Pr Strategy And Application - Managing Influence

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 Association
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
Accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers

Visit the further resources website for student and instructor materials at www.wiley.com/go/coombs

W. Timothy Coombs is Professor of Corporate Communication at Eastern Illinois University. He is the author of Code Red in the Boardroom (2006), Today’s Public Relations (2006), and It's Not Just PR (with Sherry Holladay, 2007), and co-editor (with Sherry Holladay) of the Handbook of Crisis Communication (Wiley-Blackwell 2010).
Sherry J. Holladay is Professor of Corporate Communication at Eastern Illinois University. She is the author of numerous articles related to corporate communication.

“Forward thinking, innovative, comprehensive, concise and relevant cases--and clearly written. A top choice for a Principles or Campaign Strategy class.”
Robert L. Heath, Professor Emeritus, University of Houston
“Coombs and Holladay provide an excellent interpretation of public relations’ functional areas from a strategic public relations point of view.”
Don W. Stacks, University of Miami

Preface
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