Loading, please wait...
:

product description page

Positioning Theory and Strategic Communication : A New Approach to Public Relations Research and

Positioning Theory and Strategic Communication : A New Approach to Public Relations Research and - image 1 of 1

About this item

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.

 

Number of Pages: 242
Genre: Business + Money Management
Series Title: Routledge New Directions in Public Relations & Communication Research
Format: Paperback
Publisher: Taylor & Francis
Author: Melanie James
Language: English
Street Date: April 8, 2018
TCIN: 53645666
UPC: 9781138497368
Item Number (DPCI): 248-30-1710
If the item details above aren’t accurate or complete, we want to know about it. Report incorrect product info.
$44.92
MSRPReg: $49.95 Save $5.03 (10% off)
Shipping
In stock - free standard shipping with REDcard
Not in stores
Loading, please wait...

Guest reviews

Prices, promotions, styles and availability may vary by store & online. See our price match guarantee. See how a store is chosen for you.


*See offer details. Restrictions apply. Pricing, promotions and availability may vary by location and at Target.com.