PR Strategy and Application - W. Timothy Coombs
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Présentation Pr Strategy And Application de W. Timothy Coombs Format Broché
- Livre
PR Strategy and Application is a comprehensive and accessible text that situates Public Relations in a 21 st 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
Résumé :
PR Strategy and Application is a comprehensive and accessible text that situates Public Relations in a 21st century context...
Biographie: 1. Introduction and Overview 2. Public Relations Contested and Ethically Challenged 3. Public Relations and Transparency 4. Public Relations as Strategic Communication 5. Public Relations as Activism 6. Media Relations: Shaping the News 7. Technological Development and Online Public Relations 8. Social Marketing 9. Reputation Management 10. Issues Management 11. Risk Communication 12. Crisis Communication 13. Corporate Social Responsibility: A New Driver for Public Relations 14. Public Relations Goes International 15. Conclusion: Does Society Need Public Relations? Appendix 1: US Food & Drug Administration News Release Appendix 2: US Centers for Disease Control and Prevention News Release Appendix 3: American Veterinary Medical Association Media Alert Appendix 4: US Food & Drug Administration Pitch Letter Guidance References Index
Preface
Sommaire: 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 and for public relations to be seen 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 ? Visit the further resources website for student and instructor materials at www.wiley.com/go/coombs
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.?