Strategic Public Relations Leadership, 2nd Edition

5 A model of strategic public relations

DOI: 10.4324/9781003185253-6

Chapter overview

This chapter forms the heart of the book. It introduces a strategic model of public relations that reflects the way organisational leaders conceptualise strategy. It contends that public relations can make a leading contribution at four levels: society, corporate, value chain and function and that permeating these levels there are four attributes which require constant consideration: context, brand, leadership and communication as a core competence.

Introduction

In the book's introduction it was proposed that three factors are crucial to the effective performance of a public relations leader: a thorough understanding of the strategic role that public relations ...