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PR IN PRACTICE SERIES
Relations
Strategy
Second Edition
Sandra Oliver
Public
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PR IN PRACTICE SERIES
Public
Relations
Strategy
Sandra Oliver
London and Philadelphia
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Publisher’s note
Every possible effort has been made to ensure that the information contained in this
book is accurate at the time of going to press, and the publishers and author cannot
accept responsibility for any errors or omissions, however caused. No responsibility for
loss or damage occasioned to any person acting, or refraining from action, as a result
of the material in this publication can be accepted by the editor, the publisher or the
author.
First published in 2001 by Kogan Page Limited
Second edition 2007
Reprinted 2007
Apart from any fair dealing for the purposes of research or private study, or criticism
or review, as permitted under the Copyright, Designs and Patents Act 1988, this
publication may only be reproduced, stored or transmitted, in any form or by any means,
with the prior permission in writing of the publishers, or in the case of reprographic
reproduction in accordance with the terms and licences issued by the CLA. Enquiries
concerning reproduction outside these terms should be sent to the publishers at the
undermentioned addresses:
120 Pentonville Road
525 South 4th Street, #241
London N1 9JN
Philadelphia PA 19147
United Kingdom
USA
www.kogan-page.co.uk
© Sandra Oliver, 2001, 2007
The right of Sandra Oliver to be identified as the author of this work has been asserted
by her in accordance with the Copyright, Designs and Patents Act 1988.
ISBN-10 0 7494 4865 2
ISBN-13 978 0 7494 4865 3
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Oliver, Sandra.
Public relations strategy : a managerial approach / Sandra Oliver. – 2nd ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-7494-4865-3
ISBN-10: 0-7494-4865-2
1. Public relations–Management. I. Title.
HD59.O45 2007
659.2–dc22
2006034169
Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan
Printed and bound in Great Britain by Creative Print and Design (Wales), Ebbw Vale
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Contents
List of figures and tables
v
Foreword
vii
Preface
ix
Acknowledgements
xiii
1. Not ‘Just’ Public Relations: PR strategy in a management
context
1
What is strategy? 2; Power and influence 5; Public relations
and organizational culture 5; Best practice 7; Corporate
communication academic models 7; Semantics 12; Operational
strategy 14; The feedback cycle 19; Control vs co-dependency 20;
Campaign : PSA Peugeot Citroën, Spain 21; Reflection 24
2. PR’s Place on the board: a core governance role
25
Top-down, bottom-up communication 26; From function to
strategy 28; Cognitive dissonance: coping with conflict 32; The
CEO as cultural icon 35; Performance assessment 36; Assessing
future performance 38; Tangible and intangible assets 38;
Reputation vs the Operating and Financial Review 39; Strategic
alliances 41; Campaign : TAASA, USA 43; Reflection 47
3. Reputation Management: a celebrity-driven society 48
Corporate image 49; Image and branding 50; Corporate
iii
Contents
identity 51; Visual identity 51; Semiotics: logos and livery 52;
Substance vs style 53; Reputation 55; Campaign : Standard Bank,
South Africa 56; Reflection 60
4. Internal Communication and PR: employees as ambassadors 61
Mayhem vs morale 61; Privacy and confidentiality 62;
Communication as a core competency 63; Communicating
change 63; Change development plans 64; Fairness vs
flexibility 65; Communication as team effort 67; Campaign :
Edelman Public Relations Worldwide, USA 69; Reflection 72
5. Beyond ‘Customer is King’: sales and marketing promotion 73
Conceptual authenticity 74; Knowledge and skill 75; Value-added
and IMC 77; Competitive advantage 79; Customer relations 81;
Business-to-business relations 82; Web analysis and evaluation 83;
Efficiency vs effectiveness 83; Tools and techniques 85; Promotion
performance 87; Performance gaps 87; Marketing vs
manufacturing 88; Campaign : 3M, USA 89; Reflection 92
6. Media Relations: a borderless world view
93
Mass communication 94; Rhetoric vs reality 95; Message
modelling 96; Think global, act local 98; Today’s future 99;
Campaign : Royal Caribbean International, USA 100; Reflection 103
7. Research Methods: measures and motives
104
Art vs science 104; Validity and reliability 106; Balanced
scorecard 107; Narrative methods 108; Intertextuality
analysis 110; PR as a social science 112; Campaign : Marriott
Hotel Group, Indonesia 114; Reflection 118
8. The Ethical Dimension: a moral imperative
119
PR vs propaganda 120; Ethical evaluation 121; Campaign : The
Russian Public Relations Association 126; Reflection 131
Glossary
132
Bibliography
135
Further Reading
140
Index
142
iv

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