PR Strategy and Application: Managing Influence

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PR Strategy and Application: Managing Influence

W. Timothy Coombs,Sherry J. Holladay

Description

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 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

About the Author

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.

Features

Demonstrates how activists have used public relations and their role in the development of PR
Argues for a move away from a corporate-centric view of public relations
Suggests that public relations be viewed as the management of mutually-influential relationships
Emphasizes the importance of stakeholder expectations in shaping organizational actions
Accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers

To Purchase this product, please visit

https://dev.store.wiley.com/en-ca/PR+Strategy+and+Application%3A+Managing+Influence-p-9781118916131