Develop Your PR Skills

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.

Develop Your PR Skills is a simple, straightforward guide to maximising your company's potential through effective PR. It will help the reader to gain a quick understanding of the concepts and principles and learn how to use them in actual business scenarios. It covers strategic public relations, public relations and the internet, working with the media, how to deal 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. Direct and to the point, each chapter is concise, can stand alone and ends with a summary of key points. Readers are also be pointed towards key websites and reading materials.

Essential read for anyone wishing to enter the PR profession, set up their own business or develop their current knowledge further within an existing company

Auteur
Lucy Laville currently teaches PR and relations and marketing at Leeds Business School. Coming from a professional background, Lucy has worked in various senior PR positions across a variety of sectors.

Contenu

• • Chapter - 00: Introduction;
  • Chapter - 01: Public relations in business: an introduction;
  • Chapter - 02: Where PR sits with advertising and marketing;
  • Chapter - 03: Understanding strategic public relations;
  • Chapter - 04: Working with the media;
  • Chapter - 05: PR and developments in online communications;
  • Chapter - 06: Stakeholders and customers: how to develop and maximise relations;
  • Chapter - 07: Crisis, what crisis?;
  • Chapter - 08: Internal communications;
  • Chapter - 09: Getting the facts right: using research to create a competitive edge;
  • Chapter - 10: How much should good public relations cost?;
  • Chapter - 11: PR championing ethics and sustainability