The public relations strategic toolkit : an essential guide to successful public relations practice / Alison Theaker and Heather Yaxley.

Revised edition of the authors' The public relations strategic toolkit, 2012.

Includes bibliographical references and index.

Acknowledgements -- The profession -- Introduction / Alison Theaker -- What is public relations? / Alison Theaker -- What do pr practitioners do? / Alison Theaker -- The pr industry and careers in it / Alison Theaker -- Professionalism and trends in pr / Alison Theaker -- Public relations planning -- Situational analysis / Heather Yaxley -- Understanding public psychology / Heather Yaxley -- Setting objectives / Heather Yaxley -- Strategic campaign execution / Heather Yaxley -- Budgeting and resourcing / Heather Yaxley -- Monitoring and evaluation / Heather Yaxley -- Corporate communications -- Brand management / Alison Theaker -- Effective media relations / Alison Theaker -- Risk, incidents, issues and crisis management / Heather Yaxley -- Corporate social responsibility / Alison Theaker -- International considerations / Alison Theaker -- Digital public relations / Heather Yaxley -- Stakeholder engagement -- Political relations / Heather Yaxley -- Financial and investor relations / Heather Yaxley -- Internal communications / Alison Theaker -- Inter-organisational relationships / Heather Yaxley -- Community relations / Alison Theaker -- Consumer public relations / Alison Theaker -- Appendix -- Bibliography -- Index.