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Public relations strategy

Author: Sandra Oliver
Publisher: London ; Philadelphia : Kogan Page, 2007.
Series: PR in practice series.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
Sandra Oliver's study reflects the intense discussion that is taking place on the nature of public relations and its role in developing and supporting management strategy. It is written for seasoned PR practitioners and students.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sandra Oliver
ISBN: 9780749448653 0749448652
OCLC Number: 72988686
Notes: "CIPR."
Description: xiv, 146 pages : illustrations ; 24 cm.
Contents: 1. Not 'just' public relations : PR strategy in a management context --
2. PR's place on the board : a core governance role --
3. Reputation management : a celebrity-driven society --
4. Internal communication and PR : employees as ambassadors --
5. Beyond 'customer is king' : sales and marketing promotion --
6. Media relations : a borderless world view --
7. Research methods : measures and motives --
8. The ethical dimension : a moral imperative.
Series Title: PR in practice series.
Responsibility: Sandra Oliver.
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Abstract:

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.  Read more...

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