Kategoria BISAC: Business & Economics >> Public Relations

Over the centuries, scholars have studied how individuals, institutions and groups have used various rhetorical stances to persuade others to pay attention to, believe in, and adopt a course of action. The emergence of public relations as an identifiable and discrete occupation in the early 20th century led scholars to describe this new iteration of persuasion as a unique, more systematized, and technical form of wielding influence, resulting in an overemphasis on practice, frequently couched within an American historical context.

This volume responds to such approaches by expanding...

Build a powerful social media strategy to increase buzz--and the bottom line

"Whether you're Fortune 500 or a small business owner, if you're looking for success in this field, you owe it to yourself to read this book."
--George G. Smith Jr., Social Strategist, PepsiCo

"After working with hundreds of organizations in their efforts to adopt social technologies, I can safely say The Social Media Strategist is the best guide available. Christopher Barger elevates the social media conversation with an experienced pragmatic insider's discussion about real...

The importance of creating a favourable impression is hard to overstate in all walks of life - in business it's vital to achieve strategic goals. Customers, journalists, bloggers, investors, governments and other groups are all important stakeholders in an organizations performance and in persuasively communicating a company's ethical and socially responsible behaviour, these groups can be kept onside.

Supported throughout by lively examples, this book contains guidance for implementing strategies that engage stakeholders - highlighting those organizations which employ communication...

Praise for The Handbook of Strategic Public Relations and Integrated Marketing Communications

"The second edition of the Handbook of Strategic Public Relations and Integrated Marketing Communications is very impressive in its coverage of trends, tools, industries, and challenges. Every marketer needs to have a copy."
--Philip Kotler, Kellogg School of Management, Northwestern University, author of Marketing 3.0M

"The massively updated Handbook of Strategic Public Relations and Integrated Marketing Communications is the go to source...

Offering a combination of theory and practice, it shows you how to market to your key audiences, both inside and outside of your...

Although there is a small body of feminist scholarship that problematizes gender in public relations, gender is a relatively undefined area of thinking in the field and there have been few serious studies of the socially constructed roles defining women and men in public relations.

This book is positioned within the critical public relations stream. Through the prism of gender and public relations, it examines not only the manipulatory, but also the emancipatory, subversive and transformatory potential of public relations for the construction of meaning. Its focus is on the dynamic...