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