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Established 1967



Public Relations Strategy

Public Relations Strategy

Sandra M Oliver

£19.99

Public Relations Strategy links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy.

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About the book

This challenging book reflects the intense discussion that is taking place on the nature of public relations and how it develops and supports management strategy. It links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy.

This new and updated version of Public Relations Strategy explains how PR lies at the heart of sound, ethical corporate communication as a core strategic management function. The new edition explores the following topics:

- PR as strategic and issues management

- the governance role of PR within organizations

- attaining and maintaining reputation

- internal communication as PR strategy

- online/offline media relations

- research matters: exploration and evidence

- managing ethics and evaluation in PR programming

Including many new international case studies, this fully updated, third edition of Public Relations Strategy is a useful addition to the thinking practitioner's library, and an invaluable learning tool for students undertaking examinations in PR and related disciplines.


Table Of Contents

    • Chapter - 01: Not ‘Just’ Public Relations: PR strategy in a management context;
    • Chapter - 02: PR’s Place on the Board: A core governance role;
    • Chapter - 03: Reputation Management: A celebrity-driven society;
    • Chapter - 04: Internal Communication and PR: Employees as ambassadors;
    • Chapter - 05: Beyond ‘Customer is King’: Sales and marketing promotion;
    • Chapter - 06: Media Relations: A borderless world view;
    • Chapter - 07: Research Methods: Measures and motives;
    • Chapter - 08: The Ethical Dimension: A moral imperative



Book Details

  • EAN: 9780749456405
  • Edition: 3
  • Published: 3rd November 2009
  • Paperback
  • Dimensions: 234x156
  • 208 pages
  • Series: PR in Practice Series

About the Author

Dr Sandra Oliver, PhD, FCIPR (Hon), FRSA, is currently Emeritus Professor at Thames Valley University, London, UK (TVU), where she is involved in a professional doctorate scheme, supervises PR doctoral candidates and mentors CIPR/IPRA members. She is author of the two previous editions of Public Relations Strategy, and Corporate Communication: Principles, Techniques and Strategies (all Kogan Page), and she also edited the Handbook of Corporate Communication and Public Relations (Routledge).


Sandra M Oliver