Caroline Black is a highly experienced corporate, consumer, business-to-business and crisis management communications professional. She has worked with large private-sector organizations, government departments, educational establishments and non-profits. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consulting company.

Includes an overview of visual imagery (from photography to moving pictures) to assist in the briefing process

ForewordIntroduction 01 The role and importance of public relations in organizations
Why organizations must communicate
A short history of public relations
Where are we now?
The Edelman Trust Barometer02 Key theories for public relations practitionersTheory 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 infl uence
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 theory03 The professional public relations practitionerWorking as a communications /PR professional
Personal qualities and professional/business skills
Getting started in communications
Where will I work?
Training and qualifi cations in public relations
Client/consultancy contracts
Taking care of yourself04 Planning and evaluating public relationsCommunications planning - writing a brief
Best practice in communications planning
Planning and evaluating PR05 Public relations, marketing and related disciplinesDefinitions 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 management06 Understanding audiencesDefinitions
Introduction
Thinking about stakeholders
From stakeholder to target audience
Collecting the right data
Types of 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 relations07 Using the right communications channels and tacticsChannels for impact
Digital
Traditional (aka elite) media
Ethics the media-post-Leves on... where now?
Face-to-face
Print
Further reading08 Creativity in public relationsBig ideas about creativity
The creative process
Twelve ways to wake up your creativity and solve problems
Summary09 Visual communicationsPhotography for PR
Visual aids
Briefi ng designers
What does your typeface say about you?10 Public relations for issues, incidents and crisesIntroduction
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 reading11 Essential skills for the PR practitionerIntroduction
Writing
Further reading
Interpersonal skills - and briefing skills
Body language as a key part of communications
Presentation skillsAfterword
Appendix 1: Chartered Institute of Public Relations Code of Conduct and Complaints Procedure Appendix 2: Cross cultural communications
Bibliography
Index