Public Relations Techniques

Contents include : Planning and Management. In house PR departments and PR consultancies; Writing reports and proposals; Managing planned PR programmes; Appreciation of the situation; Determining objectives; Defining publics; Selecting PR media; Budgeting; Assesing results; Media Relations: Role of press office; Writing news releases; Writing feature articles; Presentation of press office; Organizing PR functions and events; Broadcast material and opportunities for PR; Photographs and captions; Working with printer; The Media of Communication: The press; Broadcastiong; Overseas Media; Films, video, audio and visual aids; Seminars, meetings and conferences; House journals; Exhibitions; PR literature; Special PR media and techniques; Special Areas of Public Relations: PR and marketing; The corporate image and the corporte identity; Financial public relations; Internal public relations; Crisis management; Sponsorship; Corporate and issue advertising; Political and parliamentary public relations; Pre-selling through market education. This book will be valuable to students taking the examinations held by CAM. It is also a practical working tool for the PR practitioner

Public relations untuk bisnis

Buku ini memberi kesempatan kepada Anda untuk mengenali berbagai kenyataan praktis PR. Penulis yakin bahwa PR hemat biaya dan ia telah mematahkan banyak mitos besar PR dengan cara yang sederhana dan sungguh-sungguh. Ia pun menunjukkan bagaimana caranya menghadapi media, nilai suatu identitas perusahaan, bagaimana merencanakan suatu bagian PR dalam perusahaan atau mempekerjakan suatu konsultasi PR, gunanya pensponsoran, dan bagaimana PR dalam hubungannya dengan pemasaran. Ia juga membahas PR keuangan, PR politik, dan PR untuk mengatasi krisis, hubungan internal dan hubungan dengan pelanggan, penganggaran untuk PR, dan penilaian hasil kerja PR. Buku ini mencoba menguak misteri tentang PR dan menghadirkannya sebagai aspek praktis dalam bisnis yang baik. Buku ini ditujukan bagi mereka yang bergerak dalam bisnis-apa pun bentuk bisnis yang dikelola- yang ingin mengetahui manfaat public relations bagi mereka dan bisnisnya

Advertising value equivalence: PR’s orphan metric

The academic approach to measurement and evaluation has long favoured social science methodologies (Broom and Dozier, 1990, Michaelson and Stacks, 2011 and Stacks, 2002), but there has been persistent, widespread practice use of advertising value equivalence (AVE) to express the economic and financial value of public relations activity. This paper investigates the evolution of AVE and discusses whether it arose from clippings agencies, press agentry or other influences on public relations, such as advertising and product promotion

The evolution of public relations measurement and evaluation

The measurement and evaluation of public relations effectiveness has long been a major professional and research issue. In the first half of the 20th century, there were two research methods applied, opinion polls and basic media analysis. These were used to plan campaigns and monitor progress of media relations activities. In the second half of the century, as the practices of public relations expanded, greater emphasis was given to media analysis but the evidence of many practitioner studies was that measurement and evaluation was more discussed than undertaken. In the final 25 years of the century, the academic voice began to become more prominent in the discussion and development of methodologies and in nationally-based education programmes aimed at practitioners. The Internet and social media also began to change practices. There were mixed results from this clamour: more practitioners began to evaluate public relations activity (but many still applied discredited measures) whilst new techniques began to be introduced. Document analysis has prepared a timeline of the development of public relations measurement and evaluation. This paper explores the academic and professional themes that have characterised the development of this important public relations practice over the past 110 years

Fashion retailing – past, present and future

This issue of Textile Progress reviews the way that fashion retailing has developed as a result of the application of the World Wide Web and information and communications technology (ICT) by fashion-retail companies. The review therefore first considers how fashion retailing has evolved, analysing retail formats, global strategies, emerging and developing economies, and the factors that are threatening and driving growth in the fashion-retail market. The second part of the review considers the emergence of omni-channel retailing, analysing how retail has progressed and developed since the adoption of the Internet and how ICT initiatives such as mobile commerce (m-commerce), digital visualisation online, and in-store and self-service technologies have been proven to support the progression and expansion of fashion retailing. The paper concludes with recommendations on future research opportunities for gaining a better understanding of the impacts of ICT and omni-channel retailing, through which it may be possible to increase and develop knowledge and understanding of the way the sector is developing and provide fresh impetus to an already-innovative and competitive industr

Public Relations Untuk Bisnis

Jakartax, 180 hal.; 24 c

Public relations,. Ed. 4

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