E-book

Public relations, branding and authenticity : brand communications in the digital age

Rees, Sian (Associate professor) (author.).

Summary: "Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment. This qualitative analysis explores the challenge of developing authentic brand narratives in the digital age, whilst questioning the problematic nature of authenticity itself. Case studies of public relations activity of successful brands, and those in crisis, are supplemented by interviews with senior public relations and branding practitioners. The book lays out three specific arguments. Firstly, a repositioning of the relationship between public relations and brand practice is explored. It is argued that public relations practitioners are well placed to facilitate brands in the digital age, because of the inherent acceptance of the value of relationship building, adaptation and boundary spanning embedded in PR practice and best practice theory. Secondly, the book introduces a new concept of riparian brands. Such brands are based on solid core values, but have an ability to atune, adjust and naturalise to the prevailing social, cultural and economic environment. Thirdly, the book presents an ontology of the riparian brand in the form of an authentic brand wheel and 15 real-time interaction success factors. Aimed at both academics and practitioners interested in the theoretical development of PR and its emerging relationship with branding, it will also be of interest to scholars of corporate communications, corporate reputation and branding"--

Record details

ISBN: 9780367077655
ISBN: 9780429663406
ISBN: 0429660685
ISBN: 9780429660689
ISBN: 0429663404
ISBN: 0429666128
ISBN: 9780429666124
ISBN: 0429022689
ISBN: 9780429022685
Physical Description: 1 online resource
remote
Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2020.

Content descriptions

Bibliography, etc. Note:	Includes bibliographical references and index.
Formatted Contents Note:	1. Introduction -- 2. Public relations history re-imagined -- 3. The digital public relations turn -- 4. Communicating the projective organization -- 5. The riparian brand -- 6. Justification and corporate social responsibility -- 7. Public relations for digital media brands -- 8. Crisis management in the digital age -- 9. Public relations industry perceptions -- 10. The Authentic brand wheel -- 11. The authenticity managers.
Restrictions on Access Note:	Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
Biographical or Historical Data:	Sian Rees is Associate Professor at Swansea University, specialising in public relations, marketing and branding. Following an industry career in public relations and marketing, she is currently Head of the Department of Media & Communications at Swansea University, UK.
Source of Description Note:	Online resource; title from digital title page (viewed on February 17, 2020).