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Public relations for the new Europe

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Public relations for the new EuropeTrevorMorris and Simon Goldsworthy.
作者:	Morris, Trevor.
其他作者:	Goldsworthy, Simon.
出版者:	Basingstoke [England] ;Palgrave Macmillan,2008.
面頁冊數:	xvii, 246 p. :ill. ;25 cm.
標題:	Public relationsEurope.
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230594845

Public relations for the new Europe
Morris, Trevor.

Public relations for the new Europe[electronic resource] /TrevorMorris and Simon Goldsworthy. - Basingstoke [England] ;Palgrave Macmillan,2008. - xvii, 246 p. :ill. ;25 cm.

Includes bibliographical references (p. 235-237) and index.

PART I: UNDERSTANDING PUBLIC RELATIONS -- What is Public Relations? -- Lessons from History -- The Structure of the PR Industry -- PR and Integrated Marketing Communications -- PR Sectors and Specialisms -- TheReputation of Public Relations -- The Law and Public Relations -- Public Relations Ethics -- The Academic Study of Public Relations -- PART II: STRATEGY AND PLANNING -- POSTAR, a PR Planning Aid -- Objectives -- Strategy -- Methods -- How to be Creative -- Tactics -- Administration -- Evaluating Results -- Crisis Management -- Creating a Socially Responsible Image -- PART III: SKILLS -- Dealing with the Media -- Press Releases -- Writing Feature Articles and Opinion Pieces -- How to call a Journalist -- Internal Communications -- How to make an Effective Speechor Presentation -- PR Photography and Images -- How to Plan and Run Events -- PR Skills in the Online World -- PART IV: THE FUTURE OF PUBLIC RELATIONS IN THE NEW EUROPE -- PR Growth Sectors -- Factors InfluencingGrowth.

Public Relations may be a relative newcomer in the New Europe, even if many of the techniquesassociated with it have long been embedded inexisting cultures. What is clear is that, however recent their origins, the new PR industries across the region are now growing rapidly. The latest techniques in PR are needed not just for domestic commercial reasons, or to further public policy and political goals, but to meet new international demands. New European markets are receiving unprecedentedamounts of foreign investment and companies from the New Europe are increasingly becoming players intheir own right in the global marketplace. The emergence of major new European brands will demand strong cross-border PR support. High-profile international events and activities impose demands but also create PR opportunities: for example in 2008 Slovenia became the first country from the region to hold the EU Presidency,and the Czech Republic, Hungary, Poland, Lithuania, Latvia, Slovakia, Estonia and Bulgaria are all due to follow in the next ten years. The Eurovision Song Contest is increasingly hosted in the region - it took place in the Serbian capital Belgrade in 2008. The Olympic and Paralympic Winter Games will be held in Sochi on Russia's Black Sea coast in 2014. With their high PRcontent these occasions are pointers to an exciting but challenging future. This book is an essential read for anyone interested in Public Relations in the New Europe. Combining the latest inPublic Relations theory with practical guidance on how to plan and structure a PR campaign and top tips on how to undertake successful PR work, this book is also full of fascinating case histories from many partsof the New Europe.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2009.

Mode of access:World Wide Web.

ISBN: 9780230594845

Standard No.: 10.1057/9780230594845doiSubjects--Topical Terms:

459833
Public relations
--Europe.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD59 / .M647 2008eb

Dewey Class. No.: 659.2094

Public relations for the new Europe
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300 $a xvii, 246 p. : $b ill. ; $c 25 cm.
504 $a Includes bibliographical references (p. 235-237) and index.
505 0 $a PART I: UNDERSTANDING PUBLIC RELATIONS -- What is Public Relations? -- Lessons from History -- The Structure of the PR Industry -- PR and Integrated Marketing Communications -- PR Sectors and Specialisms -- TheReputation of Public Relations -- The Law and Public Relations -- Public Relations Ethics -- The Academic Study of Public Relations -- PART II: STRATEGY AND PLANNING -- POSTAR, a PR Planning Aid -- Objectives -- Strategy -- Methods -- How to be Creative -- Tactics -- Administration -- Evaluating Results -- Crisis Management -- Creating a Socially Responsible Image -- PART III: SKILLS -- Dealing with the Media -- Press Releases -- Writing Feature Articles and Opinion Pieces -- How to call a Journalist -- Internal Communications -- How to make an Effective Speechor Presentation -- PR Photography and Images -- How to Plan and Run Events -- PR Skills in the Online World -- PART IV: THE FUTURE OF PUBLIC RELATIONS IN THE NEW EUROPE -- PR Growth Sectors -- Factors InfluencingGrowth.
520 $a Public Relations may be a relative newcomer in the New Europe, even if many of the techniquesassociated with it have long been embedded inexisting cultures. What is clear is that, however recent their origins, the new PR industries across the region are now growing rapidly. The latest techniques in PR are needed not just for domestic commercial reasons, or to further public policy and political goals, but to meet new international demands. New European markets are receiving unprecedentedamounts of foreign investment and companies from the New Europe are increasingly becoming players intheir own right in the global marketplace. The emergence of major new European brands will demand strong cross-border PR support. High-profile international events and activities impose demands but also create PR opportunities: for example in 2008 Slovenia became the first country from the region to hold the EU Presidency,and the Czech Republic, Hungary, Poland, Lithuania, Latvia, Slovakia, Estonia and Bulgaria are all due to follow in the next ten years. The Eurovision Song Contest is increasingly hosted in the region - it took place in the Serbian capital Belgrade in 2008. The Olympic and Paralympic Winter Games will be held in Sochi on Russia's Black Sea coast in 2014. With their high PRcontent these occasions are pointers to an exciting but challenging future. This book is an essential read for anyone interested in Public Relations in the New Europe. Combining the latest inPublic Relations theory with practical guidance on how to plan and structure a PR campaign and top tips on how to undertake successful PR work, this book is also full of fascinating case histories from many partsof the New Europe.
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