Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- 01 The role and importance of public relations in organizations -- Why organizations communicate -- A short history of communications -- Where are we now? -- The Edelman Trust Barometer -- Conclusion -- 02 Key theories for public relations practitioners -- Theory 1 - Shannon and Weaver - the 'transmission' model of communications -- Theory 2 - James Carey - transportation/communications links -- Theory 3 - Grunig and Hunt's four models for public relations -- Theory 4 - Robert Cialdini and influence -- Theory 5 - Patrick Jackson and others - the 'people change ladder' -- Theory 6 - Mendelsohn's 'Three Assumptions' for success -- Theory 7 - hierarchy of effects theory of persuasion -- Theory 8 - Elaboration Likelihood Model (ELM) -- Theory 9 - emotional intelligence (EI) -- Theory 10 - public relations as diplomacy -- Theory 11 - the rhetorical and ethical orientation of PR -- Theory 12 - postmodernist PR theory -- 03 The professional public relations practitioner -- Working as a communications /PR professional -- Personal qualities and professional/ business skills -- Getting started in communications -- Where will I work? -- Training and qualifications in public relations -- Client/consultancy contracts -- Taking care of yourself -- 04 Planning and evaluating public relations -- Communications planning - writing a brief -- Best practice in communications planning -- Planning and evaluating PR -- 05 Public relations, marketing and related disciplines -- Definitions of marketing -- What is the marketing mix? -- Is it seven Ps now? -- Three new Ps for the 21st century (and all because of Web 2:0) -- Marketing, communications and customer-relationship management -- 06 Understanding audiences -- Definitions -- Introduction -- Thinking about stakeholders.

From stakeholder to target audience -- Collecting the right data -- Types of research -- Four common mistakes organizations make when undertaking research -- Psychological insight -- Erik Erikson and life stages -- Myers-Briggs Type Indicator® (MBTI®) -- Neuro Linguistic Programming for public relations practitioners -- Drawing this all together - developing strategies for public relations -- 07 Using the right communications channels and tactics -- Channels for impact -- Digital -- Traditional (aka elite) media -- Ethics and the media - post-Leveson… where now? -- Face-to-face -- Print -- Further reading -- 08 Creativity in public relations -- Big ideas about creativity -- The creative process -- Twelve ways to wake up your creativity and solve problems -- Summary -- 09 Visual communications -- Photography for PR -- Visual aids -- Briefing designers -- What does your typeface say about you? -- 10 Public relations essentials for issues, incidents and crises -- Introduction -- Definitions -- Risk audit and analysis -- A word on 'wicked problems' -- Issues management -- The lifecycle of an issue -- Crisis management -- One final point -- Evaluating issues and crisis management -- Further reading -- 11 Essential skills for the PR practitioner -- Introduction -- Writing -- Further reading -- Interpersonal skills - and briefing skills -- Body language as a key part of communications -- Presentation skills -- Afterword -- Appendix 1: Chartered Institute of Public Relations Code of -- Introduction -- The Chartered Institute of Public Relations Code of Conduct and Complaints Procedure -- Outcomes -- For further information -- Section A -- Section B -- Section C -- Appendix 2: Cross-cultural communications -- Europe, and Scandinavia and Russia -- Middle East/Arab world -- Far East -- America -- Africa -- References, sources and further reading -- Chapter 1.

Chapter 2 -- Chapter 3 -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Chapter 7 -- Chapter 8 -- Chapter 9 -- Chapter 10 -- Chapter 11 -- Index -- Back Cover.