Public Relations Strategy

Public Relations Strategy is aimed at seasoned public relations practitioners and students who, although aware of the tactical requirements of the profession (for example media relations, trade shows, publicity events, external publication production), struggle with issues related to overall corporate policies and planning.

The book divides into six key areas:

• the nature of PR as strategic management;
• the professional role of PR within organizations;
• how organizations attain and maintain their reputations;
• the role of internal communication as a human resource strategy;
• how PR is integrated into marketing plans;
• the effect of globalization and the Internet on PR planning and control.

Contents

• Foreword
• Preface
• Ackowledgements
• Not 'just' PR : public relations strategy in a management context
• A place on the board : publics relations strrategy in a professional context
• Image in a 'celebrity' society : public relations strategy as integrated communication
• Employees as ambassadors : public relations strategy in an HR context
• Beyond 'customer is kin' : public relations strategy in a marketing context
• Time, talent and creativity : public relations strategy in a multimedia context
• References
• Index