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PR Strategy and Application
Managing Influence
“Forward thinking, innovative, comprehensive, concise and relevant cases--and clearly written. A top choice for a Principles or Campaign Strategy class.” “Coombs and Holladay provide an excellent interpretation of public relations’ functional areas from a strategic public relations point of view.”
Robert L. Heath, Professor Emeritus, University of Houston
Don W. Stacks, University of Miami
W. Timothy Coombs (Author), Sherry J. Holladay (Author)
9781405144087, Wiley
Paperback / softback, published 14 August 2009
370 pages
24.9 x 19 x 1.9 cm, 0.789 kg
PR Strategy and Application is a comprehensive and accessible text that situates Public Relations in a 21st century context; as a set of tools not just for corporations but for the activist, the diplomat, the crisis manager, the homeland security officer, as well as the advertising executive and the reputation manager. Gives detailed treatment of how activists have used public relations including a consideration of how activists have been important to the historical develop of PR Argues for a move away from a corporate-centric view of public relations and for public relations to be seen as the management of mutually-influential relationships Emphasizes the importance of stakeholder expectations in shaping organizational actions and being a foundation for discussions between organizations and stakeholders Emphasizes the perspective that stakeholders and organizations are linked together in a complex networks rather that a series of separate relationships Visit the further resources website for student and instructor materials at www.wiley.com/go/coombs
Preface 1. Introduction and Overview 2. Public Relations Contested and Ethically Challenged 3. Public Relations and Transparency 4. Public Relations as Strategic Communication 5. Public Relations as Activism 6. Media Relations: Shaping the News 7. Technological Development and Online Public Relations 8. Social Marketing 9. Reputation Management 10. Issues Management 11. Risk Communication 12. Crisis Communication 13. Corporate Social Responsibility: A New Driver for Public Relations 14. Public Relations Goes International 15. Conclusion: Does Society Need Public Relations? Appendix 1: US Food & Drug Administration News Release Appendix 2: US Centers for Disease Control and Prevention News Release Appendix 3: American Veterinary Medical Association Media Alert Appendix 4: US Food & Drug Administration Pitch Letter Guidance References Index
Subject Areas: Sociology & anthropology [JH]
