Public Relations Strategy

by Oliver, Sandra

• ISBN13: 9780749456405
• ISBN10: 074945640X
• Edition: 3rd
• Format: Paperback
• Copyright: 2009-12-28
• Publisher: Kogan Page Ltd

Summary

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 Strategyexplains 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 organisations attaining and maintaining reputation internal communication as PR strategy integrating marketing plans within 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 Strategyis a useful addition to the thinking practitioner's l

Table of Contents

List of Figures and Tables	p. vii
Foreword	p. ix
Preface	p. xi
Acknowledgements	p. xv
Not 'Just' Public Relations: PR strategy in a management context	p. 1
What is strategy?	p. 2
Power and influence	p. 4
Diktat vs dialogue	p. 5
Public relations and organizational culture	p. 6
Corporate communication academic models	p. 6
Semantics	p. 11
Operational strategy	p. 15
The feedback cycle	p. 20
Control vs co-dependency	p. 21
PR's Place on the Board: A core governance role	p. 27
Costing communication	p. 28
From function to strategy	p. 31
Cognitive dissonance: coping with conflict	p. 34
Ordinary PR management	p. 35
Extraordinary PR management	p. 35
Implications of ordinary and extraordinary management	p. 37
The CEO as cultural icon	p. 37
Performance assessment	p. 39
Communicating risk	p. 40
Reputation vs the operating and financial review	p. 43
Strategic alliances	p. 45
Crisis and resilience management	p. 47
What the books say	p. 50
Managerial perception	p. 56
Corporate governance	p. 58
Continuity planning	p. 62
Reputation Management: A celebrity-driven society	p. 71
Corporate image	p. 72
Image and branding	p. 73
Corporate identity	p. 74
Visual identity	p. 75
Logos and livery: semiotics	p. 76
Substance vs style	p. 77
Reputation indices	p. 78
Internal Communication and PR: Employees as ambassadors	p. 87
Mayhem vs morale	p. 87
Privacy and confidentiality	p. 88
Communication as a core competency	p. 88
Communicating change	p. 89
Change development plans	p. 90
Fairness vs flexibility	p. 91
Communication as team effort	p. 93
Beyond 'Customer is King': Sales and marketing promotion	p. 99
Conceptual authenticity	p. 100
Knowledge and skill	p. 101
Value-added	p. 103
Competitive advantage	p. 104
Customer relations	p. 107
Business-to-business relations	p. 108
Web analysis and evaluation	p. 108
Efficiency vs effectiveness	p. 110
Tools and techniques	p. 111
Marketing vs manufacturing	p. 113
Media Relations: A borderless world view	p. 119
Mass communication	p. 119
Rhetoric vs reality	p. 121
A note on copyright	p. 122
Message modelling	p. 122
Think global, act local	p. 124
Media transparency	p. 125
Face-to-face or Facebook?	p. 125
Research Methods: Measures and motives	p. 131
Art vs science	p. 132
Validity and reliability	p. 133
Balanced scorecard	p. 135
PR industry analysts	p. 136
Grounded theory	p. 137
Narrative methods	p. 138
Deconstruction guidelines	p. 139
Reading behaviour	p. 140
Intertextuality analysis	p. 144
PR as a social science	p. 146
The Ethical Dimension: A moral imperative	p. 153
PR vs propaganda	p. 154
Ethical evaluation	p. 155
CIPR Code of Conduct	p. 167
Online Sources	p. 169
Bibliography	p. 171
Index	p. 181
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