The Symbol and the Reason: An Introduction to Public Relations

Luke Strongman
Independent Researcher, MRSNZ, Lower Hutt, New Zealand

Series: Media and Communications – Technologies, Policies and Challenges
BISAC: BUS052000

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This book is a critical and practical guide to the aspects of public relations in the everyday business world. It explores key thematical trends and developments within the public relations and reputation management fields.

Public relations is essential to any business or organisational entity; it is a part of what they do in performing their function and it is a part of what helps them to perform their function. Pubic relation is what links organisations’ values and products to their stakeholders as well as to the market and social drivers that sustain them. Public relations practitioners are change-merchants. That is, they like to shift public opinion and bring about new attitudes and behaviours.

Including chapters that discuss issues such as crisis management, negotiation, networking, and branding, this book delves beneath the surface activity to reveal the theory behind the practice. This will be an accessible, interesting book that will appeal to broaden general readership, including a wide variety of everyday business viewpoints.

Preface

Acknowledgments

Chapter One: ‘Two Way Street’: Public Relations in Context (pp. 1-16)

Chapter Two: ‘When to Be Exact and When to Be Aspirational’: Messaging Focus (pp. 17-32)

Chapter Three: ‘When I Used to Be You and You Used to Be Me’: Negotiating Skills (pp. 33-40)

Chapter Four: ‘Dude! Be reasonable’: Truth and Credibility (pp. 41-56)

Chapter Five: ‘In the Zone’: Ethics and Relationships (pp. 57-74)

Chapter Six: ‘Hey, Whose Side Are You on Anyway?’: Advocacy and Persuasion (pp. 75-90)

Chapter Seven: ‘Jack and the Bean Stalk’: Crisis Management (pp. 91-102)

Chapter Eight: ‘Shades of Grey (and Green)’: Corporate Citizenship (pp. 103-114)

Chapter Nine: ‘Image or Reality?’: Branding and Reputation (pp. 115-124)

Chapter Ten: ‘Square Pegs and Round Holes’: Intangible Value (pp. 125-130)

Chapter Eleven: ‘An Endless Instance’: Making Meaning in Mediated Messages (pp. 131-144)

Chapter Twelve: ‘Joining the Dots’: Networking Skills in Public Relations (pp. 145-158)

References (pp. 159-184)

About ther Author (pp. 185-186)

Index (pp. 187)

Total Pages: 192

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