PR Strategy and Application

PR Strategy and Application

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

Contents

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