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Table Of Contents

What is public relations?
Definitions
A brief history of public relations
Then
Tomorrow
Timeline – the history of communication
The public relations practitioner
Qualities and skills
Personal qualities of the effective public relations practitioner
In-house and consultancy
Ways into the business
It’s all in a day
Looking after yourself
Codes of conduct
Contracts
Defamation
Copyright
Corporate social responsibility
Checklist
Planning and evaluation for public relations
Planning – five steps to success
Public relations and the marketing mix
The marketing mix
The decision making process
Cause related marketing
Sponsorship
Product placement campaigns
Tactics and techniques for public relations
Introduction
Face-to-face techniques
research
Research
E-communications
Multi-media
House journals
Literature and printed materials
Design and corporate ID
Media relations
What is ‘the media’?
Getting to grips with media relations
What is news?
The news process
Building relationships with journalists
Press conferences and press receptions
Setting up a press office
E-communications and media relations
Acting as media spokesperson
Managing public relations
Budgeting
Managing the in-house function and in-house teams
In-house consultancy
What do PR consultancies offer?
The pitch process
Issues and crisis management
Issues and crisis audit
Issues management
Crisis management
Evaluating issues and crisis management
Public relations specialisms
Consumer
Corporate PR
Financial PR
Healthcare
Internal communications
Technology/ hi-tech/IT
Public affairs
Public affairs planning
Political targets and ways to reach them
Using a public affairs consultancy
Event management
Types of events
International public relations
International PR management
The significance of the web
International PR planning
Central v local
The role of the coordinator
Budgeting and billing
Language and cultural differences
International media
Getting started
Public relations, new media and technology
New media and its effect on target audiences
Using new media to enhance reputation
Harnessing new technology in PR practice
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The PR Practitioner's Desktop Guide Ajc

The PR Practitioner's Desktop Guide Ajc

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Published by Tao Huyen Trang

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Published by: Tao Huyen Trang on Dec 05, 2010
Copyright:Attribution Non-commercial

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08/21/2013

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