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The PR Professional's Handbook

Book Description

At a time when rapid changes in communications technology are having a major impact on the way businesses choose to communicate, more people are having to understand the principles of modern PR and how they can underpin effective business management. Whether as a student (undergraduate or as part of ongoing professional development), consultant or business owner, there are areas of good PR practice that must be followed, while at the same time new channels of communication - notably social media - are creating fresh challenges and opportunities. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the PR function, as well as a full breakdown on the individual skills required in briefing, writing and presenting. The book covers the role and importance of PR and communications in organisations, key theories for PR, skills and disciplines, channels and creativity.

Table of Contents

  1. Foreword
  2. Introduction
  3. 01   The role and importance of public relations
  4. Why organizations communicate
  5. A short history of communications
  6. Where are we now?
  7. The Edelman Trust Barometer
  8. Conclusion
  9. 02    Key theories for public relations practitioners
  10. Theory 1 – Shannon and Weaver – the ‘transmission’ model of communications
  11. Theory 2 – James Carey – transportation/communications links
  12. Theory 3 – Grunig and Hunt’s four models for public relations
  13. Theory 4 – Robert Cialdini and influence
  14. Theory 5 – Patrick Jackson and others – the ‘people change ladder’
  15. Theory 6 – Mendelsohn’s ‘Three Assumptions’ for success
  16. Theory 7 – hierarchy of effects theory of persuasion
  17. Theory 8 – Elaboration Likelihood Model (ELM)
  18. Theory 9 – emotional intelligence (EI)
  19. Theory 10 – public relations as diplomacy
  20. Theory 11 – the rhetorical and ethical orientation of PR
  21. Theory 12 – postmodernist PR theory
  22. 03   The professional public relations practitioner
  23. Working as a communications/PR professional
  24. Personal qualities and professional/business skills
  25. Getting started in communications
  26. Where will I work?
  27. Training and qualifications in public relations
  28. Client/consultancy contracts
  29. Taking care of yourself
  30. 04    Planning and evaluating public relations
  31. Communications planning – writing a brief
  32. Best practice in communications planning
  33. Planning and evaluating PR
  34. 05    Public relations, marketing and related disciplines
  35. Definitions of marketing
  36. What is the marketing mix?
  37. Is it seven Ps now?
  38. Three new Ps for the 21st century (and all because of Web 2:0)
  39. Marketing, communications and customer-relationship management
  40. 06    Understanding audiences
  41. Definitions
  42. Introduction
  43. Thinking about stakeholders
  44. From stakeholder to target audience
  45. Collecting the right data
  46. Types of research
  47. Four common mistakes organizations make when undertaking research
  48. Psychological insight
  49. Erik Erikson and life stages
  50. Myers-Briggs Type Indicator® (MBTI®)
  51. Neuro-Linguistic Programming for public relations practitioners
  52. Drawing this all together – developing strategies for public relations
  53. 07    Using the right communications channels and tactics
  54. Channels for impact
  55. Digital
  56. Traditional (aka elite) media
  57. Ethics and the media – post-Leveson... where now?
  58. Face-to-face
  59. Print
  60. Further reading
  61. 08    Creativity in public relations
  62. Big ideas about creativity
  63. The creative process
  64. Twelve ways to wake up your creativity and solve problems
  65. Summary
  66. 09    Visual communications
  67. Photography for PR
  68. Visual aids
  69. Briefing designers
  70. What does your typeface say about you?
  71. 10    Public relations essentials for issues, incidents and crises
  72. Introduction
  73. Definitions
  74. Risk audit and analysis
  75. A word on ‘wicked problems’
  76. Issues management
  77. The lifecycle of an issue
  78. Crisis management
  79. One final point
  80. Evaluating issues and crisis management
  81. Further reading
  82. 11    Essential skills for the PR practitioner
  83. Introduction
  84. Writing
  85. Further reading
  86. Interpersonal skills – and briefing skills
  87. Body language as a key part of communications
  88. Presentation skills
  89. Afterword
  90. Appendix 1: Chartered Institute of Public Relations Code of Conduct and Complaints Procedure
  91. Appendix 2: Cross-cultural communications
  92. References, sources and further reading
  93. Index