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This best-selling book looks at the structure and organisation of
the industry, how campaigns are constructed and costed, the various
methods of promotion, above-the-line and below-the-line costs,
legal and ethical issues, market research and much, much more. The
new edition has been fully updated and contains updated material on
advertising departments, TV franchises, corporate video and
satellite broadcasting. Case studies are used to bring the subject
into the real world.
Originally published in 1984. Public relations is a key element
necessary for success in all business activities. Although some
businessmen see public relations as a separable business function,
this book argues convincingly that public relations should really
be an integral management function, practised by all managers, all
the time. Public Relations for Management Success defines public
relations and examines particular techniques, including media
relations and areas of concern such as government/parliamentary
liaison and issues such as conservation and pollution. It discusses
how public relations activities should be planned, staffed,
financed and assessed, putting forward principles illustrated by
worldwide case studies and examples.
Public Relations: contemporary issues and techniques offers a
definitive guide to public relations management. It provides
comprehensive analysis and explanation of a full range of modern PR
techniques, spanning both inhouse and agency practice. The text has
involved fundamental restructuring and updating of existing
material and the incorporation of the new techniques and
strategies, for instance: * The use of multimedia techniques in PR
* Overseas media and the globalization of media communications *
The latest case examples - notably New Labour's rebranding and
media management since 1997, government PR during the 2001 war
against Afghanistan, and the 2002 football World Cup The book
presents the core strategies for successful PR combining this with
indepth advice on implementation and the everyday techniques that
every PR person needs to grasp. With a range of new user-friendly
textual features, the book's practical, how-to focus, wedded to
firm theoretical analysis, makes it the ideal text for those
studying for professionally accredited examinations such as the
IPR, CAM and LCCI awards. It is also a useful aide-memoire for all
practising PR professionals.
Features transcripts of interviews with key individuals involved in
Public Relations Dedicated guide to the myriad strategies and
techniques involved in PR today. New material reflecting the impact
of new technology and the globalisation of media communications.
Public Relations: contemporary issues and techniques offers a
definitive guide to public relations management. It provides
comprehensive analysis and explanation of a full range of modern PR
techniques, spanning both inhouse and agency practice. The text has
involved fundamental restructuring and updating of existing
material and the incorporation of the new techniques and
strategies, for instance: The use of multimedia techniques in PR
Overseas media and the globalization of media communications The
latest case examples - notably New Labour's rebranding and media
management since 1997, government PR during the 2001 war against
Afghanistan, and the 2002 football World Cup The book presents the
core strategies for successful PR combining this with indepth
advice on implementation and the everyday techniques that every PR
person needs to grasp. With a range of new user-friendly textual
features, the book's practical, how-to focus, wedded to firm
theoretical analysis, makes it the ideal text for those studying
for professionally accredited examinations such as the IPR, CAM and
LCCI awards. It is also a useful aide-memoire for all practising PR
professionals.
Marketing communications is a subject which has become popular in
both marketing and public relations circles, but sometimes with
different parameters. There are those who prefer to confine
marketing communications to promotional activities, which is mostly
an academic point of view, and there are those who see the subject
in broader terms, embracing every form of communication used in
marketing, which is how the subject is practised in the business
world. While the author has long experience as a teacher and
examiner, he also continues to be a professional practitioner.
Consequently, the book aims to serve those concerned with both the
academic and the professional in terpreta tions of marketing comm
unica tions. I t is of course hoped that those who adopt the
academic approach to the subject will eventually acknowledge that
there is more to marketing communi cations than advertising, sales
promotion, selling, marketing research and public relations. It is
also necessary to realise that public relations embraces much more
than the 'publicity' in the 4Ps promotion box. Without wishing to
be contentious, this broad approach is proposed so that
communications of all kinds throughout the marketing strategy can
have maximum effect. Very little has been published on this
subject, and the book is therefore a pioneer attempt to establish
the practical parameters of modern marketing communications. There
are so many broad and narrow interpretations of marketing
communications, but it is hoped that this book will be useful to
teachers, students and practitioners of the subject."
Originally published in 1984. Public relations is a key element
necessary for success in all business activities. Although some
businessmen see public relations as a separable business function,
this book argues convincingly that public relations should really
be an integral management function, practised by all managers, all
the time. Public Relations for Management Success defines public
relations and examines particular techniques, including media
relations and areas of concern such as government/parliamentary
liaison and issues such as conservation and pollution. It discusses
how public relations activities should be planned, staffed,
financed and assessed, putting forward principles illustrated by
worldwide case studies and examples.
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