PR Strategy and Application

"PR Strategy and Application" is a comprehensive text that situates Public Relations in a context for the 21st century, as a set of tools not just for the advertising executive and the reputation manager, but also for the activist, the diplomat, the crisis manager, and the homeland security officer. This book explores the ways that PR pervades our culture and society with both positive and negative effects, moving away from the strictly corporate-centric view of public relations. It provides current examples and case-studies that illustrate the pervasive use of public relations across corporations, governments, NGOs, and in the media. It considers how and why activists have used and developed public relations to meet their needs throughout history. It explores corporate social responsibility as a new steering force for public relations in the 21st century. It re-examines the interdependence of stakeholders and organizations, expanding upon the ideas introduced in the authors' award-winning book "It's Not Just PR". The accompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers.