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PR Strategy and Application: Managing Influence

PR Strategy and Application: Managing Influence

W. Timothy Coombs, Sherry J. Holladay

ISBN: 978-1-405-14408-7

Aug 2009

368 pages

Select type: Paperback

In Stock

$91.95

Description

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. 
  • Winner of the 2010 PRIDE award given by the PR Division of the National Communication Association
  • 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

  • Accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers

 

Visit the further resources website for student and instructor materials at www.wiley.com/go/coombs

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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

  • Demonstrates how activists have used public relations and their role in the development of PR

  • Argues for a move away from a corporate-centric view of public relations

  • Suggests that public relations be viewed as the management of mutually-influential relationships

  • Emphasizes the importance of stakeholder expectations in shaping organizational actions

  • Accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers