00000cam a22000004a 4500 UP-99796217612992489 Buklod 20190422164217.0 t gr 000 0 ta 120224s2012 nyua rb |001 0|eng d 9780415676489 (pbk. : alk. paper) (iLib)UPD-00398864492 DLC DMC rda eng HD 59 T443 2013 Theaker, Alison author. The public relations strategic toolkit an essential guide to successful public relations practice Alison Theaker and Heather Yaxley. London Routledge [2013]. xiv, 386 p. illustrations 26 cm. text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references (p. [356]-374) and index. The profession -- What is public relations? / Alison Theaker -- What do pr practitioners do? / Alison Theaker -- The pr industry and careers in it / Alison Theaker -- Professionalism and trends in pr / Alison Theaker -- Situational analysis / Heather Yaxley -- Understanding public psychology / Heather Yaxley -- Public relations planning -- Setting objectives / Heather Yaxley -- Strategic campaign execution / Heather Yaxley -- Budgeting and resourcing / Heather Yaxley -- Monitoring and evaluation / Heather Yaxley -- Brand management / Alison Theaker -- Effective media relations / Alison Theaker -- Corporate communications -- Risk, incidents, issues and crisis management / Heather Yaxley -- Corporate social responsibility / Alison Theaker -- International considerations / Alison Theaker -- Digital public relations / Heather Yaxley -- Political relations / Heather Yaxley -- Financial and investor relations / Heather Yaxley -- Stakeholder engagement -- Internal communications / Alison Theaker -- Business to business / Heather Yaxley -- Community relations / Alison Theaker -- Consumer public relations / Alison Theaker -- Appendices -- Index. Corporations Public relations. Business communication. Yaxley, Heather 1971-. FO UPD DMC HD 59 T443 2013 Book