ABSTRACT
Public Relations: contemporary issues and techniques offers a definitive guide to public relations management. It provides comprehensive analysis and explanation of a full range of modern PR techniques, spanning both inhouse and agency practice.
The text has involved fundamental restructuring and updating of existing material and the incorporation of the new techniques and strategies, for instance:
* The use of multimedia techniques in PR
* Overseas media and the globalization of media communications
* The latest case examples - notably New Labour's rebranding and media management since 1997, government PR during the 2001 war against Afghanistan, and the 2002 football World Cup
The book presents the core strategies for successful PR combining this with indepth advice on implementation and the everyday techniques that every PR person needs to grasp.
With a range of new user-friendly textual features, the book's practical, how-to focus, wedded to firm theoretical analysis, makes it the ideal text for those studying for professionally accredited examinations such as the IPR, CAM and LCCI awards. It is also a useful aide-memoire for all practising PR professionals.
TABLE OF CONTENTS
part |80 pages
Defining Public Relations
chapter |24 pages
Introduction
chapter |11 pages
The Psychology of Public Relations Communication
chapter |15 pages
Marketing Public Relations
chapter |20 pages
The Public Relations Industry
part |78 pages
Public Relations Planning and Management
chapter |13 pages
Managing Planned Public Relations Programmes
chapter |11 pages
Situation Analysis
chapter |7 pages
Defining Objectives
chapter |11 pages
Defining Publics
chapter |11 pages
Media Selection
chapter |8 pages
Budgeting
chapter |9 pages
Implementation and Control
part |76 pages
Managing Media Relations
chapter |6 pages
The Role of the Press Officer
chapter |4 pages
Writing Reports and Proposals
chapter |14 pages
Writing Press Releases
chapter |7 pages
Writing Feature Articles
chapter |8 pages
Event Management
chapter |15 pages
Broadcasting Public Relations and Funded Television Programmes
chapter |12 pages
Photographs, Captions and Printing
part |63 pages
Communication Media
chapter |17 pages
The Press and Broadcast Sources
chapter |7 pages
Public Relations in Developing Countries
chapter |9 pages
Video, DVD, CD-ROM and the Internet
chapter |13 pages
Seminars, Conferences and Exhibitions
chapter |7 pages
House Journals and Public Relations Literature
part |91 pages
Specialist Public Relations Areas