Positioning Theory and Strategic Communication: A New Approach to Public Relations Research and Practice

ISBN-13: 9781138497368 / Angielski / Miękka / 2018 / 228 str.

Melanie James

Opis

This book presents a new framework for intentional strategic positioning in public relations. It is a significant move away from the symmetrical communication ideas that have dominated public relations thinking for several decades. Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it.

O autorze

Melanie James is senior lecturer in communication at the University of Newcastle, Australia. She is a national award-winning practitioner, having held senior roles in public relations and marketing communication. She has published in public relations journals and authored Australia’s first public relations careers book.