Positioning theory and strategic communications : A new approach to public relations research and practice / Melanie James

By:

James, Melanie

Material type: Text

TextLanguage: English Publication details: London : Routledge, 2014.Edition: 1st edDescription: xiv, 228 p.: illustrations ; 25 cmISBN:

9781138497368

Subject(s):

BUSINESS & ECONOMICS Marketing General and BUSINESS & ECONOMICS Public Relations

DDC classification:

23 659.2 JAM

Contents:

PART I Public relations and positioning theory. Positioning in public relations Rights, duties and power in public relations positioning A framework for intentional positioning in public relations PART II The positioning triangle and public relations. Determining the position in public relations: the first vertext of the positioning triangle Enacting the position in public relations: the second vertex of the positoning triangle Supporting the position in public relations: storyline, the third verext of the positioning triangle PART III Applying positioning theory to public relations relsearch and practice. Analyzing positioning strategies in public relations A detailed study of a positioning strategy: Indonesia, "good friend" of Australia Utilizing the framework for international positioning in designing public relations strategies: positioning extreme poverty Future directions for positioning theory in public relations

Summary: 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

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	659.2 JAM (Browse shelf(Opens below))	Available		47148

PART I
Public relations and positioning theory. Positioning in public relations
Rights, duties and power in public relations positioning
A framework for intentional positioning in public relations
PART II
The positioning triangle and public relations. Determining the position in public relations: the first vertext of the positioning triangle
Enacting the position in public relations: the second vertex of the positoning triangle
Supporting the position in public relations: storyline, the third verext of the positioning triangle
PART III
Applying positioning theory to public relations relsearch and practice. Analyzing positioning strategies in public relations
A detailed study of a positioning strategy: Indonesia, "good friend" of Australia
Utilizing the framework for international positioning in designing public relations strategies: positioning extreme poverty
Future directions for positioning theory in public relations

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

There are no comments on this title.

to post a comment.