Public Relations Strategy, Theory, and Cases (Paperback)

Adam E. Horn

ISBN 10: 1433120801 / ISBN 13: 9781433120800

Editore: Peter Lang Publishing Inc, 2018

Paperback. Presenting a robust introduction to public relations strategy, this book helps readers explore their perceptions of what strategy is or might be; highlights influencers of strategic decision making such as distinctions among B2B, B2C, and B2G as well as public relations roles and organization types; discusses the education and training value and limitations of the popular case study; and provides a easy-to-understand overview of four theories important for every "student" (academic and non-academic) of public relations to understand. Excellence theory, contingency theory, rhetorical theory, and social capital theory are introduced. In the spirit of praxis (the application of theory to practice), the authors provide theory-specific and other relevant "keys" for use as the reader seeks to apply what is read to actual public relations cases. As might be expected, highly structured case studies that clearly distinguish between objectives, strategies and tactics are included for the purposes of education and training. The featured set of case studies includes: March of Dimes Rebrand; Inside Pediatrics Childrens Mercy Kansas City; Vanity Fair Women Who Do LiftTOUR; TouchNet + Heartland; WeatherTech Public Relations Super Bowl Ad Buy; ZF Race Reporter/Fan Reporter: Europe, Japan and the US; Pinnacle Not So Silent Night; Lee JeansInfluencer Relations; Fight CRC One Million Strong Collection; Tips for KidsSeventeen Years Later; and Dairy Queens Fan Food Not Fast Food Campaign: Retrospective Cases Analysis from the Outside. Presenting a robust introduction to public relations strategy helps readers to explore their perceptions of what Public relations strategy is or might be. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. Codice articolo 9781433120800

Riassunto:

Presenting a robust introduction to public relations strategy, this book helps readers explore their perceptions of what strategy is or might be; highlights influencers of strategic decision making such as distinctions among B2B, B2C, and B2G as well as public relations roles and organization types; discusses the education and training value and limitations of the popular case study; and provides a easy-to-understand overview of four theories important for every "student" (academic and non-academic) of public relations to understand. Excellence theory, contingency theory, rhetorical theory, and social capital theory are introduced. In the spirit of praxis (the application of theory to practice), the authors provide theory-specific and other relevant "keys" for use as the reader seeks to apply what is read to actual public relations cases. As might be expected, highly structured case studies that clearly distinguish between objectives, strategies and tactics are included for the purposes of education and training. The featured set of case studies includes: March of Dimes Rebrand; Inside Pediatrics Children’s Mercy Kansas City; Vanity Fair Women Who Do LiftTOUR; TouchNet + Heartland; WeatherTech Public Relations Super Bowl Ad Buy; ZF Race Reporter/Fan Reporter: Europe, Japan and the US; Pinnacle Not So Silent Night; Lee Jeans—Influencer Relations; Fight CRC One Million Strong Collection; Tips for Kids—Seventeen Years Later; and Dairy Queen’s Fan Food Not Fast Food Campaign: Retrospective Cases Analysis from the Outside.

Informazioni sull'autore:

Tricia Hansen-Horn (PhD, Purdue University) is a professor and PR program coordinator at the University of Central Missouri, CEPR. Specializing in theory/praxis, pedagogy, strategic planning, and campaign development, she is first author of Strategic Planning for Public Relations: Beginning the Journey (2014) and co-editor of Public Relations: From Theory to Practice (2008).

Adam E. Horn (PhD, University of Missouri-School of Journalism) is an associate professor at the University of Central Missouri, where he designed and implemented UCM's strategic planning for public relations course. He is an active sports consultant, specializing in media relations and crisis communication strategy. He is the second author of Strategic Planning for Public Relations: Beginning the Journey (2014).

Dati bibliografici

Titolo: Public Relations Strategy, Theory, and Cases...
Casa editrice: Peter Lang Publishing Inc
Data di pubblicazione: 2018
Legatura: Paperback
Condizione: new