Strategic PR

Author: Sandra Oliver
Publisher:
Publish Date: 2004-06-01
Features: This book is designed for public relations professionals with some practical work experience. Its purpose is to help them understand and think about public relations issues from the perspective of the overall corporate strategy. To this end, it not only considers the needs of practitioners for practical skills and tools but also introduces theoretical knowledge borrowed from closely related management disciplines. The book is divided into six chapters. Chapter 1 discusses the strategy itself, Chapter 2 further explores the strategic position of public relations and the contributions of strategic public relations to the organization. Chapter 3 focuses on the issues of image and identity. In this era of flashy promises, through a systematic review of relevant theories, it describes how organizations should acquire and maintain their reputation. Chapter 4 shifts its focus to the field of human resources, examining issues such as internal communication, the role of leaders in communication, and the significance of public relations for human resource research.