The public relations strategic toolkit
Subtitle: an essential guide to successful public relations practice
By: Alison Theaker and Heather Yaxley
Contributors: Yaxley, Heather, 1971-
Edition: 1st ed.
Publisher: Routledge
Published: 2012
Place of publication: New York, NY
Language: eng
ISBN-13: 9780415676472; 9780415676489; 9780203143650
Subjects: Public relations; Corporations; Business communication
Notes: Includes bibliographical references and index.
Table of contents: title: The profession; title: What is public relations? / Alison Theaker; title: What do pr practitioners do? / Alison Theaker; title: The pr industry and careers in it / Alison Theaker; title: Professionalism and trends in pr / Alison Theaker; title: Situational analysis / Heather Yaxley; title: Understanding public psychology / Heather Yaxley; title: Public relations planning; title: Setting objectives / Heather Yaxley; title: Strategic campaign execution / Heather Yaxley; title: Budgeting and resourcing / Heather Yaxley; title: Monitoring and evaluation / Heather Yaxley; title: Brand management / Alison Theaker; title: Effective media relations / Alison Theaker; title: Corporate communications; title: Risk, incidents, issues and crisis management / Heather Yaxley; title: Corporate social responsibility / Alison Theaker; title: International considerations / Alison Theaker; title: Digital public relations / Heather Yaxley; title: Political relations / Heather Yaxley; title: Financial and investor relations / Heather Yaxley; title: Stakeholder engagement; title: Internal communications / Alison Theaker; title: Business to business / Heather Yaxley; title: Community relations / Alison Theaker; title: Consumer public relations / Alison Theaker; title: Appendices; title: Index.