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The Public Relations Strategic Toolkit: An Essential Guide to Successful Public Relations Practice

Autor Alison Theaker, Heather Yaxley
en Limba Engleză Paperback – 19 oct 2017
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.
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Specificații

ISBN-13: 9781138678675
ISBN-10: 1138678678
Pagini: 430
Ilustrații: 10 Tables, black and white; 32 Line drawings, black and white; 16 Halftones, black and white
Dimensiuni: 174 x 246 x 28 mm
Greutate: 0.78 kg
Ediția:2 ed
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Undergraduate

Cuprins

List of figures List of tables Acknowledgements Part 1: The Profession Introduction Alison Theaker 1. What is public relations? Alison Theaker 2. What do PR practitioners do? Alison Theaker 3. The PR industry and careers in it Alison Theaker 4. Professionalism and trends in PR Alison Theaker Part II: Public relations planning Introduction Heather Yaxley 5. Situational analysis Heather Yaxley 6. Understanding public psychology Heather Yaxley 7. Setting objectives Heather Yaxley 8. Strategic campaign execution Heather Yaxley 9. Budgeting and resourcing Heather Yaxley 10. Monitoring and evaluation Heather Yaxley Outro Part III Corporate communications Introduction Heather Yaxley 11. Brand management Alison Theaker 12. Effective media relations Alison Theaker 13. Risk, incidents, issues and crisis management Heather Yaxley 14. Corporate social responsibility Alison Theaker 15. International considerations Alison Theaker 16. Digital Public Relations Heather Yaxley Part IV Stakeholder engagement Introduction Alison Theaker 17. Political relations Heather Yaxley 18. Financial and investor relations Heather Yaxley 19. Internal communications Alison Theaker 20. Inter-organisational relationships Heather Yaxley 21. Community Relations Alison Theaker 22. Consumer public relations Alison Theaker Appendix Bibliography Index

Recenzii

‘Public relations is a global business, increasing in scope, scale and influence. It’s 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

Descriere

The Public Relations Strategic Toolkit, Second edition presents readers with essential guidance on developing public relations skills across the key themes of planning, corporate communications, and stakeholder engagement, as well as giving in depth coverage of professional practice.