Railtrack plac, Britain
Beyond 'customer is king': public relations strategy in a marketing context
Skill and knowledge
Corporate intelligence
What's in a name?
Value-added public relations
Competitive advantage
Overlap
Business to business
Evaluation
Effectiveness
Tools and techniques
Performance criteria
Performance gaps
Marketing vs manufacturing
Summary
Case study: The Body Shop Canada
Time, talent and creativity: public relations strategy in a multimedia context
Mass communication
Media-centric/society-centric
Media culturist/media materialist
Rhetoric vs reality
Communicating with the media
New technologies
Think global, act local
The future
E-commerce and public relations theory
Classification of the corporate communication consultant activities
The Corporate communication academic model
E-commerce
Convergent communication
Public relations
Summary
Case study: the Gestetner Company, Britain
References
Index