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E-grāmata: Public Relations

4.20/5 (5 ratings by Goodreads)
(University of Liverpool, UK), ,
  • Formāts: 456 pages
  • Izdošanas datums: 07-Jun-2007
  • Izdevniecība: Routledge
  • Valoda: eng
  • ISBN-13: 9781136370779
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Public RelationsPalielināt
  • Formāts: 456 pages
  • Izdošanas datums: 07-Jun-2007
  • Izdevniecība: Routledge
  • Valoda: eng
  • ISBN-13: 9781136370779
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Public Relations: contemporary issues and techniques offers a definitive guide to public relations management. It provides comprehensive analysis and explanation of a full range of modern PR techniques, spanning both inhouse and agency practice.

The text has involved fundamental restructuring and updating of existing material and the incorporation of the new techniques and strategies, for instance:

* The use of multimedia techniques in PR
* Overseas media and the globalization of media communications
* The latest case examples - notably New Labour's rebranding and media management since 1997, government PR during the 2001 war against Afghanistan, and the 2002 football World Cup

The book presents the core strategies for successful PR combining this with indepth advice on implementation and the everyday techniques that every PR person needs to grasp.

With a range of new user-friendly textual features, the book's practical, how-to focus, wedded to firm theoretical analysis, makes it the ideal text for those studying for professionally accredited examinations such as the IPR, CAM and LCCI awards. It is also a useful aide-memoire for all practising PR professionals.
Foreword ix
Preface xi
About the authors xv
Acknowledgements xix
Part 1 Defining Public Relations
1(80)
1 Introduction
3(24)
2 The psychology of public relations communication
27(11)
3 Marketing public relations
38(15)
4 The public relations industry
53(28)
Interview Sketch 1 Defining public relations, with Kevin Moloney Principal Lecturer in PR, Bournemouth Media School
73(8)
Part 2 Public Relations Planning and Management
81(78)
5 Managing planned public relations programmes
83(13)
6 Situation analysis
96(11)
7 Defining objectives
107(7)
8 Defining publics
114(11)
9 Media selection
125(11)
10 Budgeting
136(8)
11 Implementation and control
144(15)
Interview Sketch 2 Planning a public relations campaign, with Marie Owens, Director of Communications, Middlesex University
153(6)
Part 3 Managing Media Relations
159(76)
12 The role of the press officer
161(6)
13 Writing reports and proposals
167(4)
14 Writing press releases
171(14)
15 Writing feature articles
185(7)
16 Event management
192(8)
17 Broadcasting public relations and funded television programmes
200(15)
18 Photographs, captions and printing
215(20)
Interview Sketch 3 Managing media relations, with Sir Bernard Ingham, Bernard Ingham Communications
227(8)
Part 4 Communication Media
235(64)
19 The press and broadcast sources
237(17)
20 Public relations in developing countries
254(7)
21 Video, DVD, CD-ROM and the Internet
261(9)
22 Seminars, conferences and exhibitions
270(13)
23 House journals and public relations literature
283(16)
Interview Sketch 4 The changing nature of media, with Richard Quest, CNN
290(9)
Part 5 Specialist Public Relations Areas
299(92)
24 Financial public relations
301(11)
25 Internal public relations
312(13)
26 Crisis management
325(13)
27 Sponsorship
338(16)
28 Corporate image, identity and advertising
354(17)
29 Public relations in political context
371(20)
Interview Sketch 5 The role of lobbying, with Dianne Thompson, Chief Executive, Camelot Group pic
383(8)
Appendix 1 IPR Code of Conduct 391(19)
Appendix 2 Global Protocol on Public Relations Protocol - Summer 2002 410(3)
References 413(8)
Index 421
Paul Baines, John Egan, Frank Jefkins
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