Public Relations for the New Europe

by Morris, Trevor; Goldsworthy, Simon

• ISBN13: 9780230205833
• ISBN10: 0230205836
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-11-15
• Publisher: Palgrave Macmillan

Summary

This book is essential for anyone interested in Public Relations in New Europe Whether you are working in PR, studying PR, a journalist dealing with PR, or just interested in this fascinating and fast growing market, this book offers readers a vital insight into how PR works.

Author Biography

TREVOR MORRIS is one of the UK's most senior PR practitioners and since 2005 a Visiting Professor at the University of Westminster in London, where he teaches on a range of postgraduate and undergraduate programs. Formerly Morris was Chief Executive of Chime Communications Public Relations Group, the UK [(and Europe)]'s largest PR group, with some 250 employees. In nearly a quarter of a century in the industry he successfully built a major PR consultancy, worked for numerous major companies and government bodies and alongside most of the key players in contemporary PR. Morris has made countless TV, radio and newspaper appearances and maintains a high profile within the industry.

SIMON GOLDSWORTHY is Senior Lecturer in Public Communication at the University of Westminster, UK. He has a first class honours degree in east European history and has travelled extensively in east and central Europe. He established London's first Master of Arts course in Public Relations and has since added the teaching of Public Relations at undergraduate level. He has lectured to international audiences, including Johns Hopkins University and at the Sorbonne, where he is a Visiting Professor. His UK civil service career included three years at the Central Office of Information and press office work for a number of British Government departments. He has also worked as a PR consultant in the private sector.

Table of Contents

List of illustrations	p. xi
Preface	p. xiii
Acknowledgements	p. xvii
Understanding Public Relations
What is Public Relations?	p. 3
Lessons from history	p. 7
PR and the growth of big business	p. 9
PR and politics	p. 10
PR and the mass media	p. 10
Recent developments	p. 12
The structure of the PR industry	p. 15
PR and integrated marketing communications	p. 19
PR sectors and specialisms	p. 21
Corporate PR	p. 21
Business-to-business PR	p. 21
Financial PR	p. 22
Consumer PR	p. 23
Lobbying, public affairs, government relations and political consultancy	p. 25
Politics and PR	p. 29
The not-for-profit sector	p. 30
Internal communications	p. 33
The reputation of Public Relations	p. 35
The Law and Public Relations	p. 39
Intellectual property	p. 40
Defamation	p. 42
Other aspects of the law	p. 43
Public Relations ethics	p. 45
Problems of enforcement	p. 50
A final word on PR ethics	p. 53
The academic study of Public Relations	p. 55
Strategy and Planning
POSTAR, a PR planning aid	p. 59
Positioning	p. 60
Internal analysis	p. 60
External analysis	p. 64
Objectives	p. 69
SMART objectives	p. 69
Strategy	p. 73
Audience	p. 73
Media	p. 76
Message	p. 80
Summary	p. 86
Methods	p. 87
Hard news	p. 89
Created or "soft" news	p. 91
News events	p. 93
Promotional content	p. 94
Direct news	p. 95
How to be creative	p. 97
How to create a creative environment	p. 97
How to have a creative attitude	p. 97
Rules of brainstorming	p. 98
Types of brainstorming	p. 101
Turning ideas into activity	p. 103
Tactics	p. 107
Administration	p. 111
Manpower	p. 111
Minutes (Time!)	p. 114
Money	p. 115
Evaluating results	p. 119
Output	p. 119
Outtake	p. 120
Outcome	p. 121
Media analysis and evaluation	p. 125
Summary	p. 129
Crisis management	p. 131
Planning for a crisis	p. 132
Crisis management strategies	p. 138
Tips for media interviews	p. 140
Tips for radio	p. 141
Tips for TV	p. 141
Tips for press conferences	p. 142
Creating a socially responsible image	p. 145
Skills
Dealing with the media	p. 151
Newsworthiness	p. 152
Timing	p. 153
Trading news	p. 155
Dealing with hostile stories	p. 156
Press releases	p. 159
Top tips for writing press releases	p. 161
Targeting and timing	p. 163
Writing feature articles and opinion pieces	p. 165
Top tips	p. 166
How to call a journalist	p. 167
Prepare	p. 167
Bridge	p. 168
Taster	p. 168
Offer	p. 169
Close	p. 169
Internal communications	p. 171
Top tips	p. 173
Each medium has its strengths and weaknesses	p. 174
How to make an effective speech or presentation	p. 179
Planning	p. 179
Structuring	p. 181
Preparing	p. 182
Persuasive speaking	p. 184
Answering questions	p. 186
Managing nerves	p. 187
Summary	p. 187
PR photography and images	p. 189
How to plan and run events	p. 193
Budgets	p. 194
PR skills in the online world	p. 197
PR problems in the online world	p. 198
Online press offices	p. 201
PR people and websites	p. 202
Top tips on web design	p. 202
Online press releases	p. 205
Conversion	p. 206
The Future of Public Relations in the New Europe
PR growth sectors	p. 211
Government affairs or lobbying	p. 213
Healthcare	p. 214
Financial PR	p. 215
Technology PR	p. 216
PR for overseas markets	p. 217
Factors influencing growth	p. 219
Training	p. 219
Recruitment	p. 220
Trade bodies	p. 220
Publications and new media	p. 221
The changing media environment	p. 222
Development of government PR	p. 225
The not-for-profit sector	p. 225
Ethics and Corporate Social Responsibility	p. 227
The status of PR	p. 228
Notes	p. 229
Glossary	p. 231
Further reading, websites and sources of information	p. 235
About the authors	p. 239
Index	p. 243
Table of Contents provided by Ingram. All Rights Reserved.