ABSTRACT
This chapter focuses on the assumption that public relations is a strategic undertaking underpinned by techniques or processes that help organizations achieve their goals. Much of the public relations effort exerted by organizations aims to move people towards a position where they share with the organization a way of thinking, knowing, acting or speaking about an aspect of the world. When organizations engage public relations they often do this with the strategic intent to move themselves, or another entity from one position to another. Positioning theory is a social constructionist approach that began to emerge in the 1980 primarily in the area of gender studies: states, "if we understand how we construct social reality, we can construct more consciously to sustain norms that promote the ends we profess to desire". The marketing literature on positioning is extensive, put forward by Ries and Trout, but focusing almost exclusively on increasing sales of products and services.
