{"product_id":"the-public-relations-strategic-toolkit-9781138678675","title":"The Public Relations Strategic Toolkit","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cem\u003eThe Public Relations Strategic Toolkit\u003c\/em\u003e presents guidance to instruct and educate students and professionals of public relations and corporate communications. Alison Theaker and Heather Yaxley cover every aspect of critical practice, including definitions of public relations, key theoretical concepts and both original and established methodological approaches. Case studies and interviews are featured  to provide real-world context and advice for professional development. The new edition is fully revised with brand new case studies and updated content which reflect significant developments in theory and contemporary practice. It puts particular emphasis on the use of technology (including automation) and social media in current public relations planning, corporate communications and stakeholder engagement. \u003c\/p\u003e\u003cp\u003eThe book is divided into four parts; covering the profession, public relations planning, corporate communication and stakeholder engagement. Feat\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e‘Public relations is a global business, increasing in scope, scale and influence. It’s a broad discipline, encompassing practitioners with diverse skillsets, operating in vastly differing environments. The landscape is being transformed by the digital revolution, yet professional PR is firmly rooted in strategic principles. With this update, Theaker and Yaxley serve our community of consultants, students and other stakeholders well. It is a worthy addition to any bookshelf.’\u003c\/p\u003e\u003cp\u003eJason MacKenzie, \u003ci\u003ePresident, Chartered Institute of Public Relations, UK\u003c\/i\u003e\u003c\/p\u003e\u003cp\u003e‘\u003ci\u003eThe Public Relations Strategic Toolkit\u003c\/i\u003e is a book that student, teacher and practitioner will want to keep close to hand. It's a primer for the public relations industry. It provides a thorough grounding for students, or anyone new to the industry and is an instant aide memoir for experienced practitioners.’\u003c\/p\u003e\u003cp\u003eStephen Waddington, \u003ci\u003ePartner and Chief Engagement Officer, Ketchum and Visiting Professor, Newcastle University, UK\u003c\/i\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of figures List of tables Acknowledgements \u003cb\u003ePart 1: The Profession Introduction \u003c\/b\u003eAlison Theaker\u003ci\u003e \u003c\/i\u003e\u003cb\u003e1. What is public relations?\u003c\/b\u003e\u003ci\u003e \u003c\/i\u003eAlison Theaker\u003ci\u003e \u003c\/i\u003e\u003cb\u003e2. What do PR practitioners do? \u003c\/b\u003eAlison Theaker \u003cb\u003e3. The PR industry and careers in it\u003c\/b\u003e Alison Theaker \u003cb\u003e4. Professionalism and trends in PR\u003c\/b\u003e Alison Theaker \u003cb\u003ePart II: Public relations planning\u003c\/b\u003e \u003cb\u003eIntroduction\u003c\/b\u003e Heather Yaxley \u003cb\u003e5. Situational analysis\u003c\/b\u003e Heather Yaxley \u003cb\u003e6. Understanding public psychology \u003c\/b\u003eHeather Yaxley \u003cb\u003e7. Setting objectives\u003c\/b\u003e Heather Yaxley \u003cb\u003e8. Strategic campaign execution \u003c\/b\u003eHeather Yaxley \u003cb\u003e9. Budgeting and resourcing\u003c\/b\u003e Heather Yaxley \u003cb\u003e10. Monitoring and evaluation\u003c\/b\u003e Heather Yaxley \u003cb\u003eOutro\u003c\/b\u003e \u003cb\u003ePart III Corporate communications\u003c\/b\u003e \u003cb\u003eIntroduction \u003c\/b\u003eHeather Yaxley \u003cb\u003e11. Brand management\u003c\/b\u003e Alison Theaker \u003cb\u003e12. Effective media relations \u003c\/b\u003eAlison Theaker \u003cb\u003e13. Risk, incidents, issues and crisis management\u003c\/b\u003e Heather Yaxley \u003cb\u003e14. Corporate social responsibility \u003c\/b\u003eAlison Theaker \u003cb\u003e15. International considerations \u003c\/b\u003eAlison Theaker \u003cb\u003e16. Digital Public Relations\u003c\/b\u003e Heather Yaxley \u003cb\u003ePart IV Stakeholder engagement\u003c\/b\u003e \u003cb\u003eIntroduction\u003c\/b\u003e Alison Theaker \u003cb\u003e17. Political relations\u003c\/b\u003e Heather Yaxley \u003cb\u003e18. Financial and investor relations\u003c\/b\u003e Heather Yaxley \u003cb\u003e19. Internal communications \u003c\/b\u003eAlison Theaker \u003cb\u003e20. Inter-organisational relationships\u003c\/b\u003e Heather Yaxley \u003cb\u003e21. Community Relations\u003c\/b\u003e Alison Theaker \u003cb\u003e22. Consumer public relations\u003c\/b\u003e Alison Theaker \u003ci\u003eAppendix\u003c\/i\u003e \u003ci\u003eBibliography Index\u003c\/i\u003e\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":51019516248407,"sku":"9781138678675","price":38.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781138678675.jpg?v=1750780501","url":"https:\/\/bookcurl.com\/products\/the-public-relations-strategic-toolkit-9781138678675","provider":"Book Curl","version":"1.0","type":"link"}