PR Today The Authoritative Guide to Public Relations

by Morris, Trevor; Goldsworthy, Simon

• ISBN13: 9781137495686
• ISBN10: 1137495685
• Edition: 2nd
• Format: Paperback
• Copyright: 2015-11-17
• Publisher: Palgrave Macmillan

Summary

Whether you're a student of public relations, someone who hopes to break into one of today's most popular growth industries or someone who wants to understand PR better, this book is for you.

The new and fully-updated second edition of this acclaimed textbook takes account of the rapid change in the PR industry, including a thoroughly revised and expanded chapter on digital PR. It offers a guide to public relations, spanning all aspects of PR work, including fashion, events management, crisis communications, politics, celebrity PR and corporate communications. It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world – not least its controversial but crucial relationship with the media.

With a wealth of international examples, PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of top level experience, insider knowledge and years of teaching and writing about PR.

Author Biography

Trevor Morris is Professor of Public Relations, University of Richmond, the American International University in London and Co-Director of the University's Centre for the Study of Persuasive Industries (CSPI). Formerly Chief Executive of Chime Communications Public Relations Group, the UK's largest PR group, Trevor maintains an active and high profile within the industry and PR organisations. PR Week recently described him as one of the most influential people in public relations.
 
Simon Goldsworthy is Professor of Public Relations and Advertising and Convenor of the MA in Advertising and Public Relations, University of Richmond, the American International University in London (Kensington Campus) and Co-Director of the University's Centre for the Study of Persuasive Industries (CSPI). He established London's first Master of Arts course in public relations and has since added the teaching of public relations to the University's well-known undergraduate media studies programme. He has also worked as a PR consultant in the private sector.

Table of Contents

PART I: THEORY AND ANALYSIS
1. Understanding Public Relations
2. PR Ethics
3. The Make-Up of the PR Industry
4. PR, Marketing and Advertising
5. Internal Communications
6. Lobbying, Political and Government PR
7. PR in the Online World
8. Corporate Social Responsibility
9. PR and the Law
PART II: PLANNING AND STRATEGY
10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results
PART III: PRACTICE
11. Presenting, Pitching and Public Speaking
12. PR Media Skills
13. Event Management
14. Crisis Management
PART IV: CONCLUSION
15. Public Relations: Into the Future