Public Relations for the New Europe

1. Front Matter

   Pages i-xvii

   PDF

2. Understanding Public Relations

   1. Front Matter

      Pages 1-1

      PDF

   2. What is Public Relations?

      • Trevor Morris, Simon Goldsworthy

      Pages 3-5

   3. Lessons from history

      • Trevor Morris, Simon Goldsworthy

      Pages 7-14

   4. The structure of the PR industry

      • Trevor Morris, Simon Goldsworthy

      Pages 15-18

   5. PR and integrated marketing communications

      • Trevor Morris, Simon Goldsworthy

      Pages 19-20

   6. PR sectors and specialisms

      • Trevor Morris, Simon Goldsworthy

      Pages 21-34

   7. The reputation of Public Relations

      • Trevor Morris, Simon Goldsworthy

      Pages 35-38

   8. The Law and Public Relations

      • Trevor Morris, Simon Goldsworthy

      Pages 39-43

   9. Public Relations ethics

      • Trevor Morris, Simon Goldsworthy

      Pages 45-54

   10. The academic study of Public Relations

       • Trevor Morris, Simon Goldsworthy

       Pages 55-56

3. Strategy and Planning

   1. Front Matter

      Pages 57-58

      PDF

   2. POSTAR, a PR planning aid

      • Trevor Morris, Simon Goldsworthy

      Pages 59-67

   3. Objectives

      • Trevor Morris, Simon Goldsworthy

      Pages 69-71

   4. Strategy

      • Trevor Morris, Simon Goldsworthy

      Pages 73-86

   5. Methods

      • Trevor Morris, Simon Goldsworthy

      Pages 87-96

   6. How to be creative

      • Trevor Morris, Simon Goldsworthy

      Pages 97-105

   7. Tactics

      • Trevor Morris, Simon Goldsworthy

      Pages 107-109

   8. Administration

      • Trevor Morris, Simon Goldsworthy

      Pages 111-118

   9. Evaluating results

      • Trevor Morris, Simon Goldsworthy

      Pages 119-129

This book is essential for anyone interested in Public Relations in New Europe Whether you are working in PR, studying PR, a journalist dealing with PR, or just interested in this fascinating and fast growing market, this book offers readers a vital insight into how PR works.

• communication
• Image
• management
• marketing
• PR
• public relations
• reputation

"PR is an essential element of the free worlds marketplace of ideas and products. Morris and Goldsworthy's book is an essential read for anyone who wants to practice PR and make their case and argue their point' Mike Waterson, Chairman, World Advertising Research Center

'As an academic who teaches communications at one of the region's major universities, I strongly recommend this book for anyone who works in - or wants to work in - public relations. Morris and Goldsworthy offer clearly written advice and tips about all aspects of PR work, backed up with plenty of lively examples from all over the New Europe. An invaluable aid for practitioners and students alike' Dr Burcu Sumer, University of Ankara

"Public Relations for New Europe expertly chronicles the changing nature of public relations and the need for new skills to render it effective. Morris and Goldsworthy once again provide the essential primer to bridge the skills gap necessary to fuel a growing PR industry' Paul Taaffe, Chairman and Chief Executive of Hill& Knowlton worldwide

Author Trevor Morris: Trevor Morris is one of the UK's most senior PR practitioners. Until 2003 he was Chief Executive of Chime Communications Public Relations Group, the UK's largest PR group. In over 25 years in the industry Trevor successfully built a major PR consultancy, worked for numerous major companies and government bodies. He maintains a high profile within the industry and PR Week has described him as one of the most influential people in public relations. Author Simon Goldsworthy: Simon established London's first Master of Arts course in public relations and has since added the teaching of public relations to the University's well-known undergraduate media studies programme. He has lectured to international audiences, including Johns Hopkins University, USA, and at the Sorbonne, France, where he is a Visiting Professor. He has also worked as a PR consultant in the private sector.

Policies and ethics