Black C. The PR Practitioner's Desktop Guide

Replika Press, 2002. — 200 p. — ISBN: 1854182609Public relations is essential to managing and leading an organisation. It is particularly important to remember that protecting the brand, and protecting your good name is as significant an activity as safeguarding financial or human assets. Organisations who manage their PR profes- sionally are in a much better position that those who let the PR function drift. It’s a source of competitive advantage.
Consequently any organisation that wishes to succeed has public relations high on the strategic agenda. Public relations is recognised as an important management tool that enables an organisation to plan and to structure the way it communicates with its target audiences. In my view, internal communication between people working for an organi- sation and external communication with many influential stakeholder groups are of equal importance in ensuring an organisation meets its corporate objectives.
Public relations practice is changing all the time, propelled forwards by developments in communications technology. Public relations profes- sionals need to keep up with the latest developments while at the same time understanding the established principles of good public relations practice.
The Public Relations Practitioner’s Desktop Guide is a down-to-earth handbook, an essential for anyone involved in the public relations function for any type of organisation. It is jargon free, easy to read and accessible.Whether you are an in-house practitioner or a consultant working for clients, this book contains practical advice and suggestions, plus useful checklists and ideas for improving the way you work. It will also help you get to grips with today’s fast moving media and commu- nications channels.