Public relations : a Practical Approach /: a Practical Approach. (2007)

• Record Type: Book
• Further Information: Note: Ellen Gunning.
• Other Names: Gunning, Ellen
• Contents: Cover; Title Page; Contents; Preface; SECTION 1: PR Foundations; 1: AN APPRECIATION OF PUBLIC RELATIONS; History of PR; Public Relations Confused; What is Public Relations?; Misconceptions Surrounding PR Practitioners; The Professional PR Practitioner; The Power of Brands; Attitudes and Opinions; Converting Negative Opinions to Positive Attitudes; Dealing with Images; 2: ETHICS; Ethics and Brands; Investors and Consumers; Ethical PR; Codes of Ethics; 3: OBJECTIVES, PUBLICS AND TECHNIQUES; Objectives Should Be SMART; Defining 'Publics'; PR Techniques. Importance of Monitoring Lifestyle and Societal ChangesThinking Creatively; Think-Tanks; SECTION 2: PR & Media; 4: PR AND THE MEDIA; Multi-Media Society; Working with the Media; Deadlines; Merits and Demerits of Various Media; Categories of Readers and Viewers; Opportunities to See (OTSs); Media Interviews; Preparation for Interviews; 5: WRITING NEWS RELEASES; What is a News Release?; What is News?; What is the Difference between Hard News and Soft News?; Understanding the Media; Selecting the Relevant Journalist; Newspaper Practice; Words; Use of Language; Newspaper Style; Readers. Identify the 'Angle'News Release Format; Inverted Pyramid; How to Title a News Release; Presentation of News Releases; Use of Embargoes; Coverage; 6: PR PHOTOGRAPHY; Creating Visual Images; Photo Shoot; Photo Call; Types of Photography; Monitoring PR Photographs; The Picture Editor; Working with Photographers; The Photo Caption; Cost of Photographers; Educate your Client; Briefing Media Photographers; 7: PRINT, DVD AND INTERNET; Information Overload; Created Print Material; The PR DVD; Internet; SECTION 3: Event Management; 8: ORGANISING FUNCTIONS; Step 1: Preparation; Step 2: The Function. Step 3: Follow-up9: EXHIBITIONS, WORKSHOPS, SEMINARS AND CONFERENCES; Exhibitions; Workshops; Seminars; Conferences; SECTION 4: Structures, Roles and Approaches; 10: STRUCTURE AND MANAGEMENT OF A PR CONSULTANCY; Quality Control in Consultancies; Management Areas; Typical Structure of PR Consultancies; 11: PREPARING AND DELIVERING A PR PROPOSAL; Presentation of Credentials; Charging for Proposals; Knowing Your PR Competitors; Taking a Brief; Research for PR; The Proposals; Presentation of the Proposals; 12: ROLE OF THE IN-HOUSE PRESS/MEDIA OFFICER; Function; Skills Needed to Perform the Job. InfrastructureCreated Back-up Systems; Tools of the Trade; Created Media Opportunities; SECTION 5: Specialist Areas; 13: SPONSORSHIP; What is Sponsorship?; Patronage; Charity; Purposes of Sponsorship; Types of Sponsorship; Ethical, Moral, Societal and Identity Issues; Seeking a Sponsorship Opportunity; Seeking a Sponsor; 14: CORPORATE SOCIAL RESPONSIBILITY AND REPUTATION MANAGEMENT; Defining Corporate Social Responsibility; Reputation Management; Chambers Ireland CSR Awards 2006; Conclusion; 15: CORPORATE IMAGE AND CORPORATE IDENTITY; Corporate Image; Corporate Identity.
• Edition: Second edition
• Publisher Details: Cork : Gill & Macmillan
• Publication Date: 2007
• Extent: 1 online resource
• Subjects: 659.2; Public relations -- Ireland; Public relations; Public relations; Ireland; Electronic books
• Languages: English
• ISBNs: 9780717155293; 0717155293
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.