Strategic Public Relations and Applications

This book has discussed strategic public relations with a holistic approach in line with its contribution to the organizational strategy levels, and discussed the strategic status of public relations from both theoretical and practical perspectives. In the first part of the book, which consists of three parts, the new functions of public relations at the social strategy level, such as media scanning, stakeholder-public segmentation, issue management and production of scenarios are explained with sample applications. In the second part of the book, the renewed functions of public relations at the functional strategy level are discussed in detail and exemplified by focusing on "how to develop a public relations strategy" and "strategic communication plans" in parallel with high-level organizational strategies. The last part of the book, on the other hand, explains step by step the public relations campaigns that constitute the implementation step of strategic public relations studies. In this direction, public relations campaigns make visible the public relations strategy and strategic communication plans developed in line with the general strategies of the organization.