| |
Description: In the world of business, public relations affects all types of organization, however large or small, commercial or non-commercial. In this practical guide, Philip Henslowe, a public relations expert, takes the reader through the process of creating a PR campaign. He provides a valuable overview of the main areas of work involved, including:
¢ planning and outsourcing;
¢ business writing;
¢ working with printers, photographers and designers;
¢ promotions, functions and other events;
¢ crisis management;
¢ new developments in technology;
¢ assessment and evaluation.
This fully updated second edition now includes new information on professional advisers, spin doctors, PR in local government, financial PR, the advent of corporate social responsibility, and developments in technology.
Public Relations: A Practical Guide to the Basics is endorsed by the Chartered Institute of Public Relations as a start-up guide to PR. Ideal too for the small or developing business, the book will serve as an indispensable reference tool for PR and non-PR professionals.
Contents: Communication and the roles of public relations ¢ Introduction ¢ Communication ¢ Corporate communication ¢ Corporate social responsibility ¢ Publicity ¢ Images ¢ Knowledge and understanding ¢ Interest ¢ Acceptance ¢ Sympathy ¢ External public relations sources ¢ Introduction ¢ Consultancies ¢ Why use a consultancy? ¢ Types of consultancy ¢ Advantages of using a consultancy ¢ Disadvantages of using a consultancy ¢ Mixing and matching ¢ Ethics and the law ¢ Ethics ¢ Codes of conduct ¢ The law ¢ Copyright law ¢ Working with suppliers ¢ The brief ¢ The contract or agreement ¢ Timetabling ¢ Costings ¢ Progress chasing ¢ Working with publishers ¢ The brief ¢ The contract ¢ The manuscript ¢ Promotion and distribution ¢ Working with printers ¢ Background ¢ The brief and the contract ¢ Illustrations ¢ Paper specification ¢ Working with photographers ¢ Choosing a photographer ¢ Photographic libraries ¢ Colour or black and white? ¢ Location and studio work ¢ Contact sheets, transparencies or digital? ¢ Special effects ¢ Assignment of copyright ¢ Reproduction studios ¢ Working with designers ¢ Background ¢ Desktop publishing ¢ The brief ¢ The work ¢ Conclusion ¢ Making videos ¢ Introduction ¢ The film makers ¢ Costs ¢ The concept ¢ The script ¢ Filming ¢ Post-production ¢ Exhibitions and other events ¢ Exhibitions and trade fairs ¢ Support at the stand ¢ Setting up and running your own stand ¢ Organizing an exhibition ¢ Conclusion ¢ Promotions and functions ¢ Venues ¢ The programme ¢ The characteristics and categories of events ¢ Visits ¢ VIP visits ¢ Royal visits ¢ Sponsorship and educational activities ¢ Patronage ¢ Sponsorship ¢ Why sponsor? ¢ Forms of sponsorship ¢ The National Lottery ¢ Evaluation ¢ Business writing ¢ General rules ¢ Reports and proposals ¢ Memoranda ¢ Minutes ¢ Feature articles ¢ Crisis management ¢ What is crisis management? ¢ How to cope ¢ After it is over ¢ Working with the media ¢ Impact ¢ Audience ¢ Television ¢ Radio ¢ Teletext and Ceefax ¢ Television News Release Limited (TNR) ¢ External media support ¢ Distribution ¢ Broadcast media ¢ Monitoring and evaluation ¢ Editorial support ¢ Integrated Services Digital Network ¢ More information ¢ Planning and programming ¢ Why have a programme? ¢ The programme ¢ How to plan the programme ¢ Assessment and evaluation ¢ Assessment ¢ Evaluation ¢ Conclusion ¢ Conclusion
About the Author: Philip Henslowe is a Fellow of the Chartered Institute of Public Relations and was chairman of the CIPR Education and Training Committee from 1988 to 1990 and from 1996 to 1997. Also a Fellow of the Communication, Advertising & Marketing (CAM) Foundation, he has taught and lectured on public relations over many years at the University of Central England, Napier University, and at Matthew Boulton College in Birmingham. He has also run training courses for housing associations, NHS Trusts, and a number of foreign, governmental and commercial organizations.
Target Audience: PR and non-PR professionals.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9788175543416
|
| |
Pages : 160
|