PR Strategy and Application

Managing Influence

By: W. Timothy Coombs, Sherry J. Holladay

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Paperback | 21 August 2009 | Edition Number 1

At a Glance

Paperback
370 Pages

Dimensions(cm)
24.6 x 18.9 x 1.6

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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.  <ul> <li>Winner of the 2010 PRIDE award given by the PR Division of the National Communication Association </li> <li> 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 </li> <li> 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 </li> <li> Emphasizes the importance of stakeholder expectations in shaping organizational actions and being a foundation for discussions between organizations and stakeholders </li> <li> Emphasizes the perspective that stakeholders and organizations are linked together in a complex networks rather that a series of separate relationships </li> <li>Accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers </li> </ul>   Visit the further resources website for student and instructor materials at <a href="//www.wiley.com/go/coombs">www.wiley.com/go/coombs</a>

Industry Reviews

?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

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