The Public Relations Strategic Toolkit: An Essential Guide to Successful Public Relations Practice [Paperback]

List of figures List of tables Acknowledgements Part 1: The Profession Introduction Alison Theaker 1. What is public relations? Alison Theaker 2. What do PR practitioners do? Alison Theaker 3. The PR industry and careers in it Alison Theaker 4. Professionalism and trends in PR Alison Theaker Part II: Public relations planning Introduction Heather Yaxley 5. Situational analysis Heather Yaxley 6. Understanding public psychology Heather Yaxley 7. Setting objectives Heather Yaxley 8. Strategic campaign execution Heather Yaxley 9. Budgeting and resourcing Heather Yaxley 10. Monitoring and evaluation Heather Yaxley Outro Part III Corporate communications Introduction Heather Yaxley 11. Brand management Alison Theaker 12. Effective media relations Alison Theaker 13. Risk, incidents, issues and crisis management Heather Yaxley 14. Corporate social responsibility Alison Theaker 15. International considerations Alison Theaker 16. Digital Public Relations Heather Yaxley Part IV Stakeholder engagement Introduction Alison Theaker 17. Political relations Heather Yaxley 18. Financial and investor relations Heather Yaxley 19. Internal communications Alison Theaker 20. Inter-organisational relationships Heather Yaxley 21. Community Relations Alison Theaker 22. Consumer public relations Alison Theaker Appendix Bibliography Index