PR strategy and application: managing influence

PR Strategy and Application is a comprehensive text that situates Public Relations in a 21st century context, as a set of tools not just for the advertising executive and the reputation manager, but also for the activist, the diplomat, the crisis manager, and the homeland security officer. Coombs and Holladay offer clear explanations of the traditional role of PR while also including extensive discussions of exciting contemporary issues often neglected in other texts, including transparency, corporate social responsibility, reputation management, activism, risk communication, and social marketing. The authors broad approach includes both corporate and non-corporate uses of public relations and expands traditional thinking about who practices public relations. PR Strategy and Application demonstrates a strong, consistent focus on ethics that challenges readers to critically examine public relations techniques. Essential reading for students and professionals, this book provides a strong foundation for the fundamentals of public relations while exploring significant emerging disciplines of the field.

• ISBN: 978-1-4051-4408-7
• Editorial: Wiley-Blackwell
• Encuadernacion: Rústica
• Páginas: 368
• Fecha Publicación: 07/08/2009
• Nº Volúmenes: 1
• Idioma: Inglés