Public Relations Strategy

Public Relations Strategy

by Sandra Oliver
     
 

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This fully updated third edition of Public Relations Strategy is designed to introduce readers to the significance of public relations management as a core activity in developing and sustaining corporate strategy. The book links organizational PR to models and theories of strategic management, and explores the ways in which globalization and the internet impact on

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Overview

This fully updated third edition of Public Relations Strategy is designed to introduce readers to the significance of public relations management as a core activity in developing and sustaining corporate strategy. The book links organizational PR to models and theories of strategic management, and explores the ways in which globalization and the internet impact on best practice.

Public Relations Strategy speaks to seasoned public relations practitioners and students who, although aware of the tactical requirements of day-to-day professional life (for example, media relations, trade shows, publicity events, external publication production), struggle with issues related to overall commercial policies and planning. The book addresses eight critical areas.

PR's role within strategic and reputation management

the governance role of PR within organizations

attaining and maintaining company reputation

internal communication and crisis management

integrating marketing plans within overall PR strategy

online/offline stakeholder relations, especially media

research matters - exploration and evidence

managing ethics and evaluation of PR programmes

Complete with new, international case studies illustrating strategic links between PR and management, this edition is a useful resource for the thinking practitioner's library, as well as an invaluable learning tool for students undertaking university management courses or CIPR qualifying examinations.

Following a 20-year career in media and multinational industrial PR management, and with an organization psychology background, Sandra Oliver, PhD, FCIPR(Hon), FRSA, is currently Emeritus Professor at Thames Valley University(TVU), London, where she was founding Programme Director of a Master's degree in corporate Communications/PR and specialist MBA modules. She is an adviser for the CIPR qualifying membership Diploma scheme and a professional doctorate scheme. She supervises PR doctoral candidates, mentors CIPR/IPRA members and co-produces an annual UK international corporate communication research conference. Author of the previous editions of Public Relations Strategy and Corporate Communication (both published by Kogan Page), Dr Oliver also edited the Handbook of Corporate Communication and Public Relations. She was founding Editor-in Chief of Corporate Communication International Journal, has served on a central British Government Commission and is currently a member of a regional NHS Research Ethics Committee.

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Product Details

ISBN-13:
9780749448653
Publisher:
Kogan Page, Ltd.
Publication date:
03/09/2007
Series:
PR in Practice Series
Edition description:
Second Edition
Pages:
146
Product dimensions:
6.32(w) x 9.16(h) x 0.62(d)

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