The Public Relations HandbookPsychology Press, 2004 - Broj stranica: 366 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. |
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 |
| 360 | |
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activities advertising Alastair Campbell approach areas audiences behaviour brand British broadcast campaign cent Centrica channels chapter charity Chryssides clients company's consultancy consumer corporate identity corporate social responsibility Council culture customers Daewoo Diageo discussion effect employees ensure environment ethical evaluation example feedback financial PR global groups Grunig and Hunt impact important industry internal communications intranet investors involved journalists launch lobbying marketing Marks & Spencer mass media media coverage media relations organisation organisation's Parliament political PR practitioners PR Week practice press releases Prince's Trust programmes public relations practitioners Queen Margaret University quoted radio relationships reputation role Scottish Scottish Parliament sector shareholders specialist staff stakeholders strategy suggests survey target television theory tion urban75 VisitBritain