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Public Relations Strategy


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International case studies include CAT, Brazil; Suncorp-Metway Finance, Australia; Body Shop, Canada; Gestetner Company, UK Discusses how PR strategies have been shaped by globalization; Explores how the increasing reach of the Internet has changed PR strategy.

Table of Contents

    • Chapter - 01: Not 'Just' Public Relations: PR strategy in a management context;
    • Chapter - 02: PR's Place on the Board: A core governance role;
    • Chapter - 03: Reputation Management: A celebrity-driven society;
    • Chapter - 04: Internal Communication and PR: Employees as ambassadors;
    • Chapter - 05: Beyond 'Customer is King': Sales and marketing promotion;
    • Chapter - 06: Media Relations: A borderless world view;
    • Chapter - 07: Research Methods: Measures and motives;
    • Chapter - 08: The Ethical Dimension: A moral imperative

About the Author

Dr Sandra Oliver, PhD, FCIPR (Hon), FRSA, is currently Emeritus Professor at Thames Valley University, London, UK (TVU), where she is involved in a professional doctorate scheme, supervises PR doctoral candidates and mentors CIPR/IPRA members. She is author of the two previous editions of Public Relations Strategy, and Corporate Communication: Principles, Techniques and Strategies (all Kogan Page), and she also edited the Handbook of Corporate Communication and Public Relations (Routledge).

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