Description
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
