Articoli correlati a Public Relations Strategy
Sinossi
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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
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
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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Public Relations Strategy (PR In Practice)
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Public Relations Strategy
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Kogan Page, Limited, 2007
ISBN 10: 0749448652
ISBN 13: 9780749448653
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Public Relations Strategy (PR In Practice)
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Public Relations Strategy
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Soft cover. Condizione: As New. No Jacket. Fine Part of the Institute of Public Relations PR in Practice series - reprint - first published 2001 - 146 pages - unmarked and undamaged. Codice articolo 16794/630
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