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PR Strategy and Application: Managing Influence
John Wiley and Sons Ltd, Aug 2009, Pages: 368
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.
- 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
- Argues for public relations to be viewed 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
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