Strategic public relations
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Basingstoke ; London
MacMillan Business
1995
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| Online-Zugang: | Inhaltsverzeichnis |
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| 245 | 1 | 0 | |a Strategic public relations |c edited by Norman A. Hart ; foreword by Mike Beard (President of the Institute of Public Relations) |
| 264 | 1 | |a Basingstoke ; London |b MacMillan Business |c 1995 | |
| 300 | |a xix, 313 Seiten |b Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Hier auch später erschienene, unveränderte Nachdrucke | ||
| 650 | 7 | |a Communicatie |2 gtt | |
| 650 | 7 | |a Communication dans les organisations |2 ram | |
| 650 | 7 | |a Entreprises - Relations publiques |2 ram | |
| 650 | 4 | |a Planification stratégique | |
| 650 | 7 | |a Planification stratégique |2 ram | |
| 650 | 7 | |a Public relations |2 gtt | |
| 650 | 4 | |a Relations publiques | |
| 650 | 4 | |a Kommunikation | |
| 650 | 4 | |a Public relations | |
| 650 | 4 | |a Strategic planning | |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4143413-4 |a Aufsatzsammlung |2 gnd-content | |
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| 689 | 0 | 1 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Hart, Norman A. |d 1930- |e Sonstige |0 (DE-588)172126967 |4 oth | |
| 700 | 1 | |a Beard, Mike |4 wpr | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-006758639 | |
Datensatz im Suchindex
| _version_ | 1819765867749048320 |
|---|---|
| adam_text | Contents
List ofFigures ix
ListofTables x
Notes on the Contributors xi
Acknowledgement xvii
Foreword by Mike Beard xviii
Introduction xix
1 Corporate Goals and Strategies 1
Kevin Traverse Healy
Introduction to the concepts and practice of Strategie planning
for a business, relationship of public relations to the
achievement of corporate goals.
2 Planning for Corporate Communications 10
Anthony Wreford
Understanding the business objeetives and strategy; agreeing
realistic Communications objeetives; understanding the target
audiences; developing an intelligence system; establishing
priorities for tasks and target audiences; agreeing on the
Communications strategy, programme, and budget; involving
operating companies; allocating responsibilities; selling the
Programme internally.
3 Marketing Communications 24
Norman A. Hart
Message cues transmitted by produet, price, place and
promotion; consumer behaviour; media mix; criteria for
media choiee; other message sources outside, people and
passive; internal image audit; customers and prospects;
corporate v. brand image; 10 Ps of marketing Communications;
ten point Marcom plan .
v
vi Contents
4 Financial Public Relations 50
Peter S. Gummer
Targets for financial PR; the financial calendar; interim and
preliminary results; annual reports; AGM; the ongoing
PR programme; special situations.
5 Internal Communication 71
Bill Quirke
Communicating in all directions; communication equals
information; communication is an event; telling the troops;
broadcasting into the culture; the aim of communication
today; developing an internal communication strategy;
operational efficiency; closeness to the customer; product
leadership; stages of development; growth; systemisation;
decentralisation; central co ordination; bureaucracy overload;
networking; awareness; understanding; support; involvement;
commitment; conclusion.
6 Community Relations 95
Warren Newman
What is corporate citizenship?; stakeholders; what does a
community need?; communicating with your local
community; getting involved with the community; getting
involved in local government; charitable donations; employee
volunteering; getting the community involved with you;
building on corporate sponsorship; planning for emergencies;
employment responsibilities; summary;
7 Parliamentary and European Union Relations 106
Douglas Smith
Long range intelligence; monitoring help; the need for
reconnaissance; House of Lords; meeting the minister;
EU relations; EU threats; constraints and opportunities;
local authorities.
8 International Corporate Relations 125
Bill Byrnes
Corporate relations in a changing world; changes in the
world economy; changes in international governance;
changingcitizens and consumers; the implications for
Contents vii
corporate relations;reputation, character and trust;
appearance and reality; corporate profiles and corporate
positioning; implementing the international profile;
defining corporate policies; dealing directly with the
outside world; identifying and reaching target audiences;
governments home and abroad; public relations in overseas
countries; international investor relations; the media;
organizing for international corporate affairs.
9 Corporate Advertising 141
Angus Maitland
Development of corporate advertising; measuring results;
advertising objectives; understanding the audience; media
considerations.
10 Sponsorship 160
David Wragg
Sponsorship today; why sponsor?; defining objectives; what
to sponsor; negotiating a sponsorship; maximising the
benefits; further information and advice.
11 Media Relations 175
Roger Haywood
Creating goodwill and understanding; how the media work;
what is news; creating a campaign; news releases; interviews;
features; media conferences; press packs; special needs of
broadcasters; television interviews; news and feature
programmes; radio interviews; working with journalists;
building company credibility.
12 Communications Research 195
Christopher West
Value of research; communications problems messages,
audiences and media; when to use research pre and post testing,
formulating strategy, tracking studies; research techniques;
obtaining and using information; value for money.
viii Contents
13 Corporate Social Responsibility: The Case for Active
Stakeholder Relationship Management 213
Sarah Portway
Active management of stakeholder relationships; corporate
community involvement; strategic corporate community
involvement; defining strategic directions; levels of
investment; identification and implementation of activities;
evaluation and measurement; communication; conclusion.
14 The Practice of Corporate Identity 232
Nicholas Ind
Definitions; why companies undertake identity programmes;
the identity programme; communications strategy; the
importance of identity structure; design, PR, advertising and
employee communications; managing and evaluating.
15 Corporate Culture 248
Colin J. Coulson Thomas
What is culture?; how appropriate is the culture?; changing
organizations; the network organization; the international
network; implications for managers; vision and mission;
creating the international network; the primacy of the
customer; the opportunity; the reality; moving from intention
to action; top management commitment; communication
skills; cross cultural communication; international managers;
qualities for effective international operation; the risks of
radical change; identifying the change requirement; COBRA;
next steps; making it happen;
16 Strategic Crisis Management 276
Michael Bland
Management attitude; learning from crises; Perception is
Reality ; global village; crisis into opportunity; preparing for
a crisis; Who are the audiences? How do we communicate with
them? What are the messages? Who will form the crisis team?
What resources and facilities will be needed? the crisis manual;
does it work? handling the crisis; what are the likely time
scales?
Index 299
List of Figures
1.1 The external decision making process 6
3.1 The communication process 26
3.2 Where price is taken as signalling quality or prestige 29
3.3 Promotional media grid 33
3.4 Five marketing variables 42
3.5 PR audiences/media 43
3.6 Marcom audiences/media 43
3.7 Relationship between marketing and public relations 44
5.1 Stage of development and communication style 88
5.2 The communication escalator 89
5.3 Matching processes to objectives 93
15.1 What respondents organizations are doing to better
respond to challenges 251
15.2 The international network organization 253
15.3 Perceived attributes of bureaucratic and network
organizations 254
15.4 Factors for creating a new philosophy of management 256
15.5 Change requirements 256
15.6 Quality barriers 262
15.7 Management qualities 264
15.8 Barriers to effective internal communication 264
15.9 Organizational learning 270
15.10 Communication process 272
15.11 The innovative culture 274
ix
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| genre | (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV010175881 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-23T13:52:44Z |
| institution | BVB |
| isbn | 033361545X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006758639 |
| oclc_num | 32200308 |
| open_access_boolean | |
| owner | DE-703 DE-188 DE-521 |
| owner_facet | DE-703 DE-188 DE-521 |
| physical | xix, 313 Seiten Diagramme |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | MacMillan Business |
| record_format | marc |
| spellingShingle | Strategic public relations Communicatie gtt Communication dans les organisations ram Entreprises - Relations publiques ram Planification stratégique Planification stratégique ram Public relations gtt Relations publiques Kommunikation Public relations Strategic planning Unternehmen (DE-588)4061963-1 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4043188-5 (DE-588)4143413-4 |
| title | Strategic public relations |
| title_auth | Strategic public relations |
| title_exact_search | Strategic public relations |
| title_full | Strategic public relations edited by Norman A. Hart ; foreword by Mike Beard (President of the Institute of Public Relations) |
| title_fullStr | Strategic public relations edited by Norman A. Hart ; foreword by Mike Beard (President of the Institute of Public Relations) |
| title_full_unstemmed | Strategic public relations edited by Norman A. Hart ; foreword by Mike Beard (President of the Institute of Public Relations) |
| title_short | Strategic public relations |
| title_sort | strategic public relations |
| topic | Communicatie gtt Communication dans les organisations ram Entreprises - Relations publiques ram Planification stratégique Planification stratégique ram Public relations gtt Relations publiques Kommunikation Public relations Strategic planning Unternehmen (DE-588)4061963-1 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Communicatie Communication dans les organisations Entreprises - Relations publiques Planification stratégique Public relations Relations publiques Kommunikation Strategic planning Unternehmen Öffentlichkeitsarbeit Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006758639&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hartnormana strategicpublicrelations AT beardmike strategicpublicrelations |