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Table Of Contents

What is Public Relations?
Lessons from history
PR and the growth of big business
PR and politics
PR and the mass media
Recent developments
PR and integrated marketing communications
PR sectors and specialisms
Corporate PR
Business-to-business PR
Financial PR
Consumer PR
Politics and PR
The not-for-profit sector
The reputation of Public Relations
The Law and Public Relations
Other aspects of the law
Public Relations ethics
Problems of enforcement
A final word on PR ethics
The academic study of Public Relations
Positioning
Internal analysis
External analysis
“The court of public opinion”
Objectives
SMART objectives
Audience
Media
Categorizing political audiences
Message
Planning your messages
Summary
Hard news
Created or “soft” news
News events
Promotional content
Direct news
How to be creative
How to create a creative environment
How to have a creative attitude
Rules of brainstorming
Types of brainstorming
Example of random association
Turning ideas into activity
Methods and tactics matrix
Detailed tactical plans
Administration
Manpower
Minutes (Time!)
Money
Example of critical path analysis
Evaluating results
Output
Outtake
Outcome
Media analysis and evaluation
Results evaluation grid
Crisis management
Planning for a crisis
Crisis scenario mapping
Crisis response paper
Crisis management strategies
Tips for media interviews
Tips for radio
Tips for TV
Tips for press conferences
Creating a socially responsible image
Newsworthiness
Timing
Trading news
Dealing with hostile stories
Press releases
Top tips for writing press releases
Press release template
Targeting and timing
Writing feature articles and opinion pieces
Prepare
Bridge
Taster
Offer
Close
Top tips
How to make an effective speech or presentation
Planning
Structuring
Preparing
Persuasive speaking
Answering questions
Managing nerves
How to plan and run events
Budget
Budgets
PR skills in the online world
PR problems in the online world
Online press offices
PR people and websites
Top tips on web design
Online press releases
Conversion
PR growth sectors
Government affairs or lobbying
Healthcare
Technology PR
PR for overseas markets
Factors influencing growth
Training
Recruitment
Trade bodies
Publications and new media
The changing media environment
Development of government PR
Ethics and Corporate Social Responsibility
The status of PR
Notes
Glossary
Further reading, websites and sources of information
About the authors
Index
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Public Relations

Public Relations

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Published by Aura Marina

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Published by: Aura Marina on Feb 16, 2012
Copyright:Attribution Non-commercial

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