1st Edition
Corporate Public Affairs Interacting With Interest Groups, Media, and Government
By Otto Lerbinger
Copyright 2006
496 Pages
by
Routledge
496 Pages
by
Routledge
Also available as eBook on:
Corporate Public Affairs explores the increasing interest in public affairs by today's organizations. Lerbinger indicates that more and more frequently corporations are establishing public affairs positions--typically within public relations departments--to respond to issues and concerns arising out of the sociopolitical environment in which the corporation functions. He articulates the... Read more
Contents: Preface. Part I: Introduction. An Overview of Corporate Public Affairs. Part II: Interest Group Strategies. Interest Group Strategies and Forms of Opinion Leader Communication. Conflict Resolution: Mediation and Negotiation. Part III: Media Strategies. Proactive Media Relations. Gaining Semicontrol Over the Media: Broadcast Appearances. Gaining Complete Control Over the Media: Advocacy Advertising. Holding the Media Accountable and Suing. Bypassing the News Media: Direct Communication. Part IV: Governmental Strategies. Direct Lobbying. Grassroots Lobbying. Electoral Activities. Litigation Communication. Part V: Dominance Versus Competition. Ascendancy of Corporate Power. Constructing a Competitive Political Marketplace. Heeding the Public Interest.
Biography
Lerbinger, Otto
