Description

PR Strategy and Application is a comprehensive and accessible text that situates Public Relations in a 21^st 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