Public relations strategy (Book, 2007) []
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Public relations strategy

Author: Sandra Oliver; Chartered Institute of Public Relations.
Publisher: London ; Philadelphia : Kogan Page, 2007.
Series: PR in practice series.
Edition/Format:   Print book : English : 2nd edView all editions and formats

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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Genre/Form: Étude de cas (Descripteur de forme)
Ressources Internet
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sandra Oliver; Chartered Institute of Public Relations.
ISBN: 9780749448653 0749448652
OCLC Number: 300350002
Notes: "CIPR."
Description: xiv, 146 pages : illustrations ; 24 cm
Contents: 1. not 'just' public relations: pr strategy in a management context what is strategy?; power and influence; public relations and organizational culture; best practice; corporate communication academic models; semantics; operational strategy; the feedback cycle; control vs co-dependency; campaign: psa peugeot citroen, spain 2. pr's place on the board: a core governance role top-down, bottom-up communication; from function to strategy; cognitive dissonance: coping with conflict; the ceo as cultural icon; performance assessment; assessing future performance; tangible and intangible assets; reputation and the operating and financial review; strategic alliances; campaign: taasa, usa 3. reputation management: a celebrity-driven society corporate image; image and branding; corporate identity; visual identity; semiotics: logos and livery; substance vs style; reputation; campaign: standard bank, south africa 4. internal communication and pr: employees as ambassadors mayhem vs morale; privacy and confidentiality; communication as a core competency; communicating change; a change development plan; fairness vs flexibility; communication as team effort; campaign: edelman public relations worldwide, usa 5. beyond 'customer is king': sales and marketing promotion conceptual authenticity; knowledge and skill; value-added and imc; competitive advantage; customer relations; business-to-business relations; web analysis and evaluation; efficiency vs effectiveness; tools and techniques; promotion performance; performance gaps; marketing vs manufacturing; campaign: 3m, usa 6. media relations: a borderless world view mass communication; rhetoric vs reality; message modelling; think global, act local; today's future; campaign: royal caribbean international, usa 7. research method: measures and motives art vs science; validity and reliability; balanced scorecard; narrative methods; intertextuality analysis; pr as a social science; campaign : marriott hotel group, indonesia 8. the ethical dimension: a moral imperative pr vs propaganda; ethical evaluation; campaign: the russian public relations association
Series Title: PR in practice series.
Responsibility: Sandra Oliver.
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