By Sandra Oliver

ISBN-10: 0749448652

ISBN-13: 9780749448653

Every little thing you must create a 21st-century public kinfolk approach, with foreign case reports from businesses within the US, Spain, South Africa, Indonesia and Russia, together with Royal Caribbean, Edelman Public kin, 3M Scotch and the Marriott resort Group.
Contents include
not only PR: PR procedure in a administration context; PR's position at the Board: A middle governance position; acceptance administration in a celebrity-driven society; inner conversation: staff as ambassadors; past ?Customer is King: ? revenues and advertising advertising; Media kin: A without borders global view; learn tools: Measures and explanations; and the moral measurement: an ethical crucial.

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Extra resources for Public Relations Strategy (PR in Practice)

Example text

Because this information is based on day-to-day perceptions, it is a powerful tool for communication analysis, reflection and adjustment. Feedback can be derived from two sources: those identified for a generic programme to help corporate communication managers focus on key behaviour of their audiences, and those identified on a custom basis where a number of activities or a particular group of stakeholders for the company are identified. Feedback questionnaires and reports usually 19 Public relations strategy cover two areas: frequency and importance.

An upsurge in the number of public relations research consultancies and an increase in client billings are an indication of recognition of the need for proven expertise. TOP-DOWN, BOTTOM-UP COMMUNICATION The CEO will want to extract value for money and insist on measured justification for public relations expenditure, but a strong, transformational leader will recognize the dangers inherent in not having expert public relations communication input at board meetings. 1. 2. Generally referred to as ‘environmental scanning’, the public relations specialist will investigate and analyse internal and external pressures, diagnose problems confronting the organization, suggest future trends and developments, and propose or counsel prescriptions for future action and, in the case of crisis management, remedial action.

Not ‘just’ public relations        analyse possible options uncovered in the matching of the company profile with the external environment; identify desired options uncovered when the set of possibilities is considered in light of the company mission; communicate to all prioritized stakeholder groups the long-term objectives and grand strategies needed to achieve the desired options; develop annual objectives and short-term strategies that are compatible with the long-term objectives and grand strategies; implement strategic choice decisions using budgeted resources by matching tasks, people, structures, technologies and reward systems; review and evaluate the success or otherwise of strategic campaign processes to serve as a basis of control and as benchmarks for future decision making; and incorporate ethical considerations into the decision-making cycle.

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Public Relations Strategy (PR in Practice) by Sandra Oliver


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