PR Strategy and Application: Managing Influence

ISBN: 1405144084

Author: Coombs, W. Timothy

Condition: New

PR Strategy and Application is a comprehensive and accessible 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 AssociationGives detailed treatment of how activists have used public relations including a consideration of how activists have been important to the historical develop of PRArgues 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 relationshipsEmphasizes the importance of stakeholder expectations in shaping organizational actions and being a foundation for discussions between organizations and stakeholdersEmphasizes 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 teachersVisit the further resources website for student and instructor materials at www.wiley.com/go/coombs