Handbook of Public Relations · 10th Edition by Skinner, Chris -- Read -- Imperial Library of Trantor

Index

Cover Title Page Acknowledgements Foreword Part 1

Chapter 1 – The scope of public relations

Definition of public relations The nature of public relations

Basic assumptions Characteristics of public relations Public relations: an art and a science Public relations: a management function

Functions and techniques of public relations Functions of the public relations practitioner

Media relations Corporate reputation management Publications Branding corporate advertising Sponsorship

Promotional activities

Issues and risk management Lobbying Networking/Social media Research Planning and advising Media placement Organising

Techniques

Business knowledge Writing Editing Production Speaking Training Management

What to look for in a public relations practitioner Ethics of the public relations and communication practitioner Global Protocol on Ethics in Public Relations

Declaration of principles Code of Professional Standards Code of Practice Advancing the Code

Conclusion

Questions

References

Chapter 2 - The development of public relations

Early history The 20th/21st century Current international developments

China India Australia, Singapore and Hong Kong Japan Thailand Middle East Russian Federation and the former Soviet Republics Norway, Denmark, Sweden, and Finland (Nordic countries) Brazil Africa South Africa

Professional bodies

The United States of America South Africa

PRISA – The Institute for Public Relations and Communication Management

PRISA registration Academic qualifications Experience Accreditation Education and professionalism Council for Communication Management

Conclusion

Questions

References

Chapter 3 - Public relations and communication

Communication settings Components of the communication process Barriers to communication Effective communication Promoting effective intercultural communication The importance of language Non-verbal communication

Body posture Hand gestures Facial expressions Eye contact Personal space Touching (body contact)

Conclusion Questions References

Chapter 4 - Stakeholder and reputation management

Stakeholder management

Stakeholder management in the South African context Techniques for stakeholder management

Reputation Reputation management

Key elements of reputation management Online reputation management The importance of trust

Conclusion References

Chapter 5 - Public relations and marketing

Prime facets of marketing

Research Merchandising Advertising Sales promotion Selling

Public relations in the marketing mix

The role of public relations Market attitude and product publicity Marketing communication Sport sponsorship Packaging, presentation, and product utility Customer education The non-advertised position Relations between dealers and distributors Consumer complaints

Integrated marketing communication

Mobile marketing

Conclusion Questions References

Chapter 6 - Public relations and advertising

The agency

Account management Creative department Media department Production department Other specialist departments

How to judge a good advertisement Principles of good brand advertising Brand awareness Advertising bodies Conclusion Questions References

Chapter 7 - Public relations and selling

Consumer-orientated planning

Attention Interest Desire Action

Public relations and selling

Product knowledge Prospecting Approach Establishing needs Presentation Persuasion Dealing with objections Closing the sale Follow-through

Consumer service Service excellence

Keys to service excellence Factors or dimensions of service How then can organisations achieve excellent consumer service?

Conclusion Questions References

Chapter 8 - Public relations and research

Client or organisational research Opportunity or problem research Stakeholder or audience research Types of research

Quantitative Research Qualitative Research

Using research for planning, monitoring and evaluation

Planning Monitoring Final evaluation

Research methods

Research methods available to public relations practitioners

Research process

The research brief The research proposal Research objectives Research design Method of data collection Cost and timing Special needs Resources of the firm

The research study The research report Conclusion Questions References

Chapter 9 - The practice of public relations

Corporate public relations

Advantages Disadvantages

Consulting public relations

Advantages Disadvantages

Consultancy costs and selection criteria Conclusion Questions References

Chapter 10 - Internal communication

Principles of internal communication Employee communication needs and expectations Media for internal communication

Forums lnduction programmes Printed and graphic communication House journals or staff publications Annual staff reports Other forms of written and graphic communication

Employee relations programmes

Open days for employees and their families Visits by senior executives to departments Departmental (or intercompany) relations Meetings of management and employees Service awards

Intranets Conclusion Questions References

Chapter 11 - Planning a public relations programme

Defining the situation Setting objectives Stakeholders Message Activities Budgeting

Cost of implementing the activities Administrative costs Administrative overheads

Evaluating results

Media publicity Broadcast returns Online returns Trended analysis Sales results Opinion polls and surveys Subjective internal meetings Complaints and criticism Awards and prizes Fewer government regulations

Conclusion Questions References

Part 2

Chapter 12 - Print and electronic media

Newspapers Magazines Online media Media organisations News agencies Radio in South Africa

Commercial radio stations Community radio stations

Television in South Africa

M-Net Satellite broadcasting Free-to-air television Community television Signal distribution

Conclusion

Questions

References

Chapter 13 - Working with the media

Public relations and media theory Media research Media relations strategy

Print Electronic The Internet and social media

Conclusion Questions References

Chapter 14 - Developing a media toolkit

Models for the construction of the news release The news release

Content Layout

Press kits Embargo Generating news for your organisation Conclusion Questions References

Chapter 15 - Social media

Social networks Social networking and public relations

What you can achieve by using social media The importance of ‘the conversation’ Trust and credibility

Facebook overview Twitter overview Blogging overview YouTube overview Integrated marketing communications Measurement of social media Conclusion Questions References

Part 3

Chapter 16 - Effective listening

Listening: an essential communication activity Learning to listen Guides to effective listening

Use empathy in communication Recognise your prejudices Keep your mind open and beware of ‘trigger’ words Find an area of interest Resist distractions Learn to concentrate Be a critical listener Hold your fire Listen for ideas Ask questions Make sure you understand Be flexible Exercise your mind Capitalise on thought speed

Questions References

Chapter 17 - Effective communication: the spoken word

Key communication factors Purposes of communication Preparing to speak

Analysing the audience Organising material

Speech construction

Introduction Body Conclusion

Introducing and thanking a speaker Presenting the speech

Clarity Articulation Emphasis Getting attention Maintaining interest

Addressing a large audience Conclusion Questions References

Chapter 18 - Business communication

Planning your correspondence

Audience analysis Situation analysis Positive and negative information Selecting a sequence of ideas

Style in business correspondence

Choice of words Emphasis Clarity Avoiding clichés Conciseness Voice Tone Layout and format Salutation and ending Reference line

The memorandum Emails Conclusion References

Chapter 19 - Television and video technology

Advantages of television Uses of television and video

Recruitment Management training The use of pre-recorded programmes Technical and industrial training Sales training Training of older staff members Service instructions Refresher courses Safety on the premises Time and motion study Public speaking Internal communication Induction training Corporate image

Conclusion References

Chapter 20 - Direct-mail marketing

A good direct mail marketing campaign

The right objective The right mailing package The right list The right offer The right copy The right graphics The right test The right analysis The right frequency The right priority

Conclusion Questions References

Chapter 21 - Reports

The annual report The target public Key elements of a successful report

Corporate profile Financial highlights Corporate goals Group structure Profile of directors and management Chairperson’s report Review of divisions, sectors and associates Financial summary Analysis of shareholders Value added statement Director’s report, income statement, balance sheet, source of application Notice of annual general meeting Shareholders’ diary Exceptional items

Design requirements Public relations opportunities Other publications

Interim (or half-year) report Preliminary (or consolidated) report Statistical report Sustainability report

Conclusion Questions References

Chapter 22 - Background to printing and publishing

Printing establishments Printing processes The qualities of good design Layout devices

Mast-head Lead-in devices Headlines Colour Margins Photographs Rules Line drawings and cartoons Blocks of text Logos Tear-out sections Left-hand page Typography

Proofreading Conclusion References

Chapter 23 - Public relations and event management

The history of event management The importance of event management The strategic fit of event management Defining events Professionalism and ethics in event management Trends in event management

Event greening Risk management and accountability Legal issues Custom-built event venues Sponsored events Creative catering

The profile of an event manager Evaluation and feedback Conclusion Questions References

Chapter 24 - Promotional activities

Intermediate objectives

Traders Consumers

Ultimate objectives Efficient promotion Key stages of a promotion Conclusion Questions References

Chapter 25 - Sponsorships

Elements of sponsorship

Sponsorship and donation Sponsorship and advertising

Characteristics of sponsorship Guidelines Why companies sponsor Evaluation and selection criteria Sponsorship checklist Conclusion Questions References

Chapter 26 - Exhibitions and trade fairs

The cost factor Public relations for an exhibition Public relations and the organisers

Direct mail Press publicity programme Other types of publicity

Problem areas Preparing for the exhibition: points to remember

Decide objectives Set a budget Draw up a comprehensive written design brief Appoint a reputable contractor and designer Set a high priority on good communications Appoint a stand manager early Pay attention to detail – at all times

Points to remember during the exhibition

Measure Research

Questions References

Chapter 27 - Conferences and seminars

Guidelines to successful functions

Research and development Finances Dates and venues Programme development Publicity Conference material Three-dimensional thinking Layout Seating Equipment

Master checklist Planning a national conference Internal sales or marketing conference

Theme Conference programme Entertainment programme

Video-conferences Conclusion Questions References

Chapter 28 - Corporate image and corporate identity

Corporate image and corporate identity Corporate identity programme Implementing a corporate identity programme Factors that affect corporate image

Size of the business Standing: national or international Action of overseas parent and home country Nature of business Performance of products Employees and sales staff Type of management Labour relations Share earning record Value for money offered Pricing policy Premises Public relations activities Action of competitors National identity Service Corporate logo Advertising

Conclusion Questions References

Chapter 29 - Corporate social investment

A brief history of corporate social investment

CSI spend The NPO environment

Funding proposal

The importance of a proposal Management of funds Conclusion Addendums

Funding markets in Southern Africa

Foreign donors Local donors

Good practice guidelines

Proactive Continuum of giving Strategic business function Get involved Top management support Decentralised and departmental involvement On-going corporate social investment debate Partnerships Employee involvement programmes Communication strategy Budget determination Internal versus external corporate social investment

Corporate social investment structures Corporate citizenship The Johannesburg Stock Exchange Socially Responsible Investment Index Conclusion Questions References

Chapter 30 - Public relations, issues and crisis management

The issues management process Types of crisis A crisis management plan

Planning for crisis

A crisis plan methodology

Responsibilities Analysis of parameters Scenario preparation Procedure preparation Procedure and facilities testing and modification

Implementation of the crisis plan

Essential actions during a crisis What not to do during a crisis Know who the media are Know what the media look for Checklist of facilities and equipment required

Crisis training Standby measures in the event of an emergency

Strategy Responsibility Questions to expect regarding fires or explosions Incidents and questions to treat with caution Notification of employee-victim’s next of kin

Conclusion Questions References

Chapter 31 - Government and public affairs

The role of government public affairs practitioners Barriers Government-media relations

Government dependence on the media Lobbying

Conclusion Questions References

Part 4

Chapter 32 - Practical guidelines

Cultural diversity Religions and culture

African traditional religion (ATR) African independent churches (AIC) Christianity Hinduism Islam Judaism Other religions

Business etiquette Business etiquette guidelines

Seniority Greetings Forms of address Introductions Respecting the line of command

Protocol for mayoral attendance

Protocol and arrangements for the attendance of the mayor Respecting other people’s space and privacy Disagreements or reprimands Toilet etiquette Dress codes Gifts

Courtesy

Receiving visitors or callers Showing appreciation Gender courtesy Sexual harassment

Responding to telephone calls and letters

Telephone etiquette Responding to letters/emails

Meetings

Guidelines for meetings Serving refreshments Smoking etiquette

Special events General guidelines Planning the event Plant tours Planning and staging a conference or convention Checklists Exhibitions and trade fairs

Criteria when judging a stand

Summary Public relations-marketing checklist The media and public relations The business plan Further reading Checklists

Dinners and banquets Exhibitions and trade fairs Budgeting for exhibitions Criteria when judging a stand Opening ceremonies, plant tours and visits, other special events

Appendix 1 Appendix 2 Glossary of public relations terms Suggested websites

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