Erscheinungsdatum: 11.04.2016, Medium: Buch, Einband: Gebunden, Titel: Chartered Public Relations, Titelzusatz: Lessons from Expert Practitioners, Autor: Waddington, Stephen, Verlag: Kogan Page, Sprache: Englisch, Schlagworte: BUSINESS & ECONOMICS // Public Relations, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 336, Informationen: HC gerader Rücken kaschiert, Gewicht: 671 gr, Verkäufer: averdo
Getting a public relations campaign or programme off the ground can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. Practical and easy to read, the book presents a 12-point plan for ensuring success of campaigns of all sizes, covering many vital areas including the role of public relations in organizations, the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources, evaluation and review. Supported by online resources, including best practice case studies, Planning and Managing Public Relations Campaigns is widely regarded as one of the best 'how-to' guides for students and practitioners. This fully updated fourth edition features new developments in public relations, including social media, along with new case studies including WRAP's Love Food, Hate Waste campaign; The Sleep Pod Hotel Media Tour; McArthur River Mining; AkzoNobel's Corporate Revolution; the UK Department of Culture, Media & Sport's First World War Centenary Commemorations; and Lanson's campaign for unbiased.co.uk. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series consists of accessible, practical introductions to day-to-day public relations practice and management issues. The series' action-oriented approach keeps practitioners' knowledge and skills up to date.
At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function. The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing, writing and presenting projects of different shapes and sizes, the book covers the role and importance of public relations and communications in organizations, addressing, in full, key theories for PR, skills and disciplines, channels and creativity. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.
Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of marketing contribute to performance; what it is that great marketers do; and how the discipline of marketing may develop in the future. While The Marketing Century describes the years since 1911 it also describes the 21st Century: a time when the ability to understand and connect with customers is more rewarding, complex and valuable than ever. It explains: * The three forces shaping the past, present and future of marketing: globalization, technology and ethics * How people behave and connect - and how businesses can benefit from these insights * The need to manage for the long-term as well as the short-term * Marketing's impact on business strategy and leadership The last 100 years have seen a rapid rise in the impact of marketing. It is an activity which has grown in scope and significance, with more people than ever before now engaged in the exciting, fast-changing world of marketing. The development of the Chartered Institute of Marketing closely reflects the growth and progress of business in general and marketing in particular. Just as marketing has developed as an activity that is highly valued, varied and vital in its contribution to business success, so the Institute's work has expanded as an indispensable source of insight, guidance and practical support. The Marketing Century provides expert analysis of some of the most significant developments in marketing of the last 100 years - and the next 100. Each chapter looks at the past, present and future of a different area of marketing, with chapters covering: Strategic Marketing (Martha Rogers and Don Peppers) Customer Relationship Management (Merlin Stone) Segmentation (Malcolm McDonald) Innovation (John Saunders and Veronica Wong) Public Relations (Paul Mylrea) Branding (Graham Hales) Advertising (Jonathan Gabay) Digital Marketing (Philip Sheldrake) Sales and Business Development (Beth Rogers) Sustainability (John Grant) Internal Marketing (Keith Glanfield) Social Marketing (Paul White and Veronica Sharp) Each chapter explains: * How the subject has developed * What is currently 'best practice' * How this aspect of marketing connects with other topics * The influences and trends shaping the future
The PR Masterclass is written by former newspaper, magazine and digital journalist Alex Singleton, who is now a prominent PR trainer and consultant. It reveals the secrets of effective PR and shows how to put in place a practical, reliable and successful media strategy for your product, business or activity - one that delivers the greatest results. Through the book, you get to discover how to develop and pitch effective newsworthy material, regardless of your budget. The PR Masterclass is aimed at PR professionals as well as small business owners and entrepreneurs implementing a PR strategy. 'PR can do more for your money than any other marketing tool. But very few people understand how to use it. Alex does because he has been at the receiving end. So will you if you read this remarkably practical book.' --Drayton Bird, author, Commonsense Direct and Digital Marketing 'The lessons contained within The PR Masterclass should be plastered over the walls of organisations seeking to utilise the media effectively for their campaigns. This book is a must-have reference point.' --Ryan Bourne, CityAM columnist and Head of Economic Research, Centre for Policy Studies 'This is an important book about public relations and how the media is changing. Singleton is a straight-talking journalist-turned-practitioner who pulls no punches. He calls on the industry to grow up and adopt the rigour of a professional discipline. It's a call to action that I wholly heartedly support. You should read The PR Masterclass if you're new to public relations or work in the profession and want to continue doing so.' --Stephen Waddington, European director, Ketchum, and 2014 President of the Chartered Institute of Public Relations (CIPR) 'Provides all you need to know about securing press coverage.' --Fraser Seitel, O'Dwyer's PR magazine 'Every page is packed with insight and practical advice.' --Steve Harrison, co-founder, Harrison Troughton Wunderman 'Written in a no-nonsense style, every chapter contains a mine of information about the subject. What's more, it's clear that Alex knows the business inside out. This is the kind of book you need to have close at hand. Do what it says, and you'll be miles ahead with your PR.' --James Hammond, brand consultant 'Alex Singleton's book on public relations strategy is an excellent practical guide to the real world of PR.' --Ray Hiebert, Editor, Public Relations Review