Public relations strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2010
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | PR in practice series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XVI, 188 S. Ill., graph. Darst. |
| ISBN: | 9780749456405 |
Internformat
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| 300 | |a XVI, 188 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804140702772232192 |
|---|---|
| adam_text | CONTENTS
List of
Figures
and Tables
vii
Foreword
ix
Preface
xi
Acknowledgements
xv
1.
Not
Jusť
Public Relations: PR strategy in a management
context
1
What is strategy?
2;
Power and influence
4;
Diktat vs dialogue
5;
Public relations and organizational culture
6;
Corporate
communication academic models
6;
Semantics
11;
Operational
strategy
15;
The feedback cycle
20;
Control vs co-dependency
21
2.
PR s Place on the Board: A core governance role
27
Costing communication
28;
From function to strategy
31;
Cognitive dissonance: coping with conflict
34;
Ordinary PR
management
35;
Extraordinary PR management
35;
Implications
of ordinary and extraordinary management
37;
The CEO as
cultural icon
37;
Performance assessment
39;
Communicating
risk
40;
Reputation vs the operating and financial review
43;
Strategic alliances
45;
Crisis and resilience management
47;
What
the books say
50;
Managerial perception
56;
Corporate
governance
58;
Continuity planning
62
Contents
3. Reputation Management:
A celebrity-driven society
71
Corporate image
72;
Image and branding
73;
Corporate
identity
74;
Visual identity
75;
Logos and livery: semiotics
76;
Substance vs style
77;
Reputation indices
78
4.
Internal Communication and PR: Employees as ambassadors
87
Mayhem vs morale
87;
Privacy and confidentiality
88;
Communication as a core competency
88;
Communicating
change
89;
Change development plans
90;
Fairness vs flexibility
91;
Communication as team effort
93
5.
Beyond Customer is King : Sales and marketing promotion
99
Conceptual authenticity
100;
Knowledge and skill
101;
Value-added
103;
Competitive advantage
104;
Customer
relations
107;
Business-to-business relations
108;
Web analysis
and evaluation
108;
Efficiency vs effectiveness
110;
Tools and
techniques 111; Marketing vs manufacturing
113
6.
Media Relations: A borderless world view
119
Mass communication
119;
Rhetoric vs reality
121;
A note on
copyright
122;
Message modelling
122;
Think global, act local
124;
Media transparency
125;
Face-to-face or Facebook?
125
7.
Research Methods: Measures and motives
131
Art vs science
132;
Validity and reliability
133;
Balanced
scorecard
135;
PR industry analysts
136;
Grounded theory
137;
Narrative methods
138;
Deconstruction guidelines
139;
Reading
behaviour
140;
Intertextuality analysis
144;
PR as a social
science
146
8.
The Ethical Dimension: A moral imperative
153
PR vs propaganda
154;
Ethical evaluation
155
CIPR Code of Conduct
167
Online Sources
169
Bibliography
171
Index
181
VI
This fully updated third edition of Public Relations Strategy is designed to introduce
readers to the significance of public relations management as a core activity in
developing and sustaining corporate strategy. The book links organizational PR to
models and theories of strategic management, and explores the ways in which
globalization and the internet impact on best practice.
Public Relations Strategy speaks to seasoned public relations practitioners and students
who, although aware of the tactical requirements of day-to-day professional life (for
example, media relations, trade shows, publicity events, external publication
production), struggle with issues related to overall commercial policies and planning.
The book addresses eight critical areas:
•
PR s role within strategic and reputation management;
•
the governance role of PR within organizations;
•
attaining and maintaining company reputation;
•
internal communication and crisis management;
•
integrating marketing plans within overall PR strategy;
•
online/offline stakeholder relations, especially media;
•
research matters
-
exploration and evidence;
•
managing ethics and evaluation of PR programmes.
Complete with new, international case studies illustrating strategic links between PR
and management, this edition is a useful resource for the thinking practitioner s library,
as well as an invaluable learning tool for students undertaking university management
courses or CIPR qualifying examinations.
Following a 20-year career in media and multinational industrial PR management, and
with an organization psychology background, SANDRA OLIVER, PhD,
FCIPRÍHon), FRSA,
is currently Emeritus Professor at Thames Valley University (TVU), London, where she
was founding Programme Director of a Master s degree in corporate Communication/PR
and specialist MBA modules. She is an adviser for the CIPR qualifying membership
Diploma scheme and a professional doctorate scheme. She supervises PR doctoral
candidates, mentors CIPR/IPRA members and co-produces an annual UK international
corporate communication research conference. Author of the previous editions of Public
Relations Strategy and Corporate Communication (both published by Kogan Page),
Dr
Oliver also edited the Handbook of Corporate Communication and Public Relations. She
was founding Editor-in Chief of Corporate Communication International Journal, has
served on a central British Government Commission and is currently a member of a
regional NHS Research Ethics Committee.
Series Editor: Professor Anne Gregory, FCIPR
|
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| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
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| id | DE-604.BV035772370 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:04:11Z |
| institution | BVB |
| isbn | 9780749456405 |
| language | English |
| lccn | 2009020214 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018632045 |
| oclc_num | 327637300 |
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| owner | DE-703 |
| owner_facet | DE-703 |
| physical | XVI, 188 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | PR in practice series |
| spelling | Oliver, Sandra Verfasser aut Public relations strategy Sandra Oliver 3. ed. London [u.a.] Kogan Page 2010 XVI, 188 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier PR in practice series Includes bibliographical references and index Public relations Management Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s Kommunikationsstrategie (DE-588)4201794-4 s DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018632045&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018632045&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Oliver, Sandra Public relations strategy Public relations Management Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4201794-4 |
| title | Public relations strategy |
| title_auth | Public relations strategy |
| title_exact_search | Public relations strategy |
| title_full | Public relations strategy Sandra Oliver |
| title_fullStr | Public relations strategy Sandra Oliver |
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