The public relations strategic toolkit : an essential guide to successful public relations practice

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Title:

Author:

Theaker, Alison.

ISBN:

9780415676472

9780415676489

9780203143650

Personal Author:

Theaker, Alison.

Edition:

1st ed.

Publication Information:

New York, NY : Routledge, 2013.

Physical Description:

xiv, 386 p. : ill. ; 26 cm.

Contents:

The profession -- What is public relations? / Alison Theaker -- What do pr practitioners do? / Alison Theaker -- The pr industry and careers in it / Alison Theaker -- Professionalism and trends in pr / Alison Theaker -- Situational analysis / Heather Yaxley -- Understanding public psychology / Heather Yaxley -- Public relations planning -- Setting objectives / Heather Yaxley -- Strategic campaign execution / Heather Yaxley -- Budgeting and resourcing / Heather Yaxley -- Monitoring and evaluation / Heather Yaxley -- Brand management / Alison Theaker -- Effective media relations / Alison Theaker -- Corporate communications -- Risk, incidents, issues and crisis management / Heather Yaxley -- Corporate social responsibility / Alison Theaker -- International considerations / Alison Theaker -- Digital public relations / Heather Yaxley -- Political relations / Heather Yaxley -- Financial and investor relations / Heather Yaxley -- Stakeholder engagement -- Internal communications / Alison Theaker -- Business to business / Heather Yaxley -- Community relations / Alison Theaker -- Consumer public relations / Alison Theaker -- Appendices -- Index.

Subject Term:

Corporations -- Public relations.

Business communication.

Added Author:

Yaxley, Heather, 1971-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025567583	659.2 T374P 2013	1	Searching... Unknown

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Summary

The Public Relations Strategic Toolkitprovides a structured approach to understanding public relations and corporate communications. The focus is on professional skills development as well as approaches that are widely recognised as 'best practice'. Original methods are considered alongside well established procedures to ensure the changing requirements of contemporary practice are reflected.

Split into four parts covering the public relations profession, campaign planning, corporate communication and stakeholder engagement, this textbook covers everything involved in the critical practice of public relations in an accessible manner. Features include:

definitions of key terms contemporary case studies insight from practitioners handy checklists practical activities and assignments

Covering the practicalities of using traditional and social media as well as international considerations, ethics, and PR within contexts from politics to charities, this guide gives you all the critical and practical skills you need to introduce you to a career in public relations.