James, Melanie. Elsevier; 2012. Autoethnography: the story of applying a conceptual framework for intentional positioning to public relations practice.
James, Melanie. Taylor & Francis; 2014. Positioning theory and strategic communication: a new approach to public relations research and practice.
James, Melanie. School of Communication and Creative Arts, Deakin University; 2009. Getting to the heart of public relations: the concept of strategic intent.
James, Melanie. School of Communication and Creative Arts, Deakin University; 2008. A review of the impact of new media on public relations: challenges for terrain, practice and education.
James, Melanie. Bond University, Faculty of Humanities and Social Sciences; 2011. Ready, aim, fire: key messages in public relations campaigns.
James, Melanie. Pristop; 2010. The use of intentional positioning techniques in government agencies' communication campaigns.
Henkel, Leah, James, Melanie, Croce, Nic. Routledge; 2016. Would you like popcorn with that download? A uses and gratifications study into the motivations of legal and illegal film consumption.
James, Melanie. Routledge; 2014. Positioning theory and strategic communication: a new approach to public relations research and practice.
Fursdon, Rhianna, James, Melanie. ANZCA; 2010. Why are PR agencies blogging?: an exploratory study of the blogging practices of public relations agencies.
James, Melanie. Bond University, Faculty of Humanities and Social Sciences; 2007. Driving learning through blogging: students' perceptions of a reading journal blog assessment task.
James, Melanie. ANZCA / Massey University; 2008. The reading journal blog assessment task: public relations students’ perceptions.
James, Melanie. John Wiley & Sons; 2018. Emergent strategy.
Robson, Prue, James, Melanie. Bond University; 2013. Not everyone's aboard the online public relations train: the use (and non-use) of social media by public relations practitioners.
James, Melanie. Routledge; 2011. A provisional conceptual framework for intentional positioning in public relations.
James, Melanie. Oxford University Press; 2009. Strategies to proactively manage activity.
Sengul, Kurt, James, Melanie. University of Western Sydney, School of Humanities and Communication Arts; 2016. Power and the passion: a positioning analysis of the electricity privatisation debate in the 2015 NSW state election.
Wise, Deborah, James, Melanie. Sage; 2013. Positioning a price on carbon: applying a proposed hybrid method of positioning discourse analysis for public relations.
James, Melanie. Sage; 2015. Situating a new voice in public relations: the application of positioning theory to research and practice.
Fitch, Kate, James, Melanie, Motion, Judy. Elsevier; 2016. Talking back: reflecting on feminism, public relations and research.
Balnaves, Mark, Cassin, Andrea, James, Melanie. International Communication Association (ICA); 2013. The Social Mood Reader - mapping citizen engagement in public relations using the semantic web and supercomputing.
Wise, Deborah, James, Melanie. University of Technology Sydney (UTS ePress); 2012. The HPV school vaccination program: a discourse analysis of information provided to parents.
James, Melanie. Taylor and Francis; 2017. Autoethnography: the story of 'doing a MOOC' or knowing 'the beast' from within.
James, Melanie. Wiley; 2018. Strategic readiness.
James, Melanie. The strategic construction of intended meaning in Australian public relations campaigns through the use of key messaging and positioning techniques. 2011.
James, Melanie. Queensland University of Technology / ANZCA; 2009. The construction of intended meanings: furthering understanding of the purpose of public relations.
Robson, Prue, James, Melanie. Deakin University; 2011. Trialling PR2.0: an exploratory study of the non-capital city practitioner's social media use.
Fulton, Janet, Scott, Paul, James, Melanie, Sandner, Judith. Australian and New Zealand Communication Association (ANZCA); 2017. A WIL and a way: integrating authentic learning experiences to develop work-ready communication students.