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
Foreword; Preface; About the authors; Acknowledgements; Defining public relations - Introduction; The psychology of public relations communication; Marketing public relations; The public relations industry; Interview with Kevin Moloney; Public relations planning and management - Managing planned public relations programmes; Situation analysis; Defining objectives; Defining publics; Media selection; Budgeting; Implementation and control; Interview with Marie Owens; Managing Media Relations - The role of the press officer; Writing reports and proposals; Writing press releases; Writing feature articles; Event management; Broadcasting public relations and funded television programmes; Photographs, captions and printing; Interview with Sir Bernhard Ingham; Communication media - The press and broadcast sources; Public relations in developing countries; Video, DVD, CD-Rom and the Internet; Seminars, conferences and exhibitions; House journals and public relations literature; Interview with Richard Quest; Specialist public relations areas - Financial public relations; Internal public relations; Crisis management; Sponsorship; Corporate image, identity and advertising; Public relations in political context; Interview with Dianne Thompson; Appendices; References; Index.