Public Relations Techniques / Edition 2

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Overview

This second edition of Frank Jefkins' definitive guide to public relations management has been extensively revised to include references to changes in the 1990's, especially regarding the media, uses of video, new codes of practice, the recent research findings of numerous PR bodies and export implications. 'Public Relations Techniques' gives a comprehensive picture of the role of public relations in commercial and non-commercial organisations.

As recipient of the Stephen Tallents Medal of the Institute of Public Relations for 'exceptional achievement in, and contribution to public relations practice' Frank Jefkins is uniquely qualified to write this comprehensive, detailed and practical book covering all aspects of public relations. The new edition now covers the two CAM Diploma PR papers and includes past examination papers.

Covers the two CAM Diploma PR papers and includes past exam papers Definitive guide to public relations management Revised to include references to changes in the 1990's

Audience: Suitable for CAM certificate and diploma, CIM and LCCI students. It is also a practical working tool for the PR practitioner.

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Product Details

  • ISBN-13: 9780750615631
  • Publisher: Taylor & Francis
  • Publication date: 1/28/1994
  • Edition description: REV
  • Edition number: 2
  • Pages: 465
  • Product dimensions: 6.15 (w) x 9.17 (h) x 1.11 (d)

Meet the Author

Frank Jefkins was the author of the highly successful text, Public Relations Techniques, on which this book is based. He was highly regarded in the field of public relations, illustrated by his receipt of the Sir Stephen Tallents Medal from the Institute of Public Relations for 'exceptional achievement in, and contribution to, public relations practice'.

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Table of Contents

Preface to the first edition
Preface to the second edition
Acknowledgements
Pt. 1 Planning and Management
2 In-house public relations departments and public relations consultancies 32
3 Writing reports and proposals 56
4 Managing planned public relations programmes 61
5 Appreciation of the situation 78
6 Determining objectives 87
7 Defining publics 95
8 Selecting public relations media 108
9 Budgeting 115
10 Assessing results 123
Pt. 2 Media Relations
11 Role of the press officer 135
12 Writing news releases 141
13 Writing feature articles 156
14 Presentation of press material 164
15 Organizing public relations functions and events 170
16 Broadcast material and opportunities for public relations 178
17 Photographs and captions 190
18 Working with the printer 196
Pt. 3 The Media of Communication
19 The press 211
20 Broadcasting 229
21 Overseas media 239
22 Video and visual aids 246
23 Seminars, meetings and conferences 257
24 House journals 263
25 Exhibitions 273
26 Public relations literature 281
27 The psychology of communication 286
Pt. 4 Special Areas of Public Relations
28 Public relations and marketing 301
29 The corporate image and the corporate identity 320
30 Financial public relations 343
31 Internal public relations 354
32 Crisis management 367
33 Sponsorship 383
34 Corporate and issue advertising 404
35 Political and parliamentary public relations 408
36 Pre-selling through market education 421
Appendix 1 CAM Diploma syllabuses 427
Appendix 2 CAM Diploma past examination papers and case studies in public relations practice and public relations management 431
Appendix 3 Bibliography 438
Appendix 4 Addresses of societies and educational organizations 441
Appendix 5 Services 442
Appendix 6 Institute of Public Relations Code of Professional Conduct 443
Index 456
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