TY  - BOOK
AU  - James,Melanie
TI  - Positioning theory and strategic communications: a new approach to public relations research and practice 
T2  - Routledge new directions in public relations and communication research
SN  - 9780415532631
AV  - HD59 .J36 2014
U1  - 659.2 23
PY  - 2014///
CY  - Oxon
PB  - Routledge, Taylor & Francis Group
KW  - Public relations
KW  - BUSINESS & ECONOMICS / General
KW  - bisacsh
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - BUSINESS & ECONOMICS / Public Relations
N1  - Includes bibliographical references and index; 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
N2  - 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
ER  -