The public relations strategic toolkit : an essential guide to successful public relations practice / Alison Theaker and Heather Yaxley.
Material type: TextPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2018Copyright date: ©2018Edition: Second editionDescription: xii, 417 pages ; 25 cm. ; pbkISBN:- 9781138678651
- 1138678651
- 9781138678675
- 1138678678
- 9781138678651:
- 659.2 23
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
General Lending | Carlow Campus Library IN PROCESSING | 659.2 (Browse shelf(Opens below)) | Available | 84503 |
Revised edition of the authors' The public relations strategic toolkit, 2012. 29.58 CW808
Includes bibliographical references and index.
[Part 1: The profession] Introduction / Alison Theaker -- What is public relations? / Alison Theaker -- What do pr practitioners do? / Alison Theaker -- The pr industry and careers in it / Alison Theaker -- Professionalism and trends in pr / Alison Theaker.
[Part 2: Public relations planning] Situational analysis / Heather Yaxley -- Understanding public psychology / Heather Yaxley -- Setting objectives / Heather Yaxley -- Strategic campaign execution / Heather Yaxley -- Budgeting and resourcing / Heather Yaxley -- Monitoring and evaluation / Heather Yaxley.
[Part 3: Corporate communications] Brand management / Alison Theaker -- Effective media relations / Alison Theaker -- Risk, incidents, issues and crisis management / Heather Yaxley -- Corporate social responsibility / Alison Theaker -- International considerations / Alison Theaker -- Digital public relations / Heather Yaxley.
[Part 4: Stakeholder engagement] Political relations / Heather Yaxley -- Financial and investor relations / Heather Yaxley -- Internal communications / Alison Theaker -- Inter-organisational relationships / Heather Yaxley -- Community relations / Alison Theaker -- Consumer public relations / Alison Theaker.