Positioning Theory and Strategic Communication: a New Approach to P...
Positioning Theory and Strategic Communication: a New Approach to Public Relations Research and Practice
Description
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.
