Positioning Theory and Strategic Communication

Positioning Theory and Strategic Communication
Title Positioning Theory and Strategic Communication PDF eBook
Author Melanie James
Publisher Routledge
Pages 242
Release 2014-06-13
Genre Business & Economics
ISBN 1134615256

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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.

Positioning Theory

Positioning Theory
Title Positioning Theory PDF eBook
Author Rom Harré
Publisher Wiley-Blackwell
Pages 228
Release 1998-11-18
Genre Psychology
ISBN 9780631211396

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In this book, Rom Harre give a state of the art overview of positioning theory via contributions from some of the world's leading experts in the field.

Brand Positioning

Brand Positioning
Title Brand Positioning PDF eBook
Author Erik Kostelijk
Publisher Routledge
Pages 320
Release 2020-01-23
Genre Business & Economics
ISBN 1000025063

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Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.

The Routledge International Handbook of Positioning Theory

The Routledge International Handbook of Positioning Theory
Title The Routledge International Handbook of Positioning Theory PDF eBook
Author Mary B. McVee
Publisher Taylor & Francis
Pages 694
Release 2024-06-01
Genre Language Arts & Disciplines
ISBN 1040047025

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This handbook is the first of its kind to explore Positioning Theory. Taking inspiration from the groundwork set by Rom Harré and collaborators such as Bronwyn Davies, Fathali Moghaddam, Luk Van Langenhove, and others the book explores the emergence, historical context, and disciplinary applications of Positioning Theory and its basic precepts as a social psychological theory. This volume encompasses over 20 chapters across four sections, assimilating cross-disciplinary insights that try to understand the theoretical underpinnings, methodological applications, and contemporary relevance of Positioning Theory. Part 1 explores the movement of scholarly figures and their numerous works on the subject. It discusses the foundational origins and the historical contexts of the existing theories on positioning and new directions for scholarship. Part 2 examines the methodological and narrative investigations used for data analysis in positioning research, navigating through the epistemological orientations and theoretical landscapes of Positioning Theory. Part 3 explores numerous applications across disciplines to consider the reach and influence of positioning within and across multiple disciplines. Lastly, the authors contemplate the future directions for Positioning Theory. Featuring researchers from leading research institutions from across the globe, the book is important reading for scholars interested in positioning and Positioning Theory. We recommend this handbook for graduate-level courses in social psychology, communication, discourse studies and related disciplines.

Strategic Communication Theory and Practice

Strategic Communication Theory and Practice
Title Strategic Communication Theory and Practice PDF eBook
Author Carl H. Botan
Publisher John Wiley & Sons
Pages 254
Release 2017-12-18
Genre Language Arts & Disciplines
ISBN 0470674571

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A guide to strategic communication that can be applied across a range of subfields at all three levels—grand strategic, strategic, and tactical communication Communication is a core function of every human organization so when you work with communication you are working with the very core of the organization. Written for students, academics, and professionals, Strategic Communication Theory and Practice: The Cocreational Model argues for a single unified field of strategic communication based in the three large core subfields of public relations, marketing communication, and health communication, as well as strategic communicators working in many other subfields such as political communication, issues management, crisis communication, risk communication, environmental and science communication, social movements, counter terrorism communication, public diplomacy, public safety and disaster management, and others. Strategic Communication Theory and Practice is built around a cocreational model that shifts the focus from organizational needs and the messages crafted to achieve them, to a publics-centered view placing publics and their ability to cocreate new meanings squarely in the center of strategic communication theory and practice. The author—a noted expert in the field—outlines the theories, campaign strategies, common issues, and cutting edge challenges facing strategic communication, including the role of social media, ethics, and intercultural strategic communication. As the author explains, the term "strategic communication" properly refers only to the planned campaigns that grow out of research and understanding what publics think and want. This vital resource answers the questions of whether, and how, strategic-level skills can be used across fields, as it: Explores the role of theory and the cocreational meta-theory in strategic communication Outlines ethical practices and problems in the field Includes information on basic campaign strategies Offers the most recent information on risk communication, preparedness and terrorism communication, and employment in strategic communication Redefines major concepts, such as publics, from a cocreational perspective

Pitch, Tweet, or Engage on the Street

Pitch, Tweet, or Engage on the Street
Title Pitch, Tweet, or Engage on the Street PDF eBook
Author Kara Alaimo
Publisher Routledge
Pages 444
Release 2020-12-29
Genre Language Arts & Disciplines
ISBN 0429583753

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The second edition of Pitch, Tweet, or Engage on the Street offers a modern guide for how to adapt public relations strategies, messages, and tactics for countries and cultures around the globe. Drawing on interviews with public relations professionals in over 30 countries as well as the author’s own experience, the book explains how to build and manage a global public relations team, how to handle global crisis communication, and how to practice global public relations on behalf of corporations, non-profit organizations, and governments. It takes readers on a tour of the world, explaining how to adapt their campaigns for Asia-Pacific, Europe, the Middle East, the Americas, and Sub-Saharan Africa. Along the way, readers are introduced to practitioners around the globe and case studies of particularly successful campaigns. This new edition includes updates to country profiles to reflect changes in each local context, as well as expanded coverage of social media and the role of influencer engagement, and a brand-new chapter on global crisis communication. The book is ideal for graduate and upper-level undergraduate public relations students, as well as practitioners in intercultural markets.

Strategic Communication, Social Media and Democracy

Strategic Communication, Social Media and Democracy
Title Strategic Communication, Social Media and Democracy PDF eBook
Author W. Timothy Coombs
Publisher Routledge
Pages 236
Release 2015-08-11
Genre Business & Economics
ISBN 1317554906

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Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management.