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Do you want to learn more about PR?
Would you like to maximise your company`s potential?
Description: Develop Your PR Skills is a simple, straightforward guide to effective public relations. It will help you to gain a quick understanding of the concepts and principles, and learn how to use them in actual business scenarios. It covers
¢ strategic public relations
¢ public relations and the internet
¢ working with the media
¢ how to deal with different stakeholders and customers
¢ dealing with a crisis
¢ using internal communications
¢ using research to get a competitive edge
¢ evaluating the success of your PR
¢ ethics and sustainability
Direct and to the point, each chapter is concise, can stand alone and ends with a summary of key points.
Contents: Public relations in business: an introduction ¢What is PR?; ¢What PR is not¢ Strategy or tactics?¢Legal boundaries ¢ Practical considerations ¢ Summary and activities ¢ Where PR sits with advertising and marketing ¢ PR and advertising ¢What do the marketers think of PR types? ¢ How do marketers use PR? ¢ Summary and activities ¢ Understanding strategic public relations ¢ Planning your PR ¢ Situation analysis, including identifying stakeholders ¢ Setting PR objectives ¢ Developing PR strategies: creating the message ¢ Developing PR tactics ¢ Setting timescales ¢ Allocating resources ¢ Implementing creative ¢ Evaluation and reflection ¢ Summary and activities ¢ Working with the media ¢ Advertising ¢ Media relations ¢ The media ¢ How to gain media coverage ¢ Summary and activities ¢ PR and developments in online communications ¢ Managing your reputation online ¢ How PR uses social media ¢ Challenges in the workplace ¢ Using the internet to gain a competitive advantage ¢ Summary and activities ¢ Stakeholders and customers: how to develop and maximise relations ¢ PR as an internal marketing tool ¢ customer satisfaction ¢ Emotional intelligence ¢ Summary and activities ¢ Crisis, what crisis? ¢ Planning ¢ Who to communicate with during a crisis ¢ Saying sorry.. mea culpa ¢ Being proactive as well as reactive ¢ Never say no comment Talking to the media during a crisis ¢ crisis manuals and simulation ¢ Summary and activities ¢ Internal communications ¢ Controlling the message ¢ Getting to know your employees ¢ Resources for internal communications ¢ Tactics for internalcommunications¢Employee communication needs ¢ Organisational culture ¢ Ethical employers ¢ Summary and activities ¢Getting the facts right: using research to create a competitive edge ¢Types of research ¢Research methods ¢ Create the research plan ¢ Analysing and presenting the findings ¢Summary and activities ¢ How much should good public relations cost? ¢Which marketing strategies do you wish to drive with PR? ¢ How much to invest in PR? ¢ Make sure the chemistry is right ¢ Evaluation ¢ Evaluation of media coverage ¢Summary and activities ¢ PR championing ethics and sustainability ¢The business of business is business...? ¢ Using PR to overcome barriers to sustainability ¢PR as an internal marketing tool ¢Managing change... or is it changing management? ¢ Using support mechanisms ¢ Summary and activities ¢ Answers to questions ¢ References
About the Author: Neil Richardson and Lucy Laville currently teach public relation and marketing at Leeds Business School.They both come from a professional background.Lucy has worked in various senior PR positions across a avariety of sectors. Neil has a vast amount of managerical experience in marketing, sales and customer service. Neil has written Develop Your Marketing Skills, also in the Creating Sucess series (published by Kogan Page)
Target Audience: PR professionals.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749459703
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Pages : 176
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