Melanie James

Positioning Theory and Strategic Communication

A new approach to public relations research and practice

• Broschiertes Buch

Produktbeschreibung

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 of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 244
• Erscheinungstermin: 3. April 2018
• Englisch
• Abmessung: 234mm x 156mm x 13mm
• Gewicht: 377g
• ISBN-13: 9781138497368
• ISBN-10: 1138497363
• Artikelnr.: 52397962

Autorenporträt

Melanie James is senior lecturer in communication at the University of Newcastle, Australia. She is a national award-winning practitioner, having held senior roles in public relations and marketing communication. She has published in public relations journals and authored Australia's first public relations careers book.

Inhaltsangabe

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