- Table View
- List View
Strategic Public Relations: 10 Principles to Harness the Power of PR
by Jennifer Gehrt Colleen MoffittStrategic Public Relations is a modern blueprint for building truly effective PR communications. It's A Fact: PR helps build successful businesses. Yet, with 24/7 news channels and an ever-increasing blur of Internet activity, the public relations landscape is radically changing. Strategic Public Relations offers practical principles as well as precise, useful pointers to help readers understand the morphing landscape and leverage contemporary PR to achieve maximum benefit.
Strategic Public Relations Leadership
by Anne Gregory Paul WillisPublic relations professionals are operating in an increasingly challenging and complex environment. Pressures from outside the organisation include new accountabilities, empowered stakeholders, increased public cynicism and a new communication landscape. Internally, there are increasing demands to demonstrate a strategic contribution, alongside a requirement to coach and counsel senior managers exposed to these environmental pressures. This revised and updated edition provides a framework to enable public relations professionals to clearly articulate and demonstrate their own contribution to organisational effectiveness, while also setting out the specific capabilities public relations leaders must exhibit to operate at the highest levels of the organisation. This edition further develops the pioneering approach to integrating thinking around public relations, leadership, and strategy. It has been updated comprehensively to address contemporary developments and introduce new research and fresh perspectives from the authors. New to this edition are insights from Chief Executives on what they expect from public relations leaders and a comprehensive set of capabilities which scope the demanding role of professionals at the top of their game. Concise and practical, this textbook is suitable for MBA and other postgraduate and executive education qualifications in Public Relations and Corporate Communications – especially for those students who wish to pursue a successful career as a professional public relations specialist, able to operate strategically at the top of successful organisations.
Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns (Routledge Communication Series #10)
by Erica Weintraub Austin Bruce E PinkletonStrategic Public Relations Management features an applied approach to evidence-based, strategic public relations management. It emphasizes understanding audiences through research and demonstrates success through quantitative evaluation methods. The volume presents a scientific approach that helps future and current practitioners understand and communicate the value of public relations to others, using performance metrics to demonstrate return on investment. New to the third edition: New examples on the effective use of digital communication and online research tools; Updated guidance on researching using digital tools and social media; New examples that provide a more accessible pathway to real-world application. In addition to these new features, the book covers: Creating a framework for planning; Up-to-date research tools and how to develop a research plan; Gathering useful data for strategic guidance; Real-world examples that provide readers with realistic cases and situations; Applying theory to professional practice. The book's accessibility will be welcomed by instructors and students with definitions of terms, a how-to approach, and an accessible style of writing throughout.
Strategic Public Relations Writing: Proven Tactics and Techniques
by Jim Eggensperger Jeanne SalvatorePutting strategy front and center, this public relations writing textbook coaches students to readiness for a career as an effective strategic communicator. The book focuses on the strategic aspect of public relations writing that distinguishes it from other writing, such as journalistic or academic. It highlights the essential types of writing necessary for effective public relations in multiple media channels, demonstrated by contemporary cases direct from practitioners working today. Overviews of the various tactical formats that must be mastered for powerful, strategic public relations—ranging from social media posts and website updates to podcasts, speeches and infographics—prepare students to be effective and up-to-date professionals. Full of examples and exercises, the book’s strength is in its practical utility for career preparation and success. This text is suited to public relations writing courses at the undergraduate and postgraduate level, particularly those with a focus on strategy or that combine strategy and writing into one course. Online resources include chapter outlines; a testbank; sample homework, paper and portfolio-building assignments; and lecture slides. They can be accessed at www.routledge.com/ 9781032163871.
Strategic Reputation Management: Towards A Company of Good
by Pekka Aula Saku MantereStrategic Reputation Management examines the ways in which organizations achieve "goodness" through reputation, reputation management and reputation strategies. It presents a contemporary model of strategic reputation management, helping organizations and stakeholders to analyze the business environment as a communicative field of symbols and meanings in which the organization is built or destroyed. Authors Pekka Aula and Saku Mantere introduce the eight generic reputation strategies, through which organizations can organize their stakeholder relationships in various ways. They illustrate their arguments using real-world examples and studies, from the Finnish Ski Association to Philip Morris International.This book serves as required reading in advanced courses covering public relations practice, advanced topics in PR, corporate communication, management, and marketing. Professionals working in PR, business, management and marketing will also find much of interest in this volume.
Strategic Reputation Management: Identify Strengths, Manage Performance and Protect Your Brand
by Amanda ColemanIn today's hyper-connected world, reputation is everything. This book explores the role of reputation management within your organization, providing the latest insights and strategies to help you navigate it.Strategic Reputation Management is a practical guide that equips PR and communication professionals with the tools they need to navigate the complexities of reputation management effectively. With a wealth of practical tips and strategies, readers will gain the knowledge and expertise needed to enhance or build their organization's reputation.Using real-world examples and expert interviews, this book will look at reputation management both before, during and after a crisis. It will consider how to establish a positive reputation, to maintain it when under pressure and to turn a bad reputation around after problems have occurred. It will also include top tips, checklists and outline a new framework for reputation management.Strategic Reputation Management is a must-read for anyone seeking to understand, manage and master the intricate world of reputation management.
Strategic Science Communication: A Guide to Setting the Right Objectives for More Effective Public Engagement
by John C. Besley Anthony DudoWhat tactics can effective science communicators use to reach a wide audience and achieve their goals?Effective science communication—the type that can drive behavior change while boosting the likelihood that people will turn to science when faced with challenges—is not simply a matter of utilizing social media or employing innovative tactics like nudges. Even more important for success is building long-term strategic paths to achieve well-articulated goals. Smart science communicators also want to create communication opportunities to improve their own thinking and behavior.In this guidebook, John C. Besley and Anthony Dudo encapsulate their practical expertise in 11 evidence-based principles of strategic science communication. Among other things, science communicators, they argue, should strive to seem competent, warm, honest, and willing to listen. Their work should also convey a desire to make the world a better place. Highlighting time-tested methods for building rapport with an audience through several modes of communication, Besley and Dudo explain how to achieve each strategic objective. All scientific communication is goal-oriented, and Besley and Dudo discuss the importance of recognizing the right goals, then employing strategic and tactical communication in order to achieve them. Finally, they offer specific suggestions for how practitioners can evaluate the effectiveness of their communications (and in fact, build evaluation into their plans from the beginning).Strategic Science Communication is the first book to use social science to help scientists and professional science communicators become more evidence-based. Besley and Dudo draw on insightful research into the science of science communication to provide readers with an opportunity to think more deeply about how to make communication choices. This guidebook is essential reading for all professionals in the field.
Strategic Series Author: Plan, Write and Publish a Series to Maximize Readership and Income (Creative Academy Guides for Writers Series)
by Crystal HuntWriting series can be a great way to level up your author career, create a more stable writing income, and create a devoted fanbase. It's also challenging, and can be overwhelming if you're not prepared. Series authors need to consider many things that standalone title authors don't have to worry about. And everything is exponentially more complex once you're tackling more than one book! You might be wondering: What kind of series should I write? Which details do I need to keep track of? How much advance planning should I do? Is publishing strategy different for a series vs standalone titles? How can I get the most bang for my buck in marketing and promotion Experienced series author Crystal Hunt will help you answer all these questions and more with this combination strategy manual and exercises that will get you applying what you've learned to your own series project. Whether you're a seasoned series author, or just starting to explore your options and thinking a series might be a good next step for you, this book can help you write and publish your series smarter from ideas through publication and promotion! This is the third book in the Creative Academy Guides for Writers series. Be sure to check out the rest of the guides for writers in this series.
Strategic Silence: Public Relations and Indirect Communication (Routledge New Directions in PR & Communication Research)
by Roumen DimitrovMainstream public relations overvalues noise, sound and voice in public communication. But how can we explain that while practitioners use silence on a daily basis, academics have widely remained quiet on the subject? Why is silence habitually famed as inherently bad and unethical? Silence is neither separate from nor the opposite of communication. The inclusion of silence on a par with speech and non-verbal means is a vital element of any communication strategy; it opens it up for a new, complex and more reflective understanding of strategic silence as indirect communication. Drawing on a number of disciplines that see in silence what public relations academics have not yet, this book reveals forms of silence to inform public relations solutions in practice and theory. How do we manage silence? How can strategic silence increase the capacity of public relations as a change agent? Using a format of multiple short chapters and practice examples, this is the first book that discusses the concept of strategic silence, and its consequences for PR theory and practice. Applying silence to communication cases and issues in global societies, it will be of interest to scholars and researchers in public relations, strategic communications and communication studies.
Strategic Social Media as Activism: Repression, Resistance, Rebellion, Reform
by Adrienne A. Wallace and Regina LuttrellDrawing on a range of theoretical and empirical perspectives, this volume examines the roles strategic communications play in creating social media messaging campaigns designed to engage in digital activism. As social activism and engagement continue to rise, individuals have an opportunity to use their agency as creators and consumers to explore issues of identity, diversity, justice, and action through digital activism. This edited volume situates activism and social justice historically and draws parallels to the work of activists in today’s social movements such as modern-day feminism, Black Lives Matter, #MeToo, Missing Murdered Indigenous Women, and We Are All Khaled Said. Each chapter adds an additional filter of nuance, building a complete account of mounting issues through social media movements and at the same time scaffolding the complicated nature of digital collective action. The book will be a useful supplement to courses in public relations, journalism, social media, sociology, political science, diversity, digital activism, and mass communication at both the undergraduate and graduate level.
Strategic Sport Communication: Traditional and Transmedia Strategies for a Global Sports Market
by W. Timothy Coombs Jennifer L. HarkerAuthors Coombs and Harker provide step-by-step guidance on how the strategic communication process—an integration of marketing communication, public relations, and advertising—can be applied to sports communication for individual athletes, teams, and leagues. The book is founded on the premise that the strategic communication process in sport communication is grounded in understanding the fans and sources of revenue. Looking at sports globally, it offers readers the traditional multi-step, linear approach to strategic communication message development along with the transmedia narrative transportation method, a non-linear approach that centers on narratives to engage target audiences and urge them to contribute their own material to messaging. With case studies and practical examples, it also highlights additional issues such as race and gender, social media, ethics, and athlete health. It is an ideal text for undergraduate and graduate courses in public relations or strategic communication and sport communication. An online instructor’s manual accompanies the text, including lecture slides; a sample strategic sports communication plan; a test bank; links to key web sites that discuss sports and sports communication concerns; links to case studies with class discussion prompts; sample assignments; a sample course syllabus; and suggestions for further reading.
Strategic Sport Communication
by Paul M. Pedersen Pamela C. Laucella Edward Kian Andrea N. GeurinStrategic Sport Communication, Third Edition, presents a comprehensive examination of the evolving field of sport communication. With a complete approach to the multifaceted and interrelated applications of sport communication, this text will help the reader understand modern trends and industry demands. The book’s topics align with the Common Professional Component topics outlined by the Commission on Sport Management Accreditation (COSMA). <p><p> Organized into three parts for easy understanding, part I familiarizes students with the field by defining sport communication, presenting historical analysis, and providing an extensive discussion of career opportunities. Part II focuses on the elements of the Strategic Sport Communication Model (SSCM). This model details the three main components of sport communication: personal and organizational aspects of communication, mediated communication in sport, and sport communication services and support systems. Students will understand how each component plays an integral role in sport management, sport marketing, and operational goals at all levels of sport organizations. Part III examines legal aspects and critical sociological and cultural issues. <p><p> Significant updates throughout the third edition capture the evolution of sport communication: <p>• A look at emerging communication platforms and modern technologies such as fantasy sports and online gambling <p>• New content covering the cutting-edge topics of customer-centric marketing, influencer marketing, the rise of digital media in integrated marketing, and the use of data analytics in marketing communication <p>• A new discussion of digital public relations tools and new examples of crises in sport, including a case study that provides a real-world example of a crisis in sport communication <p>• Learning aids—including key terms, chapter objectives, and chapter wrap-ups with review questions and individual exercises—provide for an engaging and focused learning experience <p>• Updated for this edition, Sport Communication at Work sidebars feature industry experts applying chapter content, and Profile of a Sport Communicator sidebars highlight professional opportunities. <p><p> In Strategic Sport Communication, Third Edition, students will develop a thorough understanding of the vast and varied field of sport communication. As the exciting field of sport communication continues to present new challenges, the analysis provided within this text will provide the foundational and theoretical understanding necessary for aspiring sport communication professionals to succeed.
Strategic Stakeholder Engagement: A Voice Behind The Curtain
by Chris AnastasiIs it your objective to bring about positive change for your business or organisation by influencing the policy and regulatory environment in which you operate? Do you need to know how to engage with decision-makers in government and other key influencers? Are you looking to pursue or advance your career in Public Relations? Ambitious practitioners working within Public Relations and Corporate Social Responsibility, inside or outside government respectively, and in private or non-profit organisations, will find this an invaluable guide.Revealing insights into the inner workings of government and drawing on real-life case studies, this book offers practical, clear, creative ideas and innovative strategies designed to empower Public Relations professionals to engage with key stakeholders effectively and to influence government policy and regulation. At a time of considerable uncertainty and ever-evolving government policy and regulation, this book shows how it is possible for businesses and organisations to have a voice and make an impact. Chris Anastasi, a recognised authority in Public Relations, has helped national and global organisations influence government and effect major change. He now offers Public Relations practitioners an unmissable chance to become even more effective influencers through his book. Strategic Stakeholder Engagement is essential high-quality reading for anyone involved in public relations, government affairs, lobbying and social responsibility activities in countries around the world.
Strategic Storytelling: Why Some Stories Drive Your Success at Work But Others Don’t
by Anjali SharmaIn today's connection economy, the most successful leaders inspire their people with purpose and meaning. Powerful corporate storytelling can mobilise people around an organisational objective in a way that a focus on market share never will. Be it a digital transformation or a diversity and inclusion initiative, corporate change needs the support of the people in that organisation in order to stick.Yet, while all stories can move people to take action, storytelling isn't a one size fits all. The most effective influencers learn to flex their narrative based on the audience's time or their level of expertise.A story that works on the stage doesn't work in the boardroomA story that works in the boardroom doesn't work in a team meetingA story that works in a team meeting doesn't work in a one-to-one conversation A story that works in one-to-one conversation doesn't work in sales...Anjali Sharma introduces leaders and ambitious influencers to the Who, Why and How of strategic storytelling in business, enabling them bring about change and drive corporate success by telling exactly the right story in the right way.
Strategic Tendering for Professional Services: Win More, Lose Less
by Matthew Fuller Tim NightingaleCompetitive bidding for work is a long-established aspect of business within the professional services and consulting sector. For many markets, pitching has become a critical element of both attracting and retaining business. Combating clients' demands and intense competition, firms that want to win and retain business need business development and marketing teams that are experts in creating compelling proposals. Strategic Tendering for Professional Services offers a masterclass in improving your pitching skills and processes.Drawing on insights from current pitch and proposal professionals and client-side procurement teams, Strategic Tendering for Professional Services provides end-to-end best practice guidance. From the crucial decision of which request-for-proposals (RFPs) to respond to, right through to the all-important face-to-face presentation and post-pitch follow-up, this practical handbook leads readers through all stages of the process on best practice and strategies for success. Packed with practical features to help readers put guidance into practice, Strategic Tendering for Professional Services also supports business-wide improvement with a clear analysis of the processes and systems available to support pitch assembly and reporting. Whether you are a bid and proposal professional looking for extra tools, a business development or marketing manager providing support and expertise to partners, or a professional wanting to improve pitching skills, this book will be key to winning opportunities that will set the firm apart.
Strategic Tendering for Professional Services: Win More, Lose Less
by Matthew Fuller Tim NightingaleWINNER: Business Book Awards 2018 - 'Selling The Dream' category (1st edition)In an increasingly competitive professional services sector, it is vital that firms have an effective tendering strategy. The advantages gained from winning and retaining clients can be transformative, and the cost of losing key tenders can be catastrophic. Strategic Tendering for Professional Services provides end-to-end best practice guidance, from the crucial decision of which request-for-proposals to respond to, right through to the all important face-to-face presentation and post-pitch follow-up. Now in its second edition, this practical book captures insights from both sides of the market through interviews with both proposal professionals and decision makers from the client side. Focusing on key considerations, including the need for diversity and inclusion, providing evidence of global citizenship and how public sector pitching differs from the private sector, this book is packed with features and tools to help professionals turn guidance into practice. Strategic Tendering for Professional Services is the essential guide to improving your pitches, honing your tendering skills and boosting your win rate.
Strategic Value Proposition Innovation Management in Software Startups for Sustained Competitive Advantage: A Strategic Tool for Competitive Advantage (Synthesis Lectures on Technology, Management, & Entrepreneurship)
by Varun GuptaThis book aims to increase the success rates of startups by focusing on value proposition innovation, which is propelled by the involvement of potential consumers as well as other resources such as freelancers and strategic relationships with academia. The author shows how startups who are resource constrained can invest efforts exploring the potential market of their products. The author also explores how global markets can be beneficial for a startup’s success, while showing the workarounds in hard-to-access markets. The book investigates gaining knowledge shared by freelancers, customers, and academia, whose involvement can be crucial in supporting value proposition innovation activities such as ideas generation, implementation, and commercialization. Combined, the author leads readers to discover their ability to foster value proposition innovations that result into long term competitive advantage in a highly fluctuating business environment.
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More
by Angie Hendershot Lisa Loewen Charles Marsh David W. Guth Bonnie Poovey ShortFeaturing examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics. The book contains concise instructions for writing the key multimedia documents in strategic communication, each with an example in the text. Short, practice-oriented chapters each cover a key theme, principle or writing topic. This sixth edition features: new and more diverse examples; additional references on legal and ethical guidance, technical tools and other resources used by practicing professionals; a new Audience Persona chapter; and incorporation of digital trends, such as increased use of images, video and user-generated content as well as evolutions in mobile marketing and other emerging platforms. Strategic Writing, Sixth Edition is an essential textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary approach. Online resources are also included to support instructors and students. Faculty will find sample assignments with rubrics and lecture slides. Students will find practice quizzes for each section; nine-step strategic writing process guidance with helpful links for each step; and examples, templates and online articles demonstrating strategic writing in practice. Please visit www.routledge.com/cw/hendershot.
Strategic Writing: Multimedia Writing for Public Relations, Advertising, and More
by Charles Marsh David W. Guth Bonnie Poovey ShortIn its third edition, Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality media and public relations writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. Featuring a spiral binding, numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for public relations writing classes that include documents from other disciplines.
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More
by Charles Marsh David W. Guth Bonnie Poovey ShortIn its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. In addition, it includes concise chapters on topics such as diversity, ethics and the legal aspects of strategic writing. Featuring a spiral binding, examples for each document and a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR or advertising writing classes that take an interdisciplinary approach. This new edition devotes new attention throughout to social media and writing in the digital realm, and features new and updated online resources for students and instructors.
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More
by Charles Marsh David W. Guth Bonnie Poovey ShortThis practical, multidisciplinary text teaches high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. <p><p>Strategic Writing takes a reader-friendly "recipe" approach to writing in public relations, advertising, sales and marketing, and other business communication contexts, illustrated with examples of each type of document. With concise chapters on topics such as ethical and legal aspects of strategic writing, including diversity and inclusion, this thoroughly updated fifth edition also includes additional document samples and coverage of writing for various social media platforms. Packed with pedagogical resources, Strategic Writing offers instructors a complete, ready-to-use course. <p><p>It is an essential and adaptable textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary and multimedia approach. <p><p>Strategic Writing is ideally suited for online courses. In addition to syllabi for both online and traditional courses, the instructor’s manual includes Tips for Teaching Strategic Writing Online. Those tips include easy guidelines for converting the book’s PowerPoint slides to videos with voiceovers for online lectures. The book’s recipe-with-examples approach enhances student self-instruction, particularly when combined with the companion website’s sample assignments and grading rubrics for every document.
Strategic Writing for UX: Drive Engagement, Conversion, and Retention with Every Word
by Torrey PodmajerskyWhen you depend on users to perform specific actions—like buying tickets, playing a game, or riding public transit—well-placed words are most effective. But how do you choose the right words? And how do you know if they work? With this practical book, you’ll learn how to write strategically for UX, using tools to build foundational pieces for UI text and UX voice strategy.UX content strategist Torrey Podmajersky provides strategies for converting, engaging, supporting, and re-attracting users. You’ll use frameworks and patterns for content, methods to measure the content’s effectiveness, and processes to create the collaboration necessary for success. You’ll also structure your voice throughout so that the brand is easily recognizable to its audience.Learn how UX content works with the software development lifecycleUse a framework to align the UX content with product principlesExplore content-first design to root UX text in conversationLearn how UX text patterns work with different voicesProduce text that’s purposeful, concise, conversational, and clear
Strategies for Growing and Enhancing University-Level Japanese Programs
by Fumie KatoStrategies for Growing and Enhancing University-Level Japanese Programs offers foreign language program managers and directors, as well as teachers of less commonly taught languages, the insights and proven practical actions they can take to enhance and grow their language programs. Using the Japanese program at UNC Charlotte as the primary case study, author Fumie Kato provides step-by-step instructions on how she grew the Japanese program there from 133 students per semester in 2002 to 515 students per semester in 2017; from a program with just one full-time professor and one part-time faculty member, to a faculty of seven full-time and three part-time members. While Japanese is the example used in the book, the principles can be applied by anyone managing foreign language/less commonly taught language programs who wishes to expand their program and raise their students’ success rates. The book is therefore of interest to instructors, coordinators and directors of foreign language education programs throughout the world.
Strategies for Knowledge Elicitation: The Experience of the Russian School of Field Linguistics
by Tatiana B. Agranat Leyli R. DodykhudoevaThis volume provides an overview of experimental methods, approaches, and techniques used by field linguists of the Russian school, and highlights the fieldwork experience of Russian scholars working in regions with a range of languages that differ genetically, typologically, and in the degree of their preservation.The collection presents language and sociolinguistic data relating to fieldwork in diverse languages: Uralic, Altaic, Paleo-Siberian, Yeniseian, Indo-European Iranian, Vietic, Kra-Day, and Mayan languages, as well as pidgin.The authors highlight the fieldwork techniques they use, and the principles underlying them.The volume’s multidisciplinary approach covers linguistic, ethnolinguistic, sociolinguistic, educational, and ethnocultural issues. The authors explore problems associated with the study of minority languages and indicate diverse and creative techniques for data elicitation. Close collaboration with speakers lies at the core of their approach. The collection presents strategies for eliciting systems of knowledge from mother-tongue speakers, triggering linguistic self-awareness, and providing semantic and morphosyntactic context for their languages.This publication is intended for academics, and for specialists in the field of linguistics and minority and indigenous languages. It will also benefit students as a guide to field research, as well as language activists, interested in documenting and preserving their mother tongue.
Strategies for Media Reform: International Perspectives
by Robert W. Mcchesney Jonathan A. Obar Des Freedman Cheryl MartensMedia reform plays an increasingly important role in the struggle for social justice. As battles are fought over the future of investigative journalism, media ownership, spectrum management, speech rights, broadband access, network neutrality, the surveillance apparatus, and digital literacy, what effective strategies can be used in the pursuit of effective media reform? Prepared by thirty-three scholars and activists from more than twenty-five countries, Strategies for Media Reform focuses on theorizing media democratization and evaluating specific projects for media reform. This edited collection of articles offers readers the opportunity to reflect on the prospects for and challenges facing campaigns for media reform and gathers significant examples of theory, advocacy, and activism from multinational perspectives.