Public Relations, Branding and Authenticity by Sian Rees

Public Relations, Branding and Authenticity by Sian Rees

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.

RecommendedGraduate students and faculty.

--B. S. John, University of Colorado-Boulder, CHOICE Review

Sian Rees is 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.

SKU	Unavailable
ISBN 13	9781032175188
ISBN 10	1032175184
Title	Public Relations, Branding and Authenticity
Author	Sian Rees
Series	Routledge New Directions In Pr And Communication Research Ser
Condition	Unavailable
Binding Type	Paperback
Publisher	Routledge
Year published	2021-09-30
Number of pages	196
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.