Theaker / Yaxley The Public Relations Strategic Toolkit

An Essential Guide to Successful Public Relations Practice
2. Auflage 2017
ISBN: 978-1-317-19272-5
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 430 Seiten

The Public Relations Strategic Toolkit, Second edition presents readers with essential guidance on developing public relations skills across the key themes of planning, corporate communications, and stakeholder engagement, as well as giving in depth coverage of professional practice. A range of supporting key features are included to aid classroom use and self-study, including updated case studies on a range of different public relations campaigns, Talking, Action and Reading Points throughout each chapter offering opportunities for further discussion, reading and study, as well as profiles offering a examples of the day in the life of industry professional, and new examples and definitions.

Autoren/Hrsg.

Theaker, Alison

Yaxley, Heather

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften

Inhaltsverzeichnis

Part I The Profession Introduction 1. What is public relations? 2. What do PR practitioners do? 3. The PR industry and careers in it 4. Professionalism and trends in PR Part II Public relations planning Introduction 5. Situational analysis 6. Understanding public psychology 7. Setting objectives 8. Strategic execution 9. Budgeting and resourcing 10. Monitoring and evaluation Outro Part III Corporate communications Introduction 11. Brand management 12. Effective media relations 13. Risk, incidents, issues and crisis management 14. Corporate social responsibility 15. International considerations 16. Automated Public Relations Part IV Stakeholder engagement Introduction 17. Political relations 18. Financial and investor relations 19. Internal communications 20. Business to Business 21. Community Relations 22. Consumer public relations Appendix

Über Autor(innen)

Alison Theaker has taught public relations and integrated marketing communications in the UK and the USA and has over 15 years of teaching experience. She is the author of bestselling textbooks The Public Relations Handbook (4th ed, 2012) and Effective Media Relations (3rd ed, 2005). She now runs her own business, The Spark, offering bespoke PR coaching.

Heather Yaxley established Applause Consultancy in 2000 to offer a range of services that help clients challenge their thinking about public relations, communications and relationship strategies. Clients have included, amongst others, the Coca Cola Company, npower renewables, Corus, and General Motors. She lecturers at Bournemouth University in PR and Marketing as well as being external examiner for the CIPR Foundation Introductory Award in PR.