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Innovation and Best Practice
for Business Success

Established 1967



Develop Your PR Skills

Develop Your PR Skills

Neil Richardson, Lucy Laville

£9.99

Develop Your PR Skills covers strategic PR, PR and the internet, working with the media, dealing with different stakeholders and customers, dealing with a crisis, using internal communications, using research to get a competitive edge, evaluating the success of your PR, and ethics and sustainability.

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About the book

Develop Your PR Skills is a simple, straightforward guide to maximising your company's potential through effective PR. It will help the reader to gain a quick understanding of the concepts and principles and learn how to use them in actual business scenarios.

It covers strategic public relations, public relations and the internet, working with the media, how to deal with different stakeholders and customers, dealing with a crisis, using internal communications, using research to get a competitive edge, evaluating the success of your PR, and ethics and sustainability.

Direct and to the point, each chapter is concise, can stand alone and ends with a summary of key points. Readers are also be pointed towards key websites and reading materials.


Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Public relations in business: an introduction;
    • Chapter - 02: Where PR sits with advertising and marketing;
    • Chapter - 03: Understanding strategic public relations;
    • Chapter - 04: Working with the media;
    • Chapter - 05: PR and developments in online communications;
    • Chapter - 06: Stakeholders and customers: how to develop and maximise relations;
    • Chapter - 07: Crisis, what crisis?;
    • Chapter - 08: Internal communications;
    • Chapter - 09: Getting the facts right: using research to create a competitive edge;
    • Chapter - 10: How much should good public relations cost?;
    • Chapter - 11: PR championing ethics and sustainability


Book Details

  • EAN: 9780749459703
  • Edition: 1
  • Published: 3rd June 2010
  • Paperback
  • Dimensions: 216x138
  • 176 pages
  • Series: Creating Success Series

About the Author

Neil Richardson and Lucy Laville, currently teach PR and relations and marketing at Leeds Business School. They both come from a professional background. Lucy has worked in various senior PR positions across a variety of sectors. Neil has a fast amount of managerial experience in marketing, sales and customer service. Neil Richardson has written Develop Your Marketing Skills, A Quick Start Guide to Mobile Marketing and co-authored A Quick Start Guide to Social Media Marketing, also in the Creating Success series.


Neil Richardson


Lucy Laville