Positioning theory and strategic communications : a new approach to public relations research and practice / Melanie James
Material type: TextSeries: Routledge new directions in public relations and communication researchPublication details: Oxon : Routledge, Taylor & Francis Group, c2014.Description: xiv, 228 p. : ill. ; 24 cmISBN:- 9780415532631
- 659.2 23
- HD59 .J36 2014
- BUS000000 | BUS043000 | BUS052000
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 659.2 JA PO (Browse shelf(Opens below)) | Available | T0051221 |
Includes bibliographical references and index.
In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology ' but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body.
Part 1: Public Relations and Positioning Theory 1. Positioning in Public Relations 2. Rights, Duties and Power in Positioning 3. A Framework for Intentional Positioning in Public Relations Part 2: The Positioning Triangle and Public Relations 4. Determining the Position in Public Relations: The first vertex of the positioning triangle 5. Enacting the Position in Public Relations: The second vertex of the positioning triangle 6. Supporting the Positioning in Public Relations: Storyline, the third vertex of the positioning triangle Part 3: Applying Positioning Theory to Public Relations Research and Practice 7. Analyzing Positioning Strategies in Public Relations 8. A Detailed Study of a Positioning Strategy: Indonesia, ' good friend' of Australia 9. Utilizing the Framework for Intentional Positioning in Designing Public Relations Strategies: Positioning extreme poverty 10. Future Directions for Positioning Theory in Public Relations.
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