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| Foreword | |
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| Preface | |
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| Acknowledgements | |
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| Communication and the roles of public relations | |
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| Introduction | |
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| Communication | |
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| Corporate communication | |
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| Corporate social responsibility | |
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| Publicity | |
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| Images | |
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| Knowledge and understanding | |
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| Interest | |
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| Acceptance | |
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| Sympathy | |
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| External public relations sources | |
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| Introduction | |
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| Consultancies | |
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| Why use a consultancy? | |
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| Types of consultancy | |
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| Advantages of using a consultancy | |
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| Disadvantages of using a consultancy | |
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| Mixing and matching | |
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| Ethics and the law | |
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| Ethics | |
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| Codes of conduct | |
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| The law | |
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| Copyright law | |
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| Working with suppliers | |
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| The brief | |
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| The contract or agreement | |
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| Timetabling | |
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| Costings | |
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| Progress chasing | |
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| Working with publishers | |
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| The brief | |
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| The contract | |
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| The manuscript | |
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| Promotion and distribution | |
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| Working with printers | |
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| Background | |
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| The brief and the contract | |
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| Illustrations | |
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| Paper specification | |
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| Working with photographers | |
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| Choosing a photographer | |
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| Photographic libraries | |
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| Colour or black and white? | |
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| Location and studio work | |
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| Contact sheets, transparencies or digital? | |
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| Special effects | |
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| Assignment of copyright | |
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| Reproduction studios | |
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| Working with designers | |
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| Background | |
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| Desktop publishing | |
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| The brief | |
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| The work | |
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| Conclusion | |
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| Making videos | |
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| Introduction | |
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| The film makers | |
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| Costs | |
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| The concept | |
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| The script | |
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| Filming | |
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| Post-production | |
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| Exhibitions and other events | |
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| Exhibitions and trade fairs | |
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| Support at the stand | |
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| Setting up and running your own stand | |
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| Organizing an exhibition | |
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| Conclusion | |
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| Promotions and functions | |
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| Venues | |
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| The programme | |
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| The characteristics and categories of events | |
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| Visits | |
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| VIP visits | |
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| Royal visits | |
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| Sponsorship and educational activities | |
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| Patronage | |
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| Sponsorship | |
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| Why sponsor? | |
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| Forms of sponsorship | |
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| The National Lottery | |
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| Evaluation | |
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| Business writing | |
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| General rules | |
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| Reports and proposals | |
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| Memoranda | |
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| Minutes | |
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| Feature articles | |
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| Crisis management | |
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| What is crisis management? | |
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| How to cope | |
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| After it is over | |
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| Working with the media | |
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| Impact | |
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| Audiences | |
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| Television | |
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| Radio | |
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| Teletext and Ceefax | |
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| Television News Release Limited (TNR) | |
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| External media support | |
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| Distribution | |
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| Broadcast media | |
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| Monitoring and evaluation | |
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| Editorial support | |
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| Integrated Services Digital Network | |
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| More information | |
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| Planning and programming | |
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| Why have a programme? | |
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| The programme | |
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| How to plan the programme | |
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| Assessment and evaluation | |
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| Assessment | |
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| Evaluation | |
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| Conclusion | |
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| Conclusion | |
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| Further reading | |
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| The Institute of Public Relations Code of Professional Conduct | |
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| The law as it affects public relations practitioners | |
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| Model client agreement | |
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| Employment regulations | |
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| Checklist of public relations assistance on the exhibition stand | |
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| Event and conference planning | |
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| Planning guidelines--events | |
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| Planning guidelines--conferences | |
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| VIP visits | |
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| Royal visits | |
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| Written reports | |
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| Agenda format | |
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| Example of layout for an internal paper | |
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| Example of layout for minutes | |
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| Contingency planning for a crisis | |
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| Index | |