"PR Strategy and Application" is a comprehensive and accessible
text that situates Public Relations in a 21st century context; as a
set of tools not just for corporations but for the activist, the
diplomat, the crisis manager, the homeland security officer, as
well as the advertising executive and the reputation manager.
Winner of the 2010 PRIDE award given by the PR Division of the
National Communication Association
Gives detailed treatment of how activists have used public
relations including a consideration of how activists have been
important to the historical develop of PR
Argues for a move away from a corporate-centric view of public
relations and for public relations to be seen as the management of
mutually-influential relationships
Emphasizes the importance of stakeholder expectations in shaping
organizational actions and being a foundation for discussions
between organizations and stakeholders
Emphasizes the perspective that stakeholders and organizations
are linked together in a complex networks rather that a series of
separate relationshipsAccompanying website includes chapter
outlines, a test bank, PowerPoint slides, and useful links for
students and teachers
Visit the further resources website for student and instructor
materials at www.wiley.com/go/coombs
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