PR Today

The Authoritative Guide to Public Relations

by Trevor Morris & Simon Goldsworthy

Table of Contents

PART I: THEORY AND ANALYSIS

1. Understanding Public Relations
2. PR Ethics
3. The Make-up of the PR Industry
4. PR, Marketing and Advertising
5. Internal Communication
6. Lobbying, Political and Government PR
7. PR in the Digital World
8. Corporate Social Responsibility
9. PR and the Law

PART II: PLANNING AND STRATEGY

10. POSTAR: Positioning, Objectives, Strategy, Tactics, Administration, Results

PART III: PRACTICE

11. Presenting, Pitching and Public Speaking
12. PR Media Skills
13. Event Management
14. Crisis Management

PART IV: CONCLUSION

15. Public Relations: Into the Future
16. How to Get a Job in PR