This second edition of Frank Jefkins' definitive guide to public relations management has been extensively revised to include references to changes in the 1990's, especially regarding the media, uses of video, new codes of practice, the recent research findings of numerous PR bodies and export implications. 'Public Relations Techniques' gives a comprehensive picture of the role of public relations in commercial and non-commercial organisations. As recipient of the Stephen Tallents Medal of the Institute of Public Relations for `exceptional achievement in, and contribution to public relations practice' Frank Jefkins is uniquely qualified to write this comprehensive, detailed and practical book covering all aspects of public relations. The new edition now covers the two CAM Diploma PR papers and includes past examination papers.
Recenzijas
'Supplemented with codes of practice, addresses of relevant societies and educational organisations and services available to the industry, Public Relations Techniques is not simply a textbook but an essential reference work for the desk of every PR executive.' Despatches, Spring '96
PLANNING AND MANAGEMENT: In-house PR departments and PR consultancies;
Writing reports and proposals; Managing planned PR programmes; Appreciation
of the situation; Determining objectives; Defining publics; Selecting PR
media; Budgeting; Assessing results; MEDIA RELATIONS: Role of the press
officer; Writing news releases; Writing feature articles; Presentation of
press material; Organizing PR functions and events; Broadcast material and
opportunities for PR; Photographs and captions; Working with the printer; THE
MEDIA OF COMMUNICATION: The press; Broadcasting; Overseas Media; Video and
visual aids; Seminars, meetings and conferences; House journals; Exhibitions;
PR literature; The psychology of communication; SPECIAL AREAS OF PUBLIC
RELATIONS: PR and marketing; The corporate image and the corporate identity;
Financial public relations; Internal public relations; Crisis management;
Sponsorship; Corporate and issue advertising; Political and parliamentary
public relations; Pre-selling through market education.
Frank Jefkins was the author of the highly successful text, Public Relations Techniques, on which this book is based. He was highly regarded in the field of public relations, illustrated by his receipt of the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'.
