Theaker, Alison, <br/><br/>
The public relations strategic toolkit :  an essential guide to successful public relations practice / 
Alison Theaker and Heather Yaxley. 
 - Second Edition. 
 - xii, 417 pages :  illustrations ;  25 cm. 
<br/><br/> Revised edition of the authors' The public relations strategic toolkit, 2012. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781138678651  RM 590.70 9781138678675 (pbk. : alk. paper) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Corporations--Public relations.<br/>Business communication.