Handbook of Public Relations

Paperback | August 29, 2010

byChris Skinner, Llew von Essen, Gary Mersham

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Handbook of Public Relations 9e is uniquely South African in its context and content but is an up-to-date core text for PR students and practitioners with updated case studies and content and remains a leading text in the field of Public Relations.

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Handbook of Public Relations 9e is uniquely South African in its context and content but is an up-to-date core text for PR students and practitioners with updated case studies and content and remains a leading text in the field of Public Relations.

Chris Skinner was formerly the Head of Department in Public Relations at the Durban Institute of Technology and is currently a consultant for the East and Southern African Management Institute (ESAMI). Llew von Essen was previously Group Public Affairs Manager for Murray and Roberts, and President of the Institute for Public Relations...

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Format:PaperbackDimensions:416 pages, 9.57 × 6.61 × 0.94 inPublished:August 29, 2010Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195992903

ISBN - 13:9780195992908

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Table of Contents

Part I: Fundamentals of Public Relations1. The scope and ethics of public relations2. The development of public relations3. The practice of public relations4. Public relations and research5. Public relations and marketing6. Public relations and advertising7. Public relations and selling8. Public relations and communications9. Effective listening10. Employee communication11. Planning a public relations programmePart II: Public Relations and the Media12. The mass media: print media13. The mass media: electronic media14. Closed circuit television and video15. Digital communicationPart III: The Techniques of Public Relations16. Effective communication: the spoken word17. Effective communication: the presentation of papers18. Business correspondence19. Direct-mail marketing20. Annual reports and special publications21. House journals23. Promotional activities24. Sponsorships25. Exhibitions and trade fairs26. Conferences and seminars27. Plant openings and open days28. Corporate image and corporate identity29. Corporate social investment30. Public relations and crises31. Public relations and industrial relations32. Our multicultural marketPart IV: Doing it Right: a practical guide to protocol, business etiquette and handling special eventsPRISA library listGlossary of public relations terms