Public Relations: A Practical Guide to the Basics

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Kogan Page Publishers, 2003 - Business & Economics - 152 pages
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In the world of business, public relations affects all types of organization, however large or small, commercial or non-commercial. In this practical guide, Philip Henslowe, a public relations expert, takes the reader through the process of creating a PR campaign. He provides a valuable overview of the main areas of work involved, including:Planning and outsourcingBusiness writingWorking with printers, photographers and designersPromotions, functions and other eventsCrisis managementNew developments in technologyAssessment and evaluationThis fully updated second edition now includes new information on professional advisers, spin doctors, PR in local government, financial PR, the advent of corporate social responsibility, and developments in technology.Public Relations: A Practical Guide to the Basics is endorsed by the Institute of Public Relations as a start-up guide to PR. Ideal too for the small or developing business, the book will serve as an indispensable reference tool for PR and non-PR professionals.
 

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Contents

Communication and the roles of public relations
1
External public relations sources
9
Working with suppliers
20
Working with printers
27
Working with designers
37
Making videos
43
Promotions and functions
56
Visits
64
Further reading
107
The Institute of Public Relations Code of Professional Conduct
109
The law as it affects public relations practitioners
113
Model client agreement
117
Employment regulations
124
Checklist of public relations assistance on the exhibition stand
127
Event and conference planning
129
Planning guidelines events
131

Business writing
74
Crisis management
81
Working with the media
86
Impact 86 Audiences 87 Television 87 Radio 90 Teletext and Ceefax 90 Television News Release Limited TNR
91
External media support
92
Distribution 93 Broadcast media 93 Monitoring and evaluation 93 Editorial support 94 Integrated Services Digital Network 94 More information
95
Planning and programming
96
Why have a programme? 96 The programme 97 How to plan the programme
99
Assessment and evaluation
100
Assessment 100 Evaluation 101 Conclusion
104
Conclusion
105
Planning guidelines conferences
132
VIP visits
134
Royal visits
136
Written reports
138
Agenda format
139
Example of layout for an internal paper
140
Example of layout for minutes
142
Contingency planning for a crisis
144
Index
148
Copyright

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