Public Relations StrategyKogan Page Publishers, 2007 - 146 páginas Everything you need to create a 21st-century public relations strategy, with international case studies from companies in the US, Spain, South Africa, Indonesia and Russia, including Royal Caribbean, Edelman Public Relations, 3M Scotch and the Marriott Hotel Group. Contents include |
Índice
a core governance role | 25 |
a celebritydriven society | 48 |
employees as ambassadors | 61 |
sales and marketing promotion | 73 |
a borderless world view | 93 |
measures and motives | 104 |
a moral imperative | 119 |
TABLES | 127 |
Glossary | 132 |
Further Reading | 141 |
Palavras e frases frequentes
achieved action activities advertising agencies analysis approach areas assessment audiences awareness behaviour brand campaign cent challenge client compete competitive concept continue contribute corporate communication critical culture decision departments economic effective employees environment environmental ethical evaluation example external Figure firm function future global groups human identified identity implementation important increase industry influence Institute integrated interest involved issues knowledge London marketing means measures messages methods monitoring objectives offer operational organization organization's organizational outcomes perceptions performance political positive practice practitioners professional programmes promotion public relations relationship reputation responsibility result role Russian share social Source stakeholders statement story strategy success term theory understanding usually