PR Strategy and Application: Managing Influence

PR Strategy and Application is a comprehensive and accessible text that situates Public Relations in a 21st century context; as a set of tools not just for corporations but for the activist, the diplomat, the crisis manager, the homeland security officer, as well as the advertising executive and the reputation manager. * Winner of the 2010 PRIDE award given by the PR Division of the National Communication Association * Gives detailed treatment of how activists have used public relations including a consideration of how activists have been important to the historical develop of PR * Argues for a move away from a corporate-centric view of public relations and for public relations to be seen as the management of mutually-influential relationships * Emphasizes the importance of stakeholder expectations in shaping organizational actions and being a foundation for discussions between organizations and stakeholders * Emphasizes the perspective that stakeholders and organizations are linked together in a complex networks rather that a series of separate relationships * Accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers Visit the further resources website for student and instructor materials at www.wiley.com/go/coombs