Strategic Communication: Public Relations at Work

ISBN-13: 9780367641085 / Angielski / Twarda / 2020 / 336 str.

Jane Johnston; Leanne Glenny

Opis

This complete introduction to the fundamentals of communication and public relations presents innovative and creative approaches to deliver 100 tools and tactics, over 30 theories and models, and three levels of strategy that underpin successful communication.

Spis treści

Part 1: Foundations and the working environment  1. Introducing strategic communication and public relations  2. Communication at work  3. Issues, risk, crises and corporate social responsibility  4. Ethical and legal practice  5. Working in a media-dominated world  Part 2: Process, planning and implementation  6. Research, measurement and evaluation  7. Working strategically  8. Planning and campaign development  9. Tactic selection and content creation  Part 3: Theory  10. Theory: Where learning starts