Positioning Theory and Strategic Communication: A new approach to public relations research and practice (Routledge New Directions in PR & Communication Research) - Tapa blanda

Libro 5 de 43: Routledge New Directions in PR & Communication Research

James, Melanie

 
9781138497368: Positioning Theory and Strategic Communication: A new approach to public relations research and practice (Routledge New Directions in PR & Communication Research)
Tapa blanda
ISBN 10: 1138497363 ISBN 13: 9781138497368
Editorial: Routledge, 2018

Sinopsis

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 is the first to explicate what it involves, how it works and how to do it. This is the first 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 discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning.

This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.

 

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Acerca del autor

Melanie James is senior lecturer in communication at the University of Newcastle, Australia. She is a national award-winning practitioner, having held senior roles in public relations and marketing communication. She has published in public relations journals and authored Australia’s first public relations careers book.

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Editorial
Routledge
Año de publicación
2018
Idioma
Inglés
ISBN 10 
1138497363
ISBN 13 
9781138497368
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
242
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania

Otras ediciones populares con el mismo título

9780415532631: Positioning Theory and Strategic Communication: A new approach to public relations research and practice (Routledge New Directions in PR & Communication Research)

Edición Destacada

ISBN 10:  0415532639 ISBN 13:  9780415532631
Editorial: Routledge, 2014
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