In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology - but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book explicates what it involves, how it works, and how to do it. It offers an in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the...