Public Relations Strategy - Brossura

Oliver, Sandra

Brossura

ISBN 10: 0749448652 ISBN 13: 9780749448653

Casa editrice: Kogan Page Ltd, 2007

Riassunto

Everything you need to create a 21st-century public relations strategy, with international case studies from companies in the US, Spain, South Africa, Indonesia and Russia, including Royal Caribbean, Edelman Public Relations, 3M Scotch and the Marriott Hotel Group.

Contents include
Not Just PR: PR strategy in a management context; PR's Place on the Board: A core governance role; Reputation management in a celebrity-driven society; Internal Communication: Employees as ambassadors; Beyond ?Customer is King: ? Sales and marketing promotion; Media Relations: A borderless world view; Research Methods: Measures and motives; and The Ethical Dimension: A moral imperative.

Su questo libro

Informazioni sull?autore

Dr. Sandra Oliver is founding editor of Corporate Communications journal and former chair of the International Public Relations Association.

Estratto. © Ristampato con autorizzazione. Tutti i diritti riservati.

1. 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; Semantics; Operational strategy; The feedback cycle; Control vs co-dependency; Campaign: PSA Peugeot Citroën, Spain

2. 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

3. Reputation Management: a celebrity-driven society

Corporate image; Image and branding; Corporate identity; Visual identity; Semiotics: logos and livery; Substance vs style; Reputation; Campaign: Standard Bank, South Africa

4. 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

5. 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

6. 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

7. 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

8. The Ethical Dimension: a moral imperative

PR vs propaganda; Ethical evaluation; Campaign: The Russian Public Relations Association

Dettagli dell'edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 0749448652
• ISBN 13: 9780749448653
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 146
• Contatto del produttore: non disponibile
• Persona responsabile: Buchpark GmbH; gpsr@buchpark.de; ; Krügerweg 1; Trebbin; Brandenburg; 14959; Germania