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Books > Reference & Interdisciplinary > Communication studies
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Public Relations, Branding and Authenticity - Brand Communications in the Digital Age (Hardcover)
Loot Price: R3,385
Discovery Miles 33 850
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Public Relations, Branding and Authenticity - Brand Communications in the Digital Age (Hardcover)
Series: Routledge New Directions in PR & Communication Research
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Public Relations, Branding and Authenticity: Brand Communications
in the Digital Age explores the role of PR and branding in society
by considering the notion of authentic communications within the
context of an emerging digital media environment. This qualitative
analysis explores the challenge of developing authentic brand
narratives in the digital age, whilst questioning the problematic
nature of authenticity itself. Case studies of public relations
activity of successful brands, and those in crisis, are
supplemented by interviews with senior public relations and
branding practitioners. The book lays out three specific arguments.
Firstly, a repositioning of the relationship between public
relations and brand practice is explored. It is argued that public
relations practitioners are well placed to facilitate brands in the
digital age, because of the inherent acceptance of the value of
relationship building, adaptation and boundary spanning embedded in
PR practice and best practice theory. Secondly, the book introduces
a new concept of riparian brands. Such brands are based on solid
core values, but have an ability to atune, adjust and naturalise to
the prevailing social, cultural and economic environment. Thirdly,
the book presents an ontology of the riparian brand in the form of
an authentic brand wheel and 15 real-time interaction success
factors. Aimed at both academics and practitioners interested in
the theoretical development of PR and its emerging relationship
with branding, it will also be of interest to scholars of corporate
communications, corporate reputation and branding.
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