Public Relations for Asia

by Morris, Trevor; Goldsworthy, Simon

• ISBN13: 9780230549418
• ISBN10: 0230549411
• Format: Hardcover
• Copyright: 2007-11-15
• Publisher: Palgrave Macmillan

Summary

This book is an essential read for anyone interested in Public Relations in Asia. Whether you are working in PR, studying PR, a journalist dealing with PR, or just interested in this fascinating and fast growing market, Public Relations in Asia offers readers a vital insight into how PR works.Combining the latest in Public Relations theory with clear and practical guidance on how to plan and structure a PR campaign, as well as invaluable top tips on the skills needed to create successful PR campaigns, Public Relations in Asia is also full of fascinating and relevant case histories from around Asia and the rest of the world.

Author Biography

TREVOR MORRIS is one of the UK's most senior PR practitioners and a visiting professor at the University of Westminster, where he teaches on a range of postgraduate and undergraduate programmes. Until he stepped down in 2003, Morris was Chief Executive of Chime Communications Public Relations Group, the UK (and Europe)'s largest PR group, with some 250 employees. In over 22 years in the industry he successfully built a major PR consultancy, worked for numerous major companies and government bodies and knew and worked alongside most of the key players in contemporary PR. Morris maintained a high profile within the industry and industry organisations and made countless TV, radio and newspaper appearances.

SIMON GOLDSWORTHY is Senior Lecturer in Public Communication at the University of Westminster. 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 lectured to international audiences, including Johns Hopkins University and at the Sorbonne. His civil service career included three years at the Central Office of Information and press office work for a number of Government departments. He has also worked as a PR consultant in the private sector.

Table of Contents

Preface	p. ix
Acknowledgments	p. xi
Understanding Public Relations
What is Public Relations?	p. 3
Lessons from history	p. 7
PR and the growth of big business	p. 8
PR and the mass media	p. 9
Recent developments	p. 11
The structure of the PR industry	p. 13
PR and integrated marketing communications	p. 17
PR sectors and specialisms	p. 19
Corporate PR	p. 19
Business-to-business PR	p. 19
Financial PR	p. 20
Consumer PR	p. 20
Lobbying, public affairs, government relations and political consultancy	p. 22
Politics and PR	p. 26
The not-for-profit sector	p. 27
Internal communications	p. 29
The reputation of Public Relations	p. 31
The Law and Public Relations	p. 35
Intellectual property	p. 36
Defamation	p. 37
Other aspects of the law	p. 38
Public Relations ethics	p. 41
Problems of enforcement	p. 46
A final word on PR ethics	p. 48
The academic study of Public Relations	p. 49
Strategy and Planning
Postar, a PR planning aid	p. 55
Positioning	p. 56
Internal analysis	p. 56
External analysis	p. 60
Objectives	p. 65
Smart objectives	p. 65
Strategy	p. 69
Audience	p. 69
Media	p. 72
Message	p. 77
Methods	p. 83
Hard news	p. 85
Created or "soft" news	p. 87
News events	p. 89
Promotional content	p. 91
Direct news	p. 92
How to be creative	p. 93
How to create a creative environment	p. 93
How to have a creative attitude	p. 93
Rules of brainstorming	p. 94
Types of brainstorming	p. 97
Turning ideas into activity	p. 99
Tactics	p. 103
Administration	p. 107
Manpower	p. 107
Minutes (Time!)	p. 110
Money	p. 112
Evaluating results	p. 115
Output	p. 115
Outtake	p. 116
Outcome	p. 117
Media analysis and evaluation	p. 121
Crisis management	p. 125
Planning for a crisis	p. 126
Crisis management strategies	p. 132
Tips for media interviews	p. 134
Tips for radio	p. 136
Tips for TV	p. 136
Tips for press conferences	p. 137
Creating a socially responsible image	p. 139
Skills
Dealing with the media	p. 145
Newsworthiness	p. 146
Timing	p. 147
Trading news	p. 148
Dealing with hostile stories	p. 150
Press releases	p. 153
Top tips for writing press releases	p. 154
Targeting and timing	p. 156
Writing feature articles and opinion pieces	p. 159
Top tips	p. 160
How to call a journalist	p. 161
Prepare	p. 161
Bridge	p. 162
Taster	p. 162
Offer	p. 162
Close	p. 163
Internal communications	p. 165
Top tips	p. 167
Each medium has its strengths and weaknesses	p. 168
How to make an effective speech or presentation	p. 173
Planning	p. 173
Structuring	p. 175
Preparing	p. 176
Persuasive speaking	p. 178
Answering questions	p. 180
Managing nerves	p. 181
Summary	p. 181
PR photography and images	p. 183
How to plan and run events	p. 187
Budgets	p. 188
PR skills in the online world	p. 191
PR problems in the online world	p. 192
Online press offices	p. 195
PR people and websites	p. 196
Top tips on web design	p. 196
Online press releases	p. 199
The Future of Public Relations in Asia
PR growth sectors	p. 203
Government affairs or lobbying	p. 204
Healthcare	p. 204
Financial PR	p. 205
Technology PR	p. 206
PR for overseas markets	p. 206
Factors influencing growth	p. 209
Training	p. 209
Recruitment	p. 210
Trade bodies	p. 210
Publications and new media	p. 211
The changing media environment	p. 212
Development of government PR	p. 215
The not-for-profit sector	p. 215
Ethics and corporate social responsibility	p. 216
The status of PR	p. 217
Glossary	p. 219
Notes	p. 223
Further reading, websites and sources of information	p. 225
About the authors	p. 229
Index	p. 231
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