Public Relations for the New Europe

Author Trevor Morris: Trevor Morris is one of the UK's most senior PR practitioners. Until 2003 he was Chief Executive of Chime Communications Public Relations Group, the UK's largest PR group. In over 25 years in the industry Trevor successfully built a major PR consultancy, worked for numerous major companies and government bodies. He maintains a high profile within the industry and PR Week has described him as one of the most influential people in public relations.Author Simon Goldsworthy: Simon established London's first Master of Arts course in public relations and has since added the teaching of public relations to the University's well-known undergraduate media studies programme. He has lectured to international audiences, including Johns Hopkins University, USA, and at the Sorbonne, France, where he is a Visiting Professor. He has also worked as a PR consultant in the private sector.

"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

• 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