ISBN-10:
1405144084
ISBN-13:
9781405144087
Pub. Date:
09/08/2009
Publisher:
Wiley
PR Strategy and Application: Managing Influence / Edition 1

PR Strategy and Application: Managing Influence / Edition 1

by W. Timothy Coombs, Sherry J. Holladay

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Product Details

ISBN-13: 9781405144087
Publisher: Wiley
Publication date: 09/08/2009
Pages: 368
Sales rank: 851,438
Product dimensions: 7.40(w) x 9.60(h) x 0.70(d)

About the Author

W. Timothy Coombs is Professor of Corporate Communication atEastern Illinois University.  He is the author of Code Redin the Boardroom (2006), Today’s Public Relations(2006), and It's Not Just PR (with Sherry Holladay, 2007),and co-editor (with Sherry Holladay) of the Handbook of CrisisCommunication (Wiley-Blackwell 2010).

Sherry J. Holladay is Professor of CorporateCommunication at Eastern Illinois University. She is the author ofnumerous articles related to corporate communication.

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Table of Contents

Preface vi

Acknowledgments ix

1 Introduction and Overview 1

2 Public Relations Contested and Ethically Challenged 17

3 Public Relations and Transparency 39

4 Public Relations as Strategic Communication 57

5 Public Relations as Activism 81

6 Media Relations: Shaping the News 107

7 Technological Development and Online Public Relations 123

8 Social Marketing 145

9 Reputation Management 167

10 Issues Management 187

11 Risk Communication 217

12 Crisis Communication 237

13 Corporate Social Responsibility: A New Driver for Public Relations 261

14 Public Relations Goes International 283

15 Conclusion: Does Society Need Public Relations? 307

Appendix 1 US Food & Drug Administration News Release 321

Appendix 2 US Centers for Disease Control and Prevention News Release 323

Appendix 3 American Veterinary Medical Association Media Alert 325

Appendix 4 US Food & Drug Administration Pitch Letter Guidance 327

References 329

Index 353

What People are Saying About This

From the Publisher

“Forward thinking, innovative, comprehensive, concise andrelevant cases—and clearly written. A top choice for a Principlesor Campaign Strategy class.”
Robert L. Heath, Professor Emeritus, University of Houston

“Coombs and Holladay provide an excellent interpretationof public relations’ functional areas from a strategic publicrelations point of view.”
Don W. Stacks, University of Miami

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