The Management and Practice of Public Relations

ISBN-13: 9780333609767 / Angielski / Miękka / 1995 / 304 str.

Norman Stone

Opis

Public Relations is one business function an organisation cannot decide it does not want. The only option is whether to manage PR as a conscious and deliberate activity, or to leave it to chance and hope for the best - a sure route to bad public relations. In this text the author provides a comprehensive survey and analysis of PR drawing on a variety of illustrations and case histories and referring to a whole battery of techniques. It will be essential reading for students and others wishing to understand the dynamics and importance of Public Relations.

Spis treści

Introduction.- What Public Relations Can Do.- Choosing and Using Public Relations.- Public Relations and Marketing Research and Public Relations.- Corporate and Financial Relations.- Government Relations.- Employee and Community Relations.- The Third Sector Customer and Consumer Relations.- Media Relations Organising and Training for Excellence.- Paying for Public Relations.- Public Relations in Crisis.- Evaluation Conclusion: The Final Portfolio Appendices.