Melanie James

Positioning Theory and Strategic Communication (eBook, PDF)

A new approach to public relations research and practice

• Format: PDF

Produktbeschreibung

This book presents a new framework for intentional strategic positioning in public relations. It is a significant move away from the symmetrical communication ideas that have dominated public relations thinking for several decades. 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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 242
• Erscheinungstermin: 13. Juni 2014
• Englisch
• ISBN-13: 9781134615254
• Artikelnr.: 41071164

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