PR Strategy and Application

Book excerpt: PR Strategy and Application is a comprehensive text that situates Public Relations in a context for the 21 st 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.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 relationsProvides current examples and case-studies that illustrate the pervasive use of public relations across corporations, governments, NGOs, and in the mediaConsiders how and why activists have used and developed public relations to meet their needs throughout historyExplores corporate social responsibility as a new steering force for public relations in the 21 st centuryRe-examines the interdependence of stakeholders and organizations, expanding upon the ideas introduced in the authors' award-winning book It's Not Just PRAccompanying website includes chapter outlines, a test bank, PowerPoint slides, and useful links for students and teachers