Public Relations StrategyThis challenging book reflects the intense discussion that is taking place on the nature of public relations and its role in developing and supporting management strategy. It links models and theories of strategic management to the PR function and discusses how globalization and the Internet are shaping and changing organizational PR strategy. |
Contents
public relations strategy 24 | 24 |
public relations | 55 |
public relations | 67 |
public relations 22 | 82 |
public relations strategy | 103 |
| 121 | |
| 125 | |
Common terms and phrases
achieved activities advertising analysis Anita Roddick approach audiences behaviour Body Shop brand call centre campaign cent challenge College of Art communication strategy competencies competitive advantage concept consultants corporate communication corporate identity corporate image corporate strategy culture decision digital art educational programme employees ensure environment environmental environmental scanning Ethical issues evaluation external extraordinary management focus function Gestetner Digital Wave Gestetner's global Grunig Health Canada hemp product identified Implementation important internal communication Internet involved Kotler Kraft Jacobs Suchard London Science Museum mass media ment mission monitoring nutrition objectives offer operational organization organization's organizational paradigm Paulínia perceptions perceptual mapping potential professional public relations practitioner public relations programme public relations strategy Queensland Railtrack relationship relationship marketing reputation role Romanian Royal College shareholders specialists strategic public relations Suncorp-Metway target TBSC theory tion Voluntary issues