Public Relations Strategy

by Sandra Oliver

Everything you need to create a 21st-century public relations strategy, with international case studies from companies in the US, Spain, South Africa, Indonesia and Russia, including Royal Caribbean, Edelman Public Relations, 3M Scotch and the Marriott Hotel Group. Contents include
Not Just PR strategy in a management context; PR's Place on the A core governance role; Reputation management in a celebrity-driven society; Internal Employees as ambassadors; Beyond ?Customer is ? Sales and marketing promotion; Media A borderless world view; Research Measures and motives; and The Ethical A moral imperative.

146 pages, Paperback

First published November 1, 2001

Reviews

[Ahmed Janabi · Rating 3 out of 5]

Good reference for how corporations used to think at the beginning of the current millennium that correlates much to the current belated setting of PR in Iraq.

[Tamar Burton · Rating 5 out of 5]

This book was timely as I was developing a PR strategy for a consumer-facing startup organization. The reputation, tone, branding are all covered.

[Ruric Amhari · Rating 3 out of 5]

Aimed at practitioners who understand the tactical requirements of the profession but who may need guidance with overall corporate planning and policy.

Looks at role of PR in strategic management; the professioal role of PR within an organisation; reputation management; the role of internal communiation; effct of globalisation.