PR today: the authoritative guide to public relations
"A comprehensive textbook, from an established and high profile author team, which offers full coverage of PR theory and strategies, but also gives very practical guidance for anyone in a PR role. The broad coverage tackles the tough issues in the industry, and international case studies are us...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2012
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "A comprehensive textbook, from an established and high profile author team, which offers full coverage of PR theory and strategies, but also gives very practical guidance for anyone in a PR role. The broad coverage tackles the tough issues in the industry, and international case studies are used to demonstrate real-world scenarios"-- |
| Beschreibung: | XXII, 347 S. graph. Darst. |
| ISBN: | 9780230240094 |
Internformat
MARC
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| 520 | 1 | |a "A comprehensive textbook, from an established and high profile author team, which offers full coverage of PR theory and strategies, but also gives very practical guidance for anyone in a PR role. The broad coverage tackles the tough issues in the industry, and international case studies are used to demonstrate real-world scenarios"-- | |
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Datensatz im Suchindex
| _version_ | 1804148723765215232 |
|---|---|
| adam_text | Titel: PR today
Autor: Morris, Trevor
Jahr: 2012
CONTENTS
List of tables ix
list of figures xi
preface xiii
acknowledgements xvii
further reading, its limitations - and how to use this book xix
about the authors xxi
parti theory and analysis 1
chapter 1 understanding public relations 3
what is PR? 4
lessons from history 10
the reputation and image of PR 17
theorising about public relations 24
2 PR ethics 41
PR s ethical dilemmas 42
codes of conduct and PR techniques 47
problems with enforcing codes of PR ethics 57
3 the make-up of the PR industry 63
structure of the industry 64
the consultancy sector 65
the emergence of PR conglomerates 66
in-house PR 70
commercial PR 74
public sector PR 75
not-for-profit/third-sector PR yy
PR specialisms 81
business-to-business PR 87
digital PR 87
celebrity PR 88
4 PR, marketing and advertising 91
what is marketing? 92
what are the marcoms tools? 92
discussion 98
direct mail 99
PR in the marcoms mix 103
5 internal communications 109
what is internal communications and why is it important? 110
top tips for successful internal communications 111
why internal communications raises its own ethical issues 115
6 lobbying, political and government PR 121
lobbying 122
political PR and the role of spin doctors 131
7 PR in the online world 141
digital PR 142
the digital PR model H6
blogs and blogging 148
social networking and twitter 151
top tips on web design 154
digital press releases 156
digital commerce 157
8 corporate social responsibility 161
what is corporate social responsibility? 162
the three dilemmas of CSR 166
9 PR and the law 169
why the law matters 17n
intellectual property and brands 171
defamation 173
other aspects of the law 174
part 2 planning and strategy 177
chapter 10 POSTAR: positioning, objectives, strategy, tactics,
administration, results 179
positioning 181
objectives 187
strategy 190
tactics and creative thinking 210
administration 218
results 224
media analysis and evaluation 230
conclusion 234
part 3 practice 235
chapter 11 presenting, pitching and public speaking 237
making an effective presentation or speech 238
strategies for pitching 245
12 PR media skills 251
understanding the media 252
press releases 254
feature articles and opinion pieces 262
photography and images 264
how to do a media interview 266
selling to the media 268
trading with the media 271
dealing with hostile stories 275
13 event management 279
event planning 280
budgets 282
administration 282
how to socialise effectively 284
14 crisis management 287
what is a crisis? 288
planning for a crisis 289
dealing with a crisis 295
handling the media in a crisis 297
part 4 conclusion 301
chapter 15 public relations: into the future 303
the growth of the PR industry 304
the future for PR 308
what could hold up PR? 311
conclusion 312
how to get a job in PR 317
notes 327
glossary 333
some suggested reading and sources of information,
stimulation and entertainment 337
index 343
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
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| id | DE-604.BV039797368 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:11:40Z |
| institution | BVB |
| isbn | 9780230240094 |
| language | English |
| lccn | 2011034397 |
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| publishDate | 2012 |
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| publishDateSort | 2012 |
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| spelling | Morris, Trevor R. Verfasser aut PR today the authoritative guide to public relations Trevor Morris ; Simon Goldsworthy Basingstoke [u.a.] Palgrave Macmillan 2012 XXII, 347 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier "A comprehensive textbook, from an established and high profile author team, which offers full coverage of PR theory and strategies, but also gives very practical guidance for anyone in a PR role. The broad coverage tackles the tough issues in the industry, and international case studies are used to demonstrate real-world scenarios"-- Public relations Goldsworthy, Simon Verfasser (DE-588)137215185 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024657905&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Morris, Trevor R. Goldsworthy, Simon PR today the authoritative guide to public relations |
| title | PR today the authoritative guide to public relations |
| title_auth | PR today the authoritative guide to public relations |
| title_exact_search | PR today the authoritative guide to public relations |
| title_full | PR today the authoritative guide to public relations Trevor Morris ; Simon Goldsworthy |
| title_fullStr | PR today the authoritative guide to public relations Trevor Morris ; Simon Goldsworthy |
| title_full_unstemmed | PR today the authoritative guide to public relations Trevor Morris ; Simon Goldsworthy |
| title_short | PR today |
| title_sort | pr today the authoritative guide to public relations |
| title_sub | the authoritative guide to public relations |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024657905&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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