Public Relations Strategic Toolkit

<p><em>The Public Relations Strategic Toolkit</em> presents guidance to instruct and educate students and professionals of public relations and corporate communications. Alison Theaker and Heather Yaxley cover every aspect of critical practice, including definitions of public relations, key theoretical concepts and both original and established methodological approaches. Case studies and interviews are featured to provide real-world context and advice for professional development. The new edition is fully revised with brand new case studies and updated content which reflect significant developments in theory and contemporary practice. It puts particular emphasis on the use of technology (including automation) and social media in current public relations planning, corporate communications and stakeholder engagement. </p><p>The book is divided into four parts; covering the profession, public relations planning, corporate communication and stakeholder engagement. Features include:</p><ul> <p> </p> <li>definitions of key terms</li> <p> </p> <li>contemporary case studies</li> <p> </p> <li>interviews with practitioners</li> <p> </p> <li>handy checklists</li> <p> </p> <li>practical activities and assignments.</li> </ul><p>By combining theory and practice, with an invaluable insight from experts in the field, this guide will introduce readers to all the professional skills needed for a career in public relations. </p> <p>List of figures List of tables Acknowledgements <b>Part 1: The Profession Introduction </b>Alison Theaker<i> </i><b>1. What is public relations?</b><i> </i>Alison Theaker<i> </i><b>2. What do PR practitioners do? </b>Alison Theaker <b>3. The PR industry and careers in it</b> Alison Theaker <b>4. Professionalism and trends in PR</b> Alison Theaker <b>Part II: Public relations planning</b> <b>Introduction</b> Heather Yaxley <b>5. Situational analysis</b> Heather Yaxley <b>6. Understanding public psychology </b>Heather Yaxley <b>7. Setting objectives</b> Heather Yaxley <b>8. Strategic campaign execution </b>Heather Yaxley <b>9. Budgeting and resourcing</b> Heather Yaxley <b>10. Monitoring and evaluation</b> Heather Yaxley <b>Outro</b> <b>Part III Corporate communications</b> <b>Introduction </b>Heather Yaxley <b>11. Brand management</b> Alison Theaker <b>12. Effective media relations </b>Alison Theaker <b>13. Risk, incidents, issues and crisis management</b> Heather Yaxley <b>14. Corporate social responsibility </b>Alison Theaker <b>15. International considerations </b>Alison Theaker <b>16. Digital Public Relations</b> Heather Yaxley <b>Part IV Stakeholder engagement</b> <b>Introduction</b> Alison Theaker <b>17. Political relations</b> Heather Yaxley <b>18. Financial and investor relations</b> Heather Yaxley <b>19. Internal communications </b>Alison Theaker <b>20. Inter-organisational relationships</b> Heather Yaxley <b>21. Community Relations</b> Alison Theaker <b>22. Consumer public relations</b> Alison Theaker <i>Appendix</i> <i>Bibliography Index</i></p>