Public relations Books

Book SynopsisRob Brown graduated from York University and spent a year in radio before joining Staniforth as a PR account executive. He set up his own media PR business in the 90s, working with Granada Television, Channel Four and Endemol. He later joined McCann Erickson as PR Director with clients as diverse as Durex, Aldi, Peugeot and the NHS. In 2008 Rob returned to Staniforth, now part of the TBWA group, as its UK Managing Director.Trade Review'A thoroughly readable and practical source of information for anyone who wishes to dip their toe into the ever-expanding ocean of online PR.' Communication Director 'Public Relations and the Social Web provides an overview of the social web landscape and how it's changing the functionality and role of the traditional PR role.' Managing Growth 'A very readable introduction to public relations in the internet age.' Behind the Spin blogTable of Contents Chapter - 01: Something has happened to communications; Chapter - 02: The implications for communicators; Chapter - 03: The lunatics have taken over the asylum; Chapter - 04: The new channels; Chapter - 05: Digital PR and search engine optimization; Chapter - 06: The power of the new media; Chapter - 07: The new ethics; Chapter - 08: The blurring of channels; Chapter - 09: The battle for influence at the digital frontier; Chapter - 10: Horses and courses; Chapter - 11: Digital PR architecture; Chapter - 12: Tools of the trade; Chapter - 13: Evaluation and measurement; Chapter - 14: Dodging bear traps; Chapter - 15: The major players; Chapter - 16: The next big thing

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Book SynopsisNeil Richardson and Lucy Laville, currently teach PR and relations and marketing at Leeds Business School. They both come from a professional background. Lucy has worked in various senior PR positions across a variety of sectors. Neil has a fast amount of managerial experience in marketing, sales and customer service. Neil Richardson has written Develop Your Marketing Skills, A Quick Start Guide to Mobile Marketing and co-authored A Quick Start Guide to Social Media Marketing, also in the Creating Success series.Table of Contents Chapter - 00: Introduction; Chapter - 01: Public relations in business: an introduction; Chapter - 02: Where PR sits with advertising and marketing; Chapter - 03: Understanding strategic public relations; Chapter - 04: Working with the media; Chapter - 05: PR and developments in online communications; Chapter - 06: Stakeholders and customers: how to develop and maximise relations; Chapter - 07: Crisis, what crisis?; Chapter - 08: Internal communications; Chapter - 09: Getting the facts right: using research to create a competitive edge; Chapter - 10: How much should good public relations cost?; Chapter - 11: PR championing ethics and sustainability

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Book SynopsisCaroline Black is 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 charities. Her clients include Sainsbury's, Pedigree Petfoods, the Foreign and Commonwealth Office, Brasenose College, Roehampton University, Cancer Research UK and Sightsavers. She is a Licentiate of the CIPD and an approved trainer for the CIPR. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consultancy.Trade Review"Long before press releases and hashtags, public relations existed, playing a vital role in the way organisations communicated. In ancient Rome, fight directors at the Coliseum fostered word of mouth recommendations of their shows, aware this provided a greater pull to the masses than graffiti proclaiming the times of future events. It is anecdotes and case studies such as this that make Caroline Black's new book an enjoyable read. The handbook is billed as a complete introductory text to the world of PR. It provides those new to the industry and those looking to enter it with a full breakdown of the skills required to prosper as a PR professional and delivers an understanding of how PR operates and interlinks with the wider world." * Liam Keogh, PR Week *"If you're starting out in public relations for the first time then be sure to get yourself a copy of The PR Professional's Handbook by Caroline Black. This new CIPR stamped book covers key communications theories, provides practical advice around skills and uses case studies to highlight proof points." * Michael White, Digital Consultant, Keene Communications and blogger at thoughtsymposium.com *"An absolute 'must-have' for anyone whose work responsibilities include any aspect of public relations." * Midest Book Review, Library Bookwatch, The Business Shelf *Table of Contents Chapter - 00: Introduction; Chapter - 01: The role and importance of public relations in organizations; Chapter - 02: Key theories for public relations practitioners; Chapter - 03: The professional public relations practitioner; Chapter - 04: Planning and evaluating public relations; Chapter - 05: Public relations, marketing and related disciplines; Chapter - 06: Understanding audiences; Chapter - 07: Using the right communications channels and tactics; Chapter - 08: Creativity in public relations; Chapter - 09: Visual communications; Chapter - 10: Public relations essentials for issues, incidents and crises; Chapter - 11: Essential skills for the PR practitioner

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Book SynopsisTom Watson is Professor of Public Relations at Bournemouth University, with a focus on applied research and professional practice. He was formerly Associate Professor and Head of the School of Communication at Charles Sturt University in Australia and was chairman of the UK's Public Relations Consultants Association from 2000-2002. Paul Noble FCIPR is an independent PR and communications trainer, consultant and facilitator. A CIPR Approved Trainer and e-learning specialist, he provides management support to growing PR consultancies, and is chief examiner of the CIPR's Advanced Certificate. Paul has 30 years' experience in senior consultancy, in-house and academic environments.Trade Review"An excellent overview of the current status of PR evaluation." * Professor Philip Kitchen, Chair in Strategic Marketing, Hull University Business School *"Watson and Noble explore the strategy behind assessing PR, with examples of what works from around the world." * Supply Management *"This authoritative book is a must-read for professionals and academics alike. It shows how strategic communication can be planned, measured and aligned to overall organizational goals." * Professor Dr Ansgar Zerfass, University of Leipzig, Germany, and Bl Norwegian Business School, Oslo; President, European Public Relations Education and Research Association, Brussels *"I recommend Evaluating Public Relations as a guide to the theory and best pratice that will enable you to define objectives and measure the impact of your work." * Stephen Waddington, Director, Ketchum Europe, and President, the Chartered Institute of Public Relations (CIPR) *"AMEC applauds the new edition of Evaluating Public Relations. I hope this practical book becomes mandatory reading for every PR professional, because without being able to prove the value of what you do, you undermine your role." * Barry Leggetter, CEO, the International Association for Measurement and Evaluation of Communication (AMEC) *Table of Contents Chapter - 01: Principles of public relations theory and practice; Chapter - 02: Evaluation and communication psychology; Chapter - 03: The history and culture of PR measurement and evaluation; Chapter - 04: Gathering and interpreting information; Chapter - 05: Evaluation structures and processes; Chapter - 06: Developing a media evaluation system; Chapter - 07: Evaluation in practice – case studies; Chapter - 08: Objectives and objective setting; Chapter - 09: Relationship management and crisis communication measurement; Chapter - 10: Evaluating social media; Chapter - 11: Linking PR activity to business

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Book SynopsisAndrew Griffin is a corporate reputation specialist. He advises some of the world's leading companies and most trusted brands on crisis management, issues management and corporate citizenship. Andrew is managing director of Regester Larkin, the international reputation risk management consultancy which is credited with pioneering best practice systems across all sectors in this specialist discipline. He is a regular speaker, writer and commentator in this critical area of management and corporate communications.Trade Review"The need to protect a company's reputation has become an ever more pressing concern for CEOs and corporate boards. This book, by a leader in the field, provides a comprehensive guide for leaders to get it right. Filled with case examples and useful concepts it belongs on every executive's desk." * Dr Daniel Diermeier, Kellogg School of Management and author of Reputation Rules *"In an increasingly transparent world, the spotlight finds companies with an issue or a crisis very quickly. There is a real premium attached to learning from others and being well prepared: this book should be required reading for every member of the executive team." * Caroline Hempstead, VP Group Corporate Affairs, AstraZeneca plc *"Beautifully written, practical, relevant, clear and usable. Should be on the bookshelf of anyone interested in this area. This is the book I wish had been available when I first started learning about Crisis Management - an invaluable resource." * Kieron O'Keefe, Head of Crisis Management, BG Group *"...a well laid-out, easy to follow, and practical book, with plenty of website links to follow [...] Griffin makes and authoritative and readable case for reputation and crisis management as something central to doing a business and running an organisation." * Professional Security Magazine *"I have read a few books in recent years on crisis and reputation management and this is by far the best. Griffin's latest offering [...] is easy to read and incredibly engaging. His 20 years of experience in reputation management really shines through. The book is constantly brought to life with a host of case studies and examples of firms that got their reputation management strategy wrong and are still paying the price (for example BP and the Deepwater Horizon oil disaster), compared with those that got it right (Tesco and the horsemeat scandal). [...] This book goes further than just a must-read for those in PR. As Griffin points out, BP, News International and the BBC have all faced scandals over the past few years that have been dealt with badly and resulted in CEOs stepping down and commercial damage. This book is surely a must-read for any CEO who values the reputation of their company and wants to preserve it for as long as possible." * Lisa Elliot, PR Week *"crucial reading, not only for communication professionals, but for CEOs and board members, too....Griffin explores the anatomy of multiple high-profile corporate crises... [and puts] forward a number of new analytical models to help anyone responsible for protecting their organisation's reputation understand both how to manage a crisis and how to predict and prevent one before it materialises. In addition to this robust new theory, Griffin's book is full of practical tips. From detailed guidance on how to run a crisis exercise, to tried-and-tested advice on what messages will resonate with stakeholders in an emergency, the book provides a valuable manual for any company that wants to ensure it is crisis prepared." * Communika (PRISA) *Table of Contents Chapter - 01: Reputation: what it is and why it matters; Chapter - 02: The challenging climate in which reputations are managed; Chapter - 03: What are the risks to reputation?; Chapter - 04: Externally driven issues; Chapter - 05: Internally driven issues; Chapter - 06: Externally driven incidents; Chapter - 07: Internally driven incidents; Chapter - 08: Interrelated risks; Chapter - 09: Managing reputation risk through the life cycle; Chapter - 10: Predicting reputation risk; Chapter - 11: Preventing reputation risk; Chapter - 12: Preparing for acute reputation risk; Chapter - 13: Resolving risks to reputation; Chapter - 14: Responding to immediate reputation risk; Chapter - 15: Recovering from reputation damage; Chapter - 16: Where next for crisis, issues and reputation management?

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Book SynopsisShaun Smith is founder and partner of the customer experience consultancy Smith+Co, working with leading brands. A thought leader on customer experience strategy, he has featured many times on CNBC's Ask the Expert. He is the co-author of Bold (Kogan Page), Uncommon Practice and Managing the Customer Experience.Andy Milligan is a leading consultant on brand culture. He has worked for almost 20 years advising major organizations on brand building, customer experience and internal culture. Andy appears regularly in the media. He is the author of Brand it Like Beckham and co-author of Bold (Kogan Page), Uncommon Practice and Don't Mess with the Logo.Trade Review"To define a purpose that will galvanise the entire organisation is a leap of faith and requires strong leadership, but it also requires the clear and compelling process outlined in this book if you are to embark on this incredible journey." * Patrick Dempsey OBE, former Managing Director of Whitbread Hotels & Restaurants *"Shaun and Andy have created another great book, On Purpose, describing simply how great businesses use purpose and focus to fill customer needs and create value. Well done." * Vernon W. Hill II, Founder/Chairman of Metro Bank *"Creating a WOW experience for customers starts with creating a WOW experience for employees and both need to be based on your purpose. This book can show you how." * Tony Hsieh, CEO of Zappos.com, Inc. and New York Times bestselling author of Delivering Happiness *"With their latest book, Shaun Smith and Andy Milligan delve even further into the fabric of customer-focused companies, exploring the very purpose of these brands, and making a convincing correlation between customer advocacy and a strong sense of company purpose.... But On Purpose isn't just thought-provoking - it is also action-provoking. It will surely generate an urgent sense of soul-searching amongst those whose brands are built as money-making machines. But it will also encourage those brands built on more purposeful foundations to revisit their philosophies and ensure that these are being clearly communicated both to employees and customers. The key message of this terrific book is that brands need to be engaging and inspiring to stand out from the crowd. And without a clear sense of purpose - within the company, its leaders, its staff and its communications - brands will struggle to be distinctive." * Neil Davey Editor, MyCustomer, Group Editor SIFT MEDIA *"Shaun Smith and Andy Milligan have added another strong chapter to their purpose. This is a must read for any leader who is looking at differentiating their business by asking the important "why" and "why us" questions. It will provide excellent guidance on how to create your own journey and, most importantly, how to stick to it once your business purpose has been found." * Frans-Willem de Kloet, Managing Director & CEO UPC Czech Republic *"No successful business leader of the future can feel exempt from reading this remarkable book. It is by two global experts, extremely readable and compelling in its key message to place customer experience at the very core of every business." * Roger Harrop, The CEO Expert, Author, International Speaker *"Every now and then a truly cutting-edge book comes along that changes everything we know about the secrets of organizational greatness. On Purpose is a profound yet practical book no leader should miss reading. Laced with powerful examples and pragmatic practices, and written in a poignant style, Smith and Milligan reveal the mysteries of long-term enterprise success." * Chip R. Bell, author of The 9½ Principles of Innovative Service *"'On Purpose' wonderfully, informatively and encouragingly, brings to life the importance of a brand recognising the importance of having 'an authentic and credible sense of purpose'. It explores why this matters to consumers and employees alike - we all need to have an emotional connection with the purpose of a brand. ... Whether you are looking for validation of existing knowledge; new ideas to take your approach to Customer Experience forward; or just inspiration from two of the most experienced 'specialists' around, this cracking book has something for everyone interested in wanting to answer this fundamentally critical question: "what purpose does my business serve"." * Ian Golding, Customer Experience Specialist and Certified Customer Experience Professional, Customer Experience Consultancy Ltd *"Great book - highly recommended!" * Joe Pine, co-author of The Experience Economy *Table of Contents Section - ONE: Stand Up; Chapter - 01: Purpose Driven; Chapter - 02: Purposeful Leadership; Section - TWO: Stand Out; Chapter - 03: Infectious Communication; Chapter - 04: Distinctive Customer Experience; Chapter - 05: Continuous Innovation; Section - THREE: Stand Firm; Chapter - 06: Cult-Like Culture; Chapter - 07: Distinctive Employee Experience; Chapter - 08: Experience Measurement; Chapter - 09: Never Stand Still; Chapter - 10: On Purpose Profile; Chapter - 11: How to Implement – Successfully; Chapter - 12: Putting the Principles into Practice

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Book SynopsisRobert Taylor is one of the UK's most experienced media trainers: his trainees include more than 1,000 executives from the Foreign and Commonwealth Office, the Department for International Development and the British Council, including ambassadors. Other clients have included the executive management teams of the Olympic Delivery Authority for London 2012, senior executives at Accenture, BT, British Airways, FedEx, SAP, Orange, Oracle, SITA and a huge range of public sector bodies and charities. He has been the leading media trainer of the Chartered Institute of Public Relations since 2008.Trade Review"Robert Taylor shares a lifetime of experience training spokesmen for media interviews in this one book. It's a treasure trove of information, examples and guidance. Quite simply, if you love or fear giving media interviews you will learn something from Robert's expert advice." * Vickie Sheriff, Former Official Spokesman for the Prime Minister *"Robert Taylor's book provides a thorough and comprehensive approach to media training. Full of good guidance, smart thinking and useful examples, this book demonstrates Robert's in-depth knowledge and experience in the world of media and is a 'must read' for anyone preparing for a media interview." * Henrietta Mackenzie, Associate Director, Edelman *"Robert is a genuine master of his craft." * Marc Cornelius, Founder and Managing Director, 80:20 Communications *"Packed with tried and trusted tactics and dozens of examples from real life situations, this is an essential read both for newcomers and experienced spokespeople wanting to stay ahead of the game." * Cathie Burton, Spokesperson, Head of Communication and Media Relations, Organization for Security and Co-operation in Europe *"As a new charity... it's really important that we use media interviews to raise awareness of our work and increase support for our cause. Robert's coaching and techniques make sure we get the most out of every opportunity to tell 'the world' what we do and why it's so important." * Jonathan Ludford, National Communications Manager, Canal & River Trust *"Undertaking a media interview is always challenging but these...hints and tips make that challenge less daunting, indeed almost something to look forward to.... An entertaining read, combined with sound practical advice, ranging from how to construct a message sandwich through to ideas about posture, breathing and relaxation." * Caroline Black FCIPR, Managing Director, Caroline Black & Associates *"Robert Taylor is one of the few trainers in the market who can call upon real-world experience, supporting theory and anecdotal evidence to make his case....This book will be of great interest to students and practitioners." * Michael Johnson, former editor of International Management magazine and director of McGraw-Hill World News *"Robert Taylor writes with authority on a subject he knows inside out and with the same easy style you get in his face-to-face workshops. Robert's model works equally for a private sector client, public sector body or a not-for-profit, and has become a core part of our organisation's media training programme. I'd certainly encourage any press officer to read Media Interview Techniques before prepping their spokesperson for media calls." * Krysteen Ormond, Public Relations & Media Manager, Falkland Islands Government *"Today's news isn't gone tomorrow: we're reminded that it will be available online and will influence a brand's future for decades. Robert's crystal clear writing style, along with the exercises ending each chapter, will give any spokesperson or executive the confidence to develop constructive relationships with important influencers across all media channels." * Donald Johnson, Head of Brand Strategy, National Grid plc. *"Robert Taylor is as thorough as they come and this guide reflects his detailed approach. It is an important reference point for companies and PR practitioners alike and will definitely be an additional tool we use when advising our clients, both global and start-up companies. Preparation prior to interacting with the media is integral and something we prioritise at Spider PR and this will definitely enhance our stringent briefing process." * Jessica Dixon, Director, Spider PR *Table of Contents Chapter - 01: Why do a media interview? Chapter - 02: Preparing for your interview; Chapter - 03: How to create a resonant message; Chapter - 04: Keeping your cool; Chapter - 05: Voice and body language; Chapter - 06: The perfect tone of voice; Chapter - 07: Keeping control of the interview; Chapter - 08: Winning over sceptical and hostile audience; Chapter - 09: Crisis media interviews; Chapter - 10: Capitalizing on your interview

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Book SynopsisAndrew Griffin is a corporate reputation specialist. He advises some of the world's leading companies and most trusted brands on crisis management, issues management and corporate citizenship. Andrew is managing director of Regester Larkin, the international reputation risk management consultancy which is credited with pioneering best practice systems across all sectors in this specialist discipline. He is a regular speaker, writer and commentator in this critical area of management and corporate communications.Trade Review"The need to protect a company's reputation has become an ever more pressing concern for CEOs and corporate boards. This book, by a leader in the field, provides a comprehensive guide for leaders to get it right. Filled with case examples and useful concepts it belongs on every executive's desk." * Dr Daniel Diermeier, Kellogg School of Management and author of Reputation Rules *"In an increasingly transparent world, the spotlight finds companies with an issue or a crisis very quickly. There is a real premium attached to learning from others and being well prepared: this book should be required reading for every member of the executive team." * Caroline Hempstead, VP Group Corporate Affairs, AstraZeneca plc *"Beautifully written, practical, relevant, clear and usable. Should be on the bookshelf of anyone interested in this area. This is the book I wish had been available when I first started learning about Crisis Management - an invaluable resource." * Kieron O'Keefe, Head of Crisis Management, BG Group *"...a well laid-out, easy to follow, and practical book, with plenty of website links to follow [...] Griffin makes and authoritative and readable case for reputation and crisis management as something central to doing a business and running an organisation." * Professional Security Magazine *"I have read a few books in recent years on crisis and reputation management and this is by far the best. Griffin's latest offering [...] is easy to read and incredibly engaging. His 20 years of experience in reputation management really shines through. The book is constantly brought to life with a host of case studies and examples of firms that got their reputation management strategy wrong and are still paying the price (for example BP and the Deepwater Horizon oil disaster), compared with those that got it right (Tesco and the horsemeat scandal). [...] This book goes further than just a must-read for those in PR. As Griffin points out, BP, News International and the BBC have all faced scandals over the past few years that have been dealt with badly and resulted in CEOs stepping down and commercial damage. This book is surely a must-read for any CEO who values the reputation of their company and wants to preserve it for as long as possible." * Lisa Elliot, PR Week *"crucial reading, not only for communication professionals, but for CEOs and board members, too....Griffin explores the anatomy of multiple high-profile corporate crises... [and puts] forward a number of new analytical models to help anyone responsible for protecting their organisation's reputation understand both how to manage a crisis and how to predict and prevent one before it materialises. In addition to this robust new theory, Griffin's book is full of practical tips. From detailed guidance on how to run a crisis exercise, to tried-and-tested advice on what messages will resonate with stakeholders in an emergency, the book provides a valuable manual for any company that wants to ensure it is crisis prepared." * Communika (PRISA) *Table of Contents Chapter - 01: Reputation: what it is and why it matters; Chapter - 02: The challenging climate in which reputations are managed; Chapter - 03: What are the risks to reputation?; Chapter - 04: Externally driven issues; Chapter - 05: Internally driven issues; Chapter - 06: Externally driven incidents; Chapter - 07: Internally driven incidents; Chapter - 08: Interrelated risks; Chapter - 09: Managing reputation risk through the life cycle; Chapter - 10: Predicting reputation risk; Chapter - 11: Preventing reputation risk; Chapter - 12: Preparing for acute reputation risk; Chapter - 13: Resolving risks to reputation; Chapter - 14: Responding to immediate reputation risk; Chapter - 15: Recovering from reputation damage; Chapter - 16: Where next for crisis, issues and reputation management?

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Book SynopsisPatricia J Parsons APR, FCPRS spent 26 years as a faculty member and former chairman in the Department of Communication Studies at Mount Saint Vincent University in Halifax, Canada retiring recently as a full Professor. Her research, writing and teaching focused on public relations ethics and strategy, and healthcare communication. She is the author of a dozen books and numerous papers for the professional and lay press. She is accredited in public relations and is a member of the Canadian Public Relations Society's College of Fellows. Prof. Parsons lives in Toronto and can be reached via email at ethicsinpr@gmail.com or via Twitter @ethicsinpr.Trade Review"This book offers students and practitioners of public relations a lively and engaging conversation around everyday ethics. Patricia Parsons challenges us to reflect on our hidden assumptions and darker motives when issuing misleading news releases, concealing sources or even using the office copier for personal stuff. There should be a copy by every PR water cooler." * Johanna Fawkes, Senior Lecturer in Public Relations, Charles Sturt University, Australia. Author of Public Relations Ethics and Professionalism: the Shadow of Excellence (Routledge, 2014) *"Too often, the PR industry finds itself jammed between those who see ethics as irrelevant and those who view it as a branch of moral philosophy. Many of our colleagues hear 'ethics' and turn off altogether. 'Ethics in Public Relations' provides a pragmatic antidote to this malaise. Rooted in reality and pointing to professionalism, it reminds us of our societal responsibility. It's readable, digestible and provocative. Whether you consider yourself to be a student, a scholar or neither, I contend that you ought to be both. As such, this book challenges you head on. 'Do unto others as you would have them do to you' isn't a platitude, it's our raison d'être. Read, learn, implement and enjoy!" * Jason MacKenzie, Found. Chart. PR Chartered Marketer FCIPR FCIM; Managing Director, Liquid; 2017 President, Chartered Institute of Public Relations *"Rooted in reality and pointing to professionalism, Ethics in Public Relations reminds us of our societal responsibility. It is readable, digestible and provocative." * Jason MacKenzie, Managing Director, Liquid *"Praise for previous edition: Should be a required textbook for any student or practitioner of public relations. Highly recommended." * Choice *Table of Contents Section - PART 1: What Lies Beneath Chapter - 01: Before we begin: New profession... or one of the oldest? Chapter - 02: Lies, truth and honesty: their role in PR practice Chapter - 03: Truth, trust and the virtue of being ‘good’. Chapter - 04: Whose rights are right? Chapter - 05: The trouble with rules Chapter - 06: Utilitarianism: Right acts and wrong reasons Section - PART 2: Ethics and the Practitioner Chapter - 07: Your moral development: Cultivating respect and humility Chapter - 08: Codes of ethics: The good, the bad and the (almost) ugly Chapter - 09: Conflicts of Interest: Sex and other relationship issues Chapter - 10: (Very) personal ethical decisions: Whistle-blowing and moonlighting Section - PART 3: Strategies and Dilemmas Chapter - 11: Public Relations ethics and traditional media Chapter - 12: Public Relations ethics and social media Chapter - 13: Persuasion propaganda and advocacy: The ethics of influence Chapter - 14: Supporting ‘good causes’: bad ethics or bad taste? Chapter - 15: Deceptive authorship: Ghost-writing and plagiarism Section - Part 4: Organizations, Ethics and PR Chapter - 16: Making decisions: The true reality of everyday ethics Chapter - 17: PR and the corporate ethics programme Chapter - 18: The future of ethical PR: education and leadership Chapter - 19: Appendix 1: For your bookshelf Chapter - 20: Appendix 2: Chartered Institute of PR Code of Conduct Chapter - 21: Appendix 3: Guidelines for the ethics audit

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Book SynopsisNeil Richardson is a Senior Marketing Lecturer at Leeds Beckett University and a Chartered Institute of Marketing Course Leader. He has over 20 years of experience in sales management, marketing and customer service in the B2B sector.Neil Kelley is a Senior Examiner for the Chartered Institute of Marketing (CAM Marketing and Consumer Behaviour) and Senior Lecturer for Marketing at Leeds Beckett University. He was previously Senior Territory Manager for Electronic Arts, contributing to the marketing and promotion of products such as The Sims and a variety of EA Sports titles.Jon James is a Senior Lecturer in Marketing at Leeds Beckett (formerly Leeds Metropolitan) University. Jon has provided strategic business & marketing consultancy to organisations in both the public and private sectors. His research interests include global & international marketing, marketing management and SME development.Table of Contents Chapter - 20: Cost or sacrifice; Chapter - 21: Services and sustainability; Section - SIX: What does the future hold?; Chapter - 22: What does the future hold? Chapter - 19: Customer benefits; Chapter - 18: Convenience for customers; Chapter - 17: Communications; Section - FIVE: The marketing mix; Chapter - 16: Barriers to adopting sustainable marketing planning: And how to overcome them; Chapter - 15: Resource allocation: Monitoring, evaluation and control; Chapter - 14: Marketing objectives, strategy formulation and tactical implementation; Chapter - 13: Situation review: The internal (micro) and external (macro) environments; Chapter - 12: Goal setting: Mission (or vision) statement, corporate objectives and gap analysis; Section - FOUR: Marketing planning; Chapter - 11: Communities and networks; Chapter - 10: Acquiring, retaining and satisfying customers; Chapter - 09: The sustainable customer; Chapter - 08: Users and/or customers?; Chapter - 07: How stakeholders make buying decisions; Section - THREE: Building relationships; Chapter - 06: Systems and customer-centricity; Chapter - 05: Digital marketing and research; Section - TWO: Knowing your own company; Chapter - 04: Marketing and sustainability: Separating facts from fiction; Chapter - 03: Orientations; Chapter - 02: Why do companies fail?; Chapter - 01: Developments in society; Section - ONE: Changing landscapes;

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Book SynopsisJonathan Gabay is a creative strategist, educator and writer. He has held several major advertising and marketing roles, including that of Group Creative Head at Saatchi and Saatchi Direct, where he worked with some of the most respected names in creative advertising, marketing, PR, the media and education. His books and business insights are featured throughout academia and regularly sought by news media including CNN, ABC, BBC and Bloomberg.Trade Review"Loyalty and retention have now become the cornerstones of modern sales and marketing and the winners of the future will be those brands that convince consumers they are not another 'me too' commodity but a trusted and valued 'us two' relationships. This... book... looks at topics such as neuroscience, psychotherapy and practical psychology....I would recommend this book to anyone involved in brand marketing, social media and business communications." * John Joe McGinley, Principal at Glassagh Consulting, for FT Adviser *"Brand Psychology - supported by research from some of the world's leading psychology, business and management authorities - explains how the most complex data-processing system ever created - the human mind - tries to make sense of modern 'sophisticated' marketing & the data that drives it. Gabay explains the importance for brands to understand the nuances of why people buy - or otherwise - using techniques that cannot be outsourced to data scientists." * Sally Hooton, The Global Marketing Alliance *"Brand Psychology is unquestionably extensively researched, well explained, and supported with great case studies to illustrate the points being made. Gabay delivers an impressive, insight-filled and stimulating book that will change how you see the world around you and your own actions, and uncovers what is really driving consumer attitudes and behaviours." * John Ling, Chartered Institute of Marketing's Creative Communications Group Advisory Board *"a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding." * The Bookbag *"It is a very useful guide for managers to understand what they need to do, and what their organisation's brands need to address, to convince buyers of the values of their brands. It covers ethics, consumer perceptions, big data, online disinhibition, media relations, technology channels, the psychology of the modern CEO and the language of brand storytelling. It will challenge the reader at the end of each chapter with 'Mind Prompts'. Did you know that within the space of a generation, consumers' expectation reflex has truncated from 10 days to 10 minutes? Do you know why it's important to know?" * Malcolm Morley, author of Understanding Markets and Strategy *"Excellent!" * Anouk Pappers, Cool Brands People *"an excellent detailed study of branding from both the brand and consumer perspective, backed up by case studies and advice from neuropsychologists, economists and industry participants." * Roger Dooley *"Brand Psychology... takes a very human approach to the implications of Big Data" * Smart Insights *Table of Contents Chapter - 00: Introduction; Chapter - 01: Believing is not seeing. Seeing is believing; Chapter - 02: Lies, excuses and further justifications for inconvenient truths; Chapter - 03: Brains, brands, bytes, Bolshevik brawls and teenage tantrums; Chapter - 04: Cloud-high reputations, big media personalities and bigger data; Chapter - 05: Smoke and mirroring; Chapter - 06: Rings of confidence; Chapter - 07: Egg whites, whitewash and snowflakes; Chapter - 08: Flattered trusted minds and fluttery trusting hearts; Chapter - 09: Under the influence; Chapter - 10: From addictive self-interests to interesting selves; Chapter - 11: Brand me; Chapter - 12: Maslow: misunderstood?; Chapter - 13: The church of brand ideology. Open for redemption 24/7; Chapter - 14: In the spotlight; Chapter - 15: Can we still be friends?; Chapter - 16: IDs and CEGOs; Chapter - 17: You don’t have to be mad to work here: brand leadership and psychosis; Chapter - 18: Big boys don’t cry; Chapter - 19: The authentic employer brand; Chapter - 20: Brand stories: tell – don’t yell; Chapter - 21: Rhetoric, rules, reasoning; Chapter - 22: The final question first

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Book SynopsisAnnabel Dunstan has worked in marketing and communications in senior positions at top firms and in-house. She co-founded the engagement consultancy Question & Retain whose clients include Suzuki, PizzaExpress and Ferrero. Imogen Osborne has spent over 20 years in senior communications leadership roles at Skype, Cisco and Edelman. In 2018, she set up the Pulse Business, building on eight years of experience working with real-time insight and helping companies understand how to take advantage of it.Trade Review"This book made me re-evaluate our internal communications entirely, and its importance at the centre of a global business. I run a successful "people business" and this book has reminded me, simply and clearly, that I can be doing so much more to communicate internally to ensure inspiration, motivation and loyalty among our most important company asset - our talent." * Molly Aldridge, Global CEO, M&C Saatchi PR *"The People Business is a fantastic testament to how internal communication has found its professional feet and is driving organizational performance with a unique and valuable set of skills, knowledge and expertise. At the Institute of Internal Communication (IoIC) we are committed to raising the profile and credibility of the profession and are delighted to support this book with its contribution from the IoIC President, Suzanne Peck." * Jennifer Sproul, Chief Executive, Institute of Internal Communication *"Running a business has never been more complicated. Being able to deal with fast-changing external risk demands a clear understanding of your internal audience. That's part of what Q&R do; and that understanding is what Annabel Dunstan and Imogen Osborne have shared in this timely and vital book." * Ian Henderson, CEO of communications agency AML Group *"A clear, simple, easy-to-read, case-study-led book for anyone who wants to unlock the secrets of internal communications and employee engagement. I believe that real-life examples always give the deepest insights; this is great content for practitioners, experts and novices alike." * BJ Cunningham, speaker, brand guru and renowned entrepreneur *"I thoroughly recommend reading The People Business if you're serious about your communications career. It's packed full of advice and ideas and accurately reflects the vibrancy of working in this field." * Rachel Miller, Director, All Things IC *"You can't take people with you unless they know what's going on and feel involved. Not in a fast-paced, multichannel world. In The People Business internal communications experts bare all in the name of best practice." * Tanya Hughes, President, SERMO Communications, Talk PR *"Dunstan and Osborne have assembled an outstanding group of people at the leading edge of thinking and practice in engagement communications. Page after page of provocative ideas and practical insight make The People Business a landmark book in the development of the craft of workplace communications." * Liam FitzPatrick, Managing Partner, Working Communication, and co-author of Internal Communications, also published by Kogan Page *"A book that gives a real feel for the issues confronting internal communications teams - remote working, multichannel media, millennial expectations - and shows how 10 top firms are trying to tackle them. Each chapter can be used to stimulate classroom discussion and learning about real business challenges." * Trevor Morris, Professor of Public Relations, Richmond University, and Former Chairman/CEO of several companies in the PR and recruitment industries *"The People Business is a fascinating look into the world of internal communications, acknowledging its humble beginnings while looking ahead to its continuing evolution as a critical business function. The People Business is packed full of insight and practical tips - a must-read for any IC professional." * Helen Deverell, Director, HD Communications *"Every now and then a book appears that has to be read from cover to cover, absorbed and then shared with colleagues and business friends. The People Business is one such book. Dunstan and Osborne should be commended for a very original and hugely useful publication. I wish I'd had the benefit of their insights 30 years ago." * Laurence Rosen, Founder and former CEO, Office Angels, and CEO/Chairman of several PR and recruitment companies *Table of Contents Section - 00: Introduction; Section - 001:: STORIES FROM THE COALFACE; Section - 01: Telefónica Digital: How a culture of openness and transparency ensures that employees feel constantly up-to-date with internal change and the impact of external influences in a highly regulated business; Section - 02: Managing and measuring employee engagement: Experience in a competitive industry sector with traditionally high levels of staff turnover; Section - 03: Grant Thornton: How the evolution of an authentic internal voice is helping to drive essential change in an increasingly turbulent and challenging climate for business leaders; Section - 04: BG Group: How your ‘employer brand’ is a dynamic and innovative power tool to unite a global workforce throughout corporate change; Section - 05: GE Capital: How a coaching culture is helping a finance company to embrace major change and extract maximum value from face-to-face communications in a global structure; Section - 06: Heathrow Airport: How one organization is effecting major cultural change and developing a new generation of leaders by empowering its people to understand their own strengths – and align themselves with company values; Section - 07: Just: How a brave and bold approach to internal communications is supporting a merger at the innovative retirement income specialist – and building channels that exploit the millennial world of social media to the max; Section - 08: The Institute of Internal Communication: How a professional body is leading the way in setting 21st century standards for excellence in internal communications and the importance of driving change from the inside; Section - 09: April Six: How team building and connected leadership are helping a service business to go global without losing sight of core values that are being driven from the very top; Section - 10: Natural England: How strong story-telling, data and insight are helping to confirm IC as enabler, not mail box, at one government agency; Section - 11: Summary; Section - 12: Twenty top tips for successful internal communicators;

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Book SynopsisTom Lunt is the Programme Leader for International Events Management at the University of Surrey. He is former senior lecturer at London Metropolitan University and spent nine years working in fundraising events with organizations such as Christian Aid and the Royal Star & Garter Home for disabled servicemen and women.Eva Nicotra is Senior Lecturer at London Metropolitan University, teaching event planning, events marketing and sponsorship, and live music events promotion. She is an accomplished events and music industry professional and previously ran her own events management company for live events, charity fundraisers, concerts and festivals.Trade Review"In the ever-changing and burgeoning world of live experiences, this book manages to step back and take a firm grasp on the vital discussions and dynamics around sponsorship and fundraising events." * Nick Adams, Founder and Managing Director, Sense *"Writing a book that will be useful for practitioners yet also appeal to an academic audience is difficult. Tom Lunt and Eva Nicotra have pulled it off. The authors demonstrate how academics in vocational fields such as event management might contribute to the improvement of practice." * Professor Rhodri Thomas, Dean, School of Events, Tourism and Hospitality Management, Leeds Beckett University *"This is one of the first texts to address finance, fundraising and sponsorship issues in a way that is immediately relevant to events managers. The mixture of research, professional insights and industry case studies means that this book will be equally valued by teachers and students." * Dr James Kennell, Principal Lecturer and Programme Leader for Events Management, University of Greenwich *"Event sponsorship and fundraising are critical to the success of any event delivered in today's highly volatile and politicized world. An extremely important text examining the challenging and innovative world of sponsorship and a welcome addition to the event management literature." * Dr Jane Ali-Knight, Professor of Festival and Event Management,Edinburgh Napier University *Table of Contents Chapter - 01: Introduction to event sponsorship, fundraising, partnerships and relationship development; Chapter - 02: Event sponsorship at the centre of the integrated marketing communications mix; Chapter - 03: Delivering event sponsorship campaigns; Chapter - 04: Identifying and securing sponsors and funding opportunities; Chapter - 05: Prospecting for grant funding and sponsorship: case studies from Scottish cycling events; Chapter - 06: Preparing and delivering a sponsorship pitch; Chapter - 07: Managing relationships with sponsors and funding bodies; Chapter - 08: Legal issues in event sponsorship and fundraising; Chapter - 09: Evaluating sponsorship and grant-making relationships; Chapter - 10: Where next for event sponsorship and fundraising?; Chapter - 11: Practical templates to kick-start your event sponsorship and fundraising; Chapter - 12: Afterword – building your career in sponsorship and fundraising

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Book SynopsisShirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is the Co-founder of an MA degree 'Experiential Meets Digital' and former Visiting Professor at London Metropolitan University. With over 15 years in the industry, Smilansky is an impactful thought-leader, entrepreneur and innovator in experiential marketing, co-founding her first company BlazinStar Experiential back in 2003.Trade Review"A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner." * Hamish Millar, Marketing Manager, Pernod Ricard UK *"The must-read guide on experiential marketing that covers the changing world of the retail landscape, with simple models and objectives, in order to execute winning solutions for the increasing demands of consumers." * Mark Robinson, Retail Sales Director, Silentnight Group *"This book is amazing. It's more than just a how-to guide - it's also a "what is" and a collection of great case histories. Need answers, guidance or inspiration? Look no further. It's essential reading for any modern marketer!" * Kevin Jackson, Editor-in-Chief, Live Communication Magazine *"In presenting experiential marketing as a methodology, rather than a channel, Smilansky offers advice and insights relevant to B2C and B2B businesses of any size. One-way communication channels are the way of the past; learning how to foster authentic two-way conversations is the next challenge. Anyone interested in building a strong and lasting relationship between their customers and their brand needs to read this book." * Lynn Morrison, Marketing Director, Opus Energy *"In today's ever-changing consumer and media landscape, this book demonstrates how to truly engage and create a deeper emotional connection with modern audiences; a must-read for senior brand marketers, CEOs and their teams." * Maria Hatzistefanis, President/CEO, Rodial Group (Rodial Skincare, NIP+FAB) *"Practical, pragmatic and succinct. Seasoned marketers and people just starting out will find something of use in this book. Something for everyone and written and styled for the 24/7 world we live in." * Tony Cooke, HR Director, adidas Group *Table of Contents Section - PART ONE: An experiential revolution: the accelerating transformation of business and marketing; Section - 01: What is experiential marketing?; Section - 02: A whole new world: millennials, brand experiences and social media; Section - 03: The experience economy is here; Section - 04: Concept stores, the future of retail and pop-ups; Section - 05: Digital experiences, artificial intelligence in marketing and merged realities; Section - 06: The BETTER creative model: how to create unique experiential marketing ideas; Section - PART TWO SET MESSAGE: an activation framework for your experiential marketing strategy; Section - 07: Situation and background: exploring the business context for experiential marketing; Section - 08: Experiential objectives: how to creatively define and set your goals; Section - 09: Target audience: gathering holistic insights and understanding of your customers; Section - 10: Message: key communication of your brand message using experiential marketing; Section - 11: Experiential strategy: how to develop live brand experience strategies and frameworks; Section - 12: Selected locations and brand ambassadors for your experiential marketing strategy; Section - 13: Systems and mechanisms for measurement for experiential marketing planning; Section - 14: Action: how to deliver and project manage live brand experiences; Section - 15: Gauging effectiveness: creating a real-world test-and-learn approach for experiential marketing environments; Section - 16: Evaluation: interpreting and monitoring tangible results from experiential marketing; Section - 17: Conclusion: planning for the future of experiential marketing;

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Book SynopsisAndy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and CEO of the Andy Maslen Copywriting Academy. A lifetime fellow of the Institute of Direct and Digital Marketing, Maslen works globally with clients such as the NHS, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.Trade Review"If you're someone who likes rules but likes breaking them more, this book is for you. Andy provides a balance of discussion, guidance and coaching, delivered with enough wit to make you spontaneously snort-laugh your way to great copywriting." * Elle Graham-Dixon, Head of Planning Global Ford, BBDO New York *"Persuasive Copywriting will give your writing charisma. It refines your words so they hold your reader's gaze, drawing on lessons from Ancient Greece to fMRI technology. It's about more than how your copy can persuade and sell, though. Your writing will inspire, charm and comfort too." * Joe Fattorini, journalist and presenter of The Wine Show *"I rated Andy 10/10 as a speaker. I rate Persuasive Copywriting even higher. It has smashed into the essential reading list on our curriculum, for art directors as well as copywriters." * Marc Lewis, Dean, School of Communication Arts *"There is a crying need for good copy today because of the internet. Yet there is a dire shortage. If you wish to succeed, read this book at least three times. And if you have to judge copy, read it too. All good stuff, blessedly free of jargon." * Drayton Bird, the godfather of direct marketing *Table of Contents Section - ONE: Copywriting in context; Chapter - 01: Creativity – A genuinely marketable skill?; Chapter - 02: The right and wrong way to judge copy; Chapter - 03: The impact of new channels – From mobile to social; Chapter - 04: Blood brothers or ugly sisters – How do copy and content fit together?; Section - TWO: Motivation versus reason – Tapping into your customer's deepest drives; Chapter - 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter - 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter - 07: A powerful process for developing customer empathy through copy; Chapter - 08: Copywriting hacks – Flattery will get you everywhere; Chapter - 09: The ancient Greek secret of emotionally engaging copy; Chapter - 10: Copywriting and connecting on social media; Chapter - 11: Creating calls to action – Top tips to bring home the bacon; Section - THREE: The pleasure principle – Making your writing more enjoyable and compelling; Chapter - 12: Balancing pleasure and profit – Five techniques to write fantastic copy; Chapter - 13: How to engage your imagination and free your creativity; Chapter - 14: Tone and technique in copy – Finding your voice (and that of others); Chapter - 15: The definitive guide to when grammar matters in copywriting; Chapter - 16: Injecting life into your sales pitch – An age-old method

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Book SynopsisKate Hartley is co-founder of Polpeo, a crisis simulation training consultancy that works with some of the biggest brands in the world. Hartley has 25 years' agency-side experience in crisis and reputation management and corporate PR. She has spoken and run workshops on the impact of social media on crisis management at international events including SXSW, The Global PR Summit, PR Week's Crisis Comms, and Social Media Today's Social Shake Up. She is a member of the CIPR and the PRCA, and sits on the PRCA's digital steering committee which is designed to shape digital best practice in the PR industry.Trade Review"A timely analysis of the environment in which crises emerge and must be managed." * Jonathan Hemus, Managing Director, Insignia *"Above all a sane and sympathetic approach to the people embroiled in a crisis at the sharp end. Buy this book, read it, follow Kate Hartley's advice and breathe more easily." * Adrian Wheeler, author of Crisis Communications Management and Writing for the Media *"Whilst the principles of crisis communications haven't changed the environment has - beyond recognition. Understanding what that means to the corporation under fire and how best they should engage with all stakeholder audiences is the essence of this book." * Alison Clarke FPRCA, FCIPR, Alison Clarke Consulting *Table of Contents Section - ONE: Understanding how consumer behaviour has changed; Chapter - 01: Kick a brand when it's down – Why we love to hate our favourite brands; Chapter - 02: The issue of declining trust in the spread of fake news; Chapter - 03: Who do I trust? The rise of individual influencers versus declining traditional media; Chapter - 04: It's outrageous! Understanding the new response to outrage and bad news, and the role of social media; Chapter - 05: I want it now – Managing consumer expectation for instant information; Chapter - 06: Profile of a troll – Understanding and dealing with trolling behaviour; Chapter - 07: The conscious consumer – The question complex and pressures of brand transparency; Section - TWO: The role of changing consumer behaviour in crisis management and response; Chapter - 08: The new challenges – Understanding the impact of changing consumer behaviour on crisis management strategies; Chapter - 09: What is acceptable in a crisis? How to differentiate business as usual versus crisis management; Chapter - 10: The social media Hydra: Principles of transparency versus suppression of information in crisis mitigation; Chapter - 11: Crises in action: Lessons learned from crisis responses from five major brands; Chapter - 12: The importance of telling the truth and its role in crisis and reputation management; Chapter - 13: Withstanding the attack: The importance of resilience in your communications teams; Section - THREE: Building your crisis communication strategy and response; Chapter - 14: The brain's response to a crisis and training your team to cope; Chapter - 15: Insights from crisis communication influencers on managing the threats facing brands; Chapter - 16: The role of leadership in a crisis and preparing your crisis team; Chapter - 17: Showing humanity and empathy in a crisis: When it counts and when it's empty; Chapter - 18: What do I do first? Getting your priorities right in a crisis; Chapter - 19: Harnessing the crowd: Using influencers and advocates to calm the crisis: An interview with Scott Guthrie; Chapter - 20: The role of technology in crisis management: Using predictive analysis, social listening, search data and insights; Chapter - 21: Practical steps to prepare, execute and analyse a crisis response (and avoid common pitfalls)

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Book SynopsisAndy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and CEO of the Andy Maslen Copywriting Academy. A lifetime fellow of the Institute of Direct and Digital Marketing, Maslen works globally with clients such as the NHS, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.Trade Review"If you're someone who likes rules but likes breaking them more, this book is for you. Andy provides a balance of discussion, guidance and coaching, delivered with enough wit to make you spontaneously snort-laugh your way to great copywriting." * Elle Graham-Dixon, Head of Planning Global Ford, BBDO New York *"Persuasive Copywriting will give your writing charisma. It refines your words so they hold your reader's gaze, drawing on lessons from Ancient Greece to fMRI technology. It's about more than how your copy can persuade and sell, though. Your writing will inspire, charm and comfort too." * Joe Fattorini, journalist and presenter of The Wine Show *"I rated Andy 10/10 as a speaker. I rate Persuasive Copywriting even higher. It has smashed into the essential reading list on our curriculum, for art directors as well as copywriters." * Marc Lewis, Dean, School of Communication Arts *"There is a crying need for good copy today because of the internet. Yet there is a dire shortage. If you wish to succeed, read this book at least three times. And if you have to judge copy, read it too. All good stuff, blessedly free of jargon." * Drayton Bird, the godfather of direct marketing *Table of Contents Section - ONE: Copywriting in context; Chapter - 01: Creativity – A genuinely marketable skill?; Chapter - 02: The right and wrong way to judge copy; Chapter - 03: The impact of new channels – From mobile to social; Chapter - 04: Blood brothers or ugly sisters – How do copy and content fit together?; Section - TWO: Motivation versus reason – Tapping into your customer's deepest drives; Chapter - 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter - 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter - 07: A powerful process for developing customer empathy through copy; Chapter - 08: Copywriting hacks – Flattery will get you everywhere; Chapter - 09: The ancient Greek secret of emotionally engaging copy; Chapter - 10: Copywriting and connecting on social media; Chapter - 11: Creating calls to action – Top tips to bring home the bacon; Section - THREE: The pleasure principle – Making your writing more enjoyable and compelling; Chapter - 12: Balancing pleasure and profit – Five techniques to write fantastic copy; Chapter - 13: How to engage your imagination and free your creativity; Chapter - 14: Tone and technique in copy – Finding your voice (and that of others); Chapter - 15: The definitive guide to when grammar matters in copywriting; Chapter - 16: Injecting life into your sales pitch – An age-old method

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Book SynopsisPresenting more than 70 tools, The Reinventor''s Fieldbook includes hundreds of practical lessons learned, do''s and don''ts, steps to take, and pitfalls to avoid in public management and governance. Based on dozens of case studies from five countries, it covers the waterfront of high-performance public organizations, including: customer choice and customer service standards, performance measurement, and performance budgeting; employee empowerment and labor-management partnerships; managed competition and asset privatization; partnerships with communities; culture change strategies; and administrative system reform.Trade Review"The Reinventor's Fieldbook brings Banishing Bureaucracy to life. We have needed such a resource for decades. Bravo to Osborne and Plastrik." (Robert C. Bobb, city manager, City of Oakland) "Osborne and Plastrik provide a user-friAndly roadmap for invigorating government with purpose and performance. This toolbox is a real treat; it contains dozens of useful and practical ideas that can be applied by politicians and managers alike." (Allen Schick, professor of public policy, The University of Maryland; author, Modern Budgeting and The Spirit of Reform) "This Fieldbook provides critical insight and advice that will help all those interested in civic reform." (Steve Goldsmith, mayor, City of Indianapolis 1992-1999; chairman, Center on Civic Innovation, Manhattan Institute) "An extraordinary toolkit for anyone who is leading change in the public sector. The Reinventor's Fieldbook will become an essential reference guide for elected leaders and executives searching for more effective organizations." (Robert O'Neil, former city manager of Hampton, Virginia, and county executive of Fairfax County, Virginia; now president, National Academy of Public Administration) "This fieldbook is required reading for adventurous public officials ready to embark on the path to efficient, relevant government. The real-world examples of reinvention efforts around the globe are true to life, and prepare readers for both the challenges and rewards of government reform." (Beverly Stein, chair of the board of commissioners, Multnomah County, Oregon)Table of ContentsTHE CORE STRATEGY: CREATING CLARITY OF PURPOSE. 1. Improving Your Aim: Using Strategic Management to Create Clarity of DirectionVisioning Outcome Goals Steering Organizations Strategy Development Mission Statements Long-term Budget Forecasting Strategic Evaluation. 2. Clearing the Decks: Eliminating Functions That No Longer Serve Core Purposes Program Reviews Periodic Options Reviews Sunset Reviews Asset Sales Quasi Privatization Methods Devolution. 3. Uncoupling: Creating Clarity of Role by Separating Steering and Rowing Flexible Performance Frameworks. THE CONSEQUENCES STRATEGY: INTRODUCING CONSEQUENCES FOR PERFORMANCE. 4. Enterprise Management: Using Markets to Create Consequences Corporatization Enterprise Funds User Fees Internal Enterprise Management. 5. Managed Competition: Using Competitive Contracts and Benchmarks to Create Consequences Competitive Bidding Competitive Benchmarking. 6. Performance Management: Using Rewards to Create Consequences Performance Awards Psychic Pay Bonuses Gainsharing Shared Savings Efficiency Dividends Performance Pay Performance Contracts and Agreements Performance Budgets. 7. Performance Measurement: The Critical Competency. THE CUSTOMER STRATEGY: PUTTING THE CUSTOMER IN THE DRIVER'S SEAT. 8. Competitive Customer Choice: Making Customers Powerful Through Choice and Competition Competitive Public Choice Systems Vouchers Customer Information Systems Brokers. 9. Customer Quality Assurance: Making Organizations Accountable for Service Quality Service Standards Quality Guarantees Redress Complaint Systems Customer Councils and Boards Customer Service Agreements Customer Voice: A Critical Competence. THE CONTROL STRATEGY: SHIFTING CONTROL AWAY FROM THE TOP AND CENTER. 10. Organizational Empowerment: Giving Managers the Power to Manage Decentralizing Administrative Controls Site-Based Management Waiver Policies Opting Out for Chartering Beta Sites Reinvention Laboratories Intergovernmental Deregulation Mass Organizational Deregulation. 11. Employee Empowerment: Giving Frontline Employees the Power to Improve Results Delayering Management Organizational Decentralization Breaking Up Functional SilosLabor-Management Partnership Work Teams Self-Directed Teams Employee Suggestion Programs. 12. Community Empowerment: Giving Communities the Power to Solve Their Own Problems Empowerment Agreements Community Governance Bodies Community Visioning and Goal Setting Collaborative Planning Community-Based Funding Asset Transfers to Communities. THE CULTURE STRATEGY: DEVELOPING AN ENTREPRENEURIAL CULTURE. 13. Changing Habits: Creating a New Culture by Introducing New Experiences Meeting the Customers Walking in the Customer's Shoes Job Rotation Internships & Externships Cross Walking & Cross Talking Institutional Sponsors Contests Large-Scale, Real-Time Strategic Planning WorkOuts Hands-On Organizational Experiences Redesigning Work. 14. Touching Hearts: Developing a New Covenant Within Your Organization Creating New Symbols Telling New Stories Celebrating Success Honoring Failure New Rituals Investing in the Workplace Redesigning the Workplace Investing in Employees Bonding Events Sending Valentines. 15. Winning Minds: Changing Employees' Mental Models Surfacing the Givens Benchmarking Performance Site Visits Learning Groups Creating a Sense of Mission Building a Shared Vision Articulating Organizational Values, Beliefs, and Principles Using New Language In-House Schoolhouses Orienting New Members. Appendix: General Resources.

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Book SynopsisThis down-to-earth guide provides nonprofit executives and board members with the information and tools they need to create a persuasive and effective annual report.Trade Review"This book is a first rate guide at producing a quality annualreport on budget and on time." (CharityChannel.com, December6, 2002)"As the former CEO of an educational nonprofit whose heart sank atthe sound of the words 'we have to put together the annual report,'I now make only one recommendation-Buy this book and do what itsays." --John Agresto, president, John Agresto &Associates, former deputy chairman, National Endowment for theHumanities "At last, a book that helps nonprofit associations produceannual reports on time, on budget, and on target for theiraudiences." --J. D. Andrews, chairman, the Council forProfessional Recognition "Timely, relevant, and thorough-every nonprofit that publishesannual reports should have this book, and those that don't shouldheed its counsel. We'll certainly recommend it to our clients."--George A. Brakeley III, president, Brakeley, Inc. "Chock full of useful information for nonprofits from small tolarge. In the course of describing the production process fromconceptualization through distribution, Taylor shows how this vitalcommunications tool can be published economically and on time."--David Slater, director of communications, the Chesapeake BayFoundationTable of ContentsTables, Figures, and Exhibits. Foreword (Kathryn S. Fuller). Preface. Acknowledgments. The Author. Introduction. 1. Why Publish an Annual Report? 2. Key Players: Their Roles and Responsibilities. 3. Elements of the Annual Report. 4. Planning, Scheduling, and Tracking Production. 5. Writing the Executive Message. 6. Writing the Review of Operations. 7. Editing and Managing Production. 8. Integrating Text with Design. 9. Illustrations and Graphics. 10. Printing and Distribution. 11. Evaluating Success and Spotting Trouble. Glossary: Graphic Arts and Mailing Terms. References. Recommended Reading. Index.

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Book SynopsisMade Possible By is a step-by-step guide to securing successful, sustainable corporate sponsorships that will provide financial stability, increased visibility, and help your nonprofit achieve its mission. Sponsorship expert Patricia Martin walks you through every phase of the process and shows how to assess what it will take to get your organization prepared for success. Made Possible By gives you the information and tools you need to Get organizational buy-in Approach potential partners Prepare a winning proposal Negotiate contracts Report results Build long-term equity Evaluate the success of the relationship Trade Review"Martin's advice is direct, succinct and illustrated with concrete examples." (Philanthropy News Digest, 7/27/2004)Table of ContentsExhibits and Worksheets. Preface. The Author. PART 1: UNDERSTANDING SPONSORSHIP. 1. Making the Transition to Sponsorship. 2. Preparing for Sponsorship. 3. Structuring Your Offer. PART 2: ENGAGING WITH SPONSORS. 4. Drafting the Proposal. 5. Gaining Access to Sponsors. 6. Selling, Negotiating, and Closing the Deal. 7. Understanding Sponsorship’s Legal and Tax Concerns. 8. Delivering the Deal and Communicating the Results. Glossary. References. Index.

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Book SynopsisGaining Influence in Public Relations explores how professionals can increase their influence in practice to help their organizations achieve success. This provocative book explores the largely uncharted territories of power, resistance, dissent, and activism in public relations, arguing that practitioners can increase their power and social legitimacy by developing and using a wider range of influence resources, strategies, and tactics. Authors Bruce K. Berger and Bryan H. Reber talked with hundreds of practitioners, analyzed original survey data, and examined a detailed case study to develop a theory of power relations. Ultimately, the book seeks to advance the ethical and effective practice of public relations. Intended for scholars and graduate students in public relations, it also has much to offer practitioners, as well as scholars and students in organizational communication, organizational theory, human resources, and leadership.Table of ContentsContents: Preface. Influence in Public Relations and Why It's Important. Public Relations Roles, Responsibilities, and the "Right Thing." Resistance, Politics, and Power Relations. Identifying and Using Influence Resources in Public Relations. Alpha Approaches in Public Relations: The Use of Sanctioned Influence Tactics. The Communication Change Project at Whirlpool: Converting Power Into Performance. Omega Approaches in Public Relations: The Use of Unsanctioned Influence Tactics. The Use of Dissent in Public Relations. The Power of Political Will and Intelligence. Breaking Out of the "Iron Cage" of Practice. A Public Relations Manifesto. Appendix: The Dissent Survey.

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Book SynopsisIn What Were They Thinking? Adubato examines twenty-two controversial and complex public relations and media mishaps, many of which were played out in public. Trade ReviewSteve is a media expert, a street-smart guy with powerful insight that makes this book so relevant for our time. -- Ernie Anastos * anchor, FOX 5 New York *Heaven forbid you should find yourself or your company with a public relations crisis on your hands. But if you do, Steve Adubato has a wealth of common sense for how to weather the storm with a minimum of damage. -- Jim Willse * editor, The Star-Ledger *Steve Adubato is one of my favorites. He has a clear point of view and isn't afraid to share it, particularly when it comes to media issues and media coverage of important stories. -- Joe Scarborough * host, "Morning Joe," MSNBC *

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Book SynopsisFrom pitches and press releases to news and feature stories to social media writing and more, this new book by author Whitney Lehmann and a handful of experienced contributors breaks down the most widely used types of public relations writing needed to become a PR pro.The Public Relations Writer's Handbook serves as a guide for those both in the classroom and in the field who want to learn, and master, the style and techniques of public relations writing. Eighteen conversational chapters provide an overview of the most popular forms of public relations writing, focusing on media relations, storytelling, writing for the web/social media, business and executive communications, event planning and more. Chapters include user-friendly writing templates, exercises and AP Style skill drills and training.Whether you're a PR major or PR practitioner, this book is for you. Lehmann has combined her industry and classroom experience to create a handbook that's accessible for PR stTable of ContentsWhat is Public Relations Writing? 1. Purpose, Process, Style, Form and Tone Media Relations 2. News Releases and Other Types of Releases 3. Media Pitches 4. Media Advisories/Alerts 5. Public Service Announcements 6. Media Kits Storytelling 7. Interviewing 8. Background Materials and Backgrounders 9. Fact Sheets 10. Bio Sketches 11. News Writing 12. Feature Writing Writing for Digital Media 13. Email and Writing for the Web 14. Writing for Social Media Business and Executive Communications 15. Letters and Memos 16. Speech Writing Writing for Events 17. Talking Points and Run of Show 18. Shot Lists and Photo Captions

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Book SynopsisWhy do some companies have a seemingly flawless reputation while others constantly fight a losing battle? Maybe you've always kept social media at arm's length, but the thought of a crisis unfolding online keeps you awake at night. This book offers an insightful examination of how social media affects corporate reputation-building.

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Book SynopsisAn International Compilation of Awards Prizes and Recipients

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Book Synopsis

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Book SynopsisThis book provides a comprehensive, up-to-date overview of the different environmental strategies adopted in the football world to foster sustainability.The authors lay out useful insights, both for scholars and practitioners, to improve good governance in football organisations by empowering environmental organisational and operational actions. As well as examining practical methods of implementing green initiatives, the book discusses their added value from different perspectives including football fans, football managers and policymakers. By identifying the most important green actions for the dissemination of environmentally friendly behaviours at both individual and organisational levels, the book demonstrates how football organisations can use operational and organisational methods to develop an environmental sustainability strategy. The book contributes to developing the role of the football world by covering different facets of sustainability such as the circular econTable of Contents1 Perspective on environmental management in the frame of sport social responsibility; 2 Environmental sustainability in football; 3 Organisational and operational environmental management in football; 4 Environmental certifications for football organisations; 5 Life cycle assessment as a support for sustainable football; 6 Climate change and circular economy in football organisations; 7 Green marketing, environmental communication and greenwashing in football; 8 Fostering behavioural changes in football fans

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Book SynopsisThe seventh edition of Becoming a Public Relations Writer serves as an essential guide to the writing process for public relations practice. The text covers public relations writing formats across digital and traditional media, providing comprehensive examples, guidelines, and exercises to learn the fundamentals of public relations writing and help students practice their writing and editing skills. This new edition is significantly streamlined with numerous updates throughout. It features updated diverse and inclusive examples and expands its coverage of writing for digital and social media, addressing influencer relations, media pitching, and media catching. A standalone chapter on ethics and legal issues for the PR writer also informs every chapter of the text. Helpful pedagogy includes in-class discussion prompts and writing assignments. This seventh edition is an ideal text for undergraduate and postgraduate courses in public relations writing. Free

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Book SynopsisThis updated fourth edition presents a wide-scale, interdisciplinary guide to social media communication. Examining platforms like Facebook, Instagram, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media''s use in journalism, public relations, advertising and marketing.Lipschultz focuses on key concepts, best practices, data analyses, law and ethics  all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry's leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Updates to the fourth edition include expanded discussion of disinformation, the impact of artificial intelligence (AI), natural langTable of Contents1. Introduction to Social Media Concepts 2. CMC, Diffusion and Social Theories 3. Social Media in Journalism 4. Social Media in Public Relations 5. Social Media in Advertising and Marketing 6. Social Media Metrics and Analytics 7. New and Mobile Media Technologies, Innovation and Investment 8. Big Data and Privacy 9. Law and Regulation 10. Social Media Ethics 11. Best Practices in Social Media 12. Future of Social Media and Information Literacy

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Book SynopsisAddressing 21st-century issues, threats, and opportunities with time-tested principles, this book empowers corporate communications professionals to protect, inspire, and energize organizations in the face of a crisis. Whether due to an external incident or an internal misstep, every major company or institution will find itself scrutinized, its normal operations disrupted, and its reputation and business continuity threatened at some pointâand how it prepares for, and reacts to, a crisis can make a critical difference in the ultimate outcome of events. This book focuses on strategic crisis communication as a function of three elements: 1. crisis preparationâestablishing a robust and nimble infrastructure and plans, in advance of any crisis 2. crisis managementârapidly gathering information, activating and adjusting plans, making decisions, and relentlessly monitoring outcomes 3. crisis communicationâreaching multiple audiences, on multiple platforms, with clear, consistent, and purposeful messages that tell the truth and defend the organization. Bringing together best practices gleaned from hundreds of recent case studies, this book is an unmatched resource enabling corporate communications and PR professionals, and the organizations that employ them, to understand how to weather any reputational storm that may threaten their enterprise.Table of Contents1 A Few Important Distinctions. 2 Be Strategic in Your Planning. 3 Set Up a Rapid Response Team. 4 Get the Facts . . . Fast. 5 Determine the Real Problem. 6 Put Someone in Charge. 7 Activate the Crisis Communication Team. 8 Develop a Strategy. 9 Establish Goals. 10 Centralize Communication. 11 Consider All Stakeholders, All Markets You Serve. 12 Expect the Best, Plan for the Worst. 13 Communication Is Your Primary Tool in a Crisis. 14 The Importance of Being Earnest. 15 Put Your Employees First. 16 Engaging with Legacy Media. 17 Responding to News Media Inaccuracy. 18 Deploy Your Websites. 19 Social Media Has Changed the Crisis Communication Landscape. 20 Ten Best Practices in Crisis Communication

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Book SynopsisWritten by two practitioners with deep professional experience, this book introduces readers to public interest communications, which takes an evidence-based approach to using strategic communications to drive positive social change.Each chapter includes accessible, applicable insights, exercises and real-world examples undergirded by theories and research from a range of academic disciplines: social and cognitive science, communications, systems thinking and human-centered design. The authors provide step-by-step frameworks for practicing public interest communications and illustrate each framework with diverse voices through practitioner interviews. Through a focus on equity and ethics, the book helps readers acquire the mindset of a public interest communicator.This book is an ideal resource for students in strategic communications, health and environmental communications, public relations, journalism, social entrepreneurship, political science and advertising, prog

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Book SynopsisTaking stock of the technological, political, economic, and social trends that exist today, this book extends the discussion to analyze and predict how these trends will affect the public relations and strategic communication industry of the future.This book is divided into two sections, the first addressing such key topics as artificial intelligence (AI), big data, political polarization, and misinformation, the second looking at key facets of the profession, such as media relations, crisis communication, and measurement and evaluation. Leading researchers in the discipline share their analysis of these topics while also providing theoretically based and practically relevant insights on how the industry must evolve to keep up with, and perhaps anticipate, changes in culture, society, and technology.This book will be of interest to scholars, industry professionals, and advanced undergraduate and graduate students in public relations and strategic communication.A podcast, The Future of PR, also accompanies the book.

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Book SynopsisEmbedded in the emerging field of climate change communication, Thaker provides a comprehensive analysis of enablers and barriers to corporate action on climate change, business role and influence on media coverage of climate change, and its impact on public opinion and the policy-making process.Focusing on extensive academic research, business reports, case studies, and best practices from around the world, this book offers a practical guide to effective strategies in corporate climate change communication, including leadership communication, rebuilding public trust amidst greenwashing scandals, and engaging stakeholders with business action on climate change. The book provides new directions on the role of social media influencers, artificial intelligence, and big data in enhancing transparency in business actions and effective communication with key stakeholders.An essential read for students, scholars, and professionals interested in the emerging fields of climate change communication, strategic communication, and related areas of sustainability and Environmental, Social, and Corporate Governance (ESG) communication.

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Book Synopsis

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Book Synopsis

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Book SynopsisThe follow up to Share This: The Social Media Handbook for PR Professionals. Share This is a practical handbook to the changes taking place in the media and was conceived and written by 24 public relations practitioners using many of the social tools and techniques that it addresses.Trade ReviewIs it an essential purchase? In a word, yes. To use the digital parlance of relationships, if Share This was a flash of ankle, this is the kiss, deeper and more rewarding, hinting at what is to come - if you put the work into it. (The Drum, September 2013)Table of ContentsList of Contributors v Foreword – Brian Solis vii Introduction – Rob Brown and Stephen Waddington xi Part I. The Future of Public Relations 1 1 Digital PR is Dead: Social goes mainstream – Rob Brown 3 2 The Shift to Conversation: Content, context and avoiding cheap talk – Dom Burch 11 3 Content Frameworks: Using content to achieve marketing communications goals – Robin Wilson 21 Part II. Audiences and Online Habits 31 4 Planning: Audiences, media and networks – Ged Carroll 33 5 Digital Anthropology – Kate Matlock 41 6 Understanding Social Capital – Adam Parker 49 7 The Unsocial Web – Dr Mark Pack 59 Part III. Conversations 67 8 Gamification: Engaging audiences through play – Sharon O’Dea 69 9 Community Management – Paul Fabretti 79 10 Curation – Michael Litman 89 11 Live Social Events – Russell Goldsmith 97 Part IV. New Channels, New Connections 105 12 Mobile Media – Stephen Davies 107 13 To App or not to App? – Scott Seaborn 115 14 The Visual Web – Dan Tyte 123 15 Finding Your Way Around: From Foursquare to Google Glass – Matt Appleby 131 16 Connected Employees – Kevin Ruck 139 Part V. Professional Practice 149 17 Social Media and the Law – Hanna Basha 151 18 Online Crisis Management – Chris Norton 159 19 Wikipedia and Reputation Management – Stephen Waddington 169 20 The Rise and Rise of Digital Pharma – Becky McMichael 179 21 Social in Corporate Communications – Rachel Miller 191 22 Putting the Social into Corporate Social Responsibility – Stuart Bruce 201 23 Building a Personal Brand Online – Richard Bailey 209 24 The Social CEO – Jane Wilson 217 25 Working Across Borders and Boundaries – Julio Romo 225 Part VI. Business Change and Opportunities for the Public Relations Industry 233 26 Laying the Foundations for a Social Business – Jed Hallam 235 27 Social Commerce: Show me the money – Katy Howell 241 28 How to Change Organizational Mindset – Gemma Griffiths 251 29 The Six Influence Flows – Philip Sheldrake 259 Part VII. Future Proofing the Public Relations Industry 269 30 Metrics that Matter – Richard Bagnall 271 31 Quantified Self – Drew Benvie 279 32 Network Topology – Andrew Bruce Smith 287 33 The Public Relations Power of “Big Data” – Simon Collister 295 Index 305

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