Alison Theaker, Heather Yaxley

The Public Relations Strategic Toolkit (eBook, ePUB)

An Essential Guide to Successful Public Relations Practice

• Format: ePub

Produktbeschreibung

The Public Relations Strategic Toolkit, Second edition presents readers with essential guidance on developing public relations skills across the key themes of planning, corporate communications, and stakeholder engagement, as well as giving in depth coverage of professional practice.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 430
• Erscheinungstermin: 12. Oktober 2017
• Englisch
• ISBN-13: 9781317192725
• Artikelnr.: 49994118

Autorenporträt

Alison Theaker has over 30 years' experience in public relations as a practitioner, academic and author. She has taught public relations, marketing communications and management in the UK and US. She is the editor of bestselling textbook, The Public Relations Handbook. A Fellow of the Chartered Institute of Public Relations (CIPR), she now runs her own business coaching and training consultancy, The Spark, as well as continuing to teach at undergraduate and postgraduate level for Birmingham City University and Plymouth University, UK.

Heather Yaxley is a is a rhizomatic academic-educator-consultant-practitioner with a range of interests across public relations, reflective practice and sustainable professional development. She is a CIPR Fellow and Accredited Practitioner, as well as an honorary member and director of the Motor Industry Public Affairs Association Ltd. In 2017, Heather completed her PhD at Bournemouth University researching career strategies within public relations. She is an experienced university lecturer, a course director for the CIPR qualifications with PR Academy and her academic work has been extensively published. Heather works closely with a number of clients having established Applause Consultancy in 2000. She blogs at PR Conversations and participates in social media under the name Greenbanana.

Inhaltsangabe

List of figures List of tables Acknowledgements Part 1: The Profession
Introduction Alison Theaker 1. What is public relations? Alison Theaker 2.
What do PR practitioners do? Alison Theaker 3. The PR industry and careers
in it Alison Theaker 4. Professionalism and trends in PR Alison Theaker
Part II: Public relations planning Introduction Heather Yaxley 5.
Situational analysis Heather Yaxley 6. Understanding public psychology
Heather Yaxley 7. Setting objectives Heather Yaxley 8. Strategic campaign
execution Heather Yaxley 9. Budgeting and resourcing Heather Yaxley 10.
Monitoring and evaluation Heather Yaxley Outro Part III Corporate
communications Introduction Heather Yaxley 11. Brand management Alison
Theaker 12. Effective media relations Alison Theaker 13. Risk, incidents,
issues and crisis management Heather Yaxley 14. Corporate social
responsibility Alison Theaker 15. International considerations Alison
Theaker 16. Digital Public Relations Heather Yaxley Part IV Stakeholder
engagement Introduction Alison Theaker 17. Political relations Heather
Yaxley 18. Financial and investor relations Heather Yaxley 19. Internal
communications Alison Theaker 20. Inter-organisational relationships
Heather Yaxley 21. Community Relations Alison Theaker 22. Consumer public
relations Alison Theaker Appendix Bibliography Index