The PR Professional's Handbook
Powerful, Practical Communications
(Sprache: Englisch)
At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to...
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At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function. The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing, writing and presenting projects of different shapes and sizes, the book covers the role and importance of public relations and communications in organizations, addressing, in full, key theories for PR, skills and disciplines, channels and creativity.
About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.
Inhaltsverzeichnis zu „The PR Professional's Handbook “
Foreword
Introduction
01 The role and importance of public relations in organizations
Why organizations must communicate
A short history of public relations
Where are we now?
The Edelman Trust Barometer
02 Key theories for public relations practitioners
Theory 1 - Shannon and Weaver - the 'transmission' model of communications
Theory 2 - James Carey - transportation/communications links
Theory 3 - Grunig and Hunt's four models for public relations
Theory 4 - Robert Cialdini and infl uence
Theory 5 - Patrick Jackson and others - the 'people change ladder'
Theory 6 - Mendelsohn's 'Three Assumptions' for success
Theory 7 - hierarchy of effects theory of persuasion
Theory 8 - Elaboration Likelihood Model (ELM)
Theory 9 - Emotional Intelligence (EI)
Theory 10 - Public relations as diplomacy
Theory 11 - the rhetorical and ethical orientation of PR
Theory 12 - Postmodernist PR theory
03 The professional public relations practitioner
Working as a communications /PR professional
Personal qualities and professional/business skills
Getting started in communications
Where will I work?
Training and qualifi cations in public relations
Client/consultancy contracts
Taking care of yourself
04 Planning and evaluating public relations
Communications planning - writing a brief
Best practice in communications planning
Planning and evaluating PR
05 Public relations, marketing and related disciplines
Definitions of marketing
What is the Marketing Mix?
Is it seven Ps now?
Three new Ps for the 21st century (and all because of Web 2:0)
Marketing, communications and customer-relationship management
06 Understanding audiences
Definitions
Introduction
Thinking about stakeholders
From stakeholder to target audience
Collecting the right data
Types of research
Psychological insight
Erik Erikson and life stages
Myers-Briggs Type
... mehr
Indicator® (MBTI®)
Neuro-Linguistic Programming for public relations practitioners
Drawing this all together - developing strategies for public relations
07 Using the right communications channels and tactics
Channels for impact
Digital
Traditional (aka elite) media
Ethics the media-post-Leves on... where now?
Face-to-face
Print
Further reading
08 Creativity in public relations
Big ideas about creativity
The creative process
Twelve ways to wake up your creativity and solve problems
Summary
09 Visual communications
Photography for PR
Visual aids
Briefi ng designers
What does your typeface say about you?
10 Public relations for issues, incidents and crises
Introduction
Definitions
Risk audit and analysis
A word on 'wicked problems'
Issues Management
The Lifecycle of an issue
Crisis management
One final point
Evaluating issues and crisis management
Further reading
11 Essential skills for the PR practitioner
Introduction
Writing
Further reading
Interpersonal skills - and briefing skills
Body language as a key part of communications
Presentation skills
Afterword
Appendix 1: Chartered Institute of Public Relations Code of Conduct and Complaints Procedure Appendix 2: Cross cultural communications
Bibliography
Index
Neuro-Linguistic Programming for public relations practitioners
Drawing this all together - developing strategies for public relations
07 Using the right communications channels and tactics
Channels for impact
Digital
Traditional (aka elite) media
Ethics the media-post-Leves on... where now?
Face-to-face
Further reading
08 Creativity in public relations
Big ideas about creativity
The creative process
Twelve ways to wake up your creativity and solve problems
Summary
09 Visual communications
Photography for PR
Visual aids
Briefi ng designers
What does your typeface say about you?
10 Public relations for issues, incidents and crises
Introduction
Definitions
Risk audit and analysis
A word on 'wicked problems'
Issues Management
The Lifecycle of an issue
Crisis management
One final point
Evaluating issues and crisis management
Further reading
11 Essential skills for the PR practitioner
Introduction
Writing
Further reading
Interpersonal skills - and briefing skills
Body language as a key part of communications
Presentation skills
Afterword
Appendix 1: Chartered Institute of Public Relations Code of Conduct and Complaints Procedure Appendix 2: Cross cultural communications
Bibliography
Index
... weniger
Autoren-Porträt von Caroline Black
Caroline Black is a highly experienced corporate, consumer, business-to-business and crisis management communications professional. She has worked with large private-sector organizations, government departments, educational establishments and non-profits. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consulting company.
Bibliographische Angaben
- Autor: Caroline Black
- 378 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749468424
- ISBN-13: 9780749468422
- Erscheinungsdatum: 01.04.2014
Sprache:
Englisch
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