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Public Relations Strategy

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ISBN-10: 0749448652

ISBN-13: 9780749448653

Edition: 2nd 2007 (Revised)

Authors: Sandra Oliver

List price: $32.50
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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 strategy. Full of clear and illustrative international case studies, it is a useful addition to the thinking practitioner's library and a valuable learning tool for students undertaking examinations in PR and related disciplines.
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Book details

List price: $32.50
Edition: 2nd
Copyright year: 2007
Publisher: Kogan Page, Limited
Publication date: 3/28/2007
Binding: Paperback
Pages: 144
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.616
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.

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
Operational strategy
The feedback cycle
Control vs co-dependency
Campaign: PSA Peugeot Citro�n, Spain
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
Reputation Management: a celebrity-driven society Corporate image
Image and branding
Corporate identity
Visual identity
Semiotics: logos and livery
Substance vs style
Campaign: Standard Bank, South Africa
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
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
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
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
The Ethical Dimension: a moral imperative
PR vs propaganda
Ethical evaluation
Campaign: The Russian Public Relations Association