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PR Strategy and Application
Details
Description
Description| Publisher | John Wiley & Sons (UK) |
| Author(s) | W. Timothy Coombs / Sherry J. Holladay |
| Subtitle | Managing Influence |
| Edition | 1 |
| Published | 14th August 2009 |
| Related course codes |
Managing Influence
PR Strategy and Application is a comprehensive andaccessible 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
href="http://www.wiley.com/go/coombs">www.wiley.com/go/coombs
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