Public Relations Strategy

Front Cover
Kogan Page Publishers, 2007 - Business & Economics - 146 pages
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.

 

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Contents

List of figures and tables
5
Acknowledgements xiii
5
a core governance role
25
a celebritydriven society
48
employees as ambassadors
61
sales and marketing promotion
73
a borderless world view
93
measures and motives
104
a moral imperative
119
TABLES
127
Glossary
132
Further Reading
141
Copyright

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About the author (2007)

Following a successful career in media and industrial/commercial public relations, Dr. Oliver currently lectures and researches at Thames Valley University in London. She is an external examiner for undergraduate and postgraduate degree programmes at Bournemouth and Stirling Universities respectively. She is founding editor in chief of the international academic quarterly "Corporate Communications" journal, a fellow of the Royal Society of Arts and past chair of the International Public Relations Association.

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