The Public Relations Handbook

Naslovnica
Routledge, 2. kol 2004. - Broj stranica: 384
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In this updated edition of the successful Public Relations Handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it; traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes:

  • interviews with press officers and PR agents about their working practices
  • case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police
  • specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology
  • over twenty illustrations from recent PR campaigns.

In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.

 

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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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