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PR Professional's Handbook: Powerful, Practical Communications

by Caroline Black Kogan Page
Pub Date:
Pbk 376 pages
AU$69.00 NZ$72.17
Product Status: In Stock Now
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At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function.

The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing, writing and presenting projects of different shapes and sizes, the book covers the role and importance of public relations and communications in organizations, addressing, in full, key theories for PR, skills and disciplines, channels and creativity.

About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.

    • Chapter - 00: Introduction;
    • Chapter - 01: The role and importance of public relations in organizations;
    • Chapter - 02: Key theories for public relations practitioners;
    • Chapter - 03: The professional public relations practitioner;
    • Chapter - 04: Planning and evaluating public relations;
    • Chapter - 05: Public relations, marketing and related disciplines;
    • Chapter - 06: Understanding audiences;
    • Chapter - 07: Using the right communications channels and tactics;
    • Chapter - 08: Creativity in public relations;
    • Chapter - 09: Visual communications;
    • Chapter - 10: Public relations essentials for issues, incidents and crises;
    • Chapter - 11: Essential skills for the PR practitioner

"An absolute 'must-have' for anyone whose work responsibilities include any aspect of public relations."
Caroline Black is a highly experienced corporate, consumer, business-to-business and crisis management communications professional. She has worked with large private-sector organisations, government departments, educational establishments and charities. Her clients include Sainsbury's, Pedigree Petfoods, the Foreign and Commonwealth Office, Brasenose College, Roehampton University, Cancer Research UK and Sightsavers. She is a Licentiate of the CIPD and an approved trainer for the CIPR. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consultancy.