Purpose – The purpose of this paper is to provide young communication managers with a theoretical framework to better understand what they are doing. Design/methodology/approach – The paper combines theoretical reflections with empirical material from an observation study, a “shadowing...

This paper seeks to identify some of the trends that are shaping the communications agenda of tomorrow's brand/service/company, and examine how these trends are likely to impact on the way public relations (PR) campaigns are planned and evaluated. The power of PR has been recognised, and PR has...

Purpose – To examine how public relations practitioners define influence and where they find influence. Design/methodology/approach – Depth interviews with 162 public relations practitioners. Findings – Public relations professionals defined influence in terms of shaping decisions, having...

Purpose – The purpose of this study is to look into Italian PR practitioners' opinions on whether or not specific social networks, the personalised networks of influence, are perceived to be one of the main strategic resources and the degree of relevance they give to such networks....

Branding is becoming increasingly recognised as crucial to business success. A brand is a promise of the goods and service a customer will receive from an organisation. If the organisation is to succeed, everyone working for the company must live and breathe the brand values. This paper focuses...