PR Strategy and Application: Managing Influence / Edition 1 available in Paperback
PR Strategy and Application is a comprehensive text that situates public relations in a twenty-first-century context, as a set of tools not just for the advertising executive and the reputation manager, but also for the activist, the diplomat, the crisis manager, and the homeland security officer.
Coombs and Holladay offer clear explanations of the traditional role of PR, while also including extensive discussions of exciting contemporary issues often neglected in other texts, including transparency, corporate social responsibility, reputation management, activism, risk communication, and social marketing. The authors' broad approach includes both corporate and non-corporate uses of public relations and expands traditional thinking about who practices public relations.
PR Strategy and Application demonstrates a strong, consistent focus on ethics that challenges readers to critically examine public relations techniques. Essential reading for students and professionals, this book provides a strong foundation for the fundamentals of public relations while exploring significant emerging disciplines of the field.
|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.
Table of Contents
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
What People are Saying About This
“Forward thinking, innovative, comprehensive, concise andrelevant casesand 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