Develop Your Pr Skills

Do you want to learn more about PR? Would you like to maximize your company's potential? Develop Your PR Skillsis a simple, straightforward guide to effective public relations. It will help you to gain a quick understanding of the concepts and principles, and learn how to use them in actual business scenarios. It covers: strategic public relations; public relations and the internet; working with the media; how to deal with different stakeholders and customers; dealing with a crisis; using internal communications; using research to get a competitive edge; evaluating the success of your PR; ethics and sustainability. Direct and to the point, each chapter is concise, can stand alone and ends with a summary of key points.

Neil Richardson and Lucy Laville teach PR and marketing at Leeds Business School. Laville has worked in senior PR positions across a variety of sectors. Richardson has a vast amount of managerial experience in marketing, sales and customer service. He is the author of Develop Your Marketing Skills, also in the Creating Success series.

Introduction	p. 1
Public relations in business: an introduction	p. 3
What is PR?	p. 3
What PR is not	p. 5
Strategy or tactics?	p. 7
Legal boundaries	p. 8
Practical considerations	p. 9
Summary and activities	p. 11
Where PR sits with advertising and marketing	p. 13
PR and advertising	p. 15
What do the marketers think of PR types?	p. 16
How do marketers use PR?	p. 19
Summary and activities	p. 22
Understanding strategic public relations	p. 25
Planning your PR	p. 25
Situation analysis, including identifying stakeholders	p. 28
Setting PR objectives	p. 32
Developing PR strategies: creating the message	p. 33
Developing PR tactics	p. 36
Setting timescales	p. 37
Allocating resources	p. 37
Implementing creative	p. 38
Evaluation and reflection	p. 38
Summary and activities	p. 40
Working with the media	p. 43
Advertising	p. 43
Media relations	p. 44
The media	p. 44
How to gain media coverage	p. 46
Summary and activities	p. 59
PR and developments in online communications	p. 61
Managing your reputation online	p. 62
How PR uses social media	p. 66
Challenges in the workplace	p. 67
Using the internet to gain a competitive advantage	p. 71
Summary and activities	p. 72
Stakeholders and customers: how to develop and maximise relations	p. 75
PR as an internal marketing tool	p. 77
Customer satisfaction	p. 83
Emotional intelligence	p. 84
Summary and activities	p. 85
Crisis, what crisis?	p. 87
Planning	p. 87
Who to communicate with during a crisis	p. 88
Saying sorry... mea culpa	p. 88
Being proactive as well as reactive	p. 89
Never say 'no comment'	p. 92
Talking to the media during a crisis	p. 92
Crisis manuals and simulation	p. 93
Summary and activities	p. 94
Internal communications	p. 97
Controlling the message	p. 98
Getting to know your employees	p. 99
Resources for internal communications	p. 103
Tactics for internal communications	p. 103
Employee communication needs	p. 105
Organisational culture	p. 106
Ethical employers	p. 107
Summary and activities	p. 108
Getting the facts right: using research to create a competitive edge	p. 111
Types of research	p. 112
Research methods	p. 113
Create the research plan	p. 115
Analysing and presenting the findings	p. 120
Summary and activities	p. 121
How much should good public relations cost?	p. 123
Which marketing strategies do you wish to drive with PR?	p. 123
How much to invest in PR?	p. 125
Make sure the chemistry is right	p. 131
Evaluation	p. 131
Evaluation of media coverage	p. 132
Summary and activities	p. 137
PR championing ethics and sustainability	p. 139
The business of business is business...?	p. 139
Using PR to overcome barriers to sustainability	p. 141
PR as an internal marketing tool	p. 148
Managing change... or is it changing management?	p. 150
Using support mechanisms	p. 152
Summary and activities	p. 156
Answers to questions	p. 159
References	p. 167
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Develop Your Pr Skills

Summary

Author Biography

Table of Contents

Supplemental Materials