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Public Relations
Strategy
PR in Practice Series
Published in association with the Chartered Institute of Public Relations
Series Editor: Anne Gregory
Kogan Page has joined forces with the Chartered Institute of Public Rela-
tions to publish this unique series, which is designed specifically to meet
the needs of the increasing numbers of people seeking to enter the public
relations profession and the large band of existing PR professionals. Taking
a practical, action-oriented approach, the books in the series concentrate on
the day-to-day issues of public relations practice and management rather
than academic history. They provide ideal primers for all those on CIPR,
CAM and CIM courses or those taking NVQs in PR. For PR practitioners,
they provide useful refreshers and ensure that their knowledge and skills
are kept up to date.
Other titles in the series:
Creativity in Public Relations
by Andy Green
Effective Internal Communication
by Lyn Smith and Pamela Mounter
Effective Media Relations
by Michael Bland, Alison Theaker and
David Wragg
Effective Writing Skills for Public Relations
by John Foster
Ethics in Public Relations
by Patricia J Parsons
Managing Activism
by Denise Deegan
Online Public Relations
by David Phillips and Philip Young
Planning and Managing Public Relations Campaigns
by Anne Gregory
Public Affairs in Practice
by Stuart Thompson and Steve John
Public Relations: A practical guide to the basics
by Philip Henslowe
Public Relations in Practice
edited by Anne Gregory
Public Relations Strategy
by Sandra Oliver
Risk Issues and Crisis Management in Public Relations
by Michael Regester
and Judy Larkin
Running a Public Relations Department
by Mike Beard
The above titles are available from all good bookshops. To obtain further
information, please go to the CIPR website (www.cipr.co.uk/books) or
contact the publishers at the address below:
Kogan Page Ltd
120 Pentonville Road
London N1 9JN
Tel: 020 7278 0433 Fax: 020 7837 6348
www.koganpage.com
P R I N P R A C T I C E S E R I E S
Public Relations
Strategy
Third Edition
Sandra Oliver
London and Philadelphia
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 author, the editor, the publisher or any of the cited contributors.
First published in Great Britain and the United States in 2001 by Kogan Page Limited
Second edition, 2007
Third edition, 2010
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permi�ed under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmi�ed, 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.koganpage.com
© Sandra Oliver, 2001, 2007, 2010
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 978 0 7494 5640 5
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 / Sandra Oliver.—3rd ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-7494-5640-5
1. Public relations—Management. I. Title.
HD59.O45 2010
659.2–dc22
2009020214
Typeset by JS Typese�ing Ltd, Porthcawl, Mid Glamorgan
Printed and bound in India by Replika Press Pvt Ltd
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