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Public Relations for Asia |
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Public Relations for Asia |
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基本信息·出版社：Palgrave Macmillan
·页码：256 页
·出版日期：2007年12月
·ISBN：0230549411
·条形码：9780230549418
·版本：Hardcover
·装帧：精装
·开本：20
·正文语种：英语
·外文书名：亚洲公共关系
内容简介 This book is an essential read for anyone interested in public relations in Asia. Combining the latest in public relations theory with clear and practical guidance on how to plan and structure a PR campaign, as well as invaluable top tips on the skills needed to create successful PR campaigns, Public Relations in Asia is also full of fascinating and relevant case histories from around Asia and the rest of the world.
作者简介 TREVOR MORRIS is one of the UK's most senior PR practitioners and a visiting professor at the University of Westminster, where he teaches on a range of postgraduate and undergraduate programmes. Until he stepped down in 2003, Morris was Chief Executive of Chime Communications Public Relations Group, the UK (and Europe)'s largest PR group, with some 250 employees. In over 22 years in the industry he successfully built a major PR consultancy, worked for numerous major companies and government bodies and knew and worked alongside most of the key players in contemporary PR. Morris maintained a high profile within the industry and industry organisations and made countless TV, radio and newspaper appearances.
SIMON GOLDSWORTHY is Senior Lecturer in Public Communication at the University of Westminster. He 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 and at the Sorbonne. His civil service career included three years at the Central Office of Information and press office work for a number of Government departments. He has also worked as a PR consultant in the private sector.
媒体推荐 Review 'Lack of skilled talent is the largest single threat to the extraordinary growth of public relations in Asia. "PR for Asia" is the go to sourcebook that addresses that skills gap. It is a pragmatic guide, complete with intelligent analysis, proven as effective pr tools and useful examples from across the region.' -
Paul Taaffe, chairman and chief executive of Hill & Knowlton worldwide 'Asia looks set to experience the sort of astonishing growth in public relations that the West has recently experienced. Morris and Goldsworthy look set to accelerate that growth.' -
Mike Waterson, Chairman, World Advertising Research Center'Asia is the most exciting PR market in the world. This book not only critically analyses the nature and structure of PR now and in the future, but also offers a wealth of straight talking practical advice from how to write a PR plan to what to do when a difficult journalist rings you up.' -
Danny Rogers, Editor, PR Week Product Description This book is an essential read for anyone interested in Public Relations in Asia. Whether you are working in PR, studying PR, a journalist dealing with PR, or just interested in this fascinating and fast growing market, Public Relations in Asia offers readers a vital insight into how PR works.
Combining the latest in Public Relations theory with clear and practical guidance on how to plan and structure a PR campaign, as well as invaluable top tips on the skills needed to create successful PR campaigns, Public Relations in Asia is also full of fascinating and relevant case histories from around Asia and the rest of the world.
专业书评 1. 'Lack of skilled talent is the largest single threat to the extraordinary growth of public relations in Asia. "PR for Asia" is the go to sourcebook that addresses that skills gap. It is a pragmatic guide, complete with intelligent analysis, proven as effective pr tools and useful examples from across the region.' -
Paul Taaffe, chairman and chief executive of Hill & Knowlton worldwide 2. 'Asia looks set to experience the sort of astonishing growth in public relations that the West has recently experienced. Morris and Goldsworthy look set to accelerate that growth.' -
Mike Waterson, Chairman, World Advertising Research Center3. 'Asia is the most exciting PR market in the world. This book not only critically analyses the nature and structure of PR now and in the future, but also offers a wealth of straight talking practical advice from how to write a PR plan to what to do when a difficult journalist rings you up.' -
Danny Rogers, Editor, PR Week 目录 Preface
Acknowledgments
Pt. I Understanding Public Relations
1 What is Public Relations? 3
2 Lessons from history 7
PR and the growth of big business 8
PR and the mass media 9
Recent developments 11
3 The structure of the PR industry 13
4 PR and integrated marketing communications 17
5 PR sectors and specialisms 19
Corporate PR 19
Business-to-business PR 19
Financial PR 20
Consumer PR 20
Lobbying, public affairs, government relations and political consultancy 22
Politics and PR 26
The not-for-profit sector 27
Internal communications 29
6 The reputation of Public Relations 31
7 The Law and Public Relations 35
Intellectual property 36
Defamation 37
Other aspects of the law 38
8 Public Relations ethics 41
Problems of enforcement 46
A final word on PR ethics 48
9 The academic study of Public Relations 49
Pt. II Strategy and Planning
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