The Public Relations Practitioner's Playbook
The Public Relations Practitioner's Playbook

Author: M. Larry Litwin

Publisher: AuthorHouse

Published: 2009

Total Pages: 586

ISBN-13: 1438994753

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"The Public Relations Practitioner's Playbook" is how-to and hands-on. Theory is woven into thousands of proven techniques, tips, tactics, tools and strategies spread over nearly 600 pages. Explanations, examples and anecdotes are in a language that should appeal to experienced practitioners, college students and organization volunteers who assist with public relations and publicity. "The PR Practitioner's Playbook" - an anatomy of the public relations profession - relies on my experience as a reporter, editor, public relations counselor, and strategic advisor and evaluator. It demonstrates that successful writers practice their craft with poise and eloquence. It is an extension of the author's classroom, which many students call, "Litwin's laboratory for practical knowledge." As former KYW Newsradio colleague Kim Glovas observed," Larry's voice is the voice of this book." Among those considered mentors - and contributors to this book - are Nick George, former managing editor at ABC Radio News, ABC sportscaster Howard Cosell, KYW Newsradio anchor Bill Bransome, print journalist extraordinaire Everett S. Landers and legendary broadcast journalist Edward R. Murrow. They spent countless hours helping the author hone his skills and encouraging me to be an open, honest, thorough and valid (relevant) communicator. They stressed tangible tools, and such attributes as knowledge, loyalty, judgment, trust, credibility, ethics and integrity. "The Public Relations Practitioner's Playbook" serves as a basic or supplemental text in introduction to public relations and graduate overview courses. It offers a refreshing, down-to-earth approach to which many students are just not accustomed. Strategic advisors refer to it as a "potpourri of proven public relations techniques." The companion CD-Rom contains, among its many tactics, three PowerPoints(r) that summarize the 17 chapter

The Public Relations Practitioner's Playbook for (all) Strategic Communicators
The Public Relations Practitioner's Playbook for (all) Strategic Communicators

Author: M. Larry Litwin, APR, Fellow PRSA

Publisher: Author House

Published: 2013-08-27

Total Pages: 622

ISBN-13: 1491804521

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Some years ago, a young graduate student contributed to a book for educational public relations specialists. It was a “how-to-do-it book, light on theory and without footnotes” that offered hundreds of tips and “ideas.” Its title evolved into School Communication Ideas that Work. Like that successful and widely used book, published in 1972, The Public Relations Practitioner's Playbook for (all) Strategic Communicators is how-to and hands-on. Edition three was considered for the 2009 Pulitzer Prize. The theory it contains is woven into thousands of proven techniques, tips, tactics, tools and strategies spread over 626 pages. Explanations, examples and anecdotes are in a language that should appeal to experienced practitioners, college students and organization volunteers who assist with public relations, publicity and other strategic communication disciplines. It won't do the work for the would-be publicity or PR practitioner or counselor, but it will make his or her job much easier. Devotees of the Public Relations Practitioner's Playbook may have noticed, its title now includes for (all) Strategic Communicators. That's because the public relations profession has evolved into the more encompassing strategic communication, which includes not only public relations but public affairs, advertising, marketing, social media, graphic and web design and other areas of digital media convergence, strategic planning and campaigns. “Strategic communication occurs in corporate, non-profit, governmental and agency settings,” according to Elon (N.C.) University's website. “Organizations strategically communicate to audiences through publications and videos, crisis management through the news media, special events planning, building brand identity and product value, and communicating with stockholders (and stakeholders), clients or donors.

Digital PR
Digital PR

Author: Danny Whatmough

Publisher: Emerald Group Publishing

Published: 2018-11-13

Total Pages: 187

ISBN-13: 1787566226

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The digital revolution has caused a seismic shift in the PR industry. It’s altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we’ve been, where we are and where we’re going. It’s a manual for practitioners looking for guidance and ideas on how best to navigate this changing space.

Strategic Communication
Strategic Communication

Author: Jane Johnston

Publisher: Routledge

Published: 2020-09-28

Total Pages: 339

ISBN-13: 1000282368

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Communication and relationships sit at the centre of our hyper-connected lives, and their effective management is a strategic necessity for all organisations today. As the communication and public relations industries continue to grow globally, they offer a dynamic career for those with the right skills and knowledge. Jane Johnston and Leanne Glenny show how strategic communication and public relations plug into the social, economic and political world, creating crucial links between organisations and people. They explain how communication professionals build partnerships, motivate and engage stakeholders, manage content, media and planning, develop reputations, and troubleshoot crisis communication. Strategic Communication is a complete introduction to the fundamentals of communication and public relations for the next decade. It presents innovative and creative approaches to deliver 100 tools and tactics, over 30 theories and models, and three levels of strategy that underpin successful communication. The authors include examples from around the world, from private sector, public sector and not for profit organisations.

The Public Relations Handbook
The Public Relations Handbook

Author: Alison Theaker

Publisher: Routledge

Published: 2004-08-02

Total Pages: 377

ISBN-13: 1134369220

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In this updated edition of the successful Public Relations Handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it; traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: interviews with press officers and PR agents about their working practices case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology over twenty illustrations from recent PR campaigns. In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.

A Practical Guide to Ethics in Public Relations
A Practical Guide to Ethics in Public Relations

Author: Regina Luttrell

Publisher: Rowman & Littlefield

Published: 2018-02-09

Total Pages: 255

ISBN-13: 1442272759

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On a daily basis, public relations practitioners are tasked with making ethical decisions, such as advising a client to fully disclose a corporate relationship or advocating for honesty when working with the media. A Practical Guide to Ethics in Public Relations is designed for courses in contemporary studies of public relations and communications. This text highlights the delicate balance required to navigate the values and demands implicit to the field of public relations and those that underlie society as a whole. Students are encouraged to examine their own values and compare them to those commonly encountered in a professional setting. Brimming with case studies, practitioner advice, practical ethical dilemmas, and popular culture references, A Practical Guide to Ethics in Public Relations is the ideal text for students grappling with the inevitable ethical dilemmas that arise in professional public relations.

Reputation Management
Reputation Management

Author: John Doorley

Publisher: Taylor & Francis

Published: 2007

Total Pages: 457

ISBN-13: 0415974704

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'Reputation Management' is a how-to-guide for professionals and students in corporate communications that rests on the premise that corporate reputations can be measured, monitored, and managed.

Social Media and Public Relations
Social Media and Public Relations

Author: Deirdre Breakenridge

Publisher: Pearson Education

Published: 2012

Total Pages: 177

ISBN-13: 0132983214

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This title, by social marketing pioneer Deirdre Breakenridge, teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world.

The Business of Persuasion
The Business of Persuasion

Author: Harold Burson

Publisher: RosettaBooks

Published: 2017-10-03

Total Pages: 390

ISBN-13: 0795350449

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“A wonderfully personal account of the thoughts behind a lifelong focus on the reputation of corporations around the world. Candid and straightforward.”—Huffington Post Harold Burson, described by PRWeek as “the [20th] century’s most influential PR figure,” is perhaps the most recognized name in the industry today. The founder of PR giant Burson-Marsteller had an incredible 70-year career, in which he built a global enterprise from a one-man consulting firm. In this illuminating and engaging business memoir, Burson traces his career from studying at Ole Miss to serving in World War II, reporting on the Nuremburg trials, and joining with Bill Marsteller. Together, he and Marsteller made history in a new venture that would grow to be one of the biggest public relations companies in the world, with over 60 offices on six continents. By way of personal and professional examples, Burson shows readers what public relations really entails—its challenges, methodologies, and impacts. His anecdotes on PR challenges like the “Tylenol crisis,” the removal of confederate flags from Ole Miss, and the introduction of “New Coke” illustrate Burson’s time-tested tenets of great PR and crisis management. He interweaves iconic moments from the history of public relations into his story, making this “a must-read for any PR professional” (Jack Welch, executive chairman, Jack Welch Management Institute). “Every detail of Harold’s professional life is brought alive through an interesting narrative of the highs and lows . . . There is loads of inspiration hidden in every page for everyone. Be it a reader with no interest in Public Relations or a veteran who wants to understand more about the profession.”—Reputation Today

Public Relations Campaigns
Public Relations Campaigns

Author: Regina M. Luttrell

Publisher: SAGE Publications

Published: 2018-02-05

Total Pages: 542

ISBN-13: 1506332536

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Public Relations Campaigns: An Integrated Approach introduces you to the process of creating public relations campaigns using a hands-on approach that emphasizes the tools you will need when working in the industry. Authors Regina M. Luttrell and Luke W. Capizzo present real examples and current case studies to help you develop practical skills for creating more effective PR campaigns. You are given multiple opportunities to practice and build your skills throughout the book by learning how to incorporate the PESO model—Paid media, Earned media, Social media, and Owned media. The PESO model helps students understand the importance of creating integrated campaigns that coordinate PR efforts with both advertising and marketing. Key Features The book offers a timely focus on the PESO model and its use in integrated campaigns, providing students with an understanding of today’s best practices in PR. Numerous case studies and exercises throughout the book aid in a deeper understanding of how research, perspective, and insights can be leveraged in public relations campaigns. Real-world information including sample PR plans with budgets prepare students for success in their future careers.