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Full Description
This book is a critical and practical guide to the aspects of public relations in the everyday business world. It explores key thematical trends and developments within the public relations and reputation management fields. Public relations is essential to any business or organisational entity; it is a part of what they do in performing their function and it is a part of what helps them to perform their function. Pubic relation is what links organisations values and products to their stakeholders as well as to the market and social drivers that sustain them. Public relations practitioners are change-merchants. That is, they like to shift public opinion and bring about new attitudes and behaviours. Including chapters that discuss issues such as crisis management, negotiation, networking, and branding, this book delves beneath the surface activity to reveal the theory behind the practice. This will be an accessible, interesting book that will appeal to broaden general readership, including a wide variety of everyday business viewpoints.
Contents
Preface; Two Way StreetWhen to Be Aspirational: Messaging Focus; When I Used to Be You & You Used to Be Me: Negotiating Skills; Dude! Be reasonable: Truth & Credibility; In the Zone: Ethics & Relationships; Hey, Whose Side Are You on Anyway?: Advocacy & Persuasion; Jack & the Bean Stalk: Crisis Management; Shades of Grey (and Green): Corporate Citizenship; Image or Reality?: Branding & Reputation; Square Pegs & Round Holes: Intangible Value; An Endless Instance: Making Meaning in Mediated Messages; Joining the Dots: Networking Skills in Public Relations; Index.NER(01): GB IE
