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The Public Relations Handbook, 5th Edition
book

The Public Relations Handbook, 5th Edition

by Alison Theaker
May 2016
Intermediate to advanced content levelIntermediate to advanced
556 pages
18h 3m
English
Routledge
Content preview from The Public Relations Handbook, 5th Edition

Chapter 7Public relations and corporate identity

Emma Wood and Ian Somerville

Chapter Aims

Identity is a socially and historically constructed concept, a means of describing an individual or group based on criteria such as gender, social class, age, sexual orientation, race and ethnicity and is connected to issues of power, value systems and ideology. Corporate identity then, could be argued as being a corporate construction, whereby organisations seek to represent themselves in particular ways to be associated with strategically important characteristics, values and beliefs because a strong corporate identity and positive corporate image are believed to deliver tangible bottom-line benefits. This chapter will explore the meaning of corporate ...

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Publisher Resources

ISBN: 9781317487364