Strategic Public Relations

A practical guide to success
2011
ISBN: 978-1-4202-5638-3
Verlag: Macmillan Education UK

Buch, Englisch, 850 Seiten, Format (B × H): 190 mm x 245 mm

Good communication is essential to the successful organisation-that's why today's top managers demand top performance from their PR team. This book equips the reader with cutting-edge communication strategies to achieve peak PR performance, and fast track their career. Strategic Public Relations combines the author's extensive experience in the PR frontline with thousands of hours of international research to create an authoritative reference. It is written for people who wish to gain a better understanding of the application and benefits of a strategic approach to organisational communication and is based on current business and management practice.
“The book Strategic Public Relations by Kim Harrison is one of the most comprehensive and useful public relations texts in the field. It covers in depth both the theoretical and practical dimensions of public relations and is a scholarly work of some standing. The book is well researched, provides a judicious selection of theoretical insights without being overwhelming and is brought to life by a good and varied portfolio of case studies. The book is appropriate for under-graduates, post-graduates and practitioners, and is eminently accessible and readable. Harrison skilfully combines academic rigour with relevance. This is a text of significance and will be influential as it becomes more widely read.” - Professor Anne Gregory, one of only two full PR Professors in the UK, former President of the UK’s Chartered Institute of PR, editor/author of 16 books and dozens of academic articles, consultant to the Prime Minister & Cabinet, several govt departments and commercial clients.

Autoren/Hrsg.

Harrison, Kim

Inhaltsverzeichnis

1. About public relations 2. History of public relations 3. Ethics in public relations 4. Public relations theory 5. Corporate public relations 6. PR consulting 7. Developing a public relations strategy 8. Introduction to communication plans 9. Stage 1 Research and analysis for a communication plan 10. Stage 2 Strategy development of a communication plan 11. Stage 3 Implementation of a communication plan 12. Stage 4 Measurement and evaluation of a communication plan 13. Budgeting 14. Adding value through creativity and process improvement 15. Internal communication 16. Media relations 17. PR and the internet 18. Community engagement 19. Stakeholder relations 20. Issues management 21. Crisis communication 22. Government relations

Über Autor(innen)

Kim Harrison has great depth and breadth of experience in the public relations field. He has held public affairs management positions over 25 years in corporate and government organisations as well as in PR consulting in Melbourne and Perth. Kim has been a member of the Public Relations Institute of Australia (PRIA) since 1980, and in 2007 was elected a Fellow of the Institute for outstanding service to the profession. He is currently President of the WA Division of the PRIA and a member of the national Board (2007-2009).