Public Relations Strategy (PR In Practice)

by SandraOliver (Author)

• New

  Illustrated
  2009

  $32.81

  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 PR strategy. This new and updated version of Public Relations Strategy explains how PR lies at the heart of sound, ethical corporate communication as a core strategic management function. The new edition explores the following topics: - PR as strategic and issues management - the governance role of PR within organizations - attaining and maintaining reputation - internal communication as PR strategy - online/offline media relations - research matters: exploration and evidence - managing ethics and evaluation in PR programming Including many new international case studies, this fully updated, third edition of Public Relations Strategy is a useful addition to the thinking practitioner's library, and an invaluable learning tool for students undertaking examinations in PR and related disciplines.

• Used

  Paperback
  2001

  $3.31

  This volume 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 aimed at seasoned public relations practitioners and students who, although aware of the tactical requirements of the profession (for example, media relations, trade shows, publicity events, external publication production, and so on), struggle with questions concerning overall management strategy. The book includes case studies from around the world.