- Title
- The use of intentional positioning techniques in government agencies' communication campaigns
- Creator
- James, Melanie
- Relation
- 17th BledCom International Public Relations Research Symposium. Government Communication: Proceedings of the 17th International Public Relations Research Symposium BledCom (Bled, Slovenia 2 - 3 July, 2010) p. 132-139
- Publisher
- Pristop
- Resource Type
- conference paper
- Date
- 2010
- Description
- Positioning, as a concept in academic literature, is most frequently associated with marketing studies. Positioning in a public relations sense is underexplored with only a relatively small amount of works relating to positioning in any sense published in the public relations literature. However in recent studies positioning has been shown to be a not insignificant aspect of public relations practitioners’ roles. James identified that marketing definitions of positioning, which primarily relate to the four “P’s” of marketing – product, price, placement and promotion, are insufficient to define positioning in the context of public relations practice and has put forward a provisional conceptual framework for intentional positioning in public relations.
- Subject
- government agencies; positioning; marketing; public relations
- Identifier
- http://hdl.handle.net/1959.13/927156
- Identifier
- uon:10059
- Identifier
- ISBN:9789619048474
- Language
- eng
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