Public relations, branding and authenticity [electronic book] : brand communications in the digital age / Sian Rees.
By: Rees, Sian (Associate professor) [author]
.
Material type: 
BookSeries: Routledge new directions in PR & communication research.Publisher: London ; New York : Routledge, 2020Copyright date: ©2020Description: online resource (186 pages) : illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9780367077655 (hardback); 9780429666124 (e-book).Subject(s): Branding (Marketing) | Public relationsDDC classification: 658.827 Online resources: Access eBook | Item type | Current library | Call number | Status | |
|---|---|---|---|---|
| eBook | MTU Online eBook | 658.827 (Browse shelf(Opens below)) | Available |
Enhanced descriptions from Syndetics:
Public Relations, Branding and Authenticity: Brand Communications in the Digital Ageexplores 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.
Includes bibliographical references and index
Public relations history re-imagined -- The digital public relations turn -- Communicating the projective organisation -- The riparian brand -- Justification and corporate social responsibility -- Public relations for digital media brands -- Crisis management in the digital age -- Public relations industry perceptions -- The Authentic brand wheel -- The authenticity managers.
"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"-- Provided by publisher.
Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.
Reviews provided by Syndetics
CHOICE Review
Rees (Swansea Univ.) exemplifies a European approach to public relations, rightly pointing out that the discipline has not customarily realized its potential role in supporting branding. She argues that the discipline is ideally suited to help realize a brand's need to attune and adjust to multiple trends in society, especially given its capacity to convey authenticity as consumers interact with brands online. She offers a model of the "riparian brand" (illustrated by the authentic brand wheel) and shows how public relations can amplify a brand's attributes. Parts of the book (especially the chapter on reputation management) are illuminated by interviews with professionals, but the majority of the text comes across as a sophisticated literature review. Those allergic to postmodernism won't find the author questioning the utility of such positioning, and yet the term is not clearly defined. Such failure to define postmodernism's attributes may contribute to perceptions that any approach that isn't positivist and structuralist is ipso facto "postmodern." In sum this highly theoretical review of a gap in public relations offers some new concepts but provides scant discussion of the author's particular contributions. Skeptics regarding the applicability of postmodernism in public relations, and within the business world in general, may find this a difficult but still worthwhile read. Summing Up: Recommended. Graduate students and faculty. --Burton St. John, University of Colorado-BoulderAuthor notes provided by Syndetics
Sian Reesis 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.