The symbol and the reason : an introduction to public relations / Luke Strongman.

Format:

Book

Author/Creator:

Strongman, Luke, author.

Series:

Media and communications-- technologies, policies and challenges.

Media and communications : technologies, policies and challenges

Language:

English

Subjects (All):

Public relations.

Physical Description:

1 online resource (vi, 192 pages).

Edition:

1st ed.

Place of Publication:

New York : Nova Science Publishers, [2017]

Summary:

This book is a critical and practical guide to the aspects of public relations in the everyday business world. It explores key thematical trends and developments within the public relations and reputation management fields. Public relations is essential to any business or organisational entity; it is a part of what they do in performing their function and it is a part of what helps them to perform their function. Pubic relation is what links organisations' values and products to their stakeholders as well as to the market and social drivers that sustain them. Public relations practitioners are change-merchants. That is, they like to shift public opinion and bring about new attitudes and behaviours. Including chapters that discuss issues such as crisis management, negotiation, networking, and branding, this book delves beneath the surface activity to reveal the theory behind the practice. This will be an accessible, interesting book that will appeal to broaden general readership, including a wide variety of everyday business viewpoints.

Contents:

Intro

Contents

Preface

Acknowledgments

Chapter 1

'Two Way Street': Public Relations in Context

Globalisation - A Dispersion of Meaning?

Characteristics of the Information Environment

Globalisation and Communication

Mediated Communication Styles

Global Communication

Chapter 2

'When to Be Exact and When to Be Aspirational': Messaging Focus

Strategic Ambiguity within a Business Organization

Ambiguity and Organisational 'Climate'

Ambiguity in Job-Related Messages

Ethical Uses of Strategic Ambiguity

Ambiguity and Crisis Management

Ambiguity and Risk

Ambiguity in Acquisitions and Mergers

Ambiguity and Leadership

Leaders

Chapter 3

'When I Used to Be You and You Used to Be Me': Negotiating Skills

The Negotiation Framework

Interpersonal Skills

Personal Goal Setting

Managing Feelings

Personal Boundaries

Chapter 4

'Dude! Be Reasonable': Truth and Credibility

Consumer Credibility

Chapter 5

'In the Zone': Ethics and Relationships

Recognition at Work

Peer Recognition Schemes

Recognition as a Form of Social Capital, the 'Building Blocks' of PR

Measuring Relationships in Public Relations

Role Conflict and Ambiguity

Chapter 6

'Hey, Whose Side Are You on Anyway?': Advocacy and Persuasion

Advocacy Writing

Chapter 7

'Jack and the Bean Stalk': Crisis Management

Taking to the Media

Chapter 8

'Shades of Grey (and Green)': Corporate Citizenship

Green Market Business

Chapter 9

'Image or Reality?': Branding and Reputation

Corporate Reputation

Chapter 10

'Square Pegs and Round Holes': Intangible Value

Intangible Assets, Real Options and Risk

Chapter 11

'An Endless Instance': Making Meaning in Mediated Messages

Audience Cultivation

Media Conditions

Implications.

'Alternative Facts' in Global Public Relations

Chapter 12

'Joining the Dots': Networking Skills in Public Relations

References

About the Author

Index

Blank Page.

Notes:

Includes bibliographical references (pages 159-184) and index.

Description based on print version record.

ISBN:

9781536124910

1536124915

OCLC:

1006529333