The Public Relations Handbook

Naslovnica
Psychology Press, 2004 - Broj stranica: 366
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The Public Relations Handbookis a comprehensive and detailed introduction to the theories and practices of the public relations industry. It traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationship with politics, lobbying organizations and journalism, assesses its professionalism and regulation and advises on training and entry into the profession.

The Public Relations Handbookcombines theoretical and organizational frameworks for studying public relations with examples of how the industry works in practice. It draws on a range of promotional strategies and campaigns from businesses and consumer groups including Railtrack, Voice of the Listener and Viewer, Marks and Spencer, Guinness, the Prince's Trust, Esso, Action Cancer and the Metropolitan Police.

The Public Relations Handbookincludes interviews with press officers and PR agents about their examples, press releases and illustrations from a range of campaigns from multinational corporations, local government, small businesses, and charities; specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology, and over twenty illustrations from recent PR campaigns.
 

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Sadržaj

What is public relations?
3
Public relations and communications
18
Public relations politics and the media
32
Public relations and management
48
Professionalism and regulation
66
Strategic public relations
81
Corporate communication
83
Corporate identity
95
An introduction to financial public relations
205
Public sector public relations
218
Consumer public relations
232
Businesstobusiness public relations
249
Using the internet effectively in public relations
256
Shaping the future
283
Changing media
285
Research and evaluation PR grows up?
299

Public affairs and issues management
115
Business ethics public relations and corporate social responsibility
131
Stakeholder public relations
145
Media relations
147
Internal communications
164
Corporate social responsibility in action corporate community involvement and causerelated marketing
183
Future challenges for PR
320
Coping with culture
332
Bibliography
347
Index
360
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O autoru (2004)

Alison Theaker is Head of Education and Training at the Institute of Public Relations and was formerly principal lecturer and course leader in Public Relations at Leeds Business School. In 2002-2003 she taught at Emerson College, in Boston, MA. She is the co-author of Effective Media Relations

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