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The PR Professional's Handbook

The PR Professional's Handbook

Powerful, Practical Communications

Caroline Black

From £20.82

Plan and implement effective communications programmes and campaigns with this ultimate introduction for practitioners and students endorsed by the CIPR.

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About the book

At a time when rapid changes in communications technology, such as social media, are having a major impact on the way businesses choose to communicate, more and more people are having to understand the principles of modern PR and how they can use it to underpin effective business management. The PR Professional's Handbook offers practical advice and solutions for anyone involved in the public relations function.

The PR Professional's Handbook guides practitioners in preparing and evaluating campaigns. In addition to providing a full breakdown on the individual skills required in briefing, writing and presenting projects of different shapes and sizes, the book covers the role and importance of public relations and communications in organizations, addressing, in full, key theories for PR, skills and disciplines, channels and creativity.

About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series comprises accessible, practical introductions to day-to-day issues of public relations practice and management. The series' action-oriented approach keeps knowledge and skills up to date.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: The role and importance of public relations in organizations;
    • Chapter - 02: Key theories for public relations practitioners;
    • Chapter - 03: The professional public relations practitioner;
    • Chapter - 04: Planning and evaluating public relations;
    • Chapter - 05: Public relations, marketing and related disciplines;
    • Chapter - 06: Understanding audiences;
    • Chapter - 07: Using the right communications channels and tactics;
    • Chapter - 08: Creativity in public relations;
    • Chapter - 09: Visual communications;
    • Chapter - 10: Public relations essentials for issues, incidents and crises;
    • Chapter - 11: Essential skills for the PR practitioner


Long before press releases and hashtags, public relations existed, playing a vital role in the way organisations communicated. In ancient Rome, fight directors at the Coliseum fostered word of mouth recommendations of their shows, aware this provided a greater pull to the masses than graffiti proclaiming the times of future events. It is anecdotes and case studies such as this that make Caroline Black's new book an enjoyable read.

The handbook is billed as a complete introductory text to the world of PR. It provides those new to the industry and those looking to enter it with a full breakdown of the skills required to prosper as a PR professional and delivers an understanding of how PR operates and interlinks with the wider world.

Liam Keogh, PR Week

If you're starting out in public relations for the first time then be sure to get yourself a copy of The PR Professional's Handbook by Caroline Black. This new CIPR stamped book covers key communications theories, provides practical advice around skills and uses case studies to highlight proof points.
Michael White, Digital Consultant, Keene Communications and blogger at thoughtsymposium.com

An absolute 'must-have' for anyone whose work responsibilities include any aspect of public relations.
Midest Book Review, Library Bookwatch, The Business Shelf

Book Details

  • EAN: 9780749468422
  • Edition: 1
  • Published: 3rd April 2014
  • Paperback
  • Format: 230x155
  • 376 pages
  • Series: PR in Practice Series

About the Author

Caroline Black is a highly experienced corporate, consumer, business-to-business and crisis management communications professional. She has worked with large private-sector organizations, government departments, educational establishments and charities. Her clients include Sainsbury's, Pedigree Petfoods, the Foreign and Commonwealth Office, Brasenose College, Roehampton University, Cancer Research UK and Sightsavers. She is a Licentiate of the CIPD and an approved trainer for the CIPR. She acts as a conference chair, and lectures and speaks regularly on communication issues. She runs her own independent PR consultancy.

Caroline Black

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