Table of Contents: Public relations strategy

Cover Image

QR Code

Public relations strategy

Links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy.

Bibliographic Details
Main Author:	Oliver, Sandra.
Corporate Author:	Chartered Institute of Public Relations.
Format:	Electronic
Language:	English
Published:	London ; Philadelphia : Kogan Page/CIPR, 2010.
Edition:	3rd ed.
Series:	PR in practice series.
Subjects:	Public relations > Management.
Online Access:	Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access

Table of Contents:

Not 'just' public relations : PR strategy in a management context
PR's place on the board : a core governance role
Reputation management : a celebrity-driven society
Internal communication and PR : employees as ambassadors
Beyond 'customer is king' : sales and marketing promotion
Media relations : a borderless world view
Research methods : measures and motives
The ethical dimension : a moral imperative.