Full Description
Presenting a robust introduction to public relations strategy, this book helps readers explore their perceptions of what strategy is or might be; highlights influencers of strategic decision making such as distinctions among B2B, B2C, and B2G as well as public relations roles and organization types; discusses the education and training value and limitations of the popular case study; and provides a easy-to-understand overview of four theories important for every "student" (academic and non-academic) of public relations to understand. Excellence theory, contingency theory, rhetorical theory, and social capital theory are introduced. In the spirit of praxis (the application of theory to practice), the authors provide theory-specific and other relevant "keys" for use as the reader seeks to apply what is read to actual public relations cases. As might be expected, highly structured case studies that clearly distinguish between objectives, strategies and tactics are included for the purposes of education and training. The featured set of case studies includes: March of Dimes Rebrand; Inside Pediatrics Children's Mercy Kansas City; Vanity Fair Women Who Do LiftTOUR; TouchNet + Heartland; WeatherTech Public Relations Super Bowl Ad Buy; ZF Race Reporter/Fan Reporter: Europe, Japan and the US; Pinnacle Not So Silent Night; Lee Jeans—Influencer Relations; Fight CRC One Million Strong Collection; Tips for Kids—Seventeen Years Later; and Dairy Queen's Fan Food Not Fast Food Campaign: Retrospective Cases Analysis from the Outside.
Contents
List of Figures - Preface - The Good and the Bad of Teaching Public Relations Through Case Studies - Approaches to Public Relations and Strategy: Taking Our Place - Public Relations Complexity and Interconnectedness: Economic Area, Organization Type, Situations and Contexts, and Specializations - Value in Applied Theory: Writing and Reading Theory: Starting with Excellence Theory - Value in Applied Theory: Contingency Theory - Value in Applied Theory: Rhetorical Theory - Value in Applied Theory: Social Capital Theory - Preface and Instructions for Use - Public Relations Cases for Praxis - Index.
