2nd Edition

The Public Relations Strategic Toolkit An Essential Guide to Successful Public Relations Practice

By Alison Theaker, Heather Yaxley Copyright 2018
    430 Pages
    by Routledge

    430 Pages
    by Routledge

    The Public Relations Strategic Toolkit presents guidance to instruct and educate students and professionals of public relations and corporate communications. Alison Theaker and Heather Yaxley cover every aspect of critical practice, including definitions of public relations, key theoretical concepts and both original and established methodological approaches. Case studies and interviews are featured  to provide real-world context and advice for professional development. The new edition is fully revised with brand new case studies and updated content which reflect significant developments in theory and contemporary practice. It puts particular emphasis on the use of technology (including automation) and social media in current public relations planning, corporate communications and stakeholder engagement.

    The book is divided into four parts; covering the profession, public relations planning, corporate communication and stakeholder engagement. Features include:

    • definitions of key terms
    • contemporary case studies
    • interviews with practitioners
    • handy checklists
    • practical activities and assignments.

    By combining theory and practice, with an invaluable insight from experts in the field, this guide will introduce readers to all the professional skills needed for a career in public relations.

    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


    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. 




    ‘Public relations is a global business, increasing in scope, scale and influence. It’s a broad discipline, encompassing practitioners with diverse skillsets, operating in vastly differing environments. The landscape is being transformed by the digital revolution, yet professional PR is firmly rooted in strategic principles. With this update, Theaker and Yaxley serve our community of consultants, students and other stakeholders well. It is a worthy addition to any bookshelf.’

    Jason MacKenzie, President, Chartered Institute of Public Relations, UK

    The Public Relations Strategic Toolkit is a book that student, teacher and practitioner will want to keep close to hand. It's a primer for the public relations industry. It provides a thorough grounding for students, or anyone new to the industry and is an instant aide memoir for experienced practitioners.’

    Stephen Waddington, Partner and Chief Engagement Officer, Ketchum and Visiting Professor, Newcastle University, UK