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PR 2.0: How Digital Media Can Help You Build a Sustainable Brand (Doshorts Ser.)

Digital media offer many of the same characteristics – immediacy, transparency and interactivity – that make one-to-one the most effective form of communication. And yet many organizations do not fully embrace them. They simultaneously underestimate and fear the power of digital communications. And yet these tools, when used strategically, can be an effective part of your communications plan.PR 2.0 will help you: 1. understand how the increasing emphasis on transparency driven by corporate responsibility has changed the ways that effective organizations communicate with their stakeholders; 2. develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels; 3. demonstrate the value and “sell” the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan. You can make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information. This book offers real-world examples and practical tools to help your organization to live its values and effectively engage with those most essential to your success.

PR and Communication in Local Government and Public Services (PR In Practice)

In the UK's current climate of budget cuts and policy changes, local government officials need to be aware of best practice in both broadcasting their services and responding to crises in their communities. Meanwhile, changes in the media - from the rise of social media, to web access for older consumers - present new challenges for local councils about how to best convey their key messages and protect their 'brand'.Full of expert advice, tools and case studies from a variety of sources, PR and Communication in Local Government and Public Services is a practical reference guide to delivering professional public relations for both communications and the delivery of local services. It offers a detailed analysis of the issues that are unique to this challenging and fast-moving environment, whilst reinforcing the importance of effective and meaningful communication to both local democracy and the planning and delivery of quality services.PR and Communication in Local Government and Public Services is also supported by a range of online resources, including case studies, appendices, and a bonus chapter on local authority publicity.About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.

PR and Communication in Local Government and Public Services (PR In Practice)

In the UK's current climate of budget cuts and policy changes, local government officials need to be aware of best practice in both broadcasting their services and responding to crises in their communities. Meanwhile, changes in the media - from the rise of social media, to web access for older consumers - present new challenges for local councils about how to best convey their key messages and protect their 'brand'.Full of expert advice, tools and case studies from a variety of sources, PR and Communication in Local Government and Public Services is a practical reference guide to delivering professional public relations for both communications and the delivery of local services. It offers a detailed analysis of the issues that are unique to this challenging and fast-moving environment, whilst reinforcing the importance of effective and meaningful communication to both local democracy and the planning and delivery of quality services.PR and Communication in Local Government and Public Services is also supported by a range of online resources, including case studies, appendices, and a bonus chapter on local authority publicity.About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.

PR-Beratung: Theoretische Konzepte und empirische Befunde

Systematisches Wissen über die Strukturen und Prozesse der PR-Beratung liegt aus der kommunikationswissenschaftlichen Forschung bislang nicht vor. Der Band setzt an dieser Wissenslücke an. Er umfasst unterschiedliche theoretische Erörterungen sowie erste Bausteine einer eigenen Theorie der PR-Beratung. Auf Basis empirischer Studien werden verschiedene Facetten der Beratungspraxis und der Beratungsbranche diskutiert: Erfolgskriterien von PR-Agenturen und Kunden werden ebenso beleuchtet wie das Wissensmanagement in PR-Agenturen, Typen von PR-Dienstleistern in der Politik, Genderaspekte in der PR-Beratung sowie die Rolle von Vertrauen in der Zusammenarbeit zwischen Beratern und Klienten.

PR-Beratung in der Politik: Rollen und Interaktionsstrukturen aus Sicht von Beratern und Klienten

Diese Studie untersucht erstmals den Markt für externe PR-Beratung auf Bundesebene in der Politik und klammert damit andere Formen wie die wissenschaftliche Politikberatung oder das Lobbying in diesem Bereich aus. PR-Berater und Klienten aus Ministerien und Parteien geben Auskunft über die jeweils erwarteten Beraterrollen, und es werden die Strukturen der Interaktion erläutert. Die Auswertungen verdeutlichen, dass es sich um einen sehr überschaubaren Markt handelt, bei dem den PR-Dienstleistern vor allem die Rolle einer verlängerten Werkbank zukommt. Dies geschieht einerseits, um personelle Defizite der teils schwach besetzten internen PR-Stellen auszugleichen und andererseits, um Know-how beispielsweise für Kampagnen beizusteuern. Die zentralen Beratungsfunktionen – Anregung von Reflexionsprozessen und Steigerung der eigenen Entscheidungsfähigkeit – werden nicht bzw. nur in geringem Ausmaß nachgefragt.

The PR Bootcamp: Take Your Business from Invisible to Unstoppable

The PR Bootcamp is the ultimate toolkit for businesses who want to raise their profile, get featured in the media and boost credibility around their brand. It offers invaluable insights on how to create a successful, objectives-driven PR strategy - without the price tag of an agency - that supports your business goals. This do-it-yourself guide is perfect for businesses, entrepreneurs and founders alike, who want to get featured in the press and get PR results, fast. The PR Bootcamp tells you everything you need to know about creating a successful PR strategy; from what makes a press-worthy story and how to write a great email pitch to editors, to constructing a can't-miss press release and finding free media opportunities for yourself.With a rich mix of case studies, actionable tips and thought-provoking questions for your PR strategy, this book by award-winning entrepreneur Angelica Malin is a commercial, accessible handbook for PR in the digital age.

PR für vegane und nachhaltige Produkte: Presse- und Öffentlichkeitsarbeit für Unternehmen und Startups mit Purpose

Dieses Buch zeigt, wie Unternehmen vegane und nachhaltige Produkte oder Dienstleistungen vermarkten und kommunizieren können. Denn Veränderungen hin zu mehr Nachhaltigkeit können nur gelingen, wenn Menschen überzeugt und begeistert werden – Verbote hingegen sind eher kontraproduktiv. Wie also können „Veggie“-Produkte den Konsumenten schmackhaft gemacht werden? Wie lassen sich nachhaltige Marken authentisch positionieren? Und was tun, wenn die Ideale groß, die Budgets aber klein sind? Katrin Kasper zeigt, wie man mit Storytelling, überraschenden PR-Aktionen und professioneller Pressearbeit die Wahrnehmung der Menschen beeinflussen und das Konsumverhalten langfristig positiv verändern kann – und dabei ganz nebenbei die Welt verbessert.

PR In A Week: A Public Relations Masterclass In Seven Simple Steps (TYW)

Brilliant PR just got easierYou are about to discover everything you need to know about Public Relations. PR is the practice of conveying messages to the public with the intention of changing the public's actions by influencing their opinions. By targeting different audiences with different messages to achieve an overall goal, PR practitioners can achieve widespread opinion and behavioural change.Communications is seen as being a key element in business, with PR experts increasingly called on to advise senior management on appropriate communications strategies, before decisions are made, rather than being called on to defend them after they have been made. But PR is not just for self-conscious organizations. If you are looking for a job or an in-house promotion; or if you are trying to publicize a fundraiser for your local charity; if you're trying to advance a cause, or you want others to appreciate your point of view, you need your voice to be heard.Nowadays there is a veritable plethora of communication channels available, ranging from traditional newspapers and magazines to online outlets including ezines, social networking sites and blogs. Some of these are good in some situations, but hopeless in others. Throughout this book we will be concentrating on how we can effect the flow of information and how we can achieve the desired mindset change in our target audiences.- Sunday: Who needs PR- Monday: External audiences- Tuesday: Dealing with the media- Wednesday: Social Media- Thursday: Practical pointers for powerful press releases- Friday: Marketing communications- Saturday: Internal PR

PR-Kampagnen: Über die Inszenierung von Öffentlichkeit

Greenpeace besetzt Brent Spar, Shell entschuldigt sich öffentlich in Anzeigen, VW geht mit den Rolling Stones auf Tournee und Hamburg hat ein Parlament mehr, das "Spendenparlament". PR-Kampagnen als Mittel zur Inszenierung von Öffentlichkeit haben Hochkonjunktur und sind stärker als je zuvor in der Diskussion. Und: die Grenzen zwischen Solidaritäts- und Mobilisierungskampagnen von gemeinnützigen Organisationen und moralisch argumentierenden Kampagnen von kommerziellen Wirtschaftsunternehmen sind fließend geworden. Welche Folgen die zunehmende Moralisierung und Professionalisierung von PR-Kampagnen für die öffentliche Diskussion, für VerbraucherInnen, JournalistInnen und die Public Relations hat, wird in diesem Band aus theoretischer und praktischer Perspektive beleuchtet. WissenschaftlerInnen nähern sich dem Thema aus kommunikationswissenschaftlicher, politischer und soziologischer Perspektive; PraktikerInnen aus renommierten Unternehmen, bekannten Organisationen und PR-Agenturen skizzieren in Fallstudien die Voraussetzungen, Entstehungsbedingungen und die praktische Umsetzung von Kampagnen.

PR-Kampagnen: Über die Inszenierung von Öffentlichkeit

PR-Kampagnen: Über die Inszenierung von Öffentlichkeit

PR-Kampagnen: Über die Inszenierung von Öffentlichkeit

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PR-Perspektiven: Reflexionen zur Theorie der Praxis

Mit seinen Beiträgen wendet sich der Band bewusst gegen Mainstream-Positionen in Wissenschaft und Praxis rund um Public Relations. Die teilweise essayistische Form der Beiträge wurde bewusst gewählt, um einen kreativeren Umgang der Mitwirkenden mit ihren jeweils ausgewählten Gegenständen zu erleichtern. Die Auswahl orientiert sich an Themenfeldern, die in enger Verbindung mit dem Wirken von Klaus Kocks zwischen Wissenschaft und Praxis stehen.Herausgekommen sind zwölf theoretische Reflexionen von Praxis, die der Provokation des Einleitungsbeitrages folgend bekannte Themen neu oder anders denken und deren Durchdringung in weiterführenden Diskussionen herausfordern.

PR- A Persuasive Industry?: Spin, Public Relations and the Shaping of the Modern Media

Public relations is a big and rapidly growing industry, with annual growth rates of 20-30%. It spans the worlds of business, politics and culture, sport and entertainment. PR is everywhere. And yet, though it is much talked about it is little analyzed.

PR - A Persuasive Industry?: Spin, Public Relations And The Shaping Of The Modern Media (PDF)

Public relations is a big and rapidly growing industry, with annual growth rates of 20-30%. It spans the worlds of business, politics and culture, sport and entertainment. PR is everywhere. And yet, though it is much talked about it is little analyzed.

PR Power: Inside Secrets From The World Of Spin (Virgin Business Guides)

Whether you're just starting out or have been in business for years, it's never too late to start harnessing the incredible power of public relations. PR Power offers advice on how to get the most from your PR consultancy or in-house team and what to do if you're running the PR yourself, with:* practical hints and tips* toolkit exercises* case studies from real businesses* priceless advice from leading experts in PR

The PR Professional's Handbook: Powerful, Practical Communications (PR In Practice)

At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function. The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing, writing and presenting projects of different shapes and sizes, the book covers the role and importance of public relations and communications in organizations, addressing, in full, key theories for PR, skills and disciplines, channels and creativity. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.

PR Technology, Data and Insights: Igniting a Positive Return on Your Communications Investment

Data, technology and insights have forever changed the public relations and corporate communications function. Failure to adapt is more a matter of willingness than inability.Now, technology, data and insights inform more meaningful objectives and elevate performance evaluation. The result is a positive return on PR investment, reduced reputational risk and optimal efficiency. By ignoring these essential assets, PR professionals risk losing executive attention and organizational investment. While "building buzz" or "breaking through the media clutter" may have been adequate measures of success in the past, the top executives who fund and evaluate corporate communications expect much more, including a quantifiable and positive return on PR investment.Leaders assume that corporate communications and PR professionals already understand the fundamentals of business, and they expect an ability to contextualize PR objectives, outputs and outcomes in the language of business. PR Technology, Data and Insights helps communications professionals understand the purpose-built technologies, data assets and actionable insights available to them while sharing best practices to apply these assets for improved PR performance over time, versus objectives and against competitors.Using case studies from industries as varied as financial services, technology, travel, automotive and more, along with best practice examples from Adobe, Mastercard, Southwest, Ford and other world class organizations, PR Technology, Data and Insights shows professional communicators how to optimize technology, lead with data, quantify PR's ability to convert public relations outputs to business outcomes, and deliver insights that empower executive decision-making.

PR Today: The Authoritative Guide To Public Relations (PDF)

Whether you're a student of public relations, someone who hopes to break into one of today's most popular growth industries or someone who wants or needs to understand PR better, this book is for you. PR Today is a new and comprehensive guide to public relations, spanning all aspects of PR work, from fashion to government and from celebrity PR to corporate communications and digital PR. It combines essential, up-to-date and hands-on practical guidance on PR, including individual and group exercises, with thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world - not least its controversial but vital relationship with the media. With many international examples and specially commissioned contributions from leading experts from around the world, PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of top level experience, insider knowledge and years of teaching and writing about PR in many countries.

PR Today: The Authoritative Guide to Public Relations

This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and corporate communications, and takes account of the rapid change in the PR industry. It It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world-not least its controversial but crucial relationship with the media.PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of international top-level experience, insider knowledge and years of teaching and writing about PR. It will be invaluable for students taking public relations at undergraduate and postgraduate levels and essential reading for those seeking to start a career in this dynamic, fast-growing profession. New to this Edition:- Content has been fully updated throughout to ensure up-to-date overview of the topics at hand- Interviews with leading figures in PR and beyond- A thoroughly revised and expanded chapter on digital PR

PR Today: The Authoritative Guide to Public Relations

This new and fully-updated second edition of this acclaimed textbook offers a guide to public relations, spanning all aspects of PR work, including fashion, event management, crisis communications, politics, celebrity PR and corporate communications, and takes account of the rapid change in the PR industry. It It combines essential practical guidance with a thought-provoking analysis of this exciting but enigmatic industry, its ethical dilemmas and the role it plays in the contemporary world-not least its controversial but crucial relationship with the media.PR Today offers a fresh, lively and realistic perspective on its subject, based on the authors' rare combination of international top-level experience, insider knowledge and years of teaching and writing about PR. It will be invaluable for students taking public relations at undergraduate and postgraduate levels and essential reading for those seeking to start a career in this dynamic, fast-growing profession. New to this Edition:- Content has been fully updated throughout to ensure up-to-date overview of the topics at hand- Interviews with leading figures in PR and beyond- A thoroughly revised and expanded chapter on digital PR

PR und Organisationskommunikation im Gesundheitswesen: Interdisziplinäre Perspektiven auf Wertehorizonte und deren Spannungsfelder

​Das Gesundheitssystem ist geprägt von medizinischen, gemeinwohlorientierten und ökonomischen Interessen. Diese Zielgrößen sind dabei vor dem Hintergrund gesellschaftlicher und systembezogener Wandlungsprozesse wie der Patientenorientierung und Digitalisierung zu bewerten. In der Gesamtschau ergibt dies ein Spannungsfeld konkurrierender und komplementärer Ziele in der internen und externen Kommunikation von Kliniken, Pharmaunternehmen, Krankenversicherungen und einzelner Akteure des Gesundheitswesens. Auf dieses Spannungsfeld geht dieser Band ein und integriert dabei die Perspektiven der PR-und Organisationskommunikation sowie der Gesundheitskommunikation.

A Practical Approach to Corporate Networks Engineering

A Practical Approach to Corporate Networks Engineering is dedicated to corporate network design and engineering, covering the different levels of network design and deployment. The main theoretical concepts are explained and the different functioning mechanisms are illustrated with practical experiments. Using an open source network simulator that is able to emulate real network equipment and run concrete network scenarios (Graphical Network Simulator), the authors present several realistic network scenarios that illustrate the different network protocols and mechanisms and can be easily replicated by readers at home. Readers will be able to configure the different network equipments, run the scenarios and capture traffic at the different network links on their own, ordinary PC, acquiring a deep knowledge of the underlying network protocols and mechanisms.This interactive and practical teaching approach is very motivating and effective, since students can easily follow the explanations that are given throughout the book, making this work a valuable addition to the existing literature.

A Practical Approach to Corporate Networks Engineering

A Practical Approach to Corporate Networks Engineering is dedicated to corporate network design and engineering, covering the different levels of network design and deployment. The main theoretical concepts are explained and the different functioning mechanisms are illustrated with practical experiments. Using an open source network simulator that is able to emulate real network equipment and run concrete network scenarios (Graphical Network Simulator), the authors present several realistic network scenarios that illustrate the different network protocols and mechanisms and can be easily replicated by readers at home. Readers will be able to configure the different network equipments, run the scenarios and capture traffic at the different network links on their own, ordinary PC, acquiring a deep knowledge of the underlying network protocols and mechanisms.This interactive and practical teaching approach is very motivating and effective, since students can easily follow the explanations that are given throughout the book, making this work a valuable addition to the existing literature.

A Practical Approach to WBEM/CIM Management

System architects and engineers in fields such as storage networking, desktop computing, electrical power distribution, and telecommunications need a common and flexible way of managing heterogeneous devices and services. Web-Based Enterprise Management (WBEM) and its Component Information Model (CIM) provide the architecture, language, interfaces,