Despite recent international expansion in the public relations industry, PR is still often regarded as peripheral to the overall tasks of a successful organization. Yet a well-executed public relations programme can play a vital and strategic role within many different types of organizations. "Public Relations In Practice" presents a complete picture of PR work, and provides a guide to its use which will be beneficial to senior company executives, as well as to students and practitioners of PR. The book contains 14 case histories of effective PR campaigns and looks at the strategic thinking that lay behind them. Choosing from a wide range of examples - from British Telecom to Barnardos, from Shell UK to the government of Brunei - it illustrates what public relations can offer a company and the variety of strategic uses to which it can be put.
Barnardos - re-launching Britain's biggest children's charity, John
Williams et al; the launch of the Prudential's corporate identity, Jon White;
cutting the gas bill - a public relations campaign for Sheffield Forgemasters
Holdings, Tony Peck; changing legislation - a lobbying project on behalf of
photographers, Neville Wade and Welbeck Golin-Harris; environmental crisis -
CFC's and the ozone layer - how ICI handled a major public issue, Philip
Dewhurst; Lilley plc - a crisis in confidence, Anne Dunne; the launch of
Ronseal colour palette, Diane Thompson; Rolex accessories designer range,
Bill Daring; the Shell (UK) Livewire scheme, David Budge; British Telecom -
the payphone story, Avril Macdonald; handling the de-regulation issue - a
public relations programme on behalf of the Scottish Bus Group, John Morton;
the international public relations programme on behalf of the government of
Brunei Darussalam, Alan Mole.
