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

ISBN-10: 0415676487

ISBN-13: 9780415676489

Edition: 2013

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Book details

List price: $50.95
Copyright year: 2013
Publisher: Routledge
Publication date: 9/10/2012
Binding: Paperback
Pages: 400
Size: 7.00" wide x 9.75" long x 0.75" tall
Weight: 1.584
Language: English

Alison Theaker worked in in-house PR for eight years and since 1990 has taught public relations at undergraduate and graduate levels in the United Kingdom and United States. She was also the CIPR's first Head of Education from 1998 to 2001.

Alison Theaker has taught public relations and integrated marketing communications in the UK and the USA and has over 15 years of teaching experience. She is the author of bestselling textbooks The Public Relations Handbook (3rd ed, 2007) and Effective Media Relations (3rd ed, 2005). She now runs her own business, The Spark , offering bespoke PR coaching.Heather Yaxley established Applause Consultancy in 2000 to offer a range of services that help clients challenge their thinking about public relations, communications and relationship strategies. Clients have included, amongst others, the Coca Cola Company, npower renewables, Corus, and General Motors. She lecturers at Bournemouth University in PR and Marketing as well as being external examiner for the CIPR Foundation Introductory Award in PR.

List of figures
List of tables
Foreword
Acknowledgements
The profession
Introduction
What is public relations?
What do PR practitioners do?
The PR industry and careers in it
Professionalism and trends in PR
Public relations planning
Introduction
Situational analysis
Understanding public psychology
Setting objectives
Strategic campaign execution
Budgeting and resourcing
Monitoring and evaluation
Outro
Corporate communications
Introduction
Brand management
Effective media relations
Risk, incidents, issues and crisis management
Corporate social responsibility
International considerations
Digital public relations
Stakeholder engagement
Introduction
Political relations
Financial and investor relations
Internal communications
Business to business
Community relations
Consumer public relations
Appendix
Bibliography
Index
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