The PR Professional's Handbook Powerful, Practical Communications [Paperback]

Rapid changes in technology are having a major impact on the way businesses choose to reach their audience. As a result, an increasing number of people need a better understanding of modern PR and how its principles can underpin effective business management.   Keeping track of the best PR practices, as well as the new communications channels that arise can be overwhelming for professionals new to the PR function.

With practical advice and solutions,The PR Professional's Handbookis a complete introductory text that provides a full breakdown of the skills required in communications, including briefing, listening, questioning, writing, selling and presenting. Highlighting international case studies throughout the text, Black offers a fresh interpretation of the basics, combined with the latest information on technology and social media.

Caroline Blackis a highly experienced corporate, consumer, business-to-business and crisis management communications professional. She has worked with large private-sector organizations, government departments, educational establishments and non-profits. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consulting company.

Foreword

Introduction

01 The role and importance of public relations in organizations
Why organizations must communicate
A short history of public relations
Where are we now?
The Edelman Trust Barometer

02 Key theories for public relations practitioners
Theory 1 – Shannon and Weaver – the ‘transmission’ model of communications
Theory 2 – James Carey – transportation/communications links
Theory 3 – Grunig and Hunt’s four models for public relations
Theory 4 l£(