Public Relations Strategy

ISBN: 9780749456405 出版年：2009 页码：208 Oliver, Sandra M Kogan Page

1. not 'just' public relations: pr strategy in a management context what is strategy? power and influence public relations and organizational culture best practice corporate communication academic models semantics operational strategy the feedback cycle control vs co-dependency campaign: psa peugeot citroen, spain 2. pr's place on the board: a core governance role top-down, bottom-up communication from function to strategy cognitive dissonance: coping with conflict the ceo as cultural icon performance assessment assessing future performance tangible and intangible assets reputation and the operating and financial review strategic alliances campaign: taasa, usa 3. reputation management: a celebrity-driven society corporate image image and branding corporate identity visual identity semiotics: logos and livery substance vs style reputation campaign: standard bank, south africa 4. internal communication and pr: employees as ambassadors mayhem vs morale privacy and confidentiality communication as a core competency communicating change a change development plan fairness vs flexibility communication as team effort campaign: edelman public relations worldwide, usa 5. beyond 'customer is king': sales and marketing promotion conceptual authenticity knowledge and skill value-added and imc competitive advantage customer relations business-to-business relations web analysis and evaluation efficiency vs effectiveness tools and techniques promotion performance performance gaps marketing vs manufacturing campaign: 3m, usa 6. media relations: a borderless world view mass communication rhetoric vs reality message modelling think global, act local today's future campaign: royal caribbean international, usa 7. research method: measures and motives art vs science validity and reliability balanced scorecard narrative methods intertextuality analysis pr as a social science campaign : marriott hotel group, indonesia 8. the ethical dimension: a moral imperative pr vs propaganda ethical evaluation campaign: the russian public relations association