ABSTRACT
This introduction presents an overview of the concepts discussed in the subsequent chapters of this book. It looks at various specialist areas of communications undertaken by organisations. The chapter examines the complex matter of brand identity and image, including how brands can be damaged and rescued. The chapter covers the value of the media and media relations targeting and the impact of developing technology. It provides insight into short- and long-term approaches to respond to negative influences on organisations and considers issues relating to aspect of reputation management including the practitioner's role, Martin's Virtue Matrix model, cause-related marketing and integrating CSR into the organisation's operational management. The chapter looks at a number of aspects of the global practice of public relations, which includes views on cultural differences and questions to address when operating across international boundaries. It offers a technological perspective on public relations and how practitioners can keep ahead of digital developments from a personal and organisational perspective.
