Synopsis
This challenging book reflects the intense discussion that is taking place on the nature of public relations and how it develops and supports management strategy. It links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy.
This new and updated version of Public Relations Strategy explains how PR lies at the heart of sound, ethical corporate communication as a core strategic management function. The new edition explores the following topics:
- PR as strategic and issues management
- the governance role of PR within organizations
- attaining and maintaining reputation
- internal communication as PR strategy
- online/offline media relations
- research matters: exploration and evidence
- managing ethics and evaluation in PR programming
Including many new international case studies, this fully updated, third edition of Public Relations Strategy is a useful addition to the thinking practitioner's library, and an invaluable learning tool for students undertaking examinations in PR and related disciplines.
"synopsis" may belong to another edition of this title.
About the Author
Following a successful career in media and industrial/commercial public relations, Dr. Sandra M Oliver currently lectures and researches at Thames Valley University in London. She is an external examiner for undergraduate and postgraduate degree programmes at Bournemouth and Stirling Universities respectively. She is founding editor in chief of the international academic quarterly Corporate Communications journal, a fellow of the Royal Society of Arts and chair of the International Public Relations Association.
"About this title" may belong to another edition of this title.
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