1. not 'just' public relations: pr strategy in a management context what is strategy?; power and influence; public relations and organizational culture; best practice; corporate communication academic models; semantics; operational strategy; the feedback cycle; control vs co-dependency; campaign: psa peugeot citroen, spain 2. pr's place on the board: a core governance role top-down, bottom-up communication; from function to strategy; cognitive dissonance: coping with conflict; the ceo as cultural icon; performance assessment; assessing future performance; tangible and intangible assets; reputation and the operating and financial review; strategic alliances; campaign: taasa, usa 3. reputation management: a celebrity-driven society corporate image; image and branding; corporate identity; visual identity; semiotics: logos and livery; substance vs style; reputation; campaign: standard bank, south africa 4. internal communication and pr: employees as ambassadors mayhem vs morale; privacy and confidentiality; communication as a core competency; communicating change; a change development plan; fairness vs flexibility; communication as team effort; campaign: edelman public relations worldwide, usa 5. beyond 'customer is king': sales and marketing promotion conceptual authenticity; knowledge and skill; value-added and imc; competitive advantage; customer relations; business-to-business relations; web analysis and evaluation; efficiency vs effectiveness; tools and techniques; promotion performance; performance gaps; marketing vs manufacturing; campaign: 3m, usa 6. media relations: a borderless world view mass communication; rhetoric vs reality; message modelling; think global, act local; today's future; campaign: royal caribbean international, usa 7. research method: measures and motives art vs science; validity and reliability; balanced scorecard; narrative methods; intertextuality analysis; pr as a social science; campaign : marriott hotel group, indonesia 8. the ethical dimension: a moral imperative pr vs propaganda; ethical evaluation; campaign: the russian public relations association
