Public Relations Branding And Authenticity

Author : Sian Rees
Publisher : Routledge
Page : 262 pages
File Size : 52,6 Mb
Release : 2020-01-31
Category : Business & Economics
ISBN : 9780429663406

Get Book

Public Relations, Branding and Authenticity by Sian Rees Pdf

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.

Author : Mark Toft,Jay Sunny,Rich Taylor
Publisher : Bloomsbury Publishing USA
Page : 211 pages
File Size : 43,6 Mb
Release : 2020-01-07
Category : Business & Economics
ISBN : 9781440873218

Get Book

Authenticity by Mark Toft,Jay Sunny,Rich Taylor Pdf

Brands are alienating customers by telling the wrong story and championing a false purpose. Your business can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. Equal parts provocation and exhortation, the insights of Authenticity apply to business, marketing, and life in general. Too many companies depend on marketing tactics that don't match the needs and concerns of their customers or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way. Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.

Author : M. Beverland
Publisher : Springer
Page : 276 pages
File Size : 45,8 Mb
Release : 2009-10-22
Category : Business & Economics
ISBN : 9780230250802

Get Book

Building Brand Authenticity by M. Beverland Pdf

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Author : Judy Motion,Robert L. Heath,Shirley Leitch
Publisher : Routledge
Page : 258 pages
File Size : 51,8 Mb
Release : 2015-11-19
Category : Business & Economics
ISBN : 9781135005986

Get Book

Social Media and Public Relations by Judy Motion,Robert L. Heath,Shirley Leitch Pdf

Social media is having a profound, but not yet fully understood impact on public relations. In the 24/7 world of perpetually connected publics, will public relations function as a dark art that spins (or tweets) self-interested variations of the truth for credulous audiences? Or does the full glare of the internet and the increasing expectations of powerful publics motivate it to more honestly engage to serve the public interest? The purpose of this book is to examine the role of PR by exploring the myriad ways that social media is reshaping its conceptualization, strategies, and tactics. In particular, it explores the dichotomies of fake and authentic, powerless and powerful, meaningless and meaningful. It exposes transgressions committed by practitioners—the paucity of digital literacy, the lack of understanding of the norms of social media, naivety about corporate identity risks, and the overarching emphasis on spin over authentic engagement. But it also shows the power that closely networked social media users have to insert information and opinion into discussions and force "false PR friends" to be less so. This timely, challenging, and fascinating book will be of interest to all students, researchers, and practitioners in Public Relations, Media, and Communication Studies. Winner of the 2016 NCA PRIDE Award for best book

Author : Sarah Banet-Weiser
Publisher : NYU Press
Page : 280 pages
File Size : 47,7 Mb
Release : 2012-10-15
Category : Social Science
ISBN : 9780814787137

Get Book

Authentic TM by Sarah Banet-Weiser Pdf

While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.

Author : Marie Heřmanová,Michael Skey,Thomas Thurnell-Read
Publisher : Emerald Group Publishing
Page : 397 pages
File Size : 45,6 Mb
Release : 2022-11-21
Category : Social Science
ISBN : 9781801179386

Get Book

Cultures of Authenticity by Marie Heřmanová,Michael Skey,Thomas Thurnell-Read Pdf

This volume contains an Open Access Chapter. This collection explores the complex and controversial idea of authenticity. Addressing the concept from an interdisciplinary perspective and offering a diverse range of topical cases.

Author : Sophie Attwood
Publisher : Unknown
Page : 0 pages
File Size : 41,5 Mb
Release : 2023-11-07
Category : Electronic
ISBN : 1788604806

Get Book

Beautiful PR by Sophie Attwood Pdf

Author : Rohit Bhargava
Publisher : McGraw Hill Professional
Page : 322 pages
File Size : 40,6 Mb
Release : 2008-04-21
Category : Business & Economics
ISBN : 9780071545228

Get Book

Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki by Rohit Bhargava Pdf

The age of the faceless corporation is over. In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, social media guru and influencer Rohit Bhargava counters that philosophy and illustrates how successful businesses have redefined themselves in the new customer universe. Personality Not Included is a powerhouse resource packed with bold new insights that show you how to shed the lifeless armor of your business and rediscover the soul of your brand. Sharing stories from the ethos of the world's weirdest city, to how Manga has taken the comic book industry by storm, to showcasing brands like Intel, Boeing, ING, and Dyson, Bhargava shows you why personality matters from the inside out. In Part One, you'll be introduced to the key components to building a personality and learn how to: Recognize the greatest myth that most marketers blindly follow, and how to get past it Use the “UAT Filter” to understand the personality of your organization and products in order to develop a communication strategy that drives your marketing Create your company's “marketing backstory” using techniques pioneered by Hollywood screenwriters Harness the influence of “accidental spokespeople” and use it to your advantage Navigate the roadblocks of using personality that come from bosses, peers, investors, and lawyers, without getting fired or flamed Pinpoint and capitalize on the moments where personality can make a difference Part Two is packed with guides, tools, and techniques to help you flawlessly implement your plan. It features practical, step-by-step lessons that help you effectively move from theory to action, and includes a valuable collection of guides, checklists, question forms, printable resources, and more. Don't be another faceless company-learn the new rules for succeeding in the social media era with Personality Not Included.

Author : Sophie Attwood
Publisher : Practical Inspiration Publishing
Page : 206 pages
File Size : 46,9 Mb
Release : 2023-11-06
Category : Business & Economics
ISBN : 9781788604826

Get Book

Beautiful PR by Sophie Attwood Pdf

'Navigating the world of PR is no easy feat - but this book is an indispensable guide to doing just that' Francesca Ogiermann-White, Health and Beauty Editor-at-Large, Tatler A more beautiful way to connect with customers PR and marketing have traditionally been seen as deceit and spin: Beautiful PR offers a new manifesto rooted in integrity. Discover how to find your true brand voice so that you can create a clear and compelling communication strategy that connects with your customers at an emotional level. In a heavily filtered world, building a communications strategy based on honesty and authenticity is more important than ever before. Elevate your reputation and secure your place in your industry by identifying and amplifying your authentic brand heartbeat, for a more beautiful way to grow. Sophie Attwood is an award-winning global communications expert specialising within the beauty, wellness and health sectors. Having curated a portfolio of successful PR campaigns with exceptional brands, she has become a leading voice of authority for the communications industry.

Author : Robert L. Heath
Publisher : SAGE Publications
Page : 1152 pages
File Size : 52,5 Mb
Release : 2013-08-20
Category : Business & Economics
ISBN : 9781452276229

Get Book

Encyclopedia of Public Relations by Robert L. Heath Pdf

When initially published in 2005, the two-volume Encyclopedia of Public Relations was the first and most authoritative compilation of the subject. It remains the sole reference source for any library serving patrons in business, communication, and journalism as it explores the evolution of the field with examples describing the events, changing practices, and key figures who developed and expanded the profession. Reader’s Guide topics include Crisis Communications & Management, Cyberspace, Ethics, Global Public Relations, Groups, History, Jargon, Management, Media, News, Organizations, Relations, Reports, Research, and Theories & Models. Led by renowned editor Robert L. Heath, with advisory editors and contributors from around the world, the set is designed to reach a wide array of student readers who will go on to serve as opinion leaders for improving the image and ethics of the practice. The Second Edition continues to explore key challenges facing the profession, such as earning the trust and respect of critics and the general public. Much greater emphasis and space will be placed on a theme that was just emerging when the First Edition appeared: the Internet and social media as public relations tools. International coverage and representation has been greatly expanded, as well. Finally, biographies (which are now widely available on the Web) have been deleted to give room to areas of enhanced coverage, and biographical material are included where appropriate within the context of topical entries. However, a long entry on women pioneers in public relations has been included as an appendix.

Author : C. Whan Park,Deborah J. MacInnis,Joseph Priester
Publisher : Now Publishers Inc
Page : 50 pages
File Size : 55,5 Mb
Release : 2008
Category : Business & Economics
ISBN : 9781601981004

Get Book

Brand Attachment by C. Whan Park,Deborah J. MacInnis,Joseph Priester Pdf

The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Author : Larry Weber
Publisher : John Wiley & Sons
Page : 141 pages
File Size : 55,7 Mb
Release : 2019-01-04
Category : Business & Economics
ISBN : 9781119513773

Get Book

Authentic Marketing by Larry Weber Pdf

Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today’s purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today’s dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company’s moral purpose. When moral purpose is central to an organization’s core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real—not curated—connections with a brand’s moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today’s purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.

Author : Sean Pillot de Chenecey
Publisher : Kogan Page Publishers
Page : 305 pages
File Size : 53,8 Mb
Release : 2018-10-03
Category : Business & Economics
ISBN : 9780749482824

Get Book

The Post-Truth Business by Sean Pillot de Chenecey Pdf

FINALIST - Business Book Awards 2019 - Embracing Change Category Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies - The safeguarding of privacy, alongside privacy as a tradable asset - Why and how brands must create communication with meaning - The dangers of inauthentic cultural marketing activities - Examples of conscious capitalism and brand activism - Lessons in authenticity from artisans and innovators - National branding and reputation capital - Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.

Author : Brooke Erin Duffy
Publisher : Yale University Press
Page : 321 pages
File Size : 51,7 Mb
Release : 2017-06-27
Category : Social Science
ISBN : 9780300227666

Get Book

(Not) Getting Paid to Do What You Love by Brooke Erin Duffy Pdf

An illuminating investigation into a class of enterprising women aspiring to “make it” in the social media economy but often finding only unpaid work Profound transformations in our digital society have brought many enterprising women to social media platforms—from blogs to YouTube to Instagram—in hopes of channeling their talents into fulfilling careers. In this eye-opening book, Brooke Erin Duffy draws much-needed attention to the gap between the handful who find lucrative careers and the rest, whose “passion projects” amount to free work for corporate brands. Drawing on interviews and fieldwork, Duffy offers fascinating insights into the work and lives of fashion bloggers, beauty vloggers, and designers. She connects the activities of these women to larger shifts in unpaid and gendered labor, offering a lens through which to understand, anticipate, and critique broader transformations in the creative economy. At a moment when social media offer the rousing assurance that anyone can “make it”—and stand out among freelancers, temps, and gig workers—Duffy asks us all to consider the stakes of not getting paid to do what you love.

Author : Allan S. Taylor
Publisher : Springer Nature
Page : 150 pages
File Size : 53,5 Mb
Release : 2022-10-11
Category : Social Science
ISBN : 9783031121487

Get Book

Authenticity as Performativity on Social Media by Allan S. Taylor Pdf

​Authenticity is a highly-prized concept on social media, but given the history of the term, has it been adequately scrutinised? This book provides an alternative definition of authentic social media practice and suggests that, rather than being an achievable ideal, authenticity reveals itself as an unrepeatable temporary interval. Applying a post-structural lens of performativity, Taylor analyses the resurgence of the authentic as a cultural trend and argues that the professionalisation of social media has given rise to a ‘neoliberal authentic’ that equates productivity with self-actualisation, questioning whether society should present this as a cultural ideal. Using a new critical framework, Taylor recontextualises authenticity in a variety of social media practices. This includes authentic self-representation, authentic influence and its effect in influencer culture, as well as meme production as an attempt to find authenticity. Part-reader, part-manifesto, the book asks readers to reappraise authenticity and provides a working definition for future practice.