Exploring strategy : What public relations strategy means in practice

Xavier, Robina J., Johnston, Kim A., & Patel, Amisha M. (2006) Exploring strategy : What public relations strategy means in practice. Asia Pacific Public Relations Journal, 6(2), pp. 1-10.

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In public relations planning. strategy plays a critical role in determining how organisations respond to and manage enviromental relationships and demands. However, despite extensive international research into the planing elements of research, objective setting, and evaluation techniques, research in practitioner of public relations strategy is limited. This exploratory study seeks to provide an empirical foundation for understanding practitioner use of public relations strategy in campaigns by analysing Public Relations Institute of Australia Golden Target Award submissions from 1997 to 2001. Common components of strategy descriptions are identified and implications for further research and practice and discussed.

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ID Code: 8631
Item Type: Journal Article
Refereed: Yes
Additional Information: For more information, please refer to the journal's website (see hypertext link) or contact the author.
Author contact details: ka.johnston@qut.edu.au
Additional URLs:
Keywords: public relations strategy, enviromental relationships, empirical foundations, public relations
ISSN: 1440-4389
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 Deakin University
Deposited On: 09 Oct 2007 00:00
Last Modified: 29 Feb 2012 13:18

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