Description
Develop Your PR Skills covers strategic PR, PR and the internet, working with the media, dealing with different stakeholders and customers, dealing with a crisis, using internal communications, using research to get a competitive edge, evaluating the success of your PR, and ethics and sustainability.
Chapter
1 Public relations in business: an introduction
2 Where PR sits with advertising and marketing
What do the marketers think of PR types?
3 Understanding strategic public relations
Situation analysis, including identifying stakeholders (Stage 1)
Setting PR objectives (Stage 2)
Developing PR strategies: creating the message (Stage 3)
Developing PR tactics (Stage 4)
Setting timescales (Stage 5)
Allocating resources (Stage 6)
Implementing the creative (Stage 7)
Evaluation and refl ection (Stage 8)
How to gain media coverage
5 PR and developments in online communications
Managing your reputation online
Challenges in the workplace
Using the internet to gain a competitive advantage
6 Stakeholders and customers: how to develop and maximise relations
PR as an internal marketing tool
Who to communicate with during a crisis
Being proactive as well as reactive
Talking to the media during a crisis
Crisis manuals and simulation
8 Internal communications
Getting to know your employees
Resources for internal communications
Tactics for internal communications
Employee communication needs
9 Getting the facts right: using research to create a competitive edge
Analysing and presenting the findings
10 How much should good public relations cost?
Which marketing strategies do you wish to drive with PR?
How much to invest in PR?
Make sure the chemistry is right
Evaluation of media coverage
11 PR championing ethics and sustainability
The business of business is business…?
Using PR to overcome barriers to sustainability
PR as an internal marketing tool
Managing change… or is it changing management?
Develop Your PR Skills
( Creating Success )
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
