ABSTRACT

The Public Relations Strategic Toolkit provides a structured approach to understanding public relations and corporate communications. The focus is on professional skills development as well as approaches that are widely recognised as 'best practice'. Original methods are considered alongside well established procedures to ensure the changing requirements of contemporary practice are reflected.

Split into four parts covering the public relations profession, campaign planning, corporate communication and stakeholder engagement, this textbook covers everything involved in the critical practice of public relations in an accessible manner. Features include:

  • definitions of key terms
  • contemporary case studies
  • insight from practitioners
  • handy checklists
  • practical activities and assignments

Covering the practicalities of using traditional and social media as well as international considerations, ethics, and PR within contexts from politics to charities, this guide gives you all the critical and practical skills you need to introduce you to a career in public relations.

part |2 pages

Part I The profession

chapter |2 pages

Introduction

chapter 1|11 pages

What is public relations?

chapter 2|12 pages

What do PR practitioners do?

chapter 3|14 pages

The PR industry and careers in it

chapter 4|13 pages

Professionalism and trends in PR

part |2 pages

Part II Public relations planning

chapter |3 pages

Introduction

chapter 5|14 pages

Situational analysis

chapter 6|16 pages

Understanding public psychology

chapter 7|14 pages

Setting objectives

chapter 8|14 pages

Strategic campaign execution

chapter 9|13 pages

Budgeting and resourcing

chapter 10|12 pages

Monitoring and evaluation

chapter |2 pages

Outro

part |2 pages

Part III Corporate communications

chapter |2 pages

Introduction

chapter 11|15 pages

Brand management

chapter 12|14 pages

Effective media relations

chapter 14|15 pages

Corporate social responsibility

chapter 15|13 pages

International considerations

chapter 16|14 pages

Digital public relations

part |2 pages

Part IV Stakeholder engagement

chapter |2 pages

Introduction

chapter 17|16 pages

Political relations

chapter 18|11 pages

Financial and investor relations

chapter 19|18 pages

Internal communications

chapter 20|15 pages

Business to business

chapter 21|14 pages

Community relations

chapter 22|18 pages

Consumer public relations