The Symbol and the Reason : An Introduction to Public Relations.

Intro
Contents
Preface
Acknowledgments
Chapter 1
'Two Way Street': Public Relations in Context
Globalisation - A Dispersion of Meaning?
Characteristics of the Information Environment
Globalisation and Communication
Mediated Communication Styles
Global Communication
Chapter 2
'When to Be Exact and When to Be Aspirational': Messaging Focus
Strategic Ambiguity within a Business Organization
Ambiguity and Organisational 'Climate'
Ambiguity in Job-Related Messages
Ethical Uses of Strategic Ambiguity
Ambiguity and Crisis Management
Ambiguity and Risk
Ambiguity in Acquisitions and Mergers
Ambiguity and Leadership
Leaders
Chapter 3
'When I Used to Be You and You Used to Be Me': Negotiating Skills
The Negotiation Framework
Interpersonal Skills
Personal Goal Setting
Managing Feelings
Personal Boundaries
Chapter 4
'Dude! Be Reasonable': Truth and Credibility
Consumer Credibility
Chapter 5
'In the Zone': Ethics and Relationships
Recognition at Work
Peer Recognition Schemes
Recognition as a Form of Social Capital, the 'Building Blocks' of PR
Measuring Relationships in Public Relations
Role Conflict and Ambiguity
Chapter 6
'Hey, Whose Side Are You on Anyway?': Advocacy and Persuasion
Advocacy Writing
Chapter 7
'Jack and the Bean Stalk': Crisis Management
Taking to the Media
Chapter 8
'Shades of Grey (and Green)': Corporate Citizenship
Green Market Business
Chapter 9
'Image or Reality?': Branding and Reputation
Corporate Reputation
Chapter 10
'Square Pegs and Round Holes': Intangible Value
Intangible Assets, Real Options and Risk
Chapter 11
'An Endless Instance': Making Meaning in Mediated Messages
Audience Cultivation
Media Conditions
Implications.

'Alternative Facts' in Global Public Relations
Chapter 12
'Joining the Dots': Networking Skills in Public Relations
References
About the Author
Index
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