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Public Relations Strategic Toolkit: An Essential Guide to Successful Public Relations Practice 2nd edition [Mīkstie vāki]

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  • Formāts: Paperback / softback, 418 pages, height x width: 246x174 mm, weight: 776 g, 10 Tables, black and white; 32 Line drawings, black and white; 16 Halftones, black and white
  • Izdošanas datums: 19-Oct-2017
  • Izdevniecība: Routledge
  • ISBN-10: 1138678678
  • ISBN-13: 9781138678675
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  • Cena: 57,31 €
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Public Relations Strategic Toolkit: An Essential Guide to Successful Public Relations Practice 2nd editionPalielināt
  • Formāts: Paperback / softback, 418 pages, height x width: 246x174 mm, weight: 776 g, 10 Tables, black and white; 32 Line drawings, black and white; 16 Halftones, black and white
  • Izdošanas datums: 19-Oct-2017
  • Izdevniecība: Routledge
  • ISBN-10: 1138678678
  • ISBN-13: 9781138678675
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9781138678675.html
Keywords:
The Public Relations Strategic Toolkit presents guidance to instruct and educate students and professionals of public relations and corporate communications. Alison Theaker and Heather Yaxley cover every aspect of critical practice, including definitions of public relations, key theoretical concepts and both original and established methodological approaches. Case studies and interviews are featured to provide real-world context and advice for professional development. The new edition is fully revised with brand new case studies and updated content which reflect significant developments in theory and contemporary practice. It puts particular emphasis on the use of technology (including automation) and social media in current public relations planning, corporate communications and stakeholder engagement.

The book is divided into four parts; covering the profession, public relations planning, corporate communication and stakeholder engagement. Features include:











definitions of key terms





contemporary case studies





interviews with practitioners





handy checklists





practical activities and assignments.

By combining theory and practice, with an invaluable insight from experts in the field, this guide will introduce readers to all the professional skills needed for a career in public relations.

Recenzijas

Public relations is a global business, increasing in scope, scale and influence. Its a broad discipline, encompassing practitioners with diverse skillsets, operating in vastly differing environments. The landscape is being transformed by the digital revolution, yet professional PR is firmly rooted in strategic principles. With this update, Theaker and Yaxley serve our community of consultants, students and other stakeholders well. It is a worthy addition to any bookshelf.

Jason MacKenzie, President, Chartered Institute of Public Relations, UK

The Public Relations Strategic Toolkit is a book that student, teacher and practitioner will want to keep close to hand. It's a primer for the public relations industry. It provides a thorough grounding for students, or anyone new to the industry and is an instant aide memoir for experienced practitioners.

Stephen Waddington, Partner and Chief Engagement Officer, Ketchum and Visiting Professor, Newcastle University, UK

List of figures
viii
List of tables
x
Acknowledgements xi
Part I The profession
1(56)
Introduction
3(2)
Alison Theaker
1 What is public relations?
5(11)
Alison Theaker
2 What do PR practitioners do?
16(12)
Alison Theaker
3 The PR industry and careers in it
28(16)
Alison Theaker
4 Professionalism and trends in PR
44(13)
Alison Theaker
Part II Public relations planning
57(94)
Introduction
59(4)
Heather Yaxley
5 Situational analysis
63(15)
Heather Yaxley
6 Understanding public psychology
78(16)
Heather Yaxley
7 Setting objectives
94(14)
Heather Yaxley
8 Strategic campaign execution
108(14)
Heather Yaxley
9 Budgeting and resourcing
122(14)
Heather Yaxley
10 Monitoring and evaluation
136(15)
Heather Yaxley
Outro
147(4)
Heather Yaxley
Part III Corporate communications
151(96)
Introduction
153(2)
Heather Yaxley
11 Brand management
155(15)
Alison Theaker
12 Effective media relations
170(15)
Alison Theaker
13 Risk, incidents, issues and crisis management
185(16)
Heather Yaxley
14 Corporate social responsibility
201(16)
Alison Theaker
15 International considerations
217(15)
Alison Theaker
16 Digital public relations
232(15)
Heather Yaxley
Part IV Stakeholder engagement
247(104)
Introduction
249(2)
Alison Theaker
17 Political relations
251(18)
Heather Yaxley
18 Financial and investor relations
269(14)
Heather Yaxley
19 Internal communications
283(19)
Alison Theaker
20 Inter-organisational relationships
302(19)
Heather Yaxley
21 Community relations
321(13)
Alison Theaker
22 Consumer public relations
334(17)
Alison Theaker
Appendices 351(31)
Bibliography 382(28)
Index 410
Alison Theaker has over 30 years experience in public relations as a practitioner, academic and author. She has taught public relations, marketing communications and management in the UK and US. She is the editor of bestselling textbook, The Public Relations Handbook. A Fellow of the Chartered Institute of Public Relations (CIPR), she now runs her own business coaching and training consultancy, The Spark, as well as continuing to teach at undergraduate and postgraduate level for Birmingham City University and Plymouth University, UK.



Heather Yaxley is a is a rhizomatic academic-educator-consultant-practitioner with a range of interests across publicrelations, reflective practice and sustainable professional development. She is a CIPR Fellow and Accredited Practitioner, as well as an honorary member and director of the Motor Industry Public Affairs Association Ltd. In 2017, Heather completed her PhD at Bournemouth University researching career strategies within public relations. She is an experienced university lecturer, a course director for the CIPR qualifications with PR Academy and her academic work has been extensively published. Heather works closely with a number of clients having established Applause Consultancy in 2000. She blogs at PR Conversations and participates in social media under the name Greenbanana.