At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function. The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing,…mehr
At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function. The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing, writing and presenting projects of different shapes and sizes, the book covers the role and importance of public relations and communications in organizations, addressing, in full, key theories for PR, skills and disciplines, channels and creativity. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Caroline Black is a highly experienced corporate, consumer, business-to-business and crisis management communications professional. She has worked with large private-sector organizations, government departments, educational establishments and non-profits. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consulting company.
Inhaltsangabe
Foreword Introduction 01 The role and importance of public relations in organizations Why organizations must communicate A short history of public relations Where are we now? The Edelman Trust Barometer 02 Key theories for public relations practitioners Theory 1 - Shannon and Weaver - the 'transmission' model of communications Theory 2 - James Carey - transportation/communications links Theory 3 - Grunig and Hunt's four models for public relations Theory 4 - Robert Cialdini and infl uence Theory 5 - Patrick Jackson and others - the 'people change ladder' Theory 6 - Mendelsohn's 'Three Assumptions' for success Theory 7 - hierarchy of effects theory of persuasion Theory 8 - Elaboration Likelihood Model (ELM) Theory 9 - Emotional Intelligence (EI) Theory 10 - Public relations as diplomacy Theory 11 - the rhetorical and ethical orientation of PR Theory 12 - Postmodernist PR theory 03 The professional public relations practitioner Working as a communications /PR professional Personal qualities and professional/business skills Getting started in communications Where will I work? Training and qualifi cations in public relations Client/consultancy contracts Taking care of yourself 04 Planning and evaluating public relations Communications planning - writing a brief Best practice in communications planning Planning and evaluating PR 05 Public relations, marketing and related disciplines Definitions of marketing What is the Marketing Mix? Is it seven Ps now? Three new Ps for the 21st century (and all because of Web 2:0) Marketing, communications and customer-relationship management 06 Understanding audiences Definitions Introduction Thinking about stakeholders From stakeholder to target audience Collecting the right data Types of research Psychological insight Erik Erikson and life stages Myers-Briggs Type Indicator® (MBTI®) Neuro-Linguistic Programming for public relations practitioners Drawing this all together - developing strategies for public relations 07 Using the right communications channels and tactics Channels for impact Digital Traditional (aka elite) media Ethics the media-post-Leves on... where now? Face-to-face Print Further reading 08 Creativity in public relations Big ideas about creativity The creative process Twelve ways to wake up your creativity and solve problems Summary 09 Visual communications Photography for PR Visual aids Briefi ng designers What does your typeface say about you? 10 Public relations for issues, incidents and crises Introduction Definitions Risk audit and analysis A word on 'wicked problems' Issues Management The Lifecycle of an issue Crisis management One final point Evaluating issues and crisis management Further reading 11 Essential skills for the PR practitioner Introduction Writing Further reading Interpersonal skills - and briefing skills Body language as a key part of communications Presentation skills Afterword Appendix 1: Chartered Institute of Public Relations Code of Conduct and Complaints Procedure Appendix 2: Cross cultural communications Bibliography Index
Foreword Introduction 01 The role and importance of public relations in organizations Why organizations must communicate A short history of public relations Where are we now? The Edelman Trust Barometer 02 Key theories for public relations practitioners Theory 1 - Shannon and Weaver - the 'transmission' model of communications Theory 2 - James Carey - transportation/communications links Theory 3 - Grunig and Hunt's four models for public relations Theory 4 - Robert Cialdini and infl uence Theory 5 - Patrick Jackson and others - the 'people change ladder' Theory 6 - Mendelsohn's 'Three Assumptions' for success Theory 7 - hierarchy of effects theory of persuasion Theory 8 - Elaboration Likelihood Model (ELM) Theory 9 - Emotional Intelligence (EI) Theory 10 - Public relations as diplomacy Theory 11 - the rhetorical and ethical orientation of PR Theory 12 - Postmodernist PR theory 03 The professional public relations practitioner Working as a communications /PR professional Personal qualities and professional/business skills Getting started in communications Where will I work? Training and qualifi cations in public relations Client/consultancy contracts Taking care of yourself 04 Planning and evaluating public relations Communications planning - writing a brief Best practice in communications planning Planning and evaluating PR 05 Public relations, marketing and related disciplines Definitions of marketing What is the Marketing Mix? Is it seven Ps now? Three new Ps for the 21st century (and all because of Web 2:0) Marketing, communications and customer-relationship management 06 Understanding audiences Definitions Introduction Thinking about stakeholders From stakeholder to target audience Collecting the right data Types of research Psychological insight Erik Erikson and life stages Myers-Briggs Type Indicator® (MBTI®) Neuro-Linguistic Programming for public relations practitioners Drawing this all together - developing strategies for public relations 07 Using the right communications channels and tactics Channels for impact Digital Traditional (aka elite) media Ethics the media-post-Leves on... where now? Face-to-face Print Further reading 08 Creativity in public relations Big ideas about creativity The creative process Twelve ways to wake up your creativity and solve problems Summary 09 Visual communications Photography for PR Visual aids Briefi ng designers What does your typeface say about you? 10 Public relations for issues, incidents and crises Introduction Definitions Risk audit and analysis A word on 'wicked problems' Issues Management The Lifecycle of an issue Crisis management One final point Evaluating issues and crisis management Further reading 11 Essential skills for the PR practitioner Introduction Writing Further reading Interpersonal skills - and briefing skills Body language as a key part of communications Presentation skills Afterword Appendix 1: Chartered Institute of Public Relations Code of Conduct and Complaints Procedure Appendix 2: Cross cultural communications Bibliography Index
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