Public Relations For The New Europe

Description:
'Public Relations' may be a relative newcomer in the New Europe, even if many of the techniques associated with it have long been embedded in existing 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 unprecedented amounts of foreign investment and companies from the New Europe are increasingly becoming players in their 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 PR content 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 in Public 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 parts of the New Europe.

Review:
'PR is an essential element of the free worlds marketplace of ideas and products. Morris and Goldsworthy's book is an essential read for anyone who wants to practice PR and make their case and argue their point' Mike Waterson, Chairman, World Advertising Research Center 'As an academic who teaches communications at one of the region's major universities, I strongly recommend this book for anyone who works in - or wants to work in - public relations. Morris and Goldsworthy offer clearly written advice and tips about all aspects of PR work, backed up with plenty of lively examples from all over the New Europe. An invaluable aid for practitioners and students alike' Dr Burcu Sumer, University of Ankara 'Public Relations for New Europe expertly chronicles the changing nature of public relations and the need for new skills to render it effective. Morris and Goldsworthy once again provide the essential primer to bridge the skills gap necessary to fuel a growing PR industry' Paul Taaffe, Chairman and Chief Executive of Hill& Knowlton worldwide

Table of Contents:
Preface Acknowledgments 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 The Reputation 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 Speech or 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 Influencing Growth

Author Biography:
TREVOR MORRIS is one of the UK's most senior PR practitioners and since 2005 a Visiting Professor at the University of Westminster in London, where he teaches on a range of postgraduate and undergraduate programs. Formerly Morris was Chief Executive of Chime Communications Public Relations Group, the UK [(and Europe)]'s largest PR group, with some 250 employees. In nearly a quarter of a century in the industry he successfully built a major PR consultancy, worked for numerous major companies and government bodies and alongside most of the key players in contemporary PR. Morris has made countless TV, radio and newspaper appearances and maintains a high profile within the industry. SIMON GOLDSWORTHY is Senior Lecturer in Public Communication at the University of Westminster, UK. He has a first class honours degree in east European history and has travelled extensively in east and central Europe. He established London's first Master of Arts course in Public Relations and has since added the teaching of Public Relations at undergraduate level. He has lectured to international audiences, including Johns Hopkins University and at the Sorbonne, where he is a Visiting Professor. His UK civil service career included three years at the Central Office of Information and press office work for a number of British Government departments. He has also worked as a PR consultant in the private sector. www.trevor-j-morris.com Email: morrisgoldsworthy@btinternet.com