Public Relations: A Practical Guide to the Basics

Philip Henslowe

Kogan Page Publishers, 2003 - Business & Economics - 152 pages

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 outsourcing

Business writing

Working with printers, photographers and designers

Promotions, functions and other events

Crisis management

New developments in technology

Assessment and evaluation

This 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.

Contents

• Communication and the roles of public relations: 1
• External public relations sources: 9
• Working with suppliers: 20
• Working with printers: 27
• Working with photographers: 30
• Working with designers: 37
• Making videos: 43
• Promotions and functions: 56
• Visits: 64
• 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
• 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
• 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

About the author

Philip Henslowe is a Fellow of the Institute of Public Relations and was chairman of their Education and Training Committee, from 1988 to 1990 and from 1996 to 1997. Also a Fellow of the Communication, Advertising & Marketing (CAM) Foundation, he has taught and lectured on public relations over many years at the University of Central England, Napier University, and at Matthew Boulton College in Birmingham. He has also run training courses for housing associations, NHS Trusts, and a number of foreign, governmental and commercial organisations.

Bibliographic information

• Title: Public Relations: A Practical Guide to the Basics; PR in practice series
• Author: Philip Henslowe
• Edition: illustrated
• Publisher: Kogan Page Publishers, 2003
• ISBN: 0749440724, 9780749440725
• Length: 152 pages
• Subjects: Business & Economics / General; Business & Economics / Public Relations