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Running a Public Relations Department

Good management practice is essential if a PR department is to be highly valued and cost effective. This updated edition aims to show business practitioners exactly how this can be achieved. The result is a hands-on guide offering accessible and practical advice for PR activity.

Good management practice is essential if a PR department is to be highly valued and cost effective. This updated edition aims to show business practitioners exactly how this can be achieved.

Public Relations Strategy

This challenging book reflects the intense discussion that is taking place on the nature of public relations and how it develops and supports management strategy. It links models and theories of strategic management to the PR function and discusses how globalization and the Internet are changing organizational PR strategy. This new and updated version of Public Relations Strategy explains how PR lies at the heart of sound, ethical corporate communication as a core strategic management function. The new edition explores the following topics: - PR as strategic and issues management - the governance role of PR within organizations - attaining and maintaining reputation - internal communication as PR strategy - online/offline media relations - research matters: exploration and evidence - managing ethics and evaluation in PR programming Including many new international case studies, this fully updated, third edition of Public Relations Strategy is a useful addition to the thinking practitioner's library, and an invaluable learning tool for students undertaking examinations in PR and related disciplines.

This challenging book reflects the intense discussion that is taking place on the nature of public relations and how it develops and supports management strategy.

Manage Your Reputation

How to Plan Public Relations to Build & Protect the Organization's Most Powerful Asset

* Reputation management has become a key issue for all business people. * First edition, published by McGraw-Hill as Managing your Reputation sold over 10,000 copies. * This new edition is packed with new case studies from around the world. * Most companies now believe that reputation impacts the bottom line. * Written by one of Europe's most senior and experienced practitioners. Reputation has a major impact on business performance. Management's remuneration, directors' fees, ethical issues, environmental accountability, employee relations, investor relations, customer care and fiduciary responsibility, all are now under the media spotlight. All organizations, whether in the public or private sector, must not only behave impeccably but also manage their public relations with intelligence and integrity if they are to safeguard their reputation. Here is clear, actionable guidance on how to plan and implement effective public relations programs. Bristling with real-life case studies and candid comment from top executives around the world, you'll find hands-on, practical advice on how to: avoid PR disasters, set PR objectives, win favorable media coverage, control costs, measure results, and recruit the right public relations people.

* Reputation management has become a key issue for all business people. * First edition, published by McGraw-Hill as Managing your Reputation sold over 10,000 copies. * This new edition is packed with new case studies from around the world. ...

Digital Marketing Strategy

An Integrated Approach to Online Marketing

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.

This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation ...

Understanding Digital Marketing

Marketing Strategies for Engaging the Digital Generation

Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.

Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years.

Commonsense Direct & Digital Marketing

Demonstrates how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design.

Demonstrates how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design.

Understanding Digital Marketing

Marketing Strategies for Engaging the Digital Generation

The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to web marketing, the rules of new media and researching the new generation of digital consumers. Clear, informative and entertaining, it covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies. One of the best-selling books in the industry, this third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing. Complete with in-depth insider accounts of digital marketing successes from brands including Harley-Davidson, Help for Heroes, MercadoLibre and the UEFA Europa League, it remains 'one of the most comprehensive yet easy-to-read books on digital marketing available' (The Marketer) and is therefore essential reading for both practitioners and students alike.

One of the best-selling books in the industry, this third edition of Understanding Digital Marketing has been thoroughly revised with more information on core areas such as search, analytics, online PR and content marketing.

The Best Digital Marketing Campaigns in the World II

"In the second collection of The Best Digital Marketing Campaigns in the World, bestselling author Damian Ryan presents an international showcase of the most successful digital marketing campaigns in recent history. Full of behind-the-scenes insights into campaign strategy, implementation and results, it explores how businesses and agencies large and small have harnessed social media, blogs, video, email, mobile and search to boost their brand and attract customers. Covering a wide range of world-class, award-winning campaigns including Redbull and Stratos, Evian's 31 ways to live young, and Students Beans' Freshers' Field, The Best Digital Marketing Campaigns in the World is an inspirational showcase of digital creativity and a must-read for everyone working in marketing and advertising"--

Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds.Covering a wide range of world-class award winning campaigns, including household names such as ...

Reinventing Banking and Finance

Frameworks to Navigate Global Fintech Innovation

The finance industry is currently going through a digital revolution, with new and developing technology transforming the world of banking and financial services beyond recognition. Banks and financial institutions worldwide recognize the pressing need to innovate to avoid disruption or displacement by highly agile and often smaller fintech companies. Reinventing Banking and Finance is an essential guide for finance professionals to current trends in fintech, innovation frameworks, the challenges of outsourcing or embedding innovation, and how to effectively collaborate with other organizations. Beginning with the history and background of how banking got to the era of fintech, the book provides a thorough overview of the global fintech ecosystem and the drivers behind innovation in technologies, business models and distribution channels. Examples of key institutions and interviews with innovators and experts shine a light on key financial innovation hubs in UK, US, China, Israel and more, and offer advice for institutions looking to choose the right market for their needs. Covering genuine innovations in AI, machine learning, blockchain and digital identity, Reinventing Banking and Finance offers expert insight into navigating the complex and multi-layered finance industry.

Named as the best overall book on banking of 2022 by Investopedia.

Evaluating Public Relations

A Guide to Planning, Research and Measurement

Operating under tight budget constraints and with an ever-increasing range of tools and technologies to choose from, PR professionals have never been under so much pressure to justify their decisions. Evaluating Public Relations advises PR practitioners at all levels on how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies. This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement. Covering both theory and practice and containing case studies on Philips, Pepsi, St John Ambulance, Medicare and Westminster City Council, it is an essential handbook for both students and experienced practitioners.

This fully updated edition of Evaluating Public Relations includes coverage and advice on the industry standards on PR measurement.