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Develop Your PR Skills covers strategic PR, PR and the internet, working with the media, dealing with different stakeholders and customers, dealing with a crisis, using internal communications, using research to get a competitive edge, evaluating the success of your PR, and ethics and sustainability.

Table of Contents

• • Chapter - 00: Introduction;
  • Chapter - 01: Public relations in business: an introduction;
  • Chapter - 02: Where PR sits with advertising and marketing;
  • Chapter - 03: Understanding strategic public relations;
  • Chapter - 04: Working with the media;
  • Chapter - 05: PR and developments in online communications;
  • Chapter - 06: Stakeholders and customers: how to develop and maximise relations;
  • Chapter - 07: Crisis, what crisis?;
  • Chapter - 08: Internal communications;
  • Chapter - 09: Getting the facts right: using research to create a competitive edge;
  • Chapter - 10: How much should good public relations cost?;
  • Chapter - 11: PR championing ethics and sustainability

About the Author

Neil Richardson and Lucy Laville, currently teach PR and relations and marketing at Leeds Business School. They both come from a professional background. Lucy has worked in various senior PR positions across a variety of sectors. Neil has a fast amount of managerial experience in marketing, sales and customer service. Neil Richardson has written Develop Your Marketing Skills, A Quick Start Guide to Mobile Marketing and co-authored A Quick Start Guide to Social Media Marketing, also in the Creating Success series.