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Author Black, Caroline, 1956- author.

Title The PR professional's handbook : powerful, practical communications / Caroline Black.

Publication Info. London : Kogan Page, 2014.

Item Status

Description 1 online resource.
Series PR in practice
PR in practice series.
Summary 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.
Bibliography Includes bibliographical references and index.
Contents 01.The role and importance of public relations in organizations -- Why organizations communicate -- A short history of communications -- Where are we now? -- The Edelman Trust Barometer -- Conclusion -- 02.Key theories for public relations practitioners -- Theory 1 Shannon and Weaver -- the t̀ransmission' model of communications -- Theory 2 James Carey -- transportation/communications links -- Theory 3 Grunig and Hunt's four models for public relations -- Theory 4 Robert Cialdini and influence -- Theory 5 Patrick Jackson and others -- the p̀eople change ladder' -- Theory 6 Mendelsohn's T̀hree Assumptions' for success -- Theory 7 Hierarchy of effects theory of persuasion -- Theory 8 Elaboration Likelihood Model (ELM) -- Theory 9 Emotional intelligence (EI) -- Theory 10 Public relations as diplomacy -- Theory 11 The rhetorical and ethical orientation of PR -- Theory 12 Postmodernist PR theory -- 03.The professional public relations practitioner
Working as a communications/PR professional -- Personal qualities and professional/business skills -- Getting started in communications -- Where will I work? -- Training and qualifications in public relations -- Client/consultancy contracts -- Taking care of yourself -- 04.Planning and evaluating public relations -- Communications planning -- writing a brief -- Best practice in communications planning -- Planning and evaluating PR -- 05.Public relations, marketing and related disciplines -- Definitions of marketing -- What is the marketing mix? -- Is it seven Ps now? -- Three new Ps for the 21st century (and all because of Web 2:0) -- Marketing, communications and customer-relationship management -- 06.Understanding audiences -- Definitions -- Introduction -- Thinking about stakeholders -- From stakeholder to target audience -- Collecting the right data -- Types of research -- Four common mistakes organizations make when undertaking research
Psychological insight -- Erik Erikson and life stages -- Myers-Briggs Type Indicator® (MBTI®) -- Neuro-Linguistic Programming for public relations practitioners -- Drawing this all together -- developing strategies for public relations -- 07.Using the right communications channels and tactics -- Channels for impact -- Digital -- Traditional (aka elite) media -- Ethics and the media -- post-Leveson... where now? -- Face-to-face -- Print -- Further reading -- 08.Creativity in public relations -- Big ideas about creativity -- The creative process -- Twelve ways to wake up your creativity and solve problems -- Summary -- 09.Visual communications -- Photography for PR -- Visual aids -- Briefing designers -- What does your typeface say about you? -- 10.Public relations essentials for issues, incidents and crises -- Introduction -- Definitions -- Risk audit and analysis -- A word on ẁicked problems' -- Issues management -- The lifecycle of an issue
Crisis management -- One final point -- Evaluating issues and crisis management -- Further reading -- 11.Essential skills for the PR practitioner -- Introduction -- Writing -- Further reading -- Interpersonal skills -- and briefing skills -- Body language as a key part of communications -- Presentation skills.
Local Note eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject Public relations -- Handbooks, manuals, etc.
Communication in organizations -- Handbooks, manuals, etc.
Business communication -- Handbooks, manuals, etc.
Genre/Form Electronic books.
Handbooks and manuals.
Electronic books.
Other Form: Print version: Black, Caroline. PR Professional's Handbook. Kogan Page 2014 1306537819
ISBN 9780749468439 (electronic bk.)
0749468432 (electronic bk.)
1306537819 (electronic bk.)
9781306537810 (electronic bk.)
9780749468422 (pbk.)
0749468424 (pbk.)