Positioning in Public Relations and Strategic Communications

In public relations we hear people talking about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? It’s not a marketing concept of positioning where one adjusts the price, product, promotion or place to adjust a position. It’s something else.

This book presents a new framework for intentional strategic positioning in public relations. It is a significant move away from the symmetrical communication ideas that have dominated public relations thinking for several decades. The framework recognizes that public relations is about getting people to think or act in ways that will help the organization that is initiating the activity, to achieve its goals. The book takes the reader through each aspect of the framework, demonstrating its application and further expanding the implications for organizations taking specific positions or trying to position/re-position others.

Positioning in Public Relations clearly explains the underpinning theory and shows how the framework can be used in research, education and practice. Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. As such, it will be influential reading for students, researchers and practitioners of public relations.