PR Strategy and Application Managing Influence

by Coombs, W. Timothy; Holladay, Sherry J.

• ISBN13: 9781405144087
• ISBN10: 1405144084
• Edition: 1st
• Format: Paperback
• Copyright: 2009-08-31
• Publisher: Wiley-Blackwell

Summary

PR Strategy and Applications is a comprehensive text that situates Public Relations in a context for the 21 st century, 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. Explores the ways that PR pervades our culture and society with both positive and negative effects , moving away from the strictly corporate-centric view of public relations Provides current examples and case-studies that illustrate the pervasive use of public relations across corporations, governments, NGOs, and in the media Considers how and why activists have used and developed public relations to meet their needs throughout history Explores corporate social responsibility as a new steering force for public relations in the 21 st century Re-examines the interdependence of stakeholders and organizations, expanding upon the ideas introduced in the authors' award-winning book It's Not Just PR

Author Biography

W. Timothy Coombs is Professor of Corporate Communication at Eastern Illinois University. He is the author of Code Red in the Boardroom (2006), Today's Public Relations (2006), and, with Sherry J. Holladay, It's Not Just PR (Wiley-Blackwell, 2007). He is editor, with Sherry J. Holladay, of The Handbook of Crisis Communication (Wiley-Blackwell, 2010). Sherry J. Holladay is Professor of Corporate Communication at Eastern Illinois University. She is the author of numerous articles related to corporate communication.

Table of Contents

Preface	p. vi
Acknowledgments	p. ix
Introduction and Overview	p. 1
Public Relations Contested and Ethically Challenged	p. 17
Public Relations and Transparency	p. 39
Public Relations as Strategic Communication	p. 57
Public Relations as Activism	p. 81
Media Relations: Shaping the News	p. 107
Technological Development and Online Public Relations	p. 123
Social Marketing	p. 145
Reputation Management	p. 167
Issues Management	p. 187
Risk Communication	p. 217
Crisis Communication	p. 237
Corporate Social Responsibility: A New Driver for Public Relations	p. 261
Public Relations Goes International	p. 283
Conclusion: Does Society Need Public Relations?	p. 307
US Food & Drug Administration News Release	p. 321
US Centers for Disease Control and Prevention News Release	p. 323
American Veterinary Medical Association Media Alert	p. 325
US Food & Drug Administration Pitch Letter Guidance	p. 327
References	p. 329
Index	p. 353
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