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Public Relations Strategy

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ISBN-10: 074945640X

ISBN-13: 9780749456405

Edition: 3rd 2010

Authors: Sandra M. Oliver

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Book details

Edition: 3rd
Copyright year: 2010
Publisher: Kogan Page, Limited
Publication date: 11/3/2009
Binding: Paperback
Pages: 208
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.836
Language: English

List of Figures and Tables
Foreword
Preface
Acknowledgements
Not 'Just' Public Relations: PR strategy in a management context
What is strategy?
Power and influence
Diktat vs dialogue
Public relations and organizational culture
Corporate communication academic models
Semantics
Operational strategy
The feedback cycle
Control vs co-dependency
PR's Place on the Board: A core governance role
Costing communication
From function to strategy
Cognitive dissonance: coping with conflict
Ordinary PR management
Extraordinary PR management
Implications of ordinary and extraordinary management
The CEO as cultural icon
Performance assessment
Communicating risk
Reputation vs the operating and financial review
Strategic alliances
Crisis and resilience management
What the books say
Managerial perception
Corporate governance
Continuity planning
Reputation Management: A celebrity-driven society
Corporate image
Image and branding
Corporate identity
Visual identity
Logos and livery: semiotics
Substance vs style
Reputation indices
Internal Communication and PR: Employees as ambassadors
Mayhem vs morale
Privacy and confidentiality
Communication as a core competency
Communicating change
Change development plans
Fairness vs flexibility
Communication as team effort
Beyond 'Customer is King': Sales and marketing promotion
Conceptual authenticity
Knowledge and skill
Value-added
Competitive advantage
Customer relations
Business-to-business relations
Web analysis and evaluation
Efficiency vs effectiveness
Tools and techniques
Marketing vs manufacturing
Media Relations: A borderless world view
Mass communication
Rhetoric vs reality
A note on copyright
Message modelling
Think global, act local
Media transparency
Face-to-face or Facebook?
Research Methods: Measures and motives
Art vs science
Validity and reliability
Balanced scorecard
PR industry analysts
Grounded theory
Narrative methods
Deconstruction guidelines
Reading behaviour
Intertextuality analysis
PR as a social science
The Ethical Dimension: A moral imperative
PR vs propaganda
Ethical evaluation
CIPR Code of Conduct
Online Sources
Bibliography
Index